27 May

Vet2Trade™ Business Report: 2024 Incumbents and Challengers of the Indian Pet Market

By TWB_ In Communication, Leadership, Marketing Content, Press & Media, Strategic Marketing /   248 Comments

Executive Summary

The Indian pet market is experiencing rapid growth, driven by increased pet ownership, rising disposable incomes, and greater awareness of pet health and nutrition. The market is segmented into pet food, veterinary pharmaceuticals, pet accessories, and online retail. Key players like Mars International India, Nestle Purina, Drools Pet Food, Zoetis India, and Heads Up For Tails dominate the market. This report provides an in-depth analysis of these companies, detailing their financial performance, market positions, opportunities, competition, market insights, and challenges. The market is projected to grow significantly, presenting lucrative opportunities for innovation and expansion.

Market Segmentation

The Indian pet market can be broadly segmented into:

  1. Pet Food
  2. Veterinary Pharmaceuticals and Healthcare
  3. Pet Accessories and Supplies
  4. Online Pet Retailers

Key Players and Financial Performance

Pet Food

  1. Mars International India Pvt. Ltd.
  • Brands: Pedigree, Whiskas
    • Annual Revenue: Approximately INR 500 crore (USD 60 million) in 2022​ (Mordor Intelli)​.
    • Market Position: Mars dominates the Indian pet food market with popular brands like Pedigree and Whiskas. The company’s extensive distribution network and strong brand loyalty provide a competitive edge.
  • Opportunities: Expanding into rural markets and introducing more premium product lines. Developing new formulations for specific dietary needs can also create new revenue streams.
    • Key Competitors: Nestle Purina, Drools Pet Food, and Royal Canin.
  1. Nestle Purina Petcare India
  • Brands: Purina ONE, Pro Plan
    • Annual Revenue: Significant contribution to Nestle’s overall pet care segment, though specific figures for India are not disclosed​ (Mordor Intelli)​.
    • Market Position: Nestle Purina is known for its premium pet food offerings, focusing on health and nutrition.
  • Opportunities: Expanding its product range and leveraging its global expertise to innovate. Strategic partnerships with local retailers and veterinary clinics can enhance market penetration.
    • Key Competitors: Mars International, Royal Canin, and Drools.
  1. Drools Pet Food Pvt. Ltd. (IB Group)
  • Annual Revenue: Approximately INR 200 crore (USD 24 million) in 2023​ (India Retailing)​.
    • Market Position: Drools is known for affordable, high-quality pet food, available both online and offline.
  • Opportunities: Expanding its e-commerce presence and increasing market penetration in tier-II and tier-III cities. Introducing new product lines and enhancing distribution networks can drive growth.
    • Key Competitors: Mars International, Nestle Purina, and Royal Canin.
  1. Royal Canin India (Subsidiary of Mars Inc.)
  • Annual Revenue: Contributes to Mars Inc.’s global revenue of over USD 45 billion (INR 3.6 trillion)​ (Mordor Intelli)​.
    • Market Position: Royal Canin focuses on breed-specific and prescription diets, catering to a niche market.
  • Opportunities: Expanding its product offerings and increasing market penetration through veterinary recommendations and pet specialty stores.
    • Key Competitors: Nestle Purina, Drools, and local premium brands.

Veterinary Pharmaceuticals and Healthcare

  1. Zoetis India Ltd.
  • Annual Revenue: Part of Zoetis’ global revenue of USD 7.8 billion (INR 624 billion) in 2022​ (Mordor Intelli)​.
    • Market Position: Zoetis is a leading provider of vaccines, medications, and diagnostic products for pets in India.
  • Opportunities: Introducing new products and expanding its distribution network. Collaborations with veterinary clinics and hospitals can boost market presence.
    • Key Competitors: Boehringer Ingelheim and Vetoquinol.
  1. Boehringer Ingelheim India Pvt. Ltd.
  • Annual Revenue: Contributes to the global revenue of EUR 20.6 billion (USD 22.6 billion or INR 1.8 trillion) in 2022​ (Mordor Intelli)​.
    • Market Position: Boehringer Ingelheim offers a broad range of veterinary pharmaceuticals, focusing on innovation and quality.
  • Opportunities: Expanding its product portfolio and increasing market penetration. Strategic marketing and educational initiatives for veterinarians can enhance brand recognition.
    • Key Competitors: Zoetis and Vetoquinol.
  1. Vetoquinol India Animal Health Pvt. Ltd.
  • Annual Revenue: Part of Vetoquinol’s global revenue of EUR 521 million (USD 570 million or INR 45.6 billion) in 2022​ (Mordor Intelli)​.
    • Market Position: Vetoquinol is known for its comprehensive range of animal health products, including medications and nutritional supplements.
  • Opportunities: Leveraging its global expertise to innovate and expand its product range. Increasing market penetration through veterinary partnerships and direct consumer marketing.
    • Key Competitors: Zoetis and Boehringer Ingelheim.

Pet Accessories and Supplies

  1. Heads Up For Tails (HUFT)
  • Valuation: Over USD 50 million (INR 400 crore) post latest funding round​ (Mordor Intelli)​.
    • Annual Revenue: Estimated INR 100 crore (USD 12 million)​ (India Retailing)​.
    • Market Position: HUFT is a leading retailer of premium pet accessories and supplies with a strong online and offline presence.
  • Opportunities: Expanding its product offerings and increasing market share. Enhancing its e-commerce platform and exploring international markets can drive growth.
    • Key Competitors: Supertails and Captain Zack.
  1. Supertails
  • Annual Recurring Revenue (ARR): INR 100 crore (USD 12 million)​ (India Retailing)​.
    • Market Position: Supertails is an emerging player in online pet supplies and services, focusing on providing a comprehensive range of products and services to pet owners.
  • Opportunities: Expanding its service offerings and enhancing its online platform. Collaborations with veterinary services and product innovation can enhance market position.
    • Key Competitors: Heads Up For Tails and Wiggles.in.

Other Notable Companies

  1. Captain Zack
  • VC Funding Received: Significant investment to expand its range of pet grooming products​ (Mordor Intelli)​.
    • Market Position: Captain Zack specializes in pet grooming products, catering to niche market needs with a focus on quality and safety.
  • Opportunities: Expanding its product range and increasing brand awareness. Partnerships with pet salons and grooming services can boost market penetration.
    • Key Competitors: International grooming brands and local startups.
  1. Wiggles.in
  • VC Funding Received: Substantial funding to enhance its pet healthcare services and products​ (Mordor Intelli)​.
    • Market Position: Wiggles.in focuses on preventive care and wellness, providing a range of pet healthcare products and services.
  • Opportunities: Expanding its service offerings and increasing its market penetration. Direct consumer engagement and educational initiatives can drive growth.
    • Key Competitors: Supertails and traditional veterinary clinics.

Market Insights

The Indian pet care market is projected to grow at a CAGR of 17.08%, reaching USD 1.87 billion (INR 149.6 billion) by 2029​ (Mordor Intelli)​. Key growth drivers include:

  • Increasing Pet Ownership: Urbanization and lifestyle changes are leading more families to adopt pets. The growing trend of nuclear families and a desire for companionship are significant factors.
  • Rising Disposable Incomes: Higher spending power allows pet owners to invest in premium products and healthcare services. The expanding middle class and dual-income households contribute to this trend.
  • Growing Awareness: Better awareness about pet nutrition, health, and wellness is driving demand for high-quality products. Initiatives by companies to educate consumers through marketing and outreach programs are playing a crucial role.
  • E-commerce Growth: The rise of e-commerce platforms has made it easier for pet owners to access a wide range of products and services, contributing significantly to market growth.

Challenges

Despite the robust growth, the market faces several challenges:

  • Regulatory Issues: Lack of standardized regulations affects product quality and consumer trust. The absence of stringent quality control measures can lead to variability in product standards.
  • Distribution and Supply Chain: Ensuring timely delivery and availability of products, especially in rural areas, remains a challenge. Logistics and supply chain inefficiencies can impact product availability.
  • Awareness and Education: Continued efforts are needed to educate pet owners about proper pet care and nutrition. Misconceptions and lack of knowledge about pet health can affect market growth.
  • Affordability Concerns: The relatively high cost of premium and specialized pet products may alienate price-conscious consumers. Companies need to balance quality and affordability to cater to a broader market.

Opportunities for Challengers to Established Players in the Indian Pet Market

Services

  1. Personalized Veterinary Care: There is a growing demand for personalized veterinary services that include telehealth consultations, home visits, and wellness plans tailored to individual pets. Companies like Wiggles.in are already capitalizing on this trend by offering preventive care and wellness packages​ (Mordor Intelli)​.
  2. Pet Grooming and Spa Services: High-quality grooming and spa services are becoming popular, especially in urban areas. New entrants can establish premium grooming salons or mobile grooming units to cater to busy pet owners. Partnerships with pet salons and grooming brands can enhance market presence​ (Mordor Intelli)​.

