Volume - 1 Issue – 07 August 2010

Spotlight

Green Marketing

Green Supply Chain

- Cleaning up our
future
1/2
Rural Marketing for
FMCG Industry in India

-Fresh Green Creativity, right from the roots of

DOMS through the leaves of this newsletter
 From Editor’s Desk
Dear Readers,
Needless to say that we owe the success of issuing the 7th edition of
DoMiNation to our readers for their appreciation and constructive criticism.
Industries have grown a lot in the past few years and, it has lot to pay
back to the Mother NATURE and the Environment which has nurtured it .
The theme for this edition is “GREEN” and we would be continuing with
this theme for a few more editions to come; This is a small effort from our
side to pay a tribute to the environment we live in.
In light of the increasing pressure on the natural environment and
the limited resources, companies have begun to realize the
importance of donning the green robe. We present before you an
article on “Green Supply Chain” an essence of Green-Production.
With the increasing awareness & the importance of environmental
protection, the total volume of green consumption has increased
dramatically. In this context, as a new phenomenon in contrast to
traditional marketing, "Green Marketing" is penetrating into various areas
of international marketing and is becoming a new trend which will certainly
have tremendous influence on the development of international trade.
Hence we ought to pay great attention to its significance.
In our first edition we shared with our readers the very basics of Rural-
Marketing and its potential alongside players in this arena; now we focus
more precisely into “Rural Marketing for FMCG Industry in India”. We
would continue in our upcoming edition the marketing strategies adopted
by the FMCG firms and the strategic implications of the same.
This time we bring you “Qutopia-7” which is a little more interesting &
little more mind boggling; enjoy and watch out for the names in the
winners section and answers to Qutopia-6
We promise to see you again as we bring forth more Greenery to this
Newsletter. Till the time we meet again “Happy-Reading” and
“Happy Independence Day” in advance.

Animesh Agrawal
Editor – “DoMination”
(Department of Management Studies, IIT-Roorkee.)
 Table of Contents
1
Rural Marketing for
FMCG sector in India

Niranjan Rajpurohit
DoMS, IIT-Roorkee
4
Green Supply Chain
- Cleaning up our future

Affan Alavi
DoMS, IIT-Roorkee
6 12
Green Marketing Qutopia - 6
Tanuj Shukla -J. Arjun & Mayur Gurjar

DoMS, IIT-Roorkee DoMS, IIT-Roorkee

10
Creative Section
Its wise to learn, Its GOD like to create

Chlorophyll
-Fresh Green Creativity, right from
Leaves of this newsletter to the
roots of DOMS

Department of Management Studies, IIT Roorkee


“The rural consumer is discerning and the rural market is vibrant. At the current rate of growth, it will
soon outstrip the urban market. The rural market is not sleeping any longer. We are.”
The Rural Market of India:
India is a land of villages and even today, nearly 70%
of its population stays in villages. Rural India and
rural market have grown at a fast pace during the
past two decades, thanks to the economic
liberalization and globalisation processes initiated
by the Indian government. Rural India has a large
consuming class with 41 per cent of India’s middle
class and 58 per cent of the total disposable income.
The rural market accounts for 70 per cent of toilet
soap users, and almost 50 per cent of TV sets, fans,
pressure cookers, bicycles, washing soaps,
detergents, tea, salt and tooth powder. The rural
market for FMCG products is growing much faster
than the urban counterpart. In fact, the 20 million
middle class home in rural India equal the number
in urban India and thus have the same purchasing
power. The Indian rural market has been growing at
3-4% per annum, adding more than one million new
consumers every year and now accounts for close to
50% of the volume consumption of fast- moving
consumer goods (FMCG) in India.
For quite some time now, the lure of rural India has
been the subject of animated discussions in
corporate suites. And there is a good reason too.
With urban markets getting saturated for several
categories of consumer goods and with rising rural
incomes, marketing executives are fanning out and
discovering the strengths of the large rural markets
as they try to enlarge their markets.
Unlike the urban market, it is less developed in
terms of infrastructure and facilities. More than
anything else, the larger issue is to find out a
suitable business model and retail format to fit local
taste and preference. Of course, the cost of doing
Department of Management Studies, IIT Roorkee
Niranjan Rajpurohit
DoMS, IIT-Roorkee
- Mr. Adi Godrej, Godrej Industries.
business in rural market would be lesser compared
to urban market but reaching out to the masses is a
concern. It is not impossible but a bit more difficult.
The four A’s of rural marketing are: affordability,
acceptability, availability and awareness of the
consumers.
Challenges and Opportunities for FMCG Companies
in Rural India:
With population in the rural areas set to rise to 160
million households by 2011 and with higher
saturation in the urban markets, future growth in
the FMCG sector will come from increased rural and
small town penetration. Technological advances
such as the internet and e-commerce will aid in
better logistics and distribution in these areas.
Already Indian corporate such as HUL and ITC have
identified the opportunity and have initiated
projects such as 'Project Shakti' and 'e-Choupal' to
first, expand rural income, and then, to penetrate
this market. Opportunities for rural marketing are
the vast size of rural market in India, huge potential
market for FMCG and durables, rise in the literacy
rate of rural population, etc.
While the rural market may be alluring, it is not
without its problems. Low per capita disposable
income, acute dependence on vagaries of monsoon,
seasonal consumption linked to harvests and
festivals, poor connectivity, power problems,
inaccessibility to conventional communication and
advertising media, cultural and language barriers
etc. are some of the important problems influencing
the rural population. This makes capturing rural
consumer more difficult. Yet, the marketers who
understand the rural consumer and fine-tune their
strategies are sure to reap rich benefits.

