Amara Raja_English_Inner_Kala_3T-ilovepdf-compressed

DedicationThis Book is Dedicated to the Wonderful People of Amara Raja.

Acknowledgement This synthesis of experiences would not have been possible without the inspiration from our Founder Chairman, the foresight of our Vice Chairman and the untiring efforts of our Leadership team. Kudos to our workmen, staff and other executives at various locations, who sharedtheir thoughts, experiences, learnings and feelings with great zeal, contributing to the evolution of the Amara Raja Way. We are thankful to society, our customers, suppliers, partners, shareholders and all other stakeholders for their valuable contribution.Our gratitude to the consultants, who worked with us closely in facilitating numerous workshops, meetings, focus group discussions and conversations, as well as in synthesizing the output to ensure fruitful creation of this book.Last but not the least, our appreciation to the designers, photographers and printers for their dedicated role in making this book visually appealing.

Gotta be a better way

Contents1. Introduction 08 o Core Purpose 10 o Vision 11 o Corporate Identity 12 o Values 13 o Baseline 142. How this book is organised 153. Heart to heart.. Dr. Ramachandra N Galla, 16 Founder Chairman4. Rebellion is at the heart of Innovation.. Jayadev Galla, 30 42 Vice Chairman 565. Innovation 726. Excellence 887. Entrepreneurship 1028. Experiences9. Responsibility

INTRODUCTIONIt was in the year 1985 that Amara Raja Although the Group was established These searching queries triggeredmade its humble beginning by launching in the mid-1980s with a clear purpose, a series of formal and informalits first business enterprise under the it was during the 1990s that the conversations among severalname ‘Amara Raja Power Systems Pvt Organisation first articulated and stakeholders at different levels, sections,Ltd’. Our founder Chairman, documented its Core Statement. This shop floors and offices across regions.Dr Ramachandra N Galla, had just essentially clarifies the macro purpose In the year 2006, by delving into ourreturned from the USA with the of our existence and the precise Mission past and projecting into the future, weexpressed purpose of making a Statement. articulated and documented our ‘Groupdifference by ushering development in Vision 2025’.an underdeveloped area of his home An articulated core purpose acteddistrict, Chittoor, Andhra Pradesh. as a great stimulus for the entire We continued the probing conversationsDr Galla firmly believed that business Organisation in its predetermined path to to better comprehend ourselves as anobjectives apart, entrepreneurs had progress and prosperity. In this journey, organisation. We were convinced therean underlying responsibility towards the Group is backed by the unwavering were certain deep-rooted factors thatempowering underprivileged people and commitment of our people to adhere to contributed to our successes and failuresadvancing social goals. Accordingly, the the core purpose in every way, day after during this organisational journey.first manufacturing facility and office was day. The steadfast bond between our It was clear that these factors wereestablished in a remote village called people and the Organisation enabled our core values – in other words, ourKarakambadi, 12 km from the town of robust results, while providing a platform inherent culture. While many of theseTirupati. Given his legendary foresight, for the Company’s culture to thrive and values were evident in daily activities asDr Galla believed the community, its allowing the Group to blossom. ‘Leader behaviours’, it was imperativepeople and the environment were our to consolidate, crystallize and articulateforemost stakeholders. But it was after the turn of the century, these intrinsic values with abundant having completed almost two decades clarity.Today, in the year 2013, the Amara of our organisational journey, thatRaja Group has come a long way we realised that it was important to Once again, we initiated a series ofand crossed many milestones while reflect and understand what we were conversations amongst our employeestransforming itself into an entity with as an organisation from a behavioural across the Group to express thissix companies and a combined turnover perspective, what were the factors that more vividly. The leadership teamof INR 3,800 crores. Needless to say, moulded us into what we are, what invested immense time to trigger theseour organisational journey has been should we have as Vision for a cohesive conversations amongst employees andfilled with its own shares of ups and Group, rather than as half-a-dozen several other stakeholders, includingdowns, successes and failures as well as individual entities?... customers, partners, shareholders andtremendous insights and learning. the communities where we operate. Though our culture embodied aspects of collaborative leadership that empowered 8 Gotta be a better way