Products

  1. Organic and Natural Pet Food: There is an increasing consumer preference for organic and natural pet food products free from artificial additives and preservatives. New players can introduce lines of organic pet food and treats to meet this demand. Leveraging trends in human nutrition can also appeal to health-conscious pet owners​ (Mordor Intelli)​​ (India Retailing)​.
  2. Customized Nutrition: Offering customized pet nutrition plans based on age, breed, size, and health condition can differentiate new products. Companies can develop proprietary algorithms and partner with veterinarians to provide tailored pet food​ (Mordor Intelli)​.

Segmentation

  1. Focus on Under-served Pet Categories: While dogs and cats dominate the market, there is a growing interest in other pets like birds, fish, rabbits, and reptiles. New companies can specialize in these segments by offering targeted products and services, such as specialized nutrition, habitats, and healthcare​ (Mordor Intelli)​​ (India Retailing)​.
  2. Geographic Expansion: Many rural and semi-urban areas are still under-served. New entrants can tap into these markets by establishing strong distribution networks and creating awareness about pet care. Customized marketing strategies for different regions can drive penetration​ (India Retailing)​.

Branding

  1. Emphasize Sustainability: Brands that emphasize eco-friendly and sustainable practices can attract environmentally conscious consumers. This includes using sustainable packaging, sourcing ingredients responsibly, and promoting environmental initiatives​ (India Retailing)​.
  2. Leveraging Technology and Innovation: Brands that leverage technology for product innovation, such as smart pet devices (e.g., GPS trackers, health monitoring systems), can stand out. Investing in research and development to create innovative products can drive brand differentiation​ (Mordor Intelli)​.
  3. Community Building and Education: Brands that invest in building a community around pet care and education can gain loyal customers. This includes hosting workshops, online forums, and creating content that educates pet owners about best practices in pet care​ (India Retailing)​.

Conclusion

The Indian pet market is poised for substantial growth, driven by increasing pet ownership and a rising focus on pet health and wellness. Key players are expanding their product ranges and improving accessibility to meet the growing demand. The market presents numerous opportunities for innovation and expansion, particularly in online retail, premium products, and healthcare services. Challengers to established players in the Indian pet market have multiple opportunities to carve out their niche through innovative services, targeted products, strategic segmentation, and strong branding. By addressing under-served segments, emphasizing sustainability, and leveraging technology, new entrants can differentiate themselves and capture market share. The key is to understand evolving consumer preferences and create value propositions that resonate with modern pet owners.

Sources

  1. Mordor Intelligence – India Pet Food Market Report: India Pet Food Market
  2. Indiaretailing.com – Indian Pet Care Market: Indian Pet Care Market
  3. Economic Times – Mars Petcare Growth: Mars Petcare
  4. Drools – Market Overview: Drools Market Overview
  5. Zoetis – Annual Report 2022: Zoetis Annual Report
  6. Boehringer Ingelheim – Annual Report 2022: Boehringer Ingelheim Annual Report
  7. Vetoquinol – Annual Report 2022: Vetoquinol Annual Report
  8. Heads Up For Tails – Press Release: Heads Up For Tails Press Release
  9. Supertails – Annual Revenue: Supertails About Us

About Vet2Trade™

Vet2Trade™ is part of Rakesh Shukla-led VOSD Corporation. Vet2Trade™ is India’s largest B2B platform for the veterinary industry, bringing together Medical Equipment and Instruments, Medical Supplies and Accessories, Pharmaceuticals and Medications, Pet Services, and Pet Care in a single marketplace. Vet2Trade™ brings together various players in the veterinary industry and operates as a reliable, quality-driven platform ensuring convenience and competitive pricing for all its users.

VOSD Corporation™ is a holding company that creates and delivers India’s most beloved pet brands & businesses to pet parents across veterinary care, pet transport, lifestyle, vet pharma, and pet food. These include Vet2Trade™, VOSD AI™, VOSD Advance Vet Care™, VOSD Brands™ and VOSD-on-Wheels™. Together these companies fund the VOSD Trust™ — the world’s largest dog rescue.

About Rakesh Shukla

Rakesh Shukla is the foremost expert on dogs in India & the founder of the VOSD Trust™ — the world’s largest dog rescue. Rakesh has spent 30 years creating several multimillion-dollar world-class software products & businesses. Rakesh manages a portfolio of successful startups –  in IT, PetTech, and RetailTech including VOSD™ Vet & Pet Corporation, TWBcx™, The Better Company™ & inStore™ Retail. The VOSD Trust™ is the sole financial survivor of Rakesh Shukla and all his investments and companies.

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27 May

Vet2Trade Business Report: Comparison of the key trends and players in India and the US – by Rakesh Shukla, vet2trade.market

By TWB_ In Communication, Internal Communications, Leadership, Marketing Content, Press & Media, Product Strategy /   55 Comments

Executive Summary

The veterinary market is segmented into several primary categories, including companion animals, livestock, and various services like diagnostics, therapeutics, and pet food. This report details these segments and examines the differences in the Indian and US markets in terms of segmentation, relative size, growth, and trends. Key trends such as technological advancements, drug developments, and healthcare improvements are highlighted. This report also provides a granular analysis of urban vs. rural areas within each country and identifies major players in the industry, especially those operating in both India and the US.

Primary Segments in the Veterinary Market

1. Companion Animals

  • Diagnostics: Includes diagnostic imaging, blood tests, and genetic testing.
  • Therapeutics: Encompasses medications and treatments for diseases and conditions.
  • Pet Food: Nutritional products tailored for various breeds and health conditions.
  • Services: Routine check-ups, vaccinations, and emergency care.

2. Livestock

  • Diagnostics: Disease testing and monitoring.
  • Therapeutics: Veterinary drugs and vaccines for disease prevention and treatment.
  • Nutrition: Feed supplements and nutritional products to enhance productivity and health.
  • Services: Breeding, health monitoring, and surgical procedures.

Comparison of Veterinary Markets: India vs. US

Market Size and Growth

  • US Market:
  • The US veterinary market is one of the largest globally, with a market size of approximately $45 billion in 2023, growing at a CAGR of 5% over the past five years.
    • The companion animal segment dominates, driven by high pet ownership rates and significant spending on pet healthcare and wellness.
  • Indian Market:
  • The Indian veterinary market is smaller but rapidly growing, with a market size of about $1.4 billion in 2023, and a higher CAGR of 8% over the past five years.
    • The livestock segment is more prominent due to the agrarian economy and reliance on livestock for income.

Granular Analysis

  • Urban vs. Rural:
  • US: Urban areas show higher expenditure on companion animals with a focus on advanced diagnostics and therapeutics. Rural areas focus more on livestock services.
    • India: Urban regions are seeing increasing pet ownership and related services, but rural areas still largely depend on livestock veterinary services for economic reasons.

Trends

  1. Technological Advancements:
  • US:
  • Telemedicine: Companies like Fuzzy Pet Health and PetDesk are providing telehealth services, enabling pet owners to consult veterinarians remotely, enhancing access to veterinary care.
    • AI-driven Diagnostics: Firms like SignalPET use artificial intelligence to interpret radiographs, improving diagnostic accuracy and speed.
    • Wearable Health Monitoring Devices: Products like the Whistle GPS Pet Tracker and FitBark monitor pet activity and health metrics, providing real-time data to veterinarians and pet owners.
  • India:
  • Telemedicine: Platforms such as Practo and VetnCare offer teleconsultation services, particularly beneficial in remote areas where veterinary facilities are scarce.
    • Mobile Apps: PetKonnect and Woofwoofnow provide veterinary consultation, health tracking, and service bookings, making veterinary care more accessible to urban pet owners.
  1. Drug Developments:
  • US:
  • Biologics: Zoetis’ Cytopoint, a monoclonal antibody therapy, provides targeted treatment for canine atopic dermatitis, representing a shift towards precision medicine in veterinary care.
    • Novel Therapies: Elanco’s Galliprant, a non-steroidal anti-inflammatory drug (NSAID), offers an innovative approach to managing canine osteoarthritis with fewer side effects compared to traditional NSAIDs.
  • India:
  • Affordable Generics: Companies like Hester Biosciences focus on producing cost-effective generic vaccines and medications for livestock, such as Hester’s ND+IB vaccine for poultry.
    • Veterinary Vaccines: Indian Immunologicals Limited (IIL) has developed Raksha Ovac, a vaccine for ovine footrot, addressing a significant health issue in sheep farming.
  1. Healthcare Improvements:

US:

  • Specialized Veterinary Practices: The rise of specialty clinics like VCA Animal Hospitals and BluePearl Veterinary Partners, which offer advanced services such as oncology, cardiology, and neurology, reflects a trend towards specialized and comprehensive pet healthcare.
    • Wellness Programs: Companies like Banfield Pet Hospital offer Optimum Wellness Plans, which include preventive care, vaccinations, and routine health checks, promoting proactive health management for pets.
  • India:
  • Advanced Treatments: Veterinary hospitals like Cessna Lifeline in Bangalore provide state-of-the-art treatments including endoscopy, orthopedic surgeries, and critical care, bringing advanced veterinary services to urban pet owners.
    • Preventive Care: NGOs and veterinary organizations are increasingly focusing on preventive care programs, such as regular vaccination drives and health camps for livestock in rural areas, improving overall animal health and productivity.

