After my under graduation in engineering, I was privileged to work for an MNC in building material industry, in the marketing team of one of its product vertical. In the office, my interaction was with MBA graduates from different IIMs, who handled other product verticals. My manager too was an IIM alumnus. I could easily figure out the vast gap in knowledge and skills between an engineer and an MBA graduate, while approaching various business problems. It was evident that to progress further in my career I had to learn the nuances of business operations and that too from a premier B-school like IIM. I set my ambitions to prepare for CAT exams and convert calls from IIMs. The journey though wasn’t easy. My job required me to travel a minimum of 15 days a month across India and the pressure of meeting targets at the end of each month did not make it any easier for me in my preparations. After a typical day of attending to customers, negotiating with vendors, managing the sales team across the country, when I head back to home there isn’t much oxygen left in me to go through the rigour of preparing for CAT.

With no fixed work timing and not much clarity on travel plans beyond a week at any given point of time, I couldn’t allocate a particular time period in a day for my preparations. Accepting this reality, I went ahead with a strategy of preparing for the concepts of CAT as and when I get time. I ended up studying on flights, in hotel rooms, in cabs, on Sundays and even inside my office. Adding to this, just 3 months before the D-Day, my boss left the organization and I had to carry forward one of the important product launches across various cities in India. This additional responsibility required me to work more than 12 hours a day. I didn’t want to miss out on this opportunity because it would give me real-time experience of working on campaigns which are handled by IIM graduates.

With the date of CAT exam nearing, my preparation wasn’t up to the mark and I had to take some tough decisions. I didn’t want to miss out on the opportunity at work, at the same I had to find more time for my preparations. I reduced my sleeping hours, I was preparing while I was having food, completely eliminated my social time, did my preparation by staying late at office, mobile phones/internet/social media were blacklisted, in short if I wasn’t working then I was preparing for the D-Day. Finally, all my toil and hard work bear fruit when I cleared the CAT exam and converted IIM Sirmaur. I was at the right phase of my career from where doing an MBA would be the best option for me. The struggle was real and the feeling of achieving my ambition at the end of it just felt right!

Why Aditya Birla Group is big in my life?

If one explores the brand portfolio of Aditya Birla Group Fashion and Retail Limited (ABGFRL), it may seem that there are too many brands catering the fashion industry. But if examined carefully, each brand solves a definite purpose at a particular phase of life. I have always been a fan of products from Aditya Birla Group Fashion and Retail Limited. Be it Allen Solly or Peter England or Van Heusen, I have bought apparels from all of these brands and it has always been a satisfying experience every time I purchased their products. In fact, the way they have positioned their brands helps the marketer in me understand the importance of segmentation and targeting. During my undergraduate tenure, with limited pocket size for spending, I found Peter England products to be a great “Value for Money” products. After I landed a job, with increased spending capacity and in my early twenties, Allen Solly proved to be a better upgrade in terms of style, design and brand when compared to Peter England. Also, the positioning of Allen Solly as a Work Wear for the new generation made me fill my wardrobe with Allen Solly products which I wore every day to my office. After 2 years in job, with significant increase in roles and responsibilities, I had to then attend meetings and conferences in business formals. And when I embarked on the buying process and did all the research on available brands, Van Heusen attracted my imagination as it seemed very sophisticated and premium compared to its competitors. With increment in my salary over two years, I could easily afford a good suiting product from Van Heusen. Now, in my MBA tenure, I have my wardrobe with Allen Solly products and Van Heusen suits. What’s next then? Well, ABGFRL has another brand (Louis Philippe) which is a much more premium brand, which will fall in my consideration set of brands when I shop for apparels after landing a job post my MBA.

This way of clear positioning of products for each phase in the life of the consumer made Aditya Birla Group become a big part of my life since past 9 years.

MOHAMMED SAMEER

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The journey may be hard but the destination makes the grind worth it! || Mohammed Sameer, IIM Sirmaur