India | Make a difference

Re-ignite the desire to read – Join a library- Review of Just Books, Bangalore

Posted by Haja in Bangalore, Books, Personal Effectiveness

Just Books is a recent addition to Bangalore. Very few people I know (and that includes me), really know where the book library in Bangalore is. In fact the most common and desired libraries here are the Video libraries :).

Recently I saw an article on Just Books and a few days later, saw one of its outlets on my way to office.

A few weeks later, I was pleasantly surprised to have one open near our residence. And I did the next best thing- I joined this Library yesterday. After Singapore, where the Libraries are super efficient,and the art of reading is actively encouraged by the Government, I was missing the same concept here.

With a great collection of books, I have managed to get my children & my nephew into the reading habit. Hopefully this will help to wean them away from the idiot box! If you are in Bangalore, then you may want to check out this website (http://www.justbooksclc.com) & join them as well. Worth the money you are investing.

That also made me think – for a library in India, which needs to survive & grow in the Indian market- how does one go about building the base? Here are some thoughts that came to mind & something that I will share with them when I meet them next –

Awareness campaign

Create a value-based campaign – not just a “join the library” but a “Why you should join us”.
Not a burst promo- but a clear message on what “value” this library is going to highlight – a series of promo’s – build a mailing list & correspond with them.
Talk about new books – and lead them to the library
Get some authors to visit & talk
Put some video programs to highlight specific books

Messaging based on needs

In India, this is the month when the children are in the midst of their annual vacations. Read that as most parents tearing their hair out trying to figure out how to keep their children occupied. Build a opportunity and attract more people using this. Example- “Teach your child the value of reading a book” OR “Teach your child to “Speed Read” and read more books & build their knowledge” .

Create regular “events” where you get the target audience together

Children and youth – and how to get them to be better at what they do – and set a timetable for weekly visits. Charge those who are not members. Or actively invite members & their friends.

Incentives to join the library

Members bring more members and get rewarded.

Recommendations of books & a process

Easy process for users to recommend books & a process to turn this around
Recommendations on books
New book summaries for users to browse through

Online tools to select books & in-store tools to support the same

Check out books & returning books to be a super easy and timeless process. (The Singapore libraries have made this to an art form- drop in to a Singapore community centre library the next time you are there to really experience this).

In general, the experience at Just Books was very good. They are sitting on a huge opportunity –and if they are able to get people to join or experience the visit to the library, they could turn this into the next big thing in India. Kudos to the owners who have created this unique idea into a business opportunity! Hope some of these tips help 🙂

Check them out.

Apr.18

Retail 101

Posted by Haja in India, Retail

IT Retail is in its infancy in India. Though over the last few years, it has made rapid strides, it still offers an immense opportunity to the players (and potential ones too). In the same way, the IT industry sales to consumers is rapidly gaining ground, and with the potential that is India, it is a goldmine for those retailers who are able to provide the right building blocks for the customers.

The Million dollar question however- what does a customer really want? Many of our retailers believe in getting the customer through the door and hold on to them and make a sale – most often than not, using the price discussion. The Indian customer also seems to be price driven- but lately, branding, and some other elements are beginning to be reasons that are considered by them before making the all-important sale.

What are these other “elements”?

I am sure there are more, but these come to my mind now.

For an IT retailer to be successful (especially in India or emerging markets), it important to identify the areas they want to focus on.

1. Identify which primary factor you want to be known for: Price Leader, Best Support Centre, Most brand options, etc.

2. Who are your customers- be very clear of the target audience (at least the primary ones). If near a college or a mall, the trendy, young, college going or yuppies could be your target audience. It helps you to decide the kind of “look and feel” you want to provide to your primary target audience.

3. Create the “Right Awareness” – Think of marketing tools to drive the right audience to the shop- be it advertising, focused advertising through Colleges, schools or the papers – anything that works to help give a perspective of your offerings –will create awareness & over a period of time will improve the footfalls to your shop.

4. Set the right “Ambience” for the store- so that when a customer walks in- he sees the “overall message” you want to share than just brochures/posters & PC’s everywhere.

5. Understand their requirement- this can be done ONLY if you have great sales people in your store- who are willing to question the customer and then “LISTEN” to their wants.

6. Help the customer make the RIGHT choice – This is SUPER important. Don’t sell what you have- but sell what the customer needs. In the long run the customer will come back to you- and more importantly, the word of mouth it will generate will drive more customers to your shop.

7. Focus on “educating” the customer- be it hardware, software, etc. Educate the customer, and he will be thankful for the knowledge- and will buy something definitely.

8. Avoid “Hard Sales”- though it may be required at times. Drive “value” to your customers- let them walk around and make their choice. Be honest with your inputs- and they will come back to you. Don’t try to “hold” them to your shop- and desell other brands.