Fig: Issues in Distribution
Buying decision of the consumers of different age,
occupation differs from rural to urban area. The
rural area is more bounded by the traditions,
customs and values which bring a gigantic change in
the life style and personality of the consumers of
rural area in comparison to urban area where
people are more attracted towards the western
culture. Low per capita incomes of the consumers in
the rural area restricts them to low consumption
patterns as compared to urban population where
the consumers are more brand conscious and are
ready to pay high.
Brand choice depends on a lot of demographic
variables like age, sex, occupation, income,
education and caste. In addition, the head of the
family mainly takes the decision regarding the
purchase of FMCG. So the tradition and customs
which are followed by the rural consumers are very
important as decision depends upon head of the
Department of Management Studies, IIT Roorkee
Contd..
family and thus should be taken into consideration
while planning promotional activities.
While making a purchase decision consumer first
tries to understand the need of the product,
especially in rural India, where cost is still a major
consideration and necessities are prime purchase.
Information search is through the neighbors, friends
and society. Evaluation of alternatives is done by:
Expectancy value model
Lexicographic model
Conjunctive model, and
Disjunctive model.
Depending upon the need, buying power, and other
environmental factors, decision is then made to
select the best alternative to consume. After the
actual purchase, comes the after purchase behavior
which depends upon the satisfaction or
dissatisfaction level of the consumer.
 Contd..

The medium of communication for rural market is
also different in comparison with the urban market.
Words of mouth, print, radio, puppetry, melas and
folk theatres are few of the medium of promotion
where as television and print media advertisement
are the leading source of promotion for urban
markets. Language diversification is also a problem
as India never had a common language which could
be understood by the masses; it is a barrier in
effective communication in the rural market as
languages vary from state to state, place to place
and district to district.
Language is an important vehicle to transmit the
advertising message. The various aspects of
communication and language in relation to
advertising, especially structural, semantic, and
psycho/neuro-linguistic factors contribute to the
complexity of advertising language. Researchers
have suggested that advertisers can optimize the
strength and appeal of their messages by mixing
languages and scripts. Mixing is gaining more and
more popularity in the advertising field not only
because it enhances communication but also
because it brings more creativity. In effect, while
diversity of languages in our country is an
impediment to free flow of communication, viewing
it from a different angle, the impediment can also
be converted into an advantage by appropriately
mixing different languages and even scripts. Religion
and spirituality have come to represent major forces
in rural advertising in India. Religious appeals had
played a powerful role in shaping and reshaping
rural advertising in the past and it will continue to
be so in future too.

After appreciating the needs, challenges & opportunities of the

Indian Rural Market from the perspective of FMCG industry, we
bring you in our next edition, the marketing strategies adopted
by the FMCG firms and the strategic implications of the same.

