My article on Corporate Trends (published in ET Madras Plus (dated 24.2.2007))

Corporate trends

Get Away, to work

ET M+ takes a look at the evolving corporate culture that seeks to keep its executives happy…
M D S PrabuGet a fix on this - a cool-looking dude lounges comfortably by an aqua pool, sipping something that looks tall, cool and refreshing. And he’s not on holiday! His laptop takes all his attention, yet his entire body-language screams `relaxed’! Welcome to the corporate world where employers are realizing the importance of rejuvenating their workforce, keeping them completely happy and energized. Jayanthi Vaidyanathan, Director, Human Resources, Covansys India, agrees, "Such offsite experiential learning exercises are becoming popular since it brings in personal growth as a result of direct experiences in a setting outside of the routine of everyday work. Apart from de-stressing, it helps the employees know one another better." She adds that off-site does not necessarily mean discussing business strategy. "It could just be spending time out together, connecting up, resulting in better teaming." Many corporates do not observe a fixed framework for such leisure/work trips - since the most important feature is time availability. R Ram Kumar, Director, Corporate Marketing and Communications, Cognizant, also endorses the concept. "We recently had our European leadership and business development strategy offsite program in Goa. This was attended by approximately 70 senior professionals from across our European and Indian operations," he informs ET M+. He opines that apart from strong networking, offsite working and get-togethers help in establishing a high degree of bonhomie and camaraderie. How else are offsite exercises beneficial? Drawing a direct relationship with productivity, Ram reveals that these exercises at Cognizant are a good mix of work and fun which help in relaxation and returning to work re-invigorated. "In the IT industry, a company’s success is primarily dependant on team work and team leadership; as such, offsite meetings help greatly in strengthening these key attributes," he points out. Jayanthi tells us that it has definitely helped in personal growth, bonding people together and energizing them which ultimately contribute to retention. Ravi Vishwanathan, Vice President of Tata Consultancy Services feels that offsite holidays give one fair time to brainstorm. "The primary objective is brainstorming in an atmosphere where one is free from the day-to-day office routine. Only when you are out of office cubicles are you tension-free." These exercises are always conducted on Saturdays or other holidays in TCS. "Ultimately the deliverables to the client matters and there should be no compromise on the time required for executing projects," says Ravi. "At Cognizant," reveals Ram, "These exercises are done business unit wise, location wise, and function wise involving employees across all levels in the organisation. These sessions are generally spread over two-three days. Usually, half the time is spent on discussing and strategizing on business. The remaining time is spent on team building activities and on having fun or partying. Besides, we also bring in external experts who moderate the sessions, and give presentations on strategically thought out leadership themes with case studies from across the industry." Jai Mundra who operates Events, an event management company, says that this is the norm now in many corporates. Preferred destinations, Jai tells us, include distantly located farm houses and other recreational sites. "They make a great impact both on the employer and employee. While it is a sense of renewal for the employee, the employer is able to have a check on attrition," says Jai. Udeep B, CEO of Mayajaal reveals, "We have companies coming in here all the time. With lots of leisure options in one spot here (movie, bowling, resorts), we are one of the preferred choices most of the time. Almost 30% of our revenue comes from entertaining such projects." So work, need no more be boring - it can be leisure too, if more corporates get into the act!

My article on Women Bar atttenders (published in ET Madras Plus (dated 17.2.2007))

WOO-MAN ATTENDERSCalling the ’Shots’Bartending has become a career option for women in the city.