Key Players in the Veterinary Market

US

  1. Zoetis Inc.
  • Market Share: Zoetis is the largest global player in animal health with a significant market share.
    • Technical Differentiators: Leading in research and development with innovative vaccines, parasiticides, and diagnostic products.
    • Key Market Segments: Companion animals and livestock.
    • Product Brands:
  • Companion Animals: Simparica Trio (parasiticide), Cytopoint (atopic dermatitis treatment).
    • Livestock: Draxxin (antibiotic), Excede (antibiotic).
  1. IDEXX Laboratories
  • Market Share: A major player in veterinary diagnostics.
    • Technical Differentiators: Cutting-edge diagnostic technology and software solutions.
    • Key Market Segments: Companion animals.
    • Product Brands:
  • Diagnostics: Catalyst One (chemistry analyzer), SNAP tests (rapid diagnostic tests).
  1. Boehringer Ingelheim
  • Market Share: Significant global presence in animal health.
    • Technical Differentiators: Strong focus on vaccines and therapeutics, innovative R&D.
    • Key Market Segments: Companion animals, livestock, poultry.
    • Product Brands:
  • Companion Animals: NexGard (parasiticide), Heartgard (heartworm prevention).
    • Livestock: Ingelvac (swine vaccines), Bovikalc (cattle supplement).

India

  1. Hester Biosciences
  • Market Share: Leading in the poultry vaccine market in India.
    • Technical Differentiators: Extensive vaccine production capabilities, focus on affordability.
    • Key Market Segments: Poultry, livestock.
    • Product Brands:
  • Poultry: Hester ND+IB (Newcastle and Infectious Bronchitis vaccine), Hester Coryza (fowl coryza vaccine).
  1. Venkys India
  • Market Share: Major player in the poultry segment.
    • Technical Differentiators: Comprehensive product portfolio for poultry health and nutrition.
    • Key Market Segments: Poultry.
    • Product Brands:
  • Nutrition: Venky’s India feed supplements.
    • Health Products: Vetcom (medications for poultry).

Companies Operating in Both Markets

  1. Boehringer Ingelheim
  • Market Share: Substantial presence in both India and the US.
    • Technical Differentiators: Advanced R&D, extensive portfolio in vaccines and therapeutics.
    • Key Market Segments: Companion animals, livestock, poultry.
    • Product Brands: (See above)
  1. Elanco Animal Health
  • Market Share: Strong market position globally, including India and the US.
    • Technical Differentiators: Focus on innovation, broad portfolio across species.
    • Key Market Segments: Companion animals, livestock.
    • Product Brands:
  • Companion Animals: Trifexis (parasiticide), Galliprant (arthritis treatment).
    • Livestock: Rumensin (feed additive), Imrestor (immunostimulant).
  1. Merck Animal Health
  • Market Share: Leading player in animal health with operations in both countries.
    • Technical Differentiators: Comprehensive solutions, advanced biologics.
    • Key Market Segments: Companion animals, livestock, poultry.
    • Product Brands:
  • Companion Animals: Bravecto (flea and tick treatment), Nobivac (vaccines).
    • Livestock: Zilmax (beef cattle feed additive), Safe-Guard (anthelmintic).

Conclusion

The veterinary markets in India and the US show significant differences in size, growth, and focus. The US market is more developed with a strong emphasis on companion animals, advanced diagnostics, and therapeutic services. In contrast, the Indian market, while smaller, is growing rapidly with a primary focus on livestock health. Both markets are experiencing trends driven by technological advancements and healthcare improvements, though the pace and focus of these trends vary. Key players like Boehringer Ingelheim, Elanco, and Merck are instrumental in shaping the veterinary landscape in both countries.

About Vet2Trade™

Vet2Trade™ is part of Rakesh Shukla-led VOSD Corporation. Vet2Trade™ is India’s largest B2B platform for the veterinary industry, bringing together Medical Equipment and Instruments, Medical Supplies and Accessories, Pharmaceuticals and Medications, Pet Services, and Pet Care in a single marketplace. Vet2Trade™ brings together various players in the veterinary industry and operates as a reliable, quality-driven platform ensuring convenience and competitive pricing for all its users.

VOSD Corporation™ is a holding company that creates and delivers India’s most beloved pet brands & businesses to pet parents across veterinary care, pet transport, lifestyle, vet pharma, and pet food. These include Vet2Trade™, VOSD AI™, VOSD Advance Vet Care™, VOSD Brands™ and VOSD-on-Wheels™. Together these companies fund the VOSD Trust™ — the world’s largest dog rescue.

About Rakesh Shukla

Rakesh Shukla is the foremost expert on dogs in India & the founder of the VOSD Trust™ — the world’s largest dog rescue. Rakesh has spent 30 years creating several multimillion-dollar world-class software products & businesses. Rakesh manages a portfolio of successful startups –  in IT, PetTech, and RetailTech including VOSD™ Vet & Pet Corporation, TWBcx™, The Better Company™ & inStore™ Retail. The VOSD Trust™ is the sole financial survivor of Rakesh Shukla and all his investments and companies.

References

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19 May

Personalizing User Experience in Retail Stores, by Rakesh Shukla, CEO at InStore™ by TWBcx™

By TWB_ In Communication, Leadership, Marketing Content, Press & Media, Product Strategy /   28 Comments

Technologies and Workflows Personalizing User Experience in Retail Stores: – by Rakesh Shukla, CEO at InStore™ by TWBcx™: XaaS on Subscription™ 

Introduction

In the current competitive retail environment, tailoring the in-store experience is crucial for improving customer satisfaction, boosting sales, and fostering brand loyalty. This article investigates cutting-edge technologies that enable customized shopping experiences. We analyze technical specifics and operational processes, emphasizing how these innovations close the final gap to provide real-time recommendations and personalized interactions for shoppers

Front-End Technologies: Enhancing User Experience

1. Internet of Things (IoT)

IoT devices such as smart shelves, beacons, and RFID tags are essential for gathering data and providing real-time insights into customer behavior. These devices help retailers track inventory, monitor shopper movement, and send personalized offers directly to customers’ smartphones.

Technical Details:

  • Beacons: Small, battery-powered devices that use Bluetooth Low Energy (BLE) to transmit signals to nearby smartphones. When a customer with a store’s app comes within range, the beacon triggers a notification with a personalized offer.
  • Smart Shelves: Equipped with weight sensors and RFID readers, these shelves track product levels and customer interactions. They can alert staff when restocking is needed and provide real-time inventory data.
  • RFID Tags: Attached to products, these tags transmit data to RFID readers, allowing for precise inventory tracking and automated checkout processes.

Workflow:

  1. Data Collection: IoT devices collect data on customer behavior, product interactions, and inventory levels.
  2. Data Transmission: Data is transmitted in real-time to the central server via Wi-Fi or Bluetooth.
  3. Processing and Analysis: The server processes this data, often in the cloud, using algorithms to detect patterns and trigger actions.
  4. Personalized Interaction: Based on the analysis, personalized offers are sent to customers’ smartphones via the store app.

2. Artificial Intelligence (AI) and Machine Learning (ML)

AI and ML algorithms analyze large datasets to provide personalized recommendations, optimize store layouts, and predict customer preferences. These technologies enable retailers to offer customized shopping experiences, such as personalized product suggestions and dynamic pricing.

Technical Details:

  • Recommendation Engines: Use collaborative filtering, content-based filtering, and hybrid methods to suggest products based on customer behavior and preferences.
  • Predictive Analytics: Analyzes historical data to predict future trends and customer needs.
  • Natural Language Processing (NLP): Enables AI-powered chatbots to understand and respond to customer queries in real-time.

Workflow:

  1. Data Ingestion: Customer data from various sources (POS, CRM, IoT devices) is ingested into a data lake.
  2. Data Processing: Data is cleaned, transformed, and loaded into a data warehouse.
  3. Model Training: Machine learning models are trained on historical data to recognize patterns and make predictions.
  4. Real-Time Inference: Trained models are deployed to production to provide real-time recommendations and dynamic pricing.
  5. Customer Interaction: Personalized recommendations are displayed on digital screens, kiosks, or mobile apps.

3. Augmented Reality (AR) and Virtual Reality (VR)

AR and VR technologies create immersive shopping experiences, allowing customers to visualize products in different settings or try them on virtually. These technologies help bridge the gap between online and offline shopping experiences.

Technical Details:

  • AR Applications: Use smartphone cameras and AR software to overlay digital information on the physical world. Technologies like ARKit (iOS) and ARCore (Android) are commonly used.
  • VR Setups: Require VR headsets and controllers to create a fully immersive environment. VR applications are typically developed using platforms like Unity or Unreal Engine.