To be Continued……

Department of Management Studies, IIT Roorkee

 Green Supply Chain
- Cleaning up our future
Ever since the emergence of empires post the
Industrial Revolution organizations have been
plagued with the issue of Continuous Improvement
and Sustainable Development. Continuous
Improvement meant reducing cost and improving
quality whereas Sustainable development was
concerned with the fact that an organization in light
of the ever changing business environment, had to
evolve itself to meet the challenges that this
environment put forth. Indeed companies that have
succeeded in answering both these questions have
emerged better and stronger than their less
fortunate counterparts. While the questions
remaining the same their answers have changed
over the years. In light of the increasing pressure on
the natural environment and the limited resources
that the earth can offer, companies have begun to
realize the importance of donning the green robe.
But before that we need to be asking ourselves the
question as to why companies care about taking up
environmental initiatives. While some companies
like IBM, Hewlett-Packard and Xerox aim to achieve
targets like ISO 14001, thus keeping themselves
abreast with the latest environmental management
standards, others are coaxed through government
policies and regulations.
The back bone of green production is adopting a
Green Supply Chain Management (GSCM). GSCM
can defined as integrating environment thinking into
supply chain management, including product design,
material sourcing and selection, manufacturing
processes, delivery of the final product to the
consumers, and end-of-life management of the
product after its useful life. The definition
incorporates two important aspects of the
manufacturing i.e. the product life cycle and
operational life cycle.
The product life cycle, which can be viewed as
the gradual introduction, growth, maturity and
finally decline or replacement of a product, is one of
the strategic ways of introducing a clean technology.
The ease of implementing an environmental friendly
Department of Management Studies, IIT Roorkee
Affan Alavi
DoMS, IIT-Roorkee
initiative will depend on what stage of the product
life cycle the product is in. It is relatively easier to
address environmental issues in the initial phases of
product development than during product maturity
and certainly more difficult in the final stages of the
product life cycle.
A more tactical set of organizational elements
that will influence how the supply chain is to be
managed (either internally or externally) can be
described by the operational life cycle (or value
chain) of an organization. The major elements of the
operational life cycle will typically include
procurement, production, distribution and reverse
logistics. The procurement decision will impact the
GSCM through intelligent vendor and raw material
selection. Vendors who have ISO 14001 may be
preferred over others. Similarly products that can be
recycled or reused should be used. Production
processes can influence the greening of the supply
chain in numerous ways. Some of these impacts
include: a process’ capability to use certain
materials, capabilities to integrate reusable or
remanufactured components into the system, and
how well the processes are designed for the
prevention of waste. Distribution would not only
require selecting mode of transportation that are
less polluting but also using packaging that can be
reused frequently. Also inventory policies help in
reducing not only forward logistics but also reverse
logistics thus saving on cost and time.
So what benefits can companies derive from
adopting a green supply chain management over
conventional supply chain management? Well a lot.
While some of the tangible benefits like reduction in
waste, lower use of toxic material and lower cost of
production by the use of natural products are
tangible, the advantages of GSCM spill over to the
non tangible areas like overcoming prejudice and
cynicism for environment, better image for supplier
and producer, feel good and quality of life for
customer, and setting industry on the right track for
society.
 Green Supply Chain Contd..
- Cleaning up our future

While Green Supply Chain Management may look as itself in taking the first step. Green technologies
the answer to the future of any organizations supply have traditionally been looked as more expensive
chain, its implementation may not be very simple. than their counterparts. This is where other
While most organizations would like to improve organizations including the government need to
their environmental performance, when it comes to step up and explain the feasibility of implementing
choosing the right vendors the choices become very GSCM.
limited. Most of the SMEs do not have enough
Green Supply Chain Management is the new
resources to switch over to green technologies. But
paradigm to effectively leverage the advantages of
this does not mean that organizations leave behind
going green without compromising on the results
their old value chain partners. To terminate a long-
that supply chain management have traditionally
term supplier relationship due to their poor
succeeded in giving. With the earth’s resources
environmental performance would be undesirable,
becoming scarce, governments around the world
and may create disaster for an organization. One
have woken up from their slumber and have started
option is to provide training and technical support
tightening the noose around organizations. It is
with special credit treatment to their suppliers to
evident that businesses around the globe will have
improve the environmental performance. The other
to go green in the near future. So earlier the better.
problem is the initial reluctance by the organization

Ten reasons why companies should adopt the green policies:

1. Helps in targeting pro-environment market segments
2. Sustainability of resources
3. Lowered costs/increased efficiency
4. Product differentiation and competitive advantage
5. Competitive and supply chain pressures
6. Adapting to regulations and reducing risk
7. Brand reputation
8. Return on investment
9. Employee morale
10. Ethically imperative