ET M+ takes a look…MDS Prabu / Pratiba Raman

Women’s empowerment has surpassed all barriers, and the fairer sex has started stepping into domains that were predominantly considered ’a man’s forte’. Essaying challenging real-life roles - right from a homemaker to a corporate bigwig - the new-age woman has stepped into every sector, leaving no single field unexplored. And now, she’s beginning to prove herself in the field of bartending as well! Ami Shroff, a celebrity bartender, agrees with the increasing popularity of this profession among women in the city. Being a self-taught bartender, she says that she learnt the art while partying and moving around with friends. "I also learnt a lot from books and the Internet," she recalls, "I was inspired by the movie Cocktails." The film sparked her interest further and there was no looking back. "I worked with a friend of mine and our collective interest helped in learning and exploring more," she says, with an air of satisfaction. She adds further that the trend of "freelance bartending" is also catching up in the city. Though women bar enthusiasts are plenty, very few end up taking it up as a full-time profession. Adarsh Singh, a student of Beeman, a city-based bartending institute, says that women are generally preferred, as they interact well with customers. But, highlighting a negative point, Ami says that everything is not always hunky dory, as ego clashes with men do find their way into the workplace. Prasanna, Founder of Beeman, says that crash courses in bartending offered for women are in high demand. Many women undertake these courses and even attend a few private parties, he reveals. And even monetarily, the profession is quite lucrative, Ami says, as the starting salaries can range from Rs8,000 to Rs15,000 in good hotels. Celebrity bartenders earn huge sums running into several thousands for each individual party. In the case of the starters who freelance, a sum of upto a Rs1,000 per event is a given. Hard work and staying in tune with the trend will help one excel," she adds. She explains the two major categories of bartending - flare and mixology. Most bartenders agree that women make good mixologists. Mixology is all about different concoctions that make different innovative drinks. Flare is the art of blowing fire through the mouth, explains Ami as she demonstrates her flaring techniques. Sakunthala Roy, Director - Public relations, Taj Hotels, says that this trend further signifies the empowerment of women. "Many customers prefer women bartenders due to their pleasant nature. In fact, people love to be served by a lady bartender!" she enthuses. Prasanna notes that most homemakers and women in corporates take up the course so that they can host parties. Lavanya Iyer who has just completed the course says that innovative careers give women that much needed boost, as they are able to do something that was long dominated by men alone. Despite hailing from a conventional background, the encouragement from her parents has helped her set foot in bartending. It is well-known that this niche segment for most part remains fairly unexplored in Chennai, when compared to the other metros. But what makes it exciting is the fact that many believe this trend has tremendous growth potential in the city!

My article on Radio industry's revival (published in ET Madras Plus (dated 2.2.2007))

Sound bytes
The Radio Renaissance!
The radio industry has seen a revival, and is now back in the reckoning…
M D S Prabu The radio boom is back, and it’s bigger than ever! In fact, it sometimes makes us wonder if people back in the 1940s (closer to its invention) used it as much as we do now! As on January 26th 2006, there were just three private players in the city, but in just a year, the numbers have increased manifold, to more than double! Mahesh Shetty, Station Director, Radio Mirchi explains, "Since radio has been able to relate to the changing tastes of the consumers in terms of music, movies and social events, it has been able to make a mark. This is also a personalised medium with special characteristics that are distinct from television or the internet." He says that the radio jockeys have been able to lend a personal touch and the popularity of FM has grown because other gadgets like mobile phones are now connected to FM channels. "Today radio programmes are aired even in cafes, restaurants and supermarkets," says Mahesh. He tells us, "The revenues have shot up drastically - by around 40% - in the past one year. Great frequency and high reminder values have made radio an integral part of every marketer. Radio Mirchi has jumped into leadership because of innovative programming and our direct link to Kollywood". Ajay Titus Alexander, an RJ with Radio Mirchi says that the listener now has varied choices and therefore there is neck-to-neck competition to deliver the best. "RJs have a lot of challenges. The constant innovation in terms of programmes and upbeat entertainment has helped the industry." Archana Ram, an RJ with Radio City tells us that one of the reasons for the growing popularity of radio is that the RJs are ’down-to-earth’ and not ’celebrities’ as in the case of other media. She says, "This connectivity factor gives them a personal touch." Ajay adds, "A radio listener need not necessarily be educated. This medium is powerful enough to carry its popularity through just word of mouth. The more the infotainment, the greater will be the number of listeners and this golden formula has sparked magic for the industry." Ibrahim Ahmed, Programming Head, Radio City however, feels that the impact of FM channels in the industry was too much until five years ago. "Though it is only in its infancy in India, things are bound to shape up soon and radio will start catering to a niche segment," he says. "We have to constantly supply information in tune with the listener. The last five years have seen a revolution in terms of listeners’ choice, programmes’ content quality and other important aspects, which have only made things better," he explains saying that the evolution has also been made possible due to cheap licenses, many players and systematic business models. R Srikanth who works as an Assistant Director feels that radio is able to quench his thirst for music even while on a drive and therefore it scores over other forms of media. "I would certainly spend more time on radio if news and current affairs were also included regularly," he says explaining what his expectations were from radio programmes. A Archana, a Postgraduate Physics student, University of Madras says, "Radio was certainly not my kind of entertainment until FM Channels came into the picture." She also reveals that it is very flexible since it does not interfere with regular work. "In fact, I prefer it to television and the Internet!" she exclaims. The radio industry sure has taken the city by storm!