teams and encouraged employees century of dynamic existence represents meaning and insights, making thisto work in an informal, creative a generational passage for any document a living manuscript thatenvironment, it was clear that this was corporate entity. Therefore, although the annotates our evolution. Our journeynot enough. We wished to elaborate Company’s mission remains unchanged, of discovery will thereby continue andthe core values that were innate and we felt the time had come to reconnect scale new peaks in the days ahead. Thefostered this culture. with stakeholders by reinforcing our reaffirmation of these values and our Core Purpose, Vision and Values in order exuberance and boundless energies inThe five core Values embodied in to make them more visible, vibrant, facing the future are forcefully expressedthe culture of the Group are: inspiring and memorable. in the Amara Raja Way and our new corporate identity.1. INNOVATION Moreover, the new logo symbolizes a2. EXCELLENCE paradigm shift from six individual entities We firmly believe that the thirst for3. ENTREPRENEURSHIP to a diversified group. This identity also excellence can never be quenched.4. EXPERIENCES represents the Group’s five core values As Amara Raja marches ahead,5. RESPONSIBILITY via nature’s five elements as articulated the rebellious spirit that sparks an through its five colours, emphasizing our innovative, proactive, positive approachWe believe these Core Values have belief that life has to be lived in colour, will continue to remain our hallmark. Incontributed to make us what we are not black and white. The tagline – ‘Gotta our perennial pursuit to stay competitivetoday and will also guide us towards be a Better Way’ – also reflects our and contemporary, we wish to invokeour future goals. In the pages that mindset of constantly seeking better the Group’s collective team spirit andfollow, this book clearly outlines these ways to do things. The Amara Raja hereby solicit the sustained support andfive values in order to disseminate a Way communicates these five values, solidarity of all employees of Amara Raja.quarter-century of learnings in our march the colours for each value and their It is our firm conviction that we shouldtowards progress. relevance, the elements attached to the always believe there’s “gotta be a better values and the state of mind underlying way”, and work towards it.During this saga of discovering our each value. In a nutshell, it personifiesvalues and their meanings, we also felt our culture, behaviour, attitudes and Come, let’s join hands in this never-it imperative to revisit our corporate beliefs. ending journey as we delve deeper intoidentity as a Group. We believe that ourselves and seek to conquer newthe corporate identity will be one of the The new corporate identity and the horizons across the globe…better ways to communicate and enthuse Amara Raja Way also embody our vision,all our stakeholders about these values. preparing us for emerging challenges andMany might question the need for a upcoming opportunities… Our roadmapnew corporate identity for an enterprise for growth has been discussed acrossthat is quite well-known and nationally the Group and transformed into strategicrecognised. plans by the Group’s apex leadership committee called GROCOM – an informalBut our logic is clear. In its 25th year, acronym for the Group’s GrowthAmara Raja is at the crossroads as Committee.it moves from being six individualcompanies into a comprehensive, As a book, the Amara Raja Way seeks tocohesive group. In today’s ultra- sincerely share our Core Purpose, Vision,competitive global environment, fresh Values and their meaning for all ourstrategic outlooks and new avenues of stakeholders. Without doubt, Thegrowth need to be constantly explored Amara Raja Way will evolve with theand developed. Indeed, a quarter- spirit of the times and provide us new 9 Gotta be a better way

CORE PURPOSE“To transform our increasing spheres of influence and to improve thequality of life by building institutions that provide better access to betteropportunities, goods and services to more people. . . all the time.” 10 Gotta be a better way

GROUP VISION 2025 We will be a top 500 Global Group,redefining businesses to deliver HighSocial Impact, by Anticipating Future Trends, Building Preferred Brandsand Leveraging Talent & Technology

CORPORATE IDENTITY Gotta be a better wayThe new logo of Amara Raja is a symphony of diverse elements coming together andmoving forward in perfect harmony. Burgundy Magenta denotes Orange stands for Blue signifies Green indicates symbolizes Excellence which, Entrepreneurship indelible our sense ofInnovation which, like the strength like the vastness which, like the Experiences we Responsibility which,of Space, provides of Wind, lifts energy of fire, fuels create which, like the nurturingus limitless scope and drives like the serene Earth, guides us in to transcend our creativity. all we do. our ceaseless and deep Water, boundaries. pursuits. engulf all our stakeholders. Element Element Element Element Element Space Wind Fire Water Earth Mind State Mind State Mind State Mind State Mind StateSynthesising Disciplined Creative Spiritual ResEptehcictfaull &These five colours come together as a swirling mass to form a dynamic circle ofunparalleled energy. This new form of energy is a reflection of Amara Raja, an emblemof everything that defines – ‘The Amara Raja Way’. 12 Gotta be a better way

OUR VALUES Innovation Excellence Entrepreneurship Experiences Responsibility to us is proactively to us is continually to us is leading with to us are what to us is the total ownership rebelling for better enhancing our courage and conviction we create for our of our thoughts andways of doing things performance to stakeholders which leading to newer to convert gaps into make them feel part actions in every situation consistently produce opportunities, create of something special, to achieve maximum possibilities. outstanding results wealth and contribute to leading to endearing common good in the best with lasting impact. growth. relationships. interest of Environment, Society, Customer, Supplier, With a synthesizing With a disciplined mind With a creative mind, With a spiritual mindmind our Innovation is our Excellence lifts all we ignite the spirit of we touch souls like Employee and Shareas limitless as space… our pursuits like wind… Entrepreneurship that holders. grows and spreads like serene water by creating Experiences With a respectful and the fire… that are long lasting …. ethical mind, like the nurturing earth we fulfill our Responsibility to achieve inclusive growth… 13 Gotta be a better way

BASELINEBETTER is the most It never allows us to rest on our laurels.important word in the It gently reminds us to do better than yesterday.history of the World. It prods us to think better than yesterday. It pushes us to create better experiences for people working and interacting with us. It urges us to be better human beings than we are.BETTER Its’ not a It is a higher calling.word.Gotta be a better way… 14 Gotta be a better way

