It is important to understand what is strategic.
That what will work in the long term in a sustainable manner is strategic.
In 1999 when Mahindra Auto realized that basic jeeps were not strategic to their product mix they started investing in future cars-Bolero/Scorpio etc.
They used basic jeeps as cash cows leading to ultimate phase out
At that time the basic jeep guys were skeptical but eventually had to accept strategic reality that the consumer was being offered value added products by the market and hence his bargaining power was on the rise. There was no hope in hell to satisfy the consumer by providing basic products. Hence Mahindra Auto decided to invest large moneys in their business to first stay relevant and then to compete.
The question is, what is strategic for us?
1)5000 distributors who themselves are not upbeat about their business/whose wings are getting clipped by the regulator
2)Large middle class comprising of 5 million households having reasonably large disposable income.
3)Healthy gross domestic savings
4)Reasonable penetration and acceptance of IT
5)Huge penetration of mobile phones
6)Mushrooming of small towns and better distribution of wealth across the country
Hence the biggest need for us is to define who is our customer is. For us there can be no bigger question to answer as we stand on the cross-roads of “change”.
Once we have answered this question we will then need to invest in the right means to meet the right end.
So should we continue to look at all our sales people as relationship people for the intermediaries or is there a case to re deploy some for last mile sales and service delivery.
Hence is there a need for large scale re-training for a significant portion of our sales force?
Let us understand the world we are entering.
The long term returns since inception will get weaker as we swim deeper into the current bear phase.
The 3 to 5 years returns will start to look abysmal and less inviting.
When we were at the peak of the bull run we sold a glorious past to customers.
And they invested all they had only to step into a bottomless pit subsequently.
Did we not know that in capital markets a bear is always in waiting to catch up with the bull.
So was our sales pitch right? Isn’t the strategy of selling the past instead of the future coming to haunt all of us now.
Now that the past will start looking murkier and less inviting, we perhaps would sooner or later reach a point a glorious climb. After all equity markets eventually move up in the long run.
Then do we sell a glorious future based on a murky past?
Have we been trained “ever” to sell the future in a manner which is correct and right for the investor?
Can we think together of opening up the retail segment for debt product?
There is a need to plug the wide gap between bank fixed deposits / FMPs and Equity products.
The space for products like Income funds that provide returns in between equity funds and fixed deposits with "in between" kind of risk has never been plugged.
One thing we must remember that always the source of business is always the end consumer and his long term interest needs to be guarded at all cost for he is the source of our daily bread. This was true yesterday and will be true even tomorrow.
Then shouldn’t we ask ourselves as to why have we only sold him "yesterday" as if there was no tomorrow?
Why do we want him to invest his capital for the long term when we ourselves are not wanting to see beyond the short term?
If the essence of investments is patience do we possess enough of that?
Have we given him genuine service or is service yet another mask that we wear just to conform and comply.
Why are we creating more and more products for the same customer instead of making just a few good products for more and more customers.
Why are we not diversifying our risks by selling to more and more customers?
Certainly in India there is no dearth of people who are willing to buy a reasonably good value proposition.
But all this takes time and patience and we need to evolve a meaningful strategy where targets are conquerable.
It is crucial to understand, invest and deploy the “means” to achieve the rightful “ends”. Simply dreaming of the “ends” will never get us near enough and we have seen it happen so many times.
Unless we change our attitude towards our most important stake holder-“the investor”, we will not be able to rid ourselves of the “stunted” growth that we are witnessing.
It takes 9 months for the joy of a baby to be delivered and takes the next 25 years for the baby to enter the doors of adulthood. In the same manner investment in the right strategy and patience are both required for any business to deliver. Now the question again is what is the right strategy? Are we investing in the right strategy?
Strategy is vital as investments made on a strategy today only delivers value over the long term. Hence investing in the right strategy is paramount for our success.
Let's reflect on the above before we project our business into the unknown future for no business can grow on a foundation of falsehood.
The only road to success is one based on basics of doing the right things in all earnest for the man who delivers our daily bread.