Workflow:

  1. Content Creation: 3D models and AR/VR content are created and stored in a content management system.
  2. Application Development: AR/VR applications are developed and integrated with retail systems.
  3. Deployment: Applications are deployed to mobile devices or VR stations in the store.
  4. User Interaction: Customers interact with AR/VR content, enhancing their shopping experience by visualizing products in different contexts or trying them on virtually.

4. Mobile Apps and Location-Based Services

Mobile apps with location-based services enable retailers to engage customers with personalized offers, product information, and in-store navigation. These apps use GPS, Wi-Fi, and Bluetooth to determine the customer’s location and provide relevant content.

Technical Details:

  • Location Services: Utilize a combination of GPS, Wi-Fi triangulation, and BLE beacons to accurately determine the customer’s location.
  • Push Notifications: Use Apple Push Notification Service (APNs) or Firebase Cloud Messaging (FCM) to send real-time notifications.
  • In-Store Navigation: Leverage indoor mapping and navigation SDKs like Mapwize or IndoorAtlas.

Workflow:

  1. Location Detection: The mobile app detects the customer’s location using GPS, Wi-Fi, and BLE beacons.
  2. Data Processing: Location data is processed to determine the nearest products or offers.
  3. Content Delivery: Relevant content, such as promotions or navigation assistance, is delivered to the customer’s mobile device.
  4. User Interaction: Customers interact with the app to receive personalized offers and navigate the store.

Back-End Technologies: Supporting Business Applications

1. Internet of Things (IoT)

Integration:

  • POS Systems: IoT devices can integrate with POS systems to update inventory levels in real-time.
  • CRM: Data collected from IoT devices can be fed into CRM systems to enhance customer profiles and tailor marketing efforts.

Technical Details:

  • Middleware: IoT middleware platforms like AWS IoT or Azure IoT Hub manage data flow between devices and enterprise systems.
  • Data Storage: IoT data is stored in scalable databases such as NoSQL (e.g., MongoDB) for fast processing and retrieval.
  • APIs: RESTful APIs facilitate communication between IoT devices and enterprise applications.

Workflow:

  1. Data Collection: IoT devices collect data from the retail environment.
  2. Data Transmission: Data is sent to the IoT middleware platform.
  3. Data Storage: The middleware processes and stores the data in a database.
  4. System Integration: APIs enable integration with POS and CRM systems, updating inventory and customer profiles in real-time.
  5. Action Triggers: Based on predefined rules, actions such as restocking alerts or personalized promotions are triggered.

2. Artificial Intelligence (AI) and Machine Learning (ML)

Integration:

  • Inventory Management: AI can predict demand and optimize stock levels.
  • Customer Service: AI-powered chatbots and virtual assistants can provide personalized assistance to customers in-store.

Technical Details:

  • Data Pipelines: ETL (Extract, Transform, Load) processes ingest data from various sources into a data warehouse.
  • Model Deployment: Machine learning models are deployed using frameworks like TensorFlow Serving or AWS SageMaker.
  • API Endpoints: Models are accessed via REST or gRPC endpoints for real-time inference.

Workflow:

  1. Data Ingestion: ETL pipelines collect data from POS, CRM, and IoT devices.
  2. Data Processing: Data is processed and stored in a data warehouse.
  3. Model Training: Machine learning models are trained using historical data.
  4. Model Deployment: Trained models are deployed to the cloud or edge devices.
  5. Real-Time Inference: Models provide real-time predictions and recommendations via API endpoints.
  6. System Integration: AI insights are integrated with inventory management and customer service platforms to drive personalized experiences.

3. Augmented Reality (AR) and Virtual Reality (VR)

Integration:

  • Mobile Apps: AR features can be integrated into retail mobile apps to provide virtual try-ons and interactive product demos.
  • In-Store Displays: VR setups in-store can offer virtual tours and product visualizations.

Technical Details:

  • Content Management Systems (CMS): Store AR/VR content and manage updates.
  • SDKs and APIs: Use AR/VR SDKs (e.g., ARKit, ARCore) and APIs to integrate AR/VR capabilities into mobile apps.
  • Cloud Rendering: For complex VR experiences, cloud rendering services like AWS Gamelift can be used to offload processing from local devices.

Workflow:

  1. Content Creation: Develop 3D models and AR/VR experiences using design tools like Blender or Maya.
  2. Application Development: Integrate AR/VR content into mobile apps or standalone VR applications.
  3. Deployment: Deploy applications to app stores or VR stations within the store.
  4. User Interaction: Customers use AR apps on their smartphones or VR headsets to interact with virtual content.
  5. Data Collection: User interaction data is collected and analyzed to refine AR/VR experiences.

4. Mobile Apps and Location-Based Services

Integration:

  • Loyalty Programs: Mobile apps can integrate with loyalty programs to offer personalized rewards and discounts.
  • In-Store Navigation: Apps can guide customers to products within the store, enhancing the shopping experience.

Technical Details:

  • Backend Services: Use cloud services (e.g., AWS Lambda, Google Firebase) to handle backend logic and data processing.
  • APIs: Integrate loyalty program APIs and indoor navigation SDKs with the mobile app.
  • Analytics: Implement analytics tools (e.g., Google Analytics, Mixpanel) to track user interactions and optimize app performance.

Workflow:

  1. User Registration: Customers register and log in to the mobile app, linking their profile with the loyalty program.
  2. Location Detection: The app uses GPS, Wi-Fi, and BLE beacons to determine the customer’s location within the store.
  3. Content Delivery: The backend processes location data and delivers personalized content and navigation instructions to the app.
  4. User Interaction: Customers interact with the app to receive personalized offers, rewards, and in-store navigation assistance.
  5. Data Collection: User interaction data is collected and analyzed to improve the app’s features and user experience.

5. Data Analytics and Customer Insights

Advanced data analytics tools process customer data to generate actionable insights. Retailers can use these insights to understand shopping patterns, optimize store layouts, and tailor marketing strategies.

Technical Details:

  • Data Warehousing: Use scalable data warehouses like Amazon Redshift or Google BigQuery to store and analyze large datasets.
  • Analytics Tools: Leverage tools like Tableau, Power BI, or Looker for data visualization and reporting.
  • Machine Learning Platforms: Utilize platforms like Databricks or H2O.ai for advanced analytics and model training.

Workflow:

  1. Data Ingestion: Data from various sources (POS, CRM, IoT devices) is ingested into a data lake.
  2. Data Processing: ETL processes clean, transform, and load data into a data warehouse.
  3. Analytics and Reporting: Use analytics tools to visualize data and generate reports.
  4. Model Training: Train machine learning models to detect patterns and predict trends.
  5. Insights Generation: Generate actionable insights and recommendations for store layout optimization and personalized marketing.
  6. System Integration: Integrate insights with ERP and marketing automation systems to implement recommendations.

Current Trends and Future Outlook

Trends:

  • Omnichannel Integration: Seamless integration between online and offline channels to provide a unified customer experience.
  • AI-Driven Personalization: Increasing use of AI to deliver hyper-personalized shopping experiences.
  • Sustainable Practices: Leveraging technology to promote sustainable shopping and reduce waste.

Future Outlook:

In the ever-evolving landscape of retail, we anticipate increasingly sophisticated personalization techniques. These advancements could involve more advanced AI algorithms, widespread adoption of AR/VR, and deeper integration of IoT devices to establish a highly interconnected and personalized shopping environment. Leveraging technology can markedly enhance the in-store experience by delivering personalized recommendations and elevating customer satisfaction. When seamlessly integrating front-end and back-end systems, retailers can provide a cohesive and highly tailored shopping journey.

About: Rakesh Shukla is the founder of Avinya Innovations and Incubation. TWBcx™ XaaS CXM suite from Avinya allows businesses to deliver outstanding experiences throughout the customer journeys and customer touch points as a subscription! inStore™ is a product in the TWBcx™ suite that focuses on small & medium retail store formats. More information on inStore™ on https://instore.bargains/home/

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Distributed team communication | TWB Blog
17 Feb

Managing Distributed Development Teams with better communications

By TWB_ In Communication, Corporate Training, Internal Communications, Leadership /  14 17 Comments

The post COVID world has distributed workforces as an inescapable reality. There are 3 major challenges that creep up with the distributed/WFH (Work From Home) teams. This is our recommendation about how to address them.

This new paradigm comes with its own challenges. As distributed teams become the rule rather than the exception, especially in technology-related industries, managers and workers find themselves playing a game for which they weren’t told all the rules. The nature of remote work is isolating. Bonding does not come easily to virtual teams. A manager needs to recognize that and work at creating a virtual camaraderie.


Challenge 1: Direct Management vs Indirect Supervision

In a traditional office environment, managers assessed the status of the team by simply walking around, observing, and talking to employees. This allowed them to stay on top of developing problems by direct observation and intervention before it spirals out of control. However, in a distributed team a manager can only indirectly infer what’s actually going on with a team, based on results — which are noticeable only much further down a project.

How can you overcome this? Keeping non-standard communication channels open

Managing a distributed team by practising a remote version of direct management – you can touch base with each team member individually and collectively as if you were walking around the office daily. The aim is to encourage the same kind of interpersonal relationship-building between employees that goes on in a traditional break room without being a micromanager.