Department of Management Studies, IIT Roorkee

 Green Marketing
Introduction
Since the beginning of the 1990s, with the
increasing awareness & the importance of
environmental protection in various countries, there
has emerged a "green" trend all over the world.
New concepts like green food, green appliance,
green factories and so on have emerged with
growing frequency, and the total volume of green
consumption has increased dramatically. It can be
asserted that the coming time will be a "green
century" and we are now entering into a "green
era". In this context, as a new phenomenon in
contrast to traditional marketing, green marketing is
penetrating into various areas of international
marketing and is becoming a new trend which will
certainly have tremendous influence on the
development of international trade. Hence we
ought to pay great attention to its significance.
Bases For the Emergence of "Green Marketing”
In the narrow sense, "green marketing" refers to
the special way of marketing established on the
basis of conventional marketing and targeting
"green goods". In the broad sense, "green
marketing" includes a whole set of ideas, methods
and process for realizing marketing goals of
enterprises. The driving force behind green
marketing is the market demand with "green
consumption" as its core, and the objective is
spontaneously protecting environment and
efficiently using resources by enterprises. These
would be achieved by means of designing,
fabricating, packing, selling and recycling of "green
products". The advent of "green marketing" is not
accidental and the reasons why green marketing has
become one of the most significant new
international business trends are deeply rooted.
The basis on which "green marketing" generated are
1. The necessity of carrying out sustainable
development for mankind
After World War II, there has emerged a host of
severe environmental problems like green house
effect, destruction of the ozonosphere, acid rain,
desertization, pollution of air and water, excessive
deforestation, etc. Nowadays, ecological
deterioration has become a global problem
threatening the survival of mankind and restricting
Department of Management Studies, IIT Roorkee
Tanuj Shukla
DoMS, IIT-Roorkee
economic development. Human beings are
obligated to rethink their own behaviour and
search for better development models with regard
to the relationship between economic development
and environmental protection. As a result, as soon
as sustainable development strategy was put
forward as one of the most important strategies of
human development, it was unanimously accepted
by various countries in the world. The primary
objective of this strategy requires that mankind be
capable of maintaining a long-term sustainable
development by striving for contemporary
economic growth via the coherent development of
economy, environment as well as population while
not obstructing the progress of our descendants. For
a certain country, the realization of the aims of
sustainable development on the macro-level cannot
be separated from the efforts of enterprises on the
micro-level, and "green marketing" is a useful way
of making these efforts effective. Thus, the
emergence of "green marketing" caters to the need
of various countries to carry out sustainable
development strategy.
2. The upsurge of "green consumption" triggered
off by the arousal of environmental protection
consciousness spurs "green marketing”
There has been great demand in the market for the
non-polluting and easily recycled "green"
equipments. According to a survey in the early
2007, 82% of Germans, 67 % of Dutch and 77 % of
Americans took environmental factors into
consideration when they went shopping in
supermarkets. In Japan, the use of recycled paper
and purchase of green food has become a fashion.
In the U.S. green products have totalled more than
600 kinds with value of over 800 billion dollars while
the three giant auto producers have redoubled their
efforts to make “green cars". The upsurge in the
trend of green consumption has resulted in the
more serious green conception but also greater task
of satisfying the consumers' "green" demand
through proper design, production, sales and
recycling of products. Enterprises nowadays have to
carry out "green marketing" or they will lose out in
the intensive market competition.
 Green Marketing Contd..
3. The "green barriers" existing in international failing to meet the standards of environmental
trade calls for "green marketing" protection. Under the above circumstances, for
outward-oriented enterprises, "green
With the conclusion of the Uruguay Round Trade
marketing” is not simply a kind of marketing
Negotiation, the World Trade Organization (WTO)
technique but almost a "pass" for access to the
began to operate. Tariff and non tariff barriers are
international market and one of the bases for
constrained and decreasing. However, in the new
survival.
situation, some developed countries have begun to
set up "green barriers" against international trade Main Content & Significance of "Green Marketing"
utilizing the changing trend of increasing "green” Based on the above analysis on "green marketing”,
consciousness and behaviour. Obviously, that is and in view of increasing globalization of the world
restriction imposed upon imports under the guise of economy, every enterprise which wants to compete
environmental protection. The main "green in the international market must pay great attention
barriers" measures include: to the "green demands" of consumers and try hard
1. Surtaxes on imports related to environment. to carry out "green marketing". For enterprises,
