Volume - II Issue – 01 January 2011

Hocus-focus
YUKTI
 Dynamism in Business
Environment & Change in Portfolio
Potential
Success Stories: Social Media
Marketing
Direct Tax Code Act
 Goods And Service Tax
 From Editor’s Desk

Dear Readers,
As we enter the New Year with new hopes and

Templa
aspirations, it is time for making new beginnings with added
zest and rigor.
Through this edition we bring about some of the important and
relevant issues of the year that passed but the impact of which
is still afresh.
The spectre of rising prices of different commodities which has
been haunting the Indian political scenario has brought about

te
dynamism in the business environment and how has it
substantially impacted the portfolio potential has been dealt with
in the cover article.
On the brighter side, we share some of the business success
stories attributable to Social Media Marketing and its impact on
the modern day society.
Furthermore, we present a piece of knowledge which throws
light on the „New direct tax code‟ and „Goods and Service Tax‟
and its practical implications.
The Chlorophyll section uncovers the writers‟ deep insights into
the harsh realities of life through a poem “Under Moon’s
Crescent.”
Looking forward for a year filled with new hope, fresh thoughts
and wisdom, Team Domination wishes all its readers a very
happy and a prosperous New Year and as they say,

“For last year's words belong to last year's language

And next year's words await another voice.
And to make an end is to make a beginning.”
~ TS Eliot
Until next time, Happy Reading!

Animesh Agrawal
Editor – “DoMination”
(Department of Management Studies, IIT-Roorkee.)

Department of Management Studies, IIT Roorkee

 Table of Contents
1
Dynamism in Business
Environment & Change in
Portfolio Potential.

Templa
Anuj Mody

3
DoMS, IIT-Roorkee

te
Success Stories: Social
Goods And Service Tax
Media Marketing
Rishi Arora Shruti Goel
DoMS, IIT-Roorkee DoMS, IIT-Roorkee