These are just some thoughts on building the right retail messaging- which though logical, is not exactly common in most malls.

The ones that get it, will be those who will survive and thrive in the next few years.

Feb.17

The future of India – Children of India

Posted by Haja in Education, India

I was recently in an Event organized by SKOCH. They had this bunch of school kids from Sangram in Arunachal Pradesh (north east India for those who are not sure :)) who came and gave a dance. To my surprise, they, then went to on make a small presentation to tell us about their village – and the hardships they face. Despite the tremendous hardships, I was touched by their hopes for the future- and how they had high expectations of the future- and the country. It also showed me just how little I know about the realities of rural India. They opened my eyes to the challenges- and the sheer opportunity we have, as a country.

Education is key- and there is significant opportunity for making an impact in that space. Do think about what you an do in this space. Impacting even 1 child in some meaningful way, makes a huge difference to a bigger audience.

And then I remembered this video from Times of India. Truly touching.

Oct.25

Rules for Indian Roads

Posted by Haja in Humour, India

Partially taken from : Mohan Dadlani , Outlook Lounge

After driving around in Singapore for the last 10 years, taking to the roads in India was an exhilarating experience. Singapore driving teaches you to follow rules, and over the years, I had forgotten just how much of an experience Indian driving is. Sitting at the airport (as I am now), I came across this article which I just have to reproduce (with some minor variations- due apologies to the author Mohan).

Excerpts from the article:

For the benefit of everyone daring to drive on the Indian roads, here are a few hints for survival. They are applicable to every place in India except Bihar, where life outside a vehicle is only marginally safer. Indian road rules broadly operate within the domain of karma where you do your best and leave the rest to your insurance company. The hints are as follows:

1. Do we drive on the left or right of the road? The answer is both. You start on the left of the road, unless it is occupied. In that case, go to the right, unless that is also occupied. Then proceed by occupying the next available gap, as in chess. (it could be in inches).

2. Just trust your instincts, ascertain the direction, and proceed. Adherence to road rules leads to much misery and occasional fatality.

3. Most drivers don’t drive, but just aim their vehicles in the intended direction. Dont you get discouraged or underestimate yourself. most other drivers are not in any better position either.

4. Dont stop at any crossing or Pedestrian crossings just because some fool wants to cross the road. You may do so only if you enjoy being bumped in the back. Some idiot may try to wade across, but then, let us not talk ill of the dead.

5. Blowing your horn is not a sign of protest but to express joy, resentment, frustration, romance or just a wake up call to a dozing cow in the middle of the road.

There are other points- but this really hit the mark for me. I am sportingly taking the car out – and taking it for a drive every now and then. I spend more time waiting in corners waiting for someone to stop and let me go- much to the chagrin of people behind me! Of course, I have learnt to ignore the horns blaring around me- and am re-learning the joy of pressing that horn- which gives an immediate release to pent up frustrations. The other learning is the ability to rapidly look at all the mirrors in the car- and also in the front of the car. I realized that it is not necessary now- most drivers just don’t care- as it is not their responsibility to worry about someone’s else’s insignificant life. The others will take care of themselves – and they do.

Lastly- don’t get attached to your cars! Especially if you cannot stand scratches & dents. They tend to appear magically even when parked on empty roads.

Having fun! Honk Honk.

Oct.24

Back to India :)

Posted by Haja in India

After 12 fantastic years in Singapore, we have decided at last, to move base to India. Whilst the decision was taken after some deliberation, it was made easy when one puts the core reason for going back in focus- which was for the children to settle down and get familiar with their motherland (and their relatives). Also other personal reasons which made it relevant to consider going back. Continuing to work at Microsoft, a great job in the Public Sector were the icing on the cake 🙂

Singapore has been fantastic to us.. We came here with 2 suitcases 12 years ago..after long stints in IBM and Microsoft and a comparatively short stint in Iomega, we go back with 2 kids, a container load of stuff (which we did not know we had,) and tons of memories -mostly good (except 1- which was the loss I made on the car 🙂 – overall it has been a great run. Singapore has changed our lives – and set us up for the next innings 🙂

Sad ? – yes.

In two minds? – no.

Absolutely excited to be going back to Bangalore – and getting in at a time when the whole country is BOOMING!

What is also interesting is to see the sheer number of NRI’s returning back – and all for a reason – to ride the wave in India…

I am looking forward to it – but for the time being – it is chaos – as we finish our packing – and more importantly, figure out, the pending work – which seems to be popping out of every nook and corner 🙂

Selling my car has been my biggest grouse though :(. I guess I will come to terms sometime soon 🙂

In the meanwhile – India calls… Will land in Bangalore End June 🙂

Keep you posted on what develops as we go along…

Jun.12