How this book is organizedThis book has the following building blocks to help understanding of thoughts easily. Heart to heart… In this section, the Founder Chairman of The Group shares the journey of his life …the journey inspired by the deep desire to bring in transformation to lives of people…Rebellion is at the heart Jay, the Vice Chairman who is also a co-founder unravels the of Innovation soul of Amara Raja that reflects the spirit of progress Innovation These sections, homes in the five Core Values of The Group Excellence with a description of the evolution of each value and theEntrepreneurship events & happenings that have reinforced the conviction in Experiences these values. These chapters give a detailed account of how Responsibility these Values are put in practice in daily lives, thereby living the Amara Raja Way.There are Icons used in this book to draw attention to specific parts.Anecdote The inspirational Guidelines Summary ideaNarration of The pathway that This sums up thesome events and These are cool helps to practice insights and thoughtshappenings from the insights that enable the Value is detailed from the section.past, that provided understanding the out here. This alsolearning and essence of each value. gives in a nutshellreinforcement of the the “do’s and don’ts”values. aspects of the Value. 15 Gotta be a better way



HEART TO HEART..DR. RAMACHANDRA N GALLA,FOUNDER CHAIRMANDear Friends and colleagues at Amara Raja,I am happy to share with you some of the ideas, beliefs and principlesthat have helped me understand life and achieve success so far with allyour co-operation. At the core of our success, I believe, it is our “Corepurpose” which provides meaning to why we exist, and the “AmaraRaja Way” which provides meaning to how we have lived and are livingand how we should live our values and thereby detailing the differentcharacteristics ofourculture. InsharingthesethoughtsIhopetoinspire,encourage and support you to walk the journey of life with purpose, anddetermination and appreciate the joy of working and winning together.Dr. Ramachandra N GallaChairman 17Gotta be a better way

To be an entrepreneur is to be a social worker:Organizational purpose, values and work cultureI was born in a small village called Petami a in Chi oor District ofAndhra. I studied up to my 5th standard in the elementary school. Wehad to walk 7 miles for the secondary school. In that environment therewas no guidance, no support. We had very limited resources, and verylimited opportuni es. One had to seize & grab whatever and convert intoopportuni es. But it taught me the power of trying hard.If one chooses to look only at the problems and challenges one canget disheartened. But if you look at it posi vely you will see the otherside: The possibility of crea ng something different! In the limited anddifficult village circumstances I saw an opportunity. In my mind I saw thepossibility of being the “first kid” from the village to achieve very goodeduca on! I wanted to stand first and I decided to do my best. Thereis “as is reality”; take it up- convert that reality, transform that into anopportunity –this is what I learnt as my core value! I have the sameapproach even today in my business decisions.

Values are what that have driven Heart to heart frommy personal life! the Founder ChairmanAn organization is like a Where does the culture of the Culture begins with ourhuman being. It has a body organization dwell? It lives individual values. We imbibeand a mind. The body has in the minds of the people, it these values from our family,all the different parts and is reflected in their beliefs, it from our communities, fromcapabilities to perform is experienced in the values the people and environmentvarious activities required for that they uphold, it is evident that influence our growth.a healthy life. But it is the mind in the day-to-day attitude and When I reflect on thethat makes the big difference behaviour of those people! journey of Amara Raja as anbetween an average person organization, I look at my ownand an outstanding human The word “value” has two journey of life. My humblebeing. In many ways this meanings in English. One background in a farmer familyapplies to an organization stands for the “benefits or taught me many lessons in mytoo. The performance of the gains” that we receive or life.organization is dependent on provide; the other one standsthe various capabilities and for the “deep beliefs” thatcompetencies that it has. But it we strongly hold in our mindis the “mind” - the culture - of as an integral part of life, asthe organization that will make guiding principles. Culture isall the difference between an based on these beliefs andaverage organization and an principles.admirable organization.

Why did I come back from theUnited States of America?Many people ask me “after 18 years of comfortable life in the USA why did you come back?” Myclose friends, government officials, customers, vendors …all of them ask me these questions.“How did you decide to come back, how did you succeed? After seeing the problems here inIndia , how come you did not run away from here?” Again it is the values that provide answersto this.For me, even going to the US was not due to some great ambition. I was good in maths, and wanted to become an engineer,since that could get me a decent job. After my engineering I was happy to become a teacher. I joined the PSG College ofTechnology in Coimbatore, and then went to Roorkee. I went to the United States to do a Phd since I got a fellowship. I wasvery clear that I wanted to come back and teach after my PhD. But after getting my Green Card I moved into an engineeringjob in the power plant sector as a consultant. A consultant is more like an academician. For 18 years I remained a consultant. 20Gotta be a better way