Challenge 2: Managing “Junior” levels

In a traditional work environment, junior developers sit side-by-side with senior developers and can ask questions during downtime without being seen as a “pest”. In distributed teams, juniors hesitate to ask questions, when asking a simple question would have kept everything going in the right direction.

How can this cycle be interrupted? Being proactively available to juniors

With a distributed team, the manager needs to ensure that less experienced employees feel like they can ask questions without getting fired. One way is to have a virtual mentorship program: matching new employees with older employees in an organized way that incentivizes employees to improve their skill set.


Challenge 3: Creativity and productivity decline

Remote teams have a universe of choices for how to talk to one another: instant chat, email, telephone, text, video calls. This last one should be the same as being there, right? While video call technology is an amazing tool, it’s no substitute for sitting in a room with co-workers for face-to-face conversations.

Creativity and productivity can easily suffer up to 15-20% per employee and you will need to staff-up just to stay even! Here are some ways for boosting employee productivity:

How can you boost creativity? Keep informal channels open

If employees can reach out on one-on-ones over pre-determined schedules or connect flexibly to discuss new ideas and solve problems, they are likely to keep the focus on concluding the task at hand.

TWB Communication Certifications


TWB has over 20,000 TWB Certified Alumni in over 100+ Fortune 500 and Indian technology leaders including Accenture, Alcatel-Lucent, Cognizant, Convergys, Huawei, IBM, NetApp, Oracle, SAP, TCS, Fidelity, ANZ and Wipro makes TWB the undisputed leader in Communication Certifications across IT, KPO, Research, Consulting and Hi-Tech Manufacturing industries.
TWB Certification programs are the only training options available for the TWB GRAPE Content Authoring Framework™ from TWB (www.twb.in) – the world leader in Technology Content.

TWB Certifications are also available to any trainee across the world through the industry’s first e-learning platform TWB Online (since 2007). TWB Education’s unprecedented intellectual depth can be gauged by it’s 8 published ISBN titles, joint projects with University of Minnesota and Virginia Tech, and 400,000 hrs of instructional design experience based on the methodology of the TWB GRAPE Content Authoring Framework™.

  • Call  TWB_ Bangalore 96860 59020 | Houston (832)689-6456 | Tel Aviv +972.544.603.612 or mail shift@twb.in
  • Get more TWB_ insights on the TWB_ Blog | LinkedIn 

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10 Jan

Creating a Powerful CxO Personal Brand, and its Corporate benefits

By TWB_ In Communication, Leadership, Strategic Marketing /   18 Comments

A personal brand is not a new concept but for a CxO personal branding is not just about them, it is what it means to their companies. The value that your company derives from your personal brand may be the critical differentiator in a marketplace where companies compete for customers, investors, and employees.

How a CxO brand benefits your company

A powerful personal CxO brand can have tremendous corporate benefits because, 

  • A great CxO brand increases Company Credibility to customers: Credibility and trust have always played key roles in shaping business success but for a company, it is not easy to be seen as trustworthy — such a reputation is earned over years. However, if a high-level executive has a trustworthy, credible and believable personal brand, then their company is also seen as trustworthy, credible and believable. Anyone remembering Lee Iacocca being the face of Chrysler in its worst days knows that the trust to buy Chrysler came from him. Conversely, the loss of credibility of Travis Kalanick was leading to the loss of credibility of Uber.

 

  • A great CxO brand makes PR more Effective: Companies need all the competitive advantage they can get. A CxO’s distinct, authoritative personal brand gets easier traction than the company spokesperson. For instance, if your company needs facetime in front of the press it is easier to get a few columns in a magazine or for the magazine to profile the CxO, rather than for the magazine to profile the company. A CxO armed with a compelling personal brand — is the best pitch a company has — not just to customers but to media as well.

 

Building a powerful CxO brand

So it must be understood that both the CxO and the company are engaged in creating the CxO’s personal brand, right? Wrong. Corporate marketing and communication functions don’t always focus on individuals but rather on products and services and it is a big mistake — as we’ve seen above. Creating a powerful personal brand is also not trivial. It requires a deep dive into the individual’s attributes and competitive positioning to bring out the key differentiators, and regular communication to keep the brand relevant. It takes patience, time and smarts. Here are some attributes of a great CxO brand:

 

  • The CxO Brand is not a job description: Often, personal branding looks like a representation of one’s accomplishments and talent. Mostly it comes out as a job role, which it is not. When it is a job role it becomes interchangeable and dispensable. Some great personal branding can be seen in the case of Nandan Nilekani where he has become synonymous with character & predictable growth at Infosys to the point being brought back from retirement.

 

  • The CxO Brand is self-defined and rooted in real attributes: A CxO brand should be built around unique attributes and around the CxO’s personality. Is he/her a people person? Analytical? Brilliant? Insightful? To be effective CxOs need to have a rich, fully-realized concept of their own identity and the best way is to be genuine and authentic. People can see right through disingenuous communication and it is easy to manage an authentic personal brand on a daily basis.

 

  • The CxO Brand is not that of a Specialist: A deep dive into a specific domain is often boring for the employees you lead, interchangeable with another CxO and not inspiring. CxOs are generalists, they are multi-talented, multi-skilled, and open to many types of challenges. They stand out not because they do a few things well, but because they can do many things well.

 

  • The CxO brand should tell a story: If your personal brand isn’t telling a story there is nothing unique and personalized about it. You and your company are still vulnerable because you’re interchangeable. The most effective personal branding strategy is to build a true narrative around who you are, your life experiences and what you wish to influence.

 

  • The CxO brand has consistency and depth: Being consistent means to demonstrate consistency across your communication, gravitas, and appearance. Each of the aspects that your brand highlights have to be backed by tremendous depth of vision, knowledge, and content — consistently. Small inconsistencies can derail personal brand effectiveness.

 

  • A CxO personal brand is a lifelong project: A personal brand is a lifelong project that constantly evolves and changes. So be prepared to invest your time in the long run to build your brand.

Conclusion

A CxO personal brand can be a major force that works in favor of your company. Not enough companies know how to truly leverage the personal brands of their CxOs and not enough CxOs realize that a personal brand doesn’t just impact them at an individual level but impacts entire companies. It is imperative that the CxO take the time and effort to create a respected personal brand that bristles with authenticity and authority and is seen as an industry voice.

Rakesh Shukla, Chief Executive & Founder, TWB_ I The Agency for Technology Brands I www.twb.in

Rakesh Shukla, TWB_ CEO

Tech Entrepreneur, TEDx speaker & Philanthropist, Rakesh Shukla is a BTech-MBA & CEO of the world leader in communications for technology businesses with a worldwide Fortune 500 customer base. Rakesh is a speaker on Leadership, Strategic Marketing, Strategic Communications, creating world-class bootstrapped Startups & resurgence in business. He lives with 800 rescued dogs, has no work-life balance and will not have it any other way! Rakesh has been featured in 100+ interviews on the BBC, CNN, Al-Jazeera, CNN-IBN, NDTV, India’s national dailies etc.

Want to create a powerful Personal CxO brand?

  • TWB_ is the voice of many Technolgy CxO and provides a detailed analysis of how to brand, provides long term content support and digital presence to these CxO’s.
  • TWB_ makes complex technical and business ideas of technology leaders across the world easily understood by their stakeholders. Over forty Fortune 500 technology majors in Information Technology, Defense & Aerospace, Engineering, Energy & Life Sciences in the US, India, Europe, Taiwan, China & Japan leverage TWB_ expertise.
  • Call  TWB_ Bangalore 96860 59020 | Houston (832)689-6456 | Tel Aviv +972.544.603.612 or mail shift@twb.in
  • Get more TWB_ insights on the TWB_ Blog | LinkedIn | Medium  | SlideShare
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Market & Competitive Intelligence I TWB_
27 Dec

Market Intelligence for Startups 101

By TWB_ In Leadership, Product Strategy, Strategic Marketing /   4 Comments

Market intelligence can be the difference between success & failure of a startup. Market intelligence is mission critical in that it enables you to understand your competitors, customers, and other business environment factors. Most entrepreneurs do not fully appreciate the importance of market intelligence or approach it as a strategic business function though. 

For the most part, entrepreneurs think Market Intelligence is what large companies with their big desks of people churning numbers from a variety of sources including paid reports and open sources. A lot of startups, therefore, rely on gut feel and seat of the pants driving and the VC inputs – to shape and design their products, map out competition and gauge the response of the market they wish to disrupt. But it is not, and it should not be the exclusive preserve of large tech companies.

What does Market Intelligence answer for a startup?

Market intelligence is a good start point to gather evidence for the assumptions of your business. Evidence comes in the form of both qualitative and quantitative information, collected from primary and secondary research that mitigates risk and guides investment. This doesn’t occur only in large companies with a large budget. As an entrepreneur, your investment decisions are even more critical for your success because they may be based on critical cash flows.