5 8

Direct Tax Code Act

Creative Section
Under Moons’ Crescent

Charu Singla
DoMS, IIT-Roorkee Chlorophyll
10 Harsh Singh
DoMS, IIT-Roorkee
Qutopia - 11
12
Hocus-Focus
Department of Management Studies, IIT Roorkee
Dynamism in Business Environment & Change in
Portfolio Potential - Anuj Mody
Over a period of past few weeks, in face of
galloping prices of vegetables , crude oil and other
commodities pose a threat to the economy and yes,
to an individuals’ investment portfolio too.
At first, we might think – how does an increase in
price of these commodities affect your investment
portfolio? Well, let us start with the state of
current economy.
In its mid-December policy review, RBI decided
to keep all key rates unchanged, which was very
much in line with market expectations. But, as per
the data available with RBI, credit was increasing
at the rate of 20% whereas deposits were
increasing at the rate of 15%. This had created a
wide gap of Rs. 1.44 lakh crore in the system. Dr.
Subbarao wisely kept all the key rates unchanged
while decreasing the SLR to 24% from 25%. He
declared buy-back of bonds from open market
thereby infusing liquidity of Rs. 48,000 crore in
the system. RBI had to restrict itself from raising
rates as this would result in sharp increase in
lending rates and might impede the growth in the
economy.
Next review is scheduled in the last week of
January. So, what should we expect then - An
Department of Management Studies, IIT Roorkee
11
DoMS, IIT-Roorkee
increase in rate or no change? Decrease in
reserves rates is least probable looking at the
inflation figures available. All the facts point
towards an increase in the reserve rates.
Food and fuel have a weightage of 30% in WPI.
In spite of having a good monsoon, there has
been no moderation in the food prices. This can
be attributed to unseasonal rainfall in Gujarat and
Maharashtra thereby skyrocketing the vegetable
prices. Since the second week of December,
vegetable prices have been showing an
increasing trend with prices of some of them
rising two-three fold.
Well, government’s intent to deregulate petrol
prices has resulted in an increase of about Rs. 3
per litre. Globally, crude oil is being traded at
around $90 a barrel. This has resulted in an
increased pressure on the Government to
increase the price of diesel and LPG where it
regulates the prices by means of providing
subsidies. If government does not pass on the
increased oil prices to the end-users then it is
more likely that the burden on Fiscal deficit is
bound to rise. If it passes on the increased prices
to end users then this might trigger inflation to a
greater extent – as diesel finds its use in a large
number of production processes as well as
Dynamism in Business Environment & Change in
Portfolio Potential Contd..
transportation.
Looking at these facts, an increase in inflation
figures for the month of December is imminent. This
drives our interest towards RBI’s January Policy
review. An increase in reserve rates to control the
lending activities can be looked at. Now, expecting a
rate hike in the near term, one needs to manage
portfolio accordingly.
Automobiles, real estate and banking stocks are
bound to face some sell-off owing to costlier lending
resulting in a reduction in lending activities. Costlier
lending would result in less of car loans and loans for
purchasing new homes. This results in an increased
pressure on the companies to maintain the profit
margins.
Looking at this, dynamism in portfolio, taking into
consideration the economic activities taking place
Department of Management Studies, IIT Roorkee
2
2
in the environment, is of prime importance.
Investing in stocks of IT and FMCG companies
would be a good decision to make.
IT companies, most of them being debt free, can
only be impacted in case the regulations for
outsourcing activities change. FMCG companies
are less likely to face pressures, as consumers
cannot avoid purchasing soap, detergent,
toothpastes.
Thus, a detailed analysis of the economic
activities coupled with the company fundamentals
can result in a well balanced and profit inducing
portfolio. Also, at times, it becomes necessary to
change your portfolio to adjust to the changing
economic activities around.
Success Stories:
Social Media Marketing
Right Message + To Right People + Right
Conversation = Social Media Marketing
Social Media Marketing refers to the process
of promoting one’s business or website
through social media channels (which include
social networking websites, blogs and all such
sources where people communicate with the
help of Web 2.0). It is a marketing medium
that is defining the way people are
communicating nowadays.
Today, I am not going to talk about what, how,
when and why of Social Media Marketing. We
all know that it is a cost-effective and powerful
tool of marketing through which companies
can increase their sales and brand equity by
connecting with the customers in a better way.
Rather, I would talk about the real life
examples of social media marketing. The
stories that we are going to discuss right now
show how some organizations have benefitted
themselves by including this powerful tool in
their marketing mix. These examples show the
creative use of social media marketing by
some companies in order to get benefits out of
it. So, here you go!
Dunkin’ Donuts: Dunkin' Donuts is the largest
coffee and baked goods chain in the world
Department of Management Studies, IIT Roorkee
33
- Rishi Arora
DoMS, IIT-Roorkee
providing its customers with high quality
coffee, bagels, donuts and other baked goods
since 1950. There are 8,835 Dunkin' Donuts
stores in 32 countries and it serves 3 million
customers per day. Few years ago, the
company realised the importance of
connecting with their customers through social
media. Since then, it has shifted its marketing
strategy and now it can be seen active on
Facebook, Twitter and YouTube. One can see
the company’s Twitter page answering queries
of its customers within minutes. All kinds of
complaints and feedback are welcome from
the public. The company’s Facebook fan
following is more than 28 lakhs and is growing
rapidly. It has come up with innovative
Facebook applications like “Create Dunkin’s
Next Donut” which proved to be a huge
success, generating more than 130,000 donut
submissions and 174,000 votes. The results of
all these activities have been tremendously
positive for Dunkin Donuts. The sales have
increased sharply in the last two years. Also,
the company has won the title of “Best in
Customer Loyalty” for four straight years. As
David Tryder, Manager of Interactive &
Relationship Marketing says, “Every brand
wants to establish as close a relationship to its
fans as it can—the question has always been
how do you do that cost-effectively, in a
meaningful way that doesn’t just look like
more advertising?”
Burger King: Burger King is a popular American
Fast-food chain. Its burgers and sandwiches are
quite renowned amongst the general public.
Success Stories:
Social Media Marketing
Burger King too is indulged in Social Media
Marketing these days. It has a significant
presence social networking websites and blogs
and is known for its different Facebook
Applications. It created a Facebook application
named “Sacrifice your friends” in which a person
deleting or un-friending his/her ten friends from
the friends’ list would get a WHOPPER (A kind of
burger). This application was a hit and it resulted
in un-friending of 233,906 people in just 7 days.
The result was that Facebook had to ban this
application. The social network site gives “Privacy
Issues” a reason for banning it but the rumours
say that it was harmful for Facebook’s business
as it resulted in decrease of average social
network of the people. The benefit that Burger
King got from all this drama was Visibility and
increase in its brand equity. The term “Sacrifice
your friends Facebook application” shows over
100,000 results in Google now.
Blendtec: Blendtec is an American company
which sells powerful blenders mainly to
households. Like other companies trying to focus
on social media marketing, Blendtec also has a
good presence on Facebook, Twitter and
YouTube. The company became the talk of the
town because of its very innovative marketing
campaign on YouTube. In this campaign named
“Will It Blend?”, a number of videos were created
and uploaded on YouTube to show the power of
the Blendtec blender. Different unlikely things like
glow sticks, marbles, golf balls and iPhone were
thrown into the blender and turned to powder.
This all was demonstrated by the CEO Tom
Dickson himself. The campaign was a super hit.
The top 20 videos of it had more than 60 million
views on YouTube. The result was a whopping
increase of 700% in sales figures. And, this was
done at almost no cost except the cost of
Department of Management Studies, IIT Roorkee
4
Contd..
shooting the videos. This has been one of the best
examples of Social Media Marketing till date.
Starbucks Coffee: Starbucks is a chain of coffee
shops having 15,000 shops in 50 countries. It is
quite popular in North America. The company has
a presence on Social Media websites but apart
from that, it has a unique way of communicating
with its customers. It has its own version of a
social network named
http://mystarbucksidea.force.com wherein
customers are asked to share their ideas on
anything related to Starbucks. The site gives
users the ability to see what others are
suggesting, vote on ideas and check out the
results. This site is a brilliant and important
aspect of Starbucks social media strategy. Users
who are part of this network feel that they have
some role in the decision making process of the
company and it makes them feel a part of it. Till
date, there have been more than 70,000
suggestions from Starbucks customers and the
top idea got more than 100,000 votes. This has
resulted in the improvement of the overall image
of the company and has tied its customers closer
than what they were earlier. The sales of the
company have also shot up. This has also
resulted in savings on account of market research
activities that would have been done in place of
this social media marketing.
The examples given above show the concealed
power behind the Social Media Marketing. One
thing to note here is that these ways of
marketing may not work very well for some other
company if it tries to copy the ways and methods.
The learning here is that every company has to
design a different set of activities which are
tailored to its needs.