I settled in Chicago with my family and comfort of being in the electrical Heart to heart fromour life was good. I was doing well in my sector and decided to enter this the Founder Chairmanjob, the family was comfortable and I had sector.friends and well-wishers. Then something Amara Raja in Sanskrit implies ‘eternalinteresting happened. I was involved in • But I wanted the company I started to leader’, ‘always a leader’, ‘everlastingthe socio-cultural activities of the Telugu be technologically advanced. I wanted leadership’ and so on. On the personalcommunity in Chicago. As part of the local a field where one could move from side, ‘Amara’ came in from the nameTelugu association’s activities, I had to “today’s technology” into a “futuristic of Smt Amaravathy and ‘Raja’ from theparticipate in an annual seminar in 1983. technology.” I looked at a few select name of Sri Rajagopala Naidu. ThisThere was a panel discussion on three products; UPS was the one that provided a satisfying opportunity for metopics: “Giving back to society,” “Indian looked right! At that time it was priced to balance both business and my personalchildren growing in the US culture,” and at Rs 1 lakh for 1 KVA or something sentiments.“Investment Opportunities in India for close to that. And those UPS batteriesOverseas Indians.” I was asked to speak were three generations behind what Similarly the naming our Group companyon the last topic. was available in the rest of the world. Mangal Industries Ltd also had the same thought process. My father’s name wasWhere to invest? • Battery technology at that time in Shri Gangalu Naidu whom I adored and hugely respected. My Mother’s name India was lagging behind and I was Mangamma, who was one of the most lovable persons in my life. The nameWhat industry to start? saw an opportunity to bridge the ‘Mangal’ was formed by combining these technology gap. We partnered with two names. The word Mangal in Sanskrit would mean ‘auspicious’, ‘everythingAs a panelist, I had to do some research GNB Technologies, who were willing happening well’, ‘being successful’ etc. This naming too was a chance to fulfill myfor the discussion. In the process, I to provide us technology support business and personal aspects.discovered the support being given by the to bring Valve Regulated Lead Acidthen Indian government to non-resident (VRLA) batteries into the country.Indians (NRIs). India was keen to attractIndian entrepreneurs at that time, and hadHow to name thecreated various investment possibilitiesto drive the country’s industrial growth.company?I collected a lot of information on these,and while I prepared for my talk for the I wanted a unique name for theseminar I got quite interested personally. Organisation. It is indeed my earnestThe bug to participate in India’s growth desire that we as an Organisationbit me! By 1984 the idea of investing in should sustain forever successfully asIndia was consolidated in my mind and in an Institution. I also wanted to bring in1985 I came back. some reference to my Mentor and Father-There were a few key factors in choosing in-law Shri Rajagopala Naidu. Beyond mythe field/sector to invest in. respect for him, I always admired his love• I wanted to get into low or no risk and affection to his wife Smt Amaravathy whom he lost quite early in life. After deep business (that was my mindset then). thought process, I was fortunate to be I wanted reasonable safety! I also able to coin a name that reflected both the wanted an area where there were business imperative and my sentiment. already manufacturers and a market. The name “Amara Raja” was born. I did some research on the Indianmarket. After looking at variousoptions, I saw the “broad-based” 21 Gotta be a better way

Why did I choose Tirupati?Many people say “you could have chosen a better place, a good metro town like Chennai orHyderabad for starting the industry, or even an industrially developed place like Vishakhapatnamfor establishing our factory”. It makes business sense and sounds very logical that as anentrepreneur you begin with as many resources and comforts a city can provide; use all theadvantages possible in a place with industrial infrastructure and development. But that wasneither my belief about being an entrepreneur nor my logic for starting an industry in India.“ My idea was to bring in the technology that is thebest and start development in an area that wasunderdeveloped.” 22 Gotta be a better way

I did not come here for comforts of living trained them. We trusted their skills and Heart to heart fromor a city lifestyle. If that was my need ability to live up to high expectations, the Founder Chairmanor purpose of starting a business then adopt technology and serve with totalChicago was a better place any day. Even dedication. Though we had started in the Then one of the Government officiala safe return on investment was more villages, we had GLOBAL technology, the remembered us as the people whoassured abroad than here in India. I came best plant and facilities which had to be have compact battery with no gassing,here to serve my people, my society… managed by these simple people! They no acid spillage and no maintenanceby starting an industry in our rural areas, shaped up marvellously. new technology! So they thought “whydevelop the possibilities of employing not try them”? They contacted us, werural population and utilize the skills of We are a proud organization today that explained and they thoroughly evaluateddedicated and hardworking people of we are living our purpose- to make a our product & technology. But again theIndia. difference to rural India! product had to be approved by the “proper department – the inspection department”Look at rural India today! Most of the Differentiate from for which the product had to have 2 yearsagricultural labour has migrated to the of working record”. We did not have thetowns & cities in search of sustainable what was available 2 years working record that time! Thenlivelihood. There is a serious shortage they needed chargers also with batteries;of manpower in our villages and rural We had similar belief when it came to we installed them and it succeeded inareas due to this migration. This leads choosing our product offerings. We want- the demo! The inspection departmentto slow erosion of human resources in ed to offer something that was different. questioned choosing us as the vendors,the village and the rural social system is We chose the VRLA technology for the but seeing the value of what we offered,crumbling down. This in turn will affect batteries when it was unheard of in In- the “2 year condition” was relaxed. Thatthe agricultural sector, and the food dia! But today 100% of the Telecom, UPS, was the beginning of the success story.production. Such shortages again shoot and Air conditioned Railway Coaches, andthe prices high and we are into a vicious many other industrial applications are Our approach to the customer is verycircle. The trend is indeed alarming. using the VRLA batteries. With this we different: We offer different product, transformed the market too! different service, different experiences!There is a dire need to create a non- Our cost per service is the lowest- mostmigratory labor population, with Initially we did technology selling: We economical in India today. In a way thisemployment opportunities in the rural brought a technology that was different, underlines our quest for excellence: to beareas so that there can be a sense of was better and which filled a gap. ahead of others and make a differencestability in the rural socio-ecosystem, Telecom was yet to grow; there was through better offerings.which is very necessary for the need for transmission towers, in remoteagricultural sector to thrive. Clearly that areas. They needed more exchanges inwas my purpose. cities / towns and exchanges in remote areas and needed maintenance free andPurpose environment friendly batteries for easy and quicker installations and operation.Our purpose was “Through businessenterprise to help in the transformationof society”. Around 80% of our employeesin the manufacturing plants have firsttime employment starting here at AmaraRaja; this 80% come from simple or poorbackground. We took such people and 23 Gotta be a better way