This kind of surtaxes is likely to become "green marketing" is a complicated process. The
environment-related sanctions restricting or whole process can be divided into the following two
even prohibiting imports. phases:
2. Green technological standards. Importing
1. The phase prior to the entry of "green product'
countries not only require that the products be
into the market
properly in line with the environmental
In this phase, the process would be: information
standards but that the technology, techniques
collection for green products, locating green
and methods used in the whole process of
products and development of green products. For
production be in accordance with
carrying out "green marketing", enterprises should
environmental requirements.
first collect relevant information concerning green
3. Marks of green environment. These refer to the
products, including information related to the
marks of green commodities issued by
present and future. The information can be
governments or relevant agencies according to
collected from newspapers, journals, news media,
certain environmental standards certifying that
social organizations, research institutions, and
the marked commodities accord with relevant
through the market surveys conducted by the
environment standards and can be easily
enterprises themselves. The enterprises should also
recycled. If the commodities of a certain country
actively find out potential green market niches likely
do not have marks of green environment, the
to be developed. After having good knowledge of
country's market competitiveness will be
"green" information, enterprises should give a
seriously damaged.
"green orientation" for the products they are going
4. System of access to green market. This includes
to market. Besides, based on their own analysis of
regulations of rigid market access with regard to
the "green demand" of consumers, enterprises
the packing of the imported products,
should also choose the "green" market niche for
quarantine indexes and so on. In particular,
their own products so as to better satisfy the green
regulations on the radiation from and content of
consumption demands of certain groups of people.
residual pesticides, heavy metals and so on in
This procedure is crucial in the whole "green
food products are extremely sensitive.
marketing' process, and is the manifestation of the
Obviously, these "green barriers" in
enterprises' commitment to protect environment
international trade would keep many goods
and carry out sustainable development.
(especially those from developing countries) out
Green product development includes three
of the international market. Some products,
dimensions: the design, production and packing of
though cheap, are "retreated" from the
green products.
international market for no other reason but
Department of Management Studies, IIT Roorkee
 Green Marketing
The design of green products should embody the
principles of the 3R's:
1. Reduction: using relatively less raw material and
energy to reach the designated goal of
production so that from the very beginning
great attention is paid to saving energy and
eliminating (or reducing) pollution.
2. Reuse: products and packing material should, as
long as possible, be capable of being repeated
use in their original forms for energy saving and
environmental protection.
3. Recycling: after the products have been out of
use, they should be of being recycled for reuse.
The production of green goods must be a "clean"
process, that is, new technologies and techniques
for saving energy, maintaining safety, and causing
no pollution should be used as much as possible, so
that the products would not do harm to the
environment and people's health. The packing of
green products requires that the packing material
be easily decomposed, and recycled and poison
free. Over-design should also be avoided
2. The phase after the entry of "green products"
into the market
In this phase, the working procedure of enterprises
should be as follows: fixing "green prices",
establishing "green sales" channels and carrying out
the sales promotion of green products. When green
products actually enter into markets, the certificates
issued by authorized agencies should be presented.
Generally speaking, the prices of green products are
higher than the common products of the same
category. This is because the relevant enterprises
have inputted relatively more on developing this
kind of products. Meanwhile, since green products
give consumers more utility, the higher prices would
be accepted by consumers. To let green goods
smoothly reach consumers, the marketing channels
for green products should be established. The forms
can be monopolistic selling stores and counters,
wholesale markets, international ordering and so
on. Enterprises can also conduct their sales of green
products on a larger scale by channelling the
Department of Management Studies, IIT Roorkee
Contd..
business via Internet. When green commodities
have already entered into relevant marketing
channels, the promotion of green product sales
becomes the key to the success of green product
marketing in this phase.
REMARKS ON OPTIONS
Promoting environmental protection and carrying
out sustainable development strategy is not only
India’s designated national policy but the common
aspirations of all the countries in the world as well.
The rise of "green marketing" in the world is both a
challenge and an opportunity for India. Our
government organizations and enterprises dealing
with foreign business have to seize the opportunity,
conform to the international trend of "green
marketing", and alter their perspectives on a time