Direct Tax Code Act
The New Direct Tax Code (DTC) is formulated in order
to replace the existing Income Tax Act of 1961 in
India. The thrust of the code is to improve the
efficiency and equity of our tax system by eliminating
the distortions in the tax structure, introducing
moderate levels of taxation and expanding the tax
base. It is designed to provide stability in the tax
regime and will eventually pave way for a single
unified tax reporting system. During the budget 2010
presentation, the finance minister Mr. Pranab
Mukherjee reiterated his commitment to bring into
fore the new direct tax code (DTC) from 1st of April,
2011, but same could not be fulfilled and now it will
be applicable from 1st April, 2012.
Some of the salient features of DTC, in general, are
the removal of the earlier Income Tax Act and
Wealth Tax Act and a single DTC is established in
place. The concept of assessment and previous year
is abolished, only “financial Year” terminology exists.
The status of “resident but not ordinarily resident” is
removed. Moreover, the definition of “assesses” will
now include a person, whom the amount is
refundable, and, who voluntarily files tax return
irrespective of tax liability. Also, the Government
Assesses are required to comply with the provisions
of TDS and TCS. Apart from all these, the new DTC
propose that men and women will be treated same.
DTC removes most of the categories of exempted
income. Unit Linked Insurance Plans (ULIPs), Equity
Mutual Funds (ELSS), Term deposits, NSC (National
Savings certificates), Long term infrastructures
bonds, house loan principal repayment, stamp duty
and registration fees on purchase of house property
will lose tax benefits. Tax saving based investment
limit remains INR 100,000 but another INR 50,000
has been added just for pure life insurance, health
insurance, medi-claim policies and tuition fees of
children. But the one lakh investment can now only
be done in provident fund, superannuation fund,
gratuity fund and new pension fund. Exemption will
remain same as Rs. 1.5 lakhs per year for interest on
housing loan for self-occupied property. The
proposed tax slab exempts those having yearly
income up to INR 200,000( for senior citizens INR
250,000). The income Tax for those having annual
income between Rs. 2 lakh - Rs. 5 lakh is 10%,
between Rs. 5 lakh - Rs. 10 lakh is 20% and for annual
income over Rs. 10 lakh is 30%.
Department of Management Studies, IIT Roorkee
55
- Charu Singla
DoMS, IIT-Roorkee
If we look into the taxation of capital gains, then only
half of short-term capital gains will be taxed. Long
term capital gains (from equities and equity mutual
funds, on which STT has been paid) are still
exempted from income tax. Also, provident fund,
new pension schemes and retirement benefits will
enjoy tax exemption at all three stages of savings,
accretions and withdrawals (EEE). Moreover, the
corporate tax has been reduced from 34% to 30%
including education cess and surcharge. Also, the
maximum limit of medical reimbursements has been
increased to Rs. 50,000 per year from current Rs.
15,000 limit. But, the tax exemption on leave travel
allowance has been abolished and the dividend
distribution will attract 15% tax. Also, education loan
will continue to be exempted from tax.
However, the new Direct Tax Code brings in some
critical areas of concern like double tax avoidance
agreement, General Anti-Avoidance Rules (GAAR),
taxation of foreign companies and charitable
institutions and incentives to special economic
zones.. The new draft states that the SEZ developers
who start their operations before March 31, 2011,
would be allowed investment-linked incentives. Their
capital expenditure (made within a specified number
of years) will be allowed to be treated as expenditure
for the purpose of calculating taxable profits. This will
not be of big help once they start operations as SEZ
developers do not usually incur much capital
expenditure.
Moreover, the new DTC proposes to tax the transfer
of shares of a foreign company, if the fair value of the
assets situated in India constitutes at least 50
percent of the assets directly or indirectly held by the
foreign company. Also, the introduction of CFC rules
would result in taxing income of certain overseas
subsidiaries in the hands of their Indian owners, even
before such income is distributed.
As, the Corporate India has long advocated its
preference for a modern, stable and simple tax
regime, this new DTC aims to reduce the tax rates
and distortions in the tax reporting system and
simultaneously wants to expand the tax base by
minimising exemptions. Whether the new DTC meets
these criteria is something that will be undoubtedly
debated over the time. However, it is the tax
administration's implementation that will determine
the long-term impact of this new tax regime.