Encounteringtough questions &challenges, but theneed is to persist:When we started we were alien to thebureaucratic environment prevailingat that time; usually nothing movedin such an environment. The standardresponse for anything, everywherein the bureaucracy was “somethingcannot be done”; if you ask why, theyexplained it away with long stories.There were many hurdles. It can bevery frustrating..You require patience, a smilingattitude, and a willingness to persist. Ifyou get frustrated or yell at them theywill say “get lost”…and you are theloser. You have to persist until you getwhat you want. You have to work withand work through challenges.You have to take a long-term outlook;there are no easy ways or shortcuts.It took us seven years to get a decentROI but every day I asked myself asimple question: “What did I do today?Has it taken me ahead at least by onestep?” 24 Gotta be a better way

When did we define Heart to heart fromour core purpose? the Founder ChairmanAfter my son Jay joined us in 1989, he The only question to ask is: Can you create benefit for society, create gain for all stake-asked deeper questions which we had not holders? Hence the commitment to serve society, all our stakeholders and use business“conceptualized” or clarified to all people. as a vehicle of social development as much as a means of wealth creation became theHe wanted us to ‘Define’ the Core purpose. crux of our “Organizational Values.”Why are we in business? He said, “Defineit any way you wish to: Mission, mantra, When we look back we discovered that we hold certain core values from the beginningway of thinking, philosophy, what we live on which we work and conduct ourselves. I believe that these core values helped usfor… call it what you want. Our purpose in building our enterprises successfully and continue to grow. As the organization haswill introduce people to the way we think, emerged into a larger institution we have articulated and formalized these values aswhy we exist.” Thus emerged our “Core ‘The Amara Raja Way’.Purpose” statement.It is “To transform our increasing spheresof influence and to improve the quality oflife by building institutions that providebetter access to better opportunities,goods and services to more people…allthe time.”We pursue this purpose by adopting thefollowing approach to our business:• Introduce latest generation Social Development before Self Development technologies• Adapt these technologies to suit the operating environment• Develop and manufacture globally competitive, customer-focused products of world class quality• Responsibly introduce these products into relevant markets• Provide world class customer support Around 1995, we defined our core purpose for the Group. By then we also had vision statement individually for each business. There can be some minor changes as we go along in our vision but largely the purpose stays. We have to focus on the purpose all the time; we do not have to calculate the profit and loss every day. Focus on what we are committed to doing…is it adding value to society? Will it help society to go forward in a broader sense? Will it make life better than before? If society is benefitted it can become a sustainable business. 25 Gotta be a better way

