THE MARKETING

GURU SUDHIR
BOTHRA OF BIKANER
– AN ENTREPRENEUR
WITHOUT AN MBA
by :
DR. T.K. JAIN
AFTERSCHO☺OL
centre for social entrepreneurship
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Business depends on innovations and innovations are not confined to large corporations. Small
entrepreneurs can be equally innovative. Sudhir is a living example of this. In his field of wholesale
trading and marketing chennel management, he innovates, and innovates almost daily. He picks up
a field when others cant dare to think about it. He leaves the field when everyone is for that line. He
loves innovations.
Distribution management may have been dominated by large corporations in big cities, but in
smaller cities like Bikaner, entrepreneurs like Sudhir are able to have a strong presence, not because
of their financial sleuth, but due to their ability to innovations and business acumen.

Marketing is in the blood of Sudhir He believes that it is important to win the heart of the customers
to achieve a long term sustainable business relationship. It is due to his ability to understand
customers and his ability to establish informal relation with the customers, that he is able to achieve
his business goals. Sudhir started his business career in Kolkata in 1986 but decided to return to
Bikaner in 1991 to serve his mother land. It was at that time, that he had the touch challenge of
penetrating into an established market set up. Today Sudhir is a well known name in marketing
circles in Bikaner. He is undaunted from the arrival of giants like Reliance Fresh, Vishal Mega mart
etc. He believes that these large corporations cannot substitute the traditional marketing channels
because they cannot replace the warmth of the human interactions and support set up. No large
corporation can fulfill the finance and emotional support requirements of small traders, retailers and
consumers. Sudhir is having a strong confidence that he will be able to see buyoyancy in his
business inspite of competition from large corporations and mega marts. He cites many evidences
that during last few years, his business has only increased but the business of the giants has faced
jerks in cities like Bikaner

It is not just retailing, but it is the human relations that is at the heart of our traditional marketing.
Sudhir demonstrates these skills in his day to day business dealings. Today's marketing students can
learn a lot from Sudhir – as he is the living marketing legend of Bikaner. He may not have read
books of Philip Kotler or Seth, but he understands the concepts of marketing better than any of his
contemporaries in his region. It is not the formal degree MBA that can equip you, but your will
power, hard work, commitment to values and steadfast belief in the universal virtues of busienss
that can enable you to be a great entrepreneurs.

Read my other articles :

http://www.scribd.com/doc/30473479/Dr-Mahendra-Khadgawat-%E2%80%93-the-E-governance-
Initiator-from-Bikaner

http://entrepreneurshipcasestudies.blogspot.com/2008/10/case-study-on-kesar-fragrance.html

http://www.scribd.com/doc/27133938/How-to-Save-Camel-in-Bikaner-Thar-Desert

http://www.scribd.com/doc/26599921/How-to-Convert-Bikaner-Into-Eco-Tourism-Centre