Goods And Service Tax
In view of modern times, the centre has
proposed Good and Services Tax so that an
efficient and harmonized consumption tax
system can be established in the country. As
there are parallel systems of indirect taxation at
the central and state levels, each of the systems
needs to be reformed to eventually harmonize
them.
When we look around, the world has the same
rate of tax for the goods and services. This is the
foundation of GST in India. In the Union Budget
for the year 2007-2008, Finance Minister
proposed that India should move towards
national level Goods and Services Tax that
should be shared between the Centre and the
States. The then proposed date of its
implementation was April 1, 2010 but now it has
moved to April 2011.
The goods and service tax (GST) is a
comprehensive indirect tax that is levied on
manufacture, sale and consumption of goods as
well as services at a national level. This
integration of goods and services taxation would
provide India with a world class tax system,
hence will improve the tax collections. This will
put an end to the differential treatment of
manufacturing and service sector since the
olden days. It will also abolish taxes such as
Central sales tax, State level sales tax, entry tax,
stamp duty, telecom licence fees, turnover tax,
tax on consumption or sale of electricity, and
taxes on transportation of goods and
services.GST will help to eliminate the cascading
effect of multiple layers of taxation and will
form a common tax base. GST is likely
to increase the competitiveness of Indian goods
and services in the international market and
boost Indian exports, as the phasing out of CST
and other taxes would reduce the cost of locally
manufactured goods and services.
The basic need for GST was to overcome the
shortcomings of VAT both at the central and the
state level. CENVAT of the Government of India
Department of Management Studies, IIT Roorkee
67
- Shruti Goel
DoMS, IIT-Roorkee
does not include several Central taxes such as
additional customs duty, surcharges, etc., and
hence keeps the benefits of comprehensive
input tax and service tax set-off out of reach for
manufacturers/ dealers. Moreover, no step has
yet been taken to capture the value-added chain
in the distribution trade below the
manufacturing level in the existing scheme of
CENVAT. The introduction of GST at the Central
level may lead to revenue gain for the Centre
through widening of the dealer base by
capturing value addition in the distributive trade
and increased compliance.
In the existing State-level VAT structure there
are several taxes which are in the nature of
indirect tax on goods and services, such as
luxury tax, entertainment tax, etc. Moreover,
the CENVAT load on the goods remains included
in the value of goods to be taxed under State
VAT, has a cascading effect, which therefore
needs to be removed. In the GST, this cascading
effect has been removed with set-off, and a
continuous chain of set-off from the original
producer's point and service provider's point up
to the retailer's level is established. Moreover,
with the introduction of GST, burden of Central
Sales Tax (CST) will also be removed and the
States will be bestowed with the additional
power of levying the taxes on services.
The GST at the Central and at the State level will
thus give more relief to industry, trade,
agriculture and consumers through a more
comprehensive and wider coverage of input tax
set-off and service tax set-off, subsuming of
several taxes in the GST and phasing out of CST.
Therefore, the first step in implementing GST is
convergence of the service tax rate and the
CENVAT rate. . The central excise duty should be
converted into a fully fledged manufacturing
stage VAT on goods and services and the states
sales tax systems should be transformed into a
retail stage destination based VAT, before the