What differentiates the custom Market Intelligence TWB_ provides? We focus on creating ‘actionable insights’ married to your strategy rather than more data on your desk.

Market Intelligence can help identify opportunities and monitor market threats. You can create a feedback loop of learning and action involving customers, competition and your marketing action. You can lower the risk of new products or services that you plan to introduce.  Some of what you can answer is,

  • Where, how and who are you going to sell to? That includes geography, pricing models etc.
  • What kind of business models exists? What is the size of each?
  • What are your potential and addressable market? What do you substitute and solve?
  • Are you really disruptive? What are you replacing?
  • Who are your direct competitors? Do they have a diversified portfolio? What is your competitive advantage?
  • How are you going to position yourself? How will you move with market plays
  • Do you compare product/technology claims?
  • What are your weaknesses and strengths in capabilities, USP’s, value & quality, financials, cashflow, people?
  • What is the regulatory environment?

TWB_ Market Intelligence synthesis

What is special about TWB_?

In one word ‘insights’ rather than more data. TWB_ does not just produce data points, rather,

  • Synthesizes research findings & develop insights
  • Uses a perceptual map to build your brand story
  • Defines market segmentation and explain its benefits
  • Conjoint analysis to compute the relative importance of product features
  • Compare various brands and attributes using a perceptual map
  • and lastly, bring a full portfolio of strategic branding and marketing content to help execute your plan

Market intelligence is critical and core process and TWB_ is the partner to produce reliable market intelligence that you factor into your strategic decision making. Market intelligence is an essential tool for viewing the marketplace and making investment decisions and TWB_ has been doing that for the largest telecommunication, life sciences, semiconductor and others for years. It is from that experience we know that it does not have to be a captive function, nor does it have to be standard off the shelf reports. Market Intelligence can be custom, agile, incremental to your needs and focused on actionables rather than data given your positioning and growth trajectory.

Rakesh Shukla, Chief Executive & Founder, TWB_ I The Agency for Technology Brands I www.twb.in

Rakesh Shukla, TWB_ CEO

Tech Entrepreneur, TEDx speaker & Philanthropist, Rakesh Shukla is a BTech-MBA & CEO of the world leader in communications for technology businesses with a worldwide Fortune 500 customer base. Rakesh is a speaker on Leadership, Strategic Marketing, Strategic Communications, creating world-class bootstrapped Startups & resurgence in business. He lives with 800 rescued dogs, has no work-life balance and will not have it any other way! Rakesh has been featured in 100+ interviews on the BBC, CNN, Al-Jazeera, CNN-IBN, NDTV, India’s national dailies etc.

Are you wanting to have real Market Intelligence to help make decisions?

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Rakesh Shukla on Agile HR
21 Dec

Agile HR: Employee management by walking around

By TWB_ In HR Communication, Internal Communications, Leadership /   5 Comments

Before talking about agile HR let’s circle back to earlier TWB_ writing on HR engagements — both on Internal communication and Employee focused communication.  It is clear that the role and expectation of the HR function is changing and so is the need and method of communication. But there are 2 major factors in understanding employee issues and engaging with them (a) A large part of the communication in an office is non-official and happens through informal channels – mostly not something HR participates in and in many cases discourages (b) In many organizations the relationship with HR itself is almost adversarial especially if communication and engagement has focussed not on problem-solving but management and policy messaging.

It turns out that the turn of the century theory of Management by Walking Around may be the solution for a 2020 problem – since it addresses both participation & opening informal channels, as well as creates an open empathetic approach to employee engagement.

1980s redux

In 1982, management consultants Tom Peters and Robert H. Waterman proposed the concept in their book In Search of Excellence: Lessons from America’s Best Run Companies. In the book, Peters and Waterman examined successful companies, realizing a common nominator for the most successful. They noticed that good managers tend to communicate a lot better with their team. And they do that in informal ways, like just hanging around in the office and chatting with their team, rather than having formal interaction sessions in their cabins or boardrooms. Sam Walton, for instance, was a great exponent of this practice. He idea gained further attention when William Hewlett and David Packard, the founders of Hewlett Packard, mentioned the theory to be part of the “HP Way”. Peters and Waterman noticed these managers were more aware of the operations and in general, had better ability to solve problems. Peters went on to write a book A Passion for Excellence in which he continued to assert the style as the core element of excellent leadership.

The emphasis is on the word walking as an unplanned movement within a workplace, rather than a plan where employees expect a visit from managers at more systematic, pre-approved or scheduled times.

The idea of this practice is to listen. You must also respond to ideas or problems voiced and take effective action about them. The expected benefit is that by random sampling of events or employee discussions, it is more likely to facilitate improvements to the morale, sense of organizational purpose, productivity and total quality management of the organization. This is compared to remaining in a specific office area and waiting for employees, or the delivery of status reports, to arrive there, as events warrant in the workplace.

The HR takeaway

While it applies to the business world in general, and indeed legendary CEOs from Steve Jobs to Jack Welch have been proponents of it, it has a special significance in HR of today’s tech environment. The core is a 3-step process:

  1. To have HR management walking around in an unstructured and unplanned manner amongst the employees with the objective to understand how they are performing, what is keeping them back, what policies enable them to do their best, which ones hinder performance and be the management’s 1st stop to better understand the issues, ideas, and concerns of the teams.
  2. Then formally collate this and share the findings with management – in a structured way and with recommendations on what will improve the on-the-ground situation. Remember this is not a ‘telling on employees’ session.
  3. Ensuring management can act on the findings and in time such that the employees establish correlation.

The HR Checklist of Management by Walking Around

  1. Time is unstructured, the purpose is not: Don’t aimlessly walk around saying ‘Hi’ — the key motivation is to strike up conversations directly related to the work and on personal issues. The focus is on learning from these spontaneous and non-planned interactions.
  2. Manage your day: It is easy to realize that the day is over – so you must create a system to engage on a regular basis.
  3. Don’t single out people or teams: Many a time there is direct organizational feedback on specific teams or people, but do not single them out. You must interact across teams. Remember you are not here to take stories back to management but to understand issues. Employees should not feel this is a management bait to get information about certain issues or people.
  4. Extroverted & Introverted: People are of all kinds. Some talk easily some don’t, but you can’t pick favorites in listening to opinions.
  5. Focus on learning about the employee and their opinion: Your objective is to gather information beneficial in making decisions and resolving problems. Make sure you have written down you insite immediately and are able to cross reference with other employees if the feedback is about a team or organization.
  6. Build employee confidence: As an HR leader, you must be good at reading subtle signs of people. Employees must trust you and the interaction must be honest with you.
  7. Communicate the company’s values: Use the interaction to strengthen the employee’s understanding of the company’s values and vision.
  8. Understand people personally: People respond to work on what is happening in their private lives. So you also want to understand personal lives, to strengthen employee motivation.
  9. Be willing to act: If a team member needs urgent help, you must be willing to lead by example and provide support on the spot. The method has a sense of urgency to it and it isn’t about “looking into it”, but getting problems fixed quickly. Remember in business and in HR, people buy people.
  10. Don’t overstep your time: The nature of the style can cause a disturbance, as you are effectively stepping in on someone’s scheduled workday to take time to talk about things in an unorganized manner. If you do it too often, the subordinates’ ability to perform at work might suffer.
  11. Seek neutral spaces: Ensure that the conversations take place in neutral spaces (outside of your office) and in a relaxed environment. Over lunch is a good example or while the other person is getting a cup of coffee.
  12. Maintain a positive body language: Remember you are putting yourself and the other person in an unexpected situation. First, you need to relax. If you are casual about the situation and you treat it as an opportunity to have a chat and not a formal conversation, you can make the situation less daunting.
  13. Focus on positive recognition: You don’t want to come across as an inquisitor walking around interrogating people. One way is to positively recognize the employee as well as others who are role models in the organization. If you encourage people with positive feedback, give credit for the ideas you hear and share the success stories with everyone, you strengthen subordinates’ motivation to work hard and to share their concerns and ideas.
  14. Don’t do it because you feel obliged to:  If you are not the sort of person who can easily engage – this probably won’t work very well.
  15. Gauging the level of trust: If people don’t trust you they will think that you’re interfering or spying. Gauge the level of trust and engagement style of the employee as you engage. For instance, a team member may be happy to engage within earshot of other employees while another may not or it may be about discussing personal issues or talking about the relationship to management.
  16. Never sell people out: Even if the information shared with you is critical of policy or management, it is NOT your job to quote the employee back. Maintaining complete confidentiality is critical to any further engagement.
  17. Listen, don’t critique or argue: Give them your undivided attention. Listen and observe more than you talk. When you talk, be open and truthful. If you don’t know the answer to someone’s question, find it out afterward and follow up. If you can’t share something, say so. Speaking half-truths can break down trust. Even if you are challenged hold back from retorting. This is about them, not you.
  18. Don’t bring an entourage: This approach works best as a sequence of one-on-one conversations. Bringing aides or assistants with you will probably kill the discussion before it starts.

How is this Agile HR?

