Today we are witnessing an environment where it becomes difficult for a company to survive without diversifying. Aditya Birla Group is one such business conglomerate which has managed to retain its brand value despite facing numerous threats in the market.
The two main products I would like to talk about in this article are Idea cellular and Peter England, since I have been using these two products all my life.
It was only in 2006 that Aditya Birla Group became the sole owner of Idea Cellular and formulated a strategy to focus on established circles. Another thing it addressed was funding, recalls the Idea official quoted above. While the partners were bickering, almost all the funding was debt. Next came brand name. Unlike peers who used ‘tel’ or the promoter name, the Aditya Birla Group chose what it believed to be among the top five used words in the world: Idea. “We looked at plans, pricing and network”. In the business strategy Idea chose, a wide connect mattered enormously. Idea chose to focus on rural and semi-urban customers—today, around 60% of Idea’s subscribers consist of rural customers. However, with that strategy came the risk of expanding too fast with less than adequate revenue opportunity.
That’s where the regional and local empowerment kicked in. For every base station Idea set up, it made one person in charge of business. This person was responsible for selling mobile connections in the vicinity, and ensuring enough usage came from those numbers to justify the cost of the base station.
On the other side, peter England has made a mark as the largest menswear brand in India. Known for its standardized fits, superior quality, wide range and fashionable styles, the trusted mid-segment brand comes with apparel offerings for young men entering the corporate world. The brand boots confidence with their clothing that marks the “Beginning of Good Things”. The range includes shirts, trousers, suits, blazers and accessories for everyday wear and special occasions. The trendy and contemporary work wear formals are perfect for young professionals who want to express their sartorial tastes.
I had prepared myself for IIT-JEE dedicatedly for 2 years but I failed to get a rank during my first attempt in 2011. It got even more worse when I did not even manage to secure a descent rank in AIEEE or BITSAT. I was devastated by the result and felt terribly depressed after completing my high school. It was all because of my parent's support and their confidence in me that I got the courage to take a drop of one year. I worked harder this time and to my fascination, I derived something new from almost every concept while going through the entire syllabus again. It taught me to look into a problem from multiple perspectives and skip past the conventional methods in certain instances. I am thankful to this courageous decision of mine that I ultimately managed to get into an IIT in 2012.