These values provide the defined path or Innovation Excellencethe right way for our organization. As weprogress that pathway will create the right Innovation is the quality of a mind that In whatever we do we have a choice ofresults for the businesses. The values will does not believe in excuses. The easy way being “one more like the others” or ofcreate the Organization / Group identity out in any difficult situation is to spread being the best. Why did I come away fromfor us in our external customers mind and the blame around and not take personal my village? Because I wanted to be thewill influence our work culture internally. responsibility! That’s why we say, “Do best of the lot. Anyway energy is spentCulture indicates the work atmosphere not just complain or crib, choose to be to do something to survive, to sustain...prevailing in all parts of an organization. innovative; face problems and ask how Then why not do the best? Why look for to solve them.” Think optimistically and ordinary, usual answers? Why not pursuePeople have to be aligned to the culture cultivate your mind to do it in a better excellence instead?of an organization; it influences the way way. This attitude of “Got to be a betterthey think and act. It influences behaviour way” is the soul of innovation at all levels. When every product and service saysand relationships amongst people. Our Every operator, assistant, employee, even “can this be the best?” excellencestrength is our culture…for example we a security guard should be encouraged to produces itself. Excellence translates intohave had 25 years of peaceful existence do things in a better/different way. benefits for the user. “By not doing yourwithout any major Employee Relation best you are not gaining anything special;issues or problems…How does that If we think of our job as the justification by doing your best, by excelling, you arehappen? It is completely based on of our salary, we will be an average not losing anything … We might as wellcollaboration and mutual trust. That is the performer. You are not a slave of your excel” is my simple logic as to why westrength of our values and work culture. salary; there is a larger purpose...that need to excel! is what makes your job into a mission;Values are the foundation on which makes it a pilgrimage. We need to have We have to be better than the others, sowe build the organization. If you focus new ideas/ways/concepts which we can as to be the best. In anything we chooseon the core purpose and values then a provide as a product/service or in our to do we have to be the best. I wantedsustainable business and institution will action. It is “not to be a slave of situations,” Amara Raja to be known for this quality:emerge. Nobody will lose when you are to think and find new solutions, maybe a Excellence.value driven in any business. new way, new resource, new technology; we need to have a different mindset. EntrepreneurshipOur values of Innovation, Excellence,Entrepreneurship, Experiences and How can we encourage such an innovative Having been an entrepreneur for so long,Responsibility amplify our culture: the mindset? We need to give freedom, I feel there must be a vision and dreamAmara Raja way of doing things! Let me encourage thinking, provide support, and behind enterprising. There is a need toshare some of my thoughts on the core minimize hierarchy and bureaucracy in try something unusual yet with the ideavalues of our organization. the organization. of creating value and revenue. There is a need to go beyond the usual thinking, maybe even to take some risks. There is a need to invest—be it in ideas, seizing opportunities or trying a new product, 26 Gotta be a better way

brand, service etc. Investment is not just relationships: We are happy to deal with Heart to heart frommerely putting in money! such experience providers! the Founder ChairmanEnterprising is all about finding ways to To be continuously valuable, attractive We do not hesitate to go beyond ourdeliver value in an “amazing way.” You or appealing to our customers, the defined roles; we take charge of thecannot be stuck with a “I can’t” mindset experience we offer to our customers situation and find solutions. There areor “How can I?” self doubts or “If only and stakeholders should be better than no limits or hesitation in rising up to theI had” kind of pre-conditions if you want what was achieved or accepted before or occasion. Such an attitude is required atto be enterprising. You cannot afford to better than what others can offer. the workplace also.have a defeatist mentality and say, “It isnot possible.” I also consider my experiences my Anything you do should be with greatest teacher in life. Experiences are responsibility, and not with an indifferentYou have to break all the limiting ideas, what come to us by what we do, by our “chalta hai” or “somehow-anyhow”drive initiatives and make progress. learning, in our dealing with others. We attitude. Feeling responsible means toUnless you have entrepreneurship enjoy good experiences and try to learn clearly focus on what is being done. Itqualities you cannot initiate anything. It is from bad experiences so that we can avoid also means a few other things: perfection,all about being proactive, fighting against them later in life. Using the experiences, delivering the best, value driven, doingthe odds, a “finding a way forward” we move forward; we constantly improve. most efficiently, to create real valuemindset. Let’s create memorable experiences in all for the customers, employees, society, that we do or offer. environment and other stakeholders.Experiences ResponsibilityWe constantly look for positive and goodexperiences in our life. We avoid situations Feeling responsible is to have a sense ofwhere there is a possible negative ownership; otherwise it will be mediocreexperience. We like the atmosphere, and low-quality work. Responsibility alsofeelings, people, transactions, gives a sense of belonging, a confidencecommunication, and relationship, almost that “I can influence someone, I canall aspects of a positive experience. impact something.” With this feeling youSuch experiences make us happy and get closer to perfection, you do thingsthey become the standards of our future better.expectations! In our life, in all our roles, we areAs we grow and evolve with our constantly expected to be responsible.experiences, our benchmarks have We take responsibility of earning a living,to be much better than before. When and providing for the well being of ourwe recognize the value of our own family members. We do all that is possibleexperiences we realize how important it to ensure joy and comfort for them. Weis to also provide “valuable experiences” stretch and provide extra care when theto others. This is the secret of enduring family faces any difficulty or challenge. 27 Gotta be a better way

Heart to heart from the Chairman 28 Gotta be a better way

Heart to heart from the Founder ChairmanAn Entrepreneur is first aSocial WorkerThis book on values can become a Bible or Bhagavath Geetha or a Quran for everyone in Amara Raja:We should have many schemes/programs to promote the visibility of the values and institutionaliseAmara Raja way. Let these be etched in your mind. Once we institutionalise, it stays in the heart of thepeople. It should be like our national anthem: you just cannot forget it. We should teach, remind andreinforce these values like our “mantras” or Vedanta classes – then one will never forget these…rather will live it always.My friends, let us remember that we all have a larger purpose to serve through Amara Raja. We arecommitted to serving the society and all stakeholders through our organization even as we createwealth and achieve progress for ourselves. My call to all Amara Raja employees is this: “Truly livethese values. Be innovative, Deliver with Excellence, Be Enterprising in your role. Take completeresponsibility and be always committed to creating the best Experiences for all our stakeholders.”When the society and stakeholders all around us are benefitted by what we do, we will most certainlyget benefit. I have complete faith in this principle, in the “Amara Raja Way”.That’s why I believe that “An entrepreneur is first a social worker and then a businessman!”I wish you all the very best in life! 29Gotta be a better way