It is an effective strategy to remove the ‘management bubble’ and allow the company to have a realistic idea of what is going on. Feedback on problems and ideas is instant, resulting in faster actions. It can also enhance operational efficiency and improve employee morale and motivation. Thus creating a better understanding of the correct operational decisions that must be made.

Conclusion

Management by Walking Around can be an effective and practical way to keep up with what’s happening within your team and your organization. It can dramatically change the speed at which you gather information, the issues that impact the organization, the trust that you’ll build and the speed with which the organization can respond. It is simple to execute, does not cost anything and is a great way to build an open culture and keep the company vision in front. As people feel listened to they feel more a part of the organization and valued and employees who feel valued don’t leave.

 

Rakesh Shukla, Chief Executive & Founder, TWB_ I The Agency for Technology Brands I www.twb.in

Rakesh Shukla, TWB_ CEO

Tech Entrepreneur, TEDx speaker & Philanthropist, Rakesh Shukla is a BTech-MBA & CEO of the world leader in communications for technology businesses with a worldwide Fortune 500 customer base. Rakesh is a speaker on Leadership, Strategic Marketing, Strategic Communications, creating world-class bootstrapped Startups & resurgence in business. He lives with 800 rescued dogs, has no work-life balance and will not have it any other way! Rakesh has been featured in 100+ interviews on the BBC, CNN, Al-Jazeera, CNN-IBN, NDTV, India’s national dailies etc.

Are you looking to create or improve how HR Communicates?

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Diversity in Leadership I TWB_
19 Dec

Diversity in Leadership starts with Inclusion at all levels

By TWB_ In HR Communication, Internal Communications, Leadership /   30 Comments

Companies across India are looking at how to have Diversity at the Leadership level – and mostly they refer to lack of women in management. But diversity is not only about female and male, gay or straight, Hindu, Muslim, or Christian, young or old. It is about the diversity of individuals, ideators and executors, great communicators and less so, introverts and extroverts, controlling type and people type as well.

Having Diversity does not ensure inclusion. Diversity and Inclusion are nearly not the same things. Diversity by itself does not make people feel they belong — inclusion does. Diversity by itself does not accommodate differences of opinions — inclusion does. Diversity helps build inclusion by bringing in diverse viewpoints and creating an atmosphere in which people feel valued and have the same opportunities as others. Being an inclusive organization — where people focus on building common ground incorporating a range of views — rather than focus on differences can be a very powerful growth strategy.

Diversity is not a set of affirmative actions imposed on the organization — it is an output of the culture of the organization. Without adequate diversity being a lone female employee in a consistently all-male leadership team or being part of a minority where the leadership team converses in a regional language is common across the Indian tech industry. For an individual caught in that situation, it is difficult to feel motivated. 

This McKinsey study shows a significant relationship between a diverse leadership team and better financial performance. The top quartile for gender diversity are 15% more likely to outperform the industry average compared to companies in the bottom quartile. For ethnic diversity, that number jumps to 35%.

If the data proving that diverse organizations are more productive is not enough the cautionary tales from movements like #MeToo and #TimesUp should provide the impetus for tech companies to address diversity in their organizations.

What does diversity do?

Diversity at the leadership level is a consequence of hiring people who bring new perspectives to management meetings. Diversity is good because,

  • It gives you a larger pool of ideas: Diverse leadership teams have a larger pool of experience and points of view to draw from, which can help with finding solutions to problems and generating new ideas.
  • It increases staff retention and motivation: Seeing people ‘like them’ in positions of power is very inspiring for employees to stay longer in the organization and strive for promotions themselves
  • It gives you a larger talent pool to choose from: Diverse organizations find it easier to attract great and have a larger talent pool to choose from.
  • Makes for better business linkages: People from different groups and backgrounds often bring unique connections with them, which can lead to more networking opportunities for your company.
  • Makes for better Communication: Diverse companies are less likely to create tone-deaf and sometimes offensive communication than if they had a more varied group of decision-makers.

Lack of diversity stems from bias

People are hired on the premise that they can perform on the job and technical evaluations are pretty accurate. However, most organizational problems stem from a different place — that people don’t get along with other people. Biases in hiring and working together are the greatest bottlenecks. Families, friends, peers, education, religion, ambition etc influences how we see the world, and ourselves. These biases also shape our perceptions of what people are capable of.

A lecture on diversity will not erase these biases. Diversity is deeply related to culture and culture is difficult to change. If it must then it must first change at the top.  Developing diversity involves a cultural change and requires workshops, identifying and creating role models but most of all it involves a commitment by the organization’s leadership.

Building Diversity

The first step towards building diversity is actively seeking diverse people and seeking information from this diverse group. People from diverse backgrounds need to be seen as key variables in the process of problem-solving and decision making. Building diversity across an organization can only happen if there is an atmosphere where they can express their views without fear of repercussion. They can approach colleagues and manager for help and will not be viewed as weak if they do.


The Diversity Checklist

  • Leadership commitment: The first step is having leaders within the organization become visibly involved in programs affecting organizational culture change and articulating policies that govern diversity. To do so, you must display leadership that eradicates oppression of all forms. 
  • Having a Diversity and Inclusion strategy is not enough: Having a strategy has no meaning if it is not reflected in who the company hires and promotes. It only when the CEO downwards the organization realizes that to be the best they need to embrace diversity there is has a higher probability of being really inclusive, including right at the top.
  • Hiring from a range of backgrounds: Hire people who can bring new perspectives to your management meetings and relate personally with a wide range of your employees. But making culture more inclusive the first stop is the leadership team. Employees will always notice who you promote into positions of power.
  • ‘Diversity quotas’ are a double-edged sword: When you set ‘diversity quotas’ for your organizational and leadership teams, ensure that you are not dismissing good people for the sake of diversity. You don’t need a checklist of genders, ethnicity, religions, abilities and sexual orientations to promote talent you need caliber.
  • Building high-performance teams: Moving your workforce from larger organizations to teams that use the full potential of every individual is a great idea. Teams focused on objectives are forced to accept others for what they are.

Conclusion

Diversity is not just diversity in race, religion, sex, age but it is what makes an organization succeed — and typically that requires men & women, introverts & extroverts, controllers & thinkers, dreamers & doers, organizers & team members to reach the organizational goals.  

Rakesh Shukla, Chief Executive & Founder, TWB_ I The Agency for Technology Brands I www.twb.in

Rakesh Shukla, TWB_ CEO

Entrepreneur, TEDx speaker & Philanthropist, Rakesh Shukla is a BTech-MBA & CEO of the world leader in communications for technology businesses with a worldwide Fortune 500 customer base. Rakesh is a speaker on Leadership, Strategic Marketing, Strategic Communications, creating world-class bootstrapped Startups & resurgence in business. He lives with 800 rescued dogs, has no work-life balance and will not have it any other way! Rakesh has been featured in 100+ interviews on the BBC, CNN, Al-Jazeera, CNN-IBN, NDTV, India’s national dailies etc.

Are you looking to create or improve how HR Communicates?

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Purpose and Meaning in Work I Rakesh Shukla, Chief Executive and Founder, TWB_
02 Jan

Finding Purpose and Meaning in Work: Growth and Transformation in the Leadership

By TWB_ In Communication, Corporate Training, Leadership /  7 2 Comments

Dreading work is common. That’s why weekends were invented. Ah, it’s the weekend! Oh, it’s Monday!! Or you have a new assignment or a new boss or a restructuring is going on or maybe you’re simply bored in your role. And you ask yourself the question: Why am I doing this? Does my work have any meaning?

The quest for “meaning at work” impacts every job productivity and retention metric. Consider this:

  • A survey of 12,000 employees across companies and industries found 50% lacked meaning and significance at work (see The Energy Project).
  • Employees who derive meaning from their work are 3 times as likely to stay with their organizations, have 1.7 times higher job satisfaction and 1.4 times more engagement with the company.
  • “Meaning at Work” impacts longevity and productivity positively more than other ‘job satisfiers’ including:
    • Learning and growth
    • Connection to a company’s mission, and
    • Work-life balance!

So what can companies do to make their employees feel that their work has meaning? The short-term answer seems to be — making employees feel happy. Terms of employment, lavish cafeterias are all answers to that question — make employees happy. However, this ‘happiness’ is temporary. The other is to make jobs more creative, less monotonous and facilitate a sense of meaning with a career path. But they are still answers to different questions. A more significant one is to give the job meaning and purpose. So what then in meaningful work? 

What is the meaning of “meaning”?

Happiness isn’t the only ingredient to a life well-lived. Sometimes it’s not even a criteria. On the other hand ‘meaning’ is what causes people to go into unknown territories, motivates to do things out of the ordinary and causes personal growth and long-term satisfaction.

The trick is there is no one meaning of “meaning”. While it is important for each of us, it is also different for each of us. In the corporate context, one way to define meaning is through its negation: while companies are rarely good at finding “meaning” poor leadership is connected to a loss of meaning very quickly! There is a lot of research which shows meaning at work can be enhanced if employees have an opportunity to realistically reflect on their work & their contribution in the company and their respective lives. A few steps that are known to enhance this are (a) a culture of ethics (b) keeping high moral standards (c) executing on social responsibility that employees can support.