and situation alert basis so as to promote the
development of green international trade. On this
account, some efforts recommended to be made
are outlined below:
1. Reinforcing government support and guidance
for "green marketing”
The detailed measures could be as follows:
Establishing the system of environmental auditing
and conformation with ISO 14 000 as the core
target, so as to promote and encourage enterprises
to carry out "green marketing".
Intensifying international cooperation and
learning the "green marketing" experience of
developed countries at the enterprise level, and
actively using the "green aids" from international
institutions to improve the adaptability of India to
the worldwide trend of green consumption.
Increasing the inputs of green technology,
strengthening the coordination and collaboration
among the government, enterprises, educational
and research institutions, so as to convert the green
technological achievements into end-products
suitable for commercial use.
Giving favourable policies concerning financial
credits, taxes and so on to the enterprises
implementing "green marketing“.
 Green Marketing
2. Establishing the green commercial production
system to provide a solid foundation for carrying
out "green marketing" and developing green
international trade
Green commodities can be divided into two kinds:
one is green food and the other is green appliance.
Green food refers to the unpolluted, safe and
nutritious food, such as the vegetables and fruits
produced without using pesticide and non-organic
fertilizers, and fish and shrimps from unpolluted
water, etc. Generally speaking, green food requires
that the original places for its raw materials be in
sound ecological condition. The growing process and
the conditions of water, fertilizers and soil of the
agricultural products used as raw materials should
pose no hazard to the public, and the production,
processing, storage and transportation of the goods
should be in strict compliance with local and
international health standards. Thus, we should
actively promote our ecological agriculture based on
China's experiences of organic agriculture. Apart
from food, all the daily-used commodities helpful to
environmental protection should be included in the
category of "green appliance", consisting of the
goods produced from recycling process and the
commodities and packaging which can be recycled.
The development of green appliance would make
the enterprises attach more importance to the
environmental effects of their production process as
well as products per se. In other words, enterprises
are urged to exercise a kind of control over the
whole life span of their products or, in figurative
sense, from "cradle" to "grave". This is helpful to
make enterprises move their eyesight forward from
traditional pollutants removing exit" to the proper
technology and techniques of production.
Moreover, it is also very useful for seeking "cleaner"
technology, striving for the improvement of the
utilization of resources and exploring more channels
for the "medium-level resolution" of pollutants.
3. Actively carrying out the system of green
commodity marks
Green mark is an environment label in the form of a
certain figure stuck on a commodity or its package
certifying that the process of the commodity's
production, usage and disposal meets the
Department of Management Studies, IIT Roorkee
Contd..
requirements of environmental protection and does
no harm to human health. It can be applied for by
enterprises undertaking "green marketing" at first,
and is issued after checking and approval by an
authorized institution. A kind of green mark, first
appeared in West Germany in 1978 and then rapidly
spread to other European countries, It is a mark
printed with a blue angel. Since the creation of this
mark, other countries followed suit, ("ecological
mark" in Japan, "environmental selection mark" in
Canada, and "green environment mark" in the US,
etc.) In India, actively carrying out the system of
green marks would not only be beneficial to
environment protection but helpful to the entry of
India's commodities into international markets to
compete with foreign products. What is more, it
would help improve the environmental
consciousness of the general public. The functions
of commodities' green marks can be explained by
the "signalling theory" of neo-classical economics.
Due to the vigorous advocating and wide publicizing
by the government, ecological and environmental
protection will come to be a prevailing new custom
in China.
In such an atmosphere, the green marks of
commodities will tend to be an image showing that
the relevant enterprises attached great importance
to environmental protection. And thus the adoption
of green marks serves to increase greatly the sales
of green products. By doing so, the enterprises
carrying out “green marketing" would not only be
encouraged in terms of profits, but also receive
"good reputation". At present, commodities with
green marks are increasingly favoured by
consumers all over the world, and the "green
commodity heat”' is now rising. It can be expected
that there will be more and more consumers
choosing commodities with the identification of
green marks as their chief reliance. Therefore,
Indian enterprises should take " green marketing" as
an important opportunity, and try hard to make
marketing of goods labelled with green marks as an
important means to explore the international
market and upgrade their own competitiveness, so
as to promote the coordinated development of
economy, trade and environment.
-Fresh Green Creativity, right from the roots of DOMS
through the leaves of this newsletter