REBELLIONIS AT THE HEART OF INNOVATIONJAYADEV GALLA, VICE CHAIRMAN 30Gotta be a better way

The soul of Culture cannot be Rebellion is at the heart of Innovation...Amara Raja imposed The Amara RajaThe values of an organization reveal its Today we are a large organization Way: our path tosoul. They represent its core beliefs, its the futureideology...the way it lives as a human with more than 7000 employees/teamsystem, works together, pursues goals members...How do we touch everyone I am tempted to ask, “What is the mostand contributes to all its stakeholders. with the culture? How to imbibe the important thing for a great ride in a RollsJust like an individual’s mind is unique and Amara Raja essence? We can give a set Royce car?” The car has a great body, adifferent from that of other human beings, of guidelines or instructions; we could great engine, great looks, maybe even aso are the values of an organization. Such do that through rules and regulations or very competent driver but still there isis “The Amara Raja Way”: our values and through developing a culture. Rules and one important requirement: A well laidoperating principles. regulations will give a feeling of policing, road! The capabilities and competencies controlling. That is neither our intent nor we have as an organization are like theI believe that our values and culture the most effective way to build culture. engine and body of the Rolls Royce.represent what our Chairman was and People have to internalize culture; it has Our values and culture will provide thecontinues to be. We are keen to ingrain to become conscious living. pathway! If the ride is to be smooth,his values beyond his lifetime. Values go enjoyable, and without bumps, we need abeyond an individual’s history. Culture provides the ambience, the soft good road: “The Amara Raja way”—our environment of the organization. People values and work culture.Our Chairman’s spirit is incomparable are guided by culture in a subtle, gentleand difficult to duplicate. We needed to way. When we have to take toughinstitutionalize the Chairman’s beliefs decisions we have to use the purposeand spirit. Now how do we do that? Only and values as the filter. Yes, values areby building the Amara Raja culture. After best experienced when we have to makeall he has been the anchor of Amara Raja difficult choices. For example, one can beand after him, it is the organizational highly attracted by a business opportunityculture that can continue to remain the with huge economic potential. Manysoul of Amara Raja. others may also like the idea and urge that we go for it. But we will have to apply the litmus test: Does it align well with our values? We will not be in any business that is not in line with our Core Purpose and our Values. 31 Gotta be a better way

My experiences The Values at the of the industrialist or the businessman.and insights of core: Choosing the The place had to be a “developed area,”the values that location the facilities had to be “in place” andare integral part the people also had to have “developedof Amara Raja’s Our chairman had originally thought of a capabilities.” All that an entrepreneur hadgrowth and different location, closer to my mothers’ to do was to open the shop and reap thehistory! village at Chitoor and even paid the initial benefit. deposit for the land. Then he realised that there was no infrastructure or hopes of The Chairman thought otherwise. He getting it. Then he took the decision and asked: “Is this real development? When shifted to “Karakambadi”. It became you put up industries in developed cities, close to Tirupati. It had slightly better it draws the already skilled people who shades of infrastructure. It looked like the live there. That makes it an expensive more viable site in Chitoor district. But it proposition. Second, it attracts the people was still an underdeveloped area by all from the rural area for two reasons. measures. First, there is a struggle for the farmer for survival. He is dependent on the Why did Chairman vagaries of agricultural income and in choose this site? an underdeveloped area that is not an assured income. Second, the lure of the He had seen such a pattern in the West. city is very tempting and we have had huge There industries were not set up in over rural population moving into the cities for crowded cities or congested places; better living. Their families tagged along! they were anyway costly places. Most Net: you did not have labor in the rural industries would come up away from huge areas for supporting agriculture; they did cities or metropolis. not have a source of steady income and security in life. Is this development or In India the pattern was different. deterioration of social system?” Industries thrived near big cities and metros. The idea was one of convenience Thus came the belief, the conviction that Amara Raja will establish itself in the rural and undeveloped areas. Such a trend was bold, innovative & forward thinking step to create non - migratory employment. 32 Gotta be a better way