Goods And Service Tax
two are integrated. GST has defined certain
principles on the basis of which it decides the
taxes that are to be subsumed under Central
and State GST. It states that the taxes to be
subsumed must primarily be of indirect nature
on supply of goods and services, and they must
be a part of the transaction chain. This
subsuming should result in free flow of tax
credit in intra and inter- state levels.
The Center has proposed a dual GST (Central
and State) that will be collected in three tiers.
During the first two years the tax on goods will
be collected in two rates- goods at lower rate (
for necessary items and goods of basic
importance) and goods at standard rate (for
goods in general) , and from third year onwards
all goods will be treated similar. Rates of GST on
service will remain same from the beginning.
And from third year i.e. April 2013, if everything
is going according to planning, and there is not
much Burdon of compensation (to state govt) on
central government the tax rate will be reduced
and there will be only two rates for Goods and
services.
GST is levied at two levels as India is a federal
country where both the Centre and the States
have been assigned the powers to levy and
collect taxes through appropriate legislation.
Both the levels of Government have distinct
responsibilities to perform according to the
division of powers prescribed in the Constitution
for which they need to raise resources. A dual
GST will, therefore, be in keeping with the
Constitutional requirement of fiscal federalism.
The exemption limit of GST has been proposed
to Rs. 10 Lakh both for services and Goods. So
any business with a turnover below Rs. 10 lakh
will be exempted from levying GST. Also, the
alcoholic beverages would be kept out of the
purview of GST. Sales Tax/VAT could be
continued to be levied on alcoholic beverages as
Department of Management Studies, IIT Roorkee
7
Contd..
per the existing practice. Excise Duty, which is
presently levied by the States may not also be
affected. Tobacco products would be subjected
to GST with ITC. Centre may be allowed to levy
excise duty on tobacco products over and above
GST with ITC. As far as petroleum products are
concerned, it was decided that the basket of
petroleum products, i.e. crude, motor spirit
(including ATF) and HSD would be kept outside
GST as is the prevailing practice in India. Sales
Tax could continue to be levied by the States on
these products with prevailing floor rate.
Moreover under the GST regime, each taxpayer
will be allotted a PAN inked taxpayer
identification number with a total on 13 to 15
digits. This would bring the GST PAN-linked
system in line with the prevailing PAN-based
system for Income tax, facilitating data
exchange and taxpayer compliance.
Therefore if GST is brought into practice it will
•Maintain uninterrupted input tax credit chain
on inter State transactions.
•No upfront payment of tax or substantial
blockage of funds for the inter-State seller or
buyer.
•No refund claim in exporting State, as ITC is
used up while paying the tax.
•Self monitoring model.
•Level of computerization is limited to inter-
State dealers and Central and State
Governments should be able to computerize
their processes expeditiously.
•As all inter-State dealers will be e-registered
and correspondence with them will be by e--
mail, the compliance level will improve
substantially.
•Model is likely to take ‘Business to Business’ as
well as ‘Business to Consumer’ transactions into
account.
-Fresh Green Creativity, right from the roots of DOMS
through the leaves of this newsletter