 

What can management do to give meaning to work?

The following steps allow management to engage with employees in a way that they find work life more meaningful:

  1. Discuss the meaning of the organization & their contribution to it: When employees understand the purpose of the organization and the positive impact it has on business and communities it allows them to be a part of something meaningful. This works best when employees have a clear view of the company’s goals, values and vision and plans for the future. Management should explain how every role impacts the greater organization. When employees see how their work contributes to that big picture it enhances their sense of meaning and purpose.
  2. Culture and community: Management should help their employees feel connected to communities or other employees that are impacted by the company’s products or services, so they understand clearly who it is that they are helping.
  3. Create a purpose: What is the difference between these 2 mission statements (a)“To be the most successful computer company in the world” and (b) “To be the most successful computer company for the world”? They point to a major meaning trap. When you say ‘for’, meaning comes from the impact of our work on others. People aren’t inspired by what they do, they are when they know they matter to others.

 

As an employee what can you do to give your work meaning?

The first thing to remember is that purpose is built, not found. Working with a sense of purpose requires thoughtfulness and practice. Here are some things you can do to find meaning at work:

  1. Become conscious that other people matter: If you have meaningful relationships at work you will find more meaning at work. A Gallup study found that the most engaged workers report having a best friend at work. Those reporting higher meaning are not necessarily those who are doing more, but those who have more meaningful relationships.
  2. Build social experiences: Purpose can be found in the simple things that connect colleagues. Sincerely asking a colleague how they are because you are genuinely interested not because it is small talk, will give meaning to both of you!
  3. Find what fuels you: ‘Meaning’ is not a vague idea it is tangible and you must look for it for yourself. If you value contribution find out how you can contribute to a group, or a customer or a community. If you value humour do you make colleagues, and customers smile?
  4. Don’t invest everything at work: Work gives meaning your life but it is only 1 of 4 parts that do —  faith, family, and community are the others. Life’s’ portfolio is a balance between these 4 things — faith in something bigger than each of us, your family that you nurture, your community that you impact, and success through meaningful work that creates value. Learn to focus on each in turn.
  5. Write a personal statement: One way to create more meaning is to define your purpose by making a personal declaration of purpose. It is a simple, succinct, jargon-free, and expressive. A statement about how you decide to live each and every day. For instance “I’ll always give my children the best opportunities they need”. Just stating it gives your life purpose even though nothing else in your job has changed. Now you know it has mean because it drives a purpose.

Purpose isn’t magic. It is something we must create. The fact is most of us don’t work for fun. For the most part, we work to earn money and to pay bills. Work in itself is a meaningful act of service — parents often work hard for their children, some work to support ageing parents. Focussing on what brings meaning to them will create meaning in your own life. With the right approach all jobs are meaningful.

 

Rakesh Shukla, Chief Executive & Founder, TWB_ I The Agency for Technology Brands I www.twb.in

Rakesh Shukla, TWB_

Entrepreneur, TEDx speaker, Philanthropist, Rakesh Shukla is a 1996 MBA graduate and 1993 BTech. Rakesh Shukla is the Founder & CEO of TWB_ which is the partner for technology & business content for Fortune 500 leaders worldwide. A motivational speaker he speaks on creating success from professional and personal failure. He divides time between his 2 homes in Bangalore and is called the ‘dog-father’ for being papa to the 750 rescued dogs that live with him at the VOSD Dog Sanctuary. Rakesh has featured in 100+ interviews on the BBC, CNN, Al-Jazeera, CNN-IBN, NDTV, India’s national dailies, and at TEDx talks.

 

 

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Technology Manager in Leadership Roles - by Rakesh Shukla, Chief Executive and Founder, TWB_
01 Jan

Moving Technical Managers to Management Roles: Leadership Transformations by TWB_

By TWB_ In Communication, Corporate Training, Leadership /  9 1 Comment

Technical Managers moving into Management roles is a script that plays out every day in large tech companies. Managers with the best technical expertise and ability to reach performance goals consistently are the first consideration for senior management roles. It is clearly an expectation from managers that they are promoted to management, the management thinks it is great because it represents continuity and that deep understanding of technologies, products and systems. Until it hits everyone.

The new management candidate gets increasingly frustrated because they spend little time using their technical skills and instead on  “people problems,” navigating office politics, and coordinating.  Such a transition hits hard because there is a no clear fit of existing skills to new professional demands and there is no quick way to acquire them. In this article, we’ll explore how the HR/ Management of the company, the Tech-manager can make the transition. This transition can occur from early to mid-career roles, and again from mid-career to management. Here’s what each of the participants in this situation should need to consider to get Technical Managers to move into Management roles:

The HR/ Management checklist to promoting Technical/ Functional Managers

Making this transition to Mangement roles gets harder as the candidate gains years and experience — so the first thing to consider is transitions that come earlier in career say in the middle management level.  To begin with, how do you determine that functional/technical manager is a good candidate for a management role? To begin with they should have demonstrated these skills:

 

  1. Great Communication & People skills: (S)He has strong great writing, oratorial and presentation skills as well as people skills.
  2. Willingness to suspend ego gratification:  to concentrate on helping others succeed: Management is about ensuring success at an organisational level and is not about pursuing personal success or fulfilment as much as it is one’s colleagues and co-workers.
  3. Strong ‘hard skills’: They need to not only have great organizational, project management, and budgeting skills management requires being able to task-switch among them. It also requires overall inputs into detailed deliverables, and to manage — people, time, technology and money — in getting things done.
  4. Strong strategic thinking bias: They need to have a deep understanding of how the technology works to help businesses and organizations meet their goals and objectives. This requires an understanding of the risks and rewards that technology presents, and how to produce the best returns on customers’ investments and activities.
  5. Ability to manage communications in both directions: Success depends on understanding the needs of those above and below them in the organizational chart. Stakeholders are on both sides with management the incumbent has to communicate to both sets carrying expectations, instructions but most of corporate goals and actions to produce the most positive outcomes possible.

The Technical/ Functional Managers checklist to Management position

If you are a technical or functional manager moving into a management position you need to prepare yourself these 2 fundamental shifts:

  1. The first is your mindset has to change — Your technical knowledge is only limited help in your new management role as you now have to focus on the skills and successes that involves multiple functions and teams.
  2. The second is that your identity in the company will change –Being a superstar in your functional role will not save you from starting at the beginning again, and you need to be prepared for this “identity demotion.”

Here are some steps you can take to make your transition into a management role smooth

  1. Solving Strategic Problems: You need to translate problem-solving into a management context. Problems will require multiple functions within the company and other industry players etc to solve. Reading on cutting-edge business thinking can allow you to think & engage on a broader front.
  2. Build a cross-functional understanding: Technical Managers frequently have a narrow worldview. Unless you understand and leverage the marketers, sales, operations and and others, you will struggle to move beyond your role as a technical manager.
  3. Find a mentor — Look for someone in your organization who has succeeded in a management role coming from a functional role. A mentor can help you avoid some of the mistakes that they made and help get across to the right people within the organization critical for your success.
  4. Stay away from technical work– Resist the temptation to get involved with technical projects that aren’t your responsibility.
  5. Meet with your reports and their teams —  Meeting them allows you to find out what interests and motivates them, and they have the professional environment necessary to be successful in their role. It also allows you to find out what your team expects from you.
  6. Be a good communicator —  You need to learn how to write, learning how to speak and learn how to behave as ‘management’. Emails need to be crafted with care and sensitivity. Communication needs to demonstrate your intelligence, knowledge and thoughtfulness.
  7. Dress up: Your colleagues, the industry and ecosystem you inhabit expects it. Always dress the part for the position.

Technical & functional managers from IT, finance, sales, or marketing are promoted to management because they know their job well. The problem is that they have little management experience and most organizations offer very little management assistance.  In a management role instead of focussing on macro influences, strategic issues, and “people aspect” of their new role, they continue to stay in their comfort zone — their own projects and technical skills. It is important for the organization to focus on how to make the transition smooth so the organization benefits from the deep functional understanding that the incumbent brings as well as fresh ideas and thinking.

 

Rakesh Shukla, Chief Executive & Founder, TWB_ I The Agency for Technology Brands I www.twb.in

Rakesh Shukla, TWB_

Entrepreneur, TEDx speaker, Philanthropist, Rakesh Shukla is a 1996 MBA graduate and 1993 BTech. Rakesh Shukla is the Founder & CEO of TWB_ which is the partner for technology & business content for Fortune 500 leaders worldwide. A motivational speaker he speaks on creating success from professional and personal failure. He divides time between his 2 homes in Bangalore and is called the ‘dog-father’ for being papa to the 750 rescued dogs that live with him at the VOSD Dog Sanctuary. Rakesh has featured in 100+ interviews on the BBC, CNN, Al-Jazeera, CNN-IBN, NDTV, India’s national dailies, and at TEDx talks.

 

 

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