R. W.
Emerson
Truth,
goodness,
and beauty
are but
different
faces of the
same all.

Department of Management Studies, IIT Roorkee

Department of Management Studies, IIT Roorkee
 10
Its “H im”

Beautiful flowers and chirruping birds,

Curled little herbs and tiny cactus leaves..

In cold spring morning all waited for her

A discontent being in search for peace..

She touched them gently and kissed them softly

Loved little buds, applauded mighty trees..

They sang with her, they sang to her

They moved with her in eastern breeze..

Life halted as she went away

Till the next day, when she’d come to unfreeze

And they’ll once again get lively

Lively, with an unsatisfied soul.
------
I went to the garden, to know the reason
For her endless discontent..

The flowers whispered the birds murmured

About her secret sentiments..

A deep inspiration, natures’ lone creation..

She moves minds with her imagination

So much love is hard to hold

And all those ideas left untold..

She wants to share, but has few fears..

Till she finds a similar discontent..

A friendly, unsatisfied soul…..

Department of Management Studies, IIT Roorkee

 11

-J. Arjun & Mayur Gurjar

DoMS, IIT-Roorkee
It’s Exquizite, Kills your Quriosity and adds to your Quizdom. Need we say
more? ‘Qutopia’ – A Utopia of the best Biz Quiz Tidbits to wreck your brains!
Mail in your answers to domination.doms.iitr@gmail.com , arjunastra@gmail.com.
The winner will have their names published in the next issue. Answers in the
next issue of DoMination.

1. Which country reduced the number of time zones from 11

to 9 to give a big boost to its economy?
2. How do we better know the “Minnesota Mining and
Manufacturing” company”?
3. Tony Fernandes used to run a music business successfully
until he met Mahatir Mohammed, the Malaysian PM in
2001 who persuaded him to buy struggling X for just 1
ringgit. Today X is Asia‟s leading low cost operator. What is
X?
4. X left the University of Illinois at Urbana-Champaign after
his second year. He went on to join the University of
Chicago for one term but didn‟t complete it either. He had
put up just 2000$ to start Y. Identify X and Y.
5. Name the company that provides security solutions to Haji
Ali Dargah, Sri Siddhivinayak Temple in Mumbai and Sai
Baba‟s enclave in Shirdi.
6. From the Taj Group of Hotels, this restaurant boasts itself
as being India‟s first International restaurant with a focus on
organic ingredients. Identify the restaurant.
Department of Management Studies, IIT Roorkee
 12

1. In 2006, what was created by Biz Stone, Evan Williams, Jack

Dorsey, and others with the working name “Status” for a
while?
2. In 1944, a set of proposals for the development of the post-
independence economy of India called the Bombay Plan was
published by John Mathai, JRD Tata & which other
prominent Mumbai industrialist?
3. Thomas Friedman got the idea for the title of his book „The
World Is Flat‟ from an interview with whom?
4. Which brand is named after Dhirubhai Ambani's Nephew?
5. Which pharma co.s name derived from latin for 'new skills' ?
6. There are three trains in India that run on steam. The
Darjeeling and Nilgiri toy trains are two. Which is the third?

The Answers of Qutopia-6 were: Winners are:

1. Twitter
2. G.D.Birla • Shekhar Arya from Intel
3. Nandan Nilekani • Arnab Basu (DOMS –IITR 2007-09)
• Vamsi Somesh from DOMS, IITR
4. Vimal
5. Novartis
6. The Palace on Wheels
/Shimla Toy Train

Department of Management Studies, IIT Roorkee

 The Team
Editor
Animesh Agrawal
Sub-Editors:
Akanksha Tikku
Himanshu Mishra
Prashant Nath Endley
Rama Pruthi
Siddharth Srivastava
Sushant Sharma
Varun Goel
Design Team:
Animesh Agrawal
Arushi
Contributors:
J.Arjun & Mayur Gurjar
Niranjan Rajpurohit
Tanuj Shukla
Affan Alavi
Himanshu Mishra (Its HIM)

Comments / Feedback Mail to: domination.doms.iitr@gmail.com

Tel: 01332-285014, 285617, Fax: 01332-285565
Do Visit: http://www.iitr.ac.in/departments/DM/pages/Index.html
Department of Management Studies,
Indian Institute of Technology Roorkee,
Roorkee Uttarakhand-247667

Animesh Agrawal:
ani85pdm@iitr.ernet.in, animeshagr@gmail.com, Mobile: 09368090764