Under Moon’s Crescent

The clock ticks 12,
And this year ends,

Fragrance of new year smells like scent,

Glaring the memories of a year that went,

I feel the wishes that new year sends,

A heavenly grace almighty descends,

A divine joy in the air blends,

A pleasure to my heart it lends,

Walking on the streets on chilly night I see,

A beggar of 60 sick and old

Who shivers and quivers from assault of cold,

Coughing and crying but trying to hold, 8
Department of Management Studies, IIT Roorkee
 Sitting by his side ,
Is his grandson of 5,whose father has died,

Caught in mysterious tides,

Their wounds they try to hide,

In this extreme cold,

Dressed in tatters the child tries to be bold,

But innocence falls from his face like gold,

Slowly sleep takes him into it’s fold,

Lost in his dreams,

Out of this world’s realms,
Is ignorant of a new year that gleams,
So beautiful it seems,

A pain and a joy have made their dent,

Towards new trajectories my soul tends,

I try to get what new year meant,

Out on street under moon’s crescent………………

-- Harsh Singh 9
Department of Management Studies, IIT Roorkee
 9
10
12
16
Flashback 2010
-Rajneesh and Anirudh
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. The winner will have their names published in
the next issue. Answers in the next issue of DoMination.

1) In 2010, this country overtook Japan as world‟s second-largest economy

behind USA in terms of GDP. Name this Asian giant?

2) In the biggest financial scandal of 2010, this company was sued for fraud
by the Securities and Exchange Commission (SEC) for Insiders trading
concerned in a deal known as "Abacus". Name this company which finally
in July 2010, settled with the SEC and had to pay a fine of $550 million.

3) This was the largest IPO (Initial Public offer) in the history of Indian
Stock Market. The $3.46 billion deal attracted $52.5 billion of demand
and shot up by 40% on its first day of trading. Name this company that
went to the primary market in October 2010.

4) This program was launched in the tribal village, Tembhli in Nanurbar,

Maharashtra on 29th September, 2010 which aims to give a unique
identity to all Indians. Name this ambitious project of the UPA
Government which will give a unique 12-digit number to every citizen of
India and could be used in financial inclusion and accessing government
programs by the masses.

5) In a first of its kind corporate event, in April 2010, this company shut
down its Chinese operation in protest for what it termed as an attack on
its servers by Chinese hackers which resulted in the mail accounts of
Chinese human rights activists being unethically accessed. Name this
modern day corporate giant which has its slogan as "Don't be evil".

6) This is the crisis which hit Europe in March 2010 following the financial
recession of 2008-2009 and threatened to engulf the whole of the
Eurozone countries. What is the name of this crisis which also risks the
Euro and the European Union and has recently spread to Ireland?

Department of Management Studies, IIT Roorkee

 11

1) In 1948, this head of India's largest business conglomerate launched Air India
International as India's first international airline. Name this Bharat Ratna Awardee who
also has the distinction of being India's first pilot.

2) A recent Hollywood movie by the name 'The Social Network' is based on the life of the
founder of a social networking site which has revenue of over US $800 million. Name this
Harvard dropout American entrepreneur.

3) In economics, an oligopolistic market structure (dominated by a small number of sellers),

the market players use this theory to model their behavior in taking strategic decisions.
Which theory is this, which also has wide-ranging application in other fields as well such
as biology, political science, computer science and philosophy?

4) As Pioneer of the co-operative movement in India, this diary co-operative organization

has revenue of over Rs 67.11 Billion and was founded in 1946. Name this largest exporter
of dairy products in the country.

5) This Theory was developed by Nassim Nicholas Taleb and captured in his book by the
same name published in 2007 which explains the disproportionate role of high-impact,
hard to predict, and rare events that are beyond the realm of normal expectations in
history, science, finance and technology. Examples of such events are Internet, the
personal computer, the September 11 attack etc. Name this theory.

6) What connects the following terms?

Dogs: Cash Cows: Stars: Question Mark

The Answers of Qutopia-10 were:

1) Jehangir Ratanji Dadabhoy (JRD) Tata (July 29, 1904–November 29, 1993)

2) Mark Zuckerberg, the founder of Facebook.

3) Game Theory

4) Amul (Anand Milk Union Limited), a Diary co-operative in Gujarat, India.

5) The Black Swan Theory or "Theory of Black Swan Events" by Nassim Nicholas Taleb
in his book "The Black Swan"

6) BCG Matrix (Boston Consulting Group Matrix) developed by Bruce Henderson in

1968.

Winners are:

• Anil Santlani (DoMS – IITR 2010 -12)

• Chanpreet Singh (Infosys Technologies Ltd)
• Chittrang Dalal (NMIMS Mumbai)

Department of Management Studies, IIT Roorkee

 12
Hocus-Focus
Yukti conceptualized by Department of Management Studies, IITRoorkee is not just another B-Plan
competition. Unlike other B-Plan contests, it focuses on developing new schemes for one specific
organization in focus. Yukti, a Sanskrit word, means logic or reasoning, implies logically weighing
one‟s ideas in the organizations frame of reference. The ideas will be tested on the basis of their
relevance to the organization in focus, its applicability and its feasibility. The focus should not only
be on operational aspect but also to provide the strategic directions to the future of organization.
This year the organization in focus is National Small Industries Corporation Ltd.(NSIC) which has
been working to fulfill its mission of promoting, aiding and fostering the growth of small scale
industries and industry related small scale services/business enterprises in the country.
 The Team
Editor
Animesh Agrawal
Sub-Editors:
Akanksha Tikku
Rama Pruthi
Siddharth Srivastava
Rohini Sharma
Deep Pathak
Sudeep Dakua
Pallavi Arora
Udit Gupta
Mukesh Rathi
Design Team:
Animesh Agrawal
Shruti Goel
Anuj Mody
Contributors:
Anuj Mody
Rishi Arora
Charu Singla
Shruti Goel
Harsh Singh
Rajneesh & Anirudh

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