Yet we had opted for the best technology In search of Rebellion is at the heart of Innovationin the world and nothing less. Despite excellencebeing advised against, we did not started. The technology transfer forcompromise in acquiring the equipment, Excellence has been an integral part Amara Raja started much later. As Itop class technology, transport vans, of the Amara Raja story. I experienced watched both, I realised that Amaraproduct wise…in all aspects in the long it even as I began my career at GNB Raja did a much better job of technologyterm this decision of ours proved right. Chicago, our initial technology partners transfer! And How? after my studies.The values of Five of our people were sent fromInnovation and I joined GNB Chicago in 1991. Over the Amara Raja for training to Chicago (aEntrepreneurship next few years, I worked in service VP, a manager, and 3 fresh graduatego together! operations, applied engineering and later trainees). We had already made huge in international marketing and sales. commitments on investments, were newI strongly feel that at the heart of every In the beginning, at the same time, I to the field and hence as instructed byinnovation is an act of rebellion. To rebel is was the Amara Raja representative of the Chairman, we had to know everythingto challenge. I would say that the choice to sorts with GNB! Since I was in Chicago, about the technology. They spent timelocate the first plant a very rural location I could follow up, hasten, push and on every machine, to know every layout,like Karakambadi was an act of rebellion facilitate. I did a fairly good job both as an with workmen on the shop floor. As awith great sense of responsibility. It employee of GNB and as an Amara Raja result they learnt a lot more! They hadis not a reactive rebelling; it is a highly representative. more ownership and keen desire to knowproactive. Innovation is anti-routine, anti- everything they could.monotony… going beyond the constraints Meanwhile the GNB ownership hadof practices and habits; the belief that changed, so a new MOU had to be Our team went into details that werethere has got to be a better way!• On signed with new clauses, new technology critical for excellence; they were hungryeach job, we can be innovative if we clauses; we had to get deeply into for learning and very responsible. Againstart measuring the “creative content” contractual details. foresight, innovative ideas for learning,of every job…We intend to introduce a and technology worked. After all this was“Bill of Rights” for our employees. This GNB had also signed up with a Chinese our first big technological partnershipmeans, every employee has some basic manufacturing company. And with them where our people are being trained inrights to question work related aspects the technology transfer had already their facility.of health, safety, environment, etc. Thatincludes the freedom to invent, change,improve;that way we unshackle a person. 33 Gotta be a better way

Rebellion is at the heart of Innovation 34 Gotta be a better way

The Chinese were more experienced, The factory was set up as world class Rebellion is at the heart of Innovationand far more confident. So they sat in the from day one. The Chairman paid carefulconference rooms, relaxed and just had a attention to technology, processes, Persisting withsuperficial exposure while we slogged on facilities and quality. He would walk in at convictionthe shop floors! So we learnt far more, far night, talk to employees to understand thebetter! issues and know the facts first hand. The way we sold our first batteries, represents the quality of persistence withOur Chairman’s eye for detail helped Excellence in all that conviction. We were bidding to supplyin taking this decision. Trusting and we do: to the Government of India. We knewdepending on these five people, three of the value of our product, we knew thethem fresh trainees with four months of By 1995, other companies were coming decision maker but somehow the breakGNB exposure for technology transfer into VRLA Auto mobile Batteries. This was through had not happened. We had to getwas a great step. We did a far better job! a great opportunity for us. How do we get the first “order”. into Auto Batteries? GNB was the naturalIt was also a case of enterprising and choice, but though they were strong in A colleague and I made dozens of trips torisk taking with a young inexperienced industrial Battery they were not so in Delhi but no decisions were taken. It wasteam. They were hungry to learn and Automotive Batteries. very frustrating. The last desperate trippicked up every detail, much better than at Safdarjung lasted 18 days. We were atthe Chinese! This hunger for excellence We negotiated harder and finally it; we kept visiting, following up. It wascontinues to be a value for Amara Raja: Amara Raja and Johnson Controls Inc. winter; freezing cold. But we did not give became partners. Johnson Controls up.Even our IPO advertisements were were the technology leaders, volumeinnovative and different: we talked of leaders, cost leaders and most profitable Finally the letter was issued on “Technomaintenance free batteries. The economy in the auto battery business. We were commercial viability approval”: Ourwas just opening up during our public doing very well in Indian batteries with batteries were “found” effective andissue in 1991. It was also the time of the good financial standing. We had some suitable for remote locations whereGulf War and we were advised to go slow. successes to talk about, and they were there are space constraints. This convinced. The idea was “To go with the justified the price and usefulness.It was too late for us to delay it any Best.” A new partnership was established.further. We had already spent money Even in partnership, we were in search of We had learnt yet another lesson:on advertisement. Sure, we were EXCELLENCE! Excellence is also about persisting withoversubscribed three times but it was a your conviction.low score for that period of 30–50 times’oversubscription. But the Chairman wasnot worried. 35 Gotta be a better way

Entrepreneurship - It is also about Rebellion is at the heart of Innovationis about giving and challenging & riskserving: taking Responsibility, collaborationOur Founder Chairman had deep Gandhiji said, “Find the purpose, and Culture ofcommitment to social development as an the means will follow.” Our Founder dependencyintegral part of entrepreneurship. I too Chairman personifies this spirit ofbelieve that we need to serve before we Entrepreneurship. How is risk taking to I did two part-time jobs as a student in thedeserve any value or wealth for ourselves. be encouraged? How to remove the fear United States. That has given me some of failure? How to be accountable but not insights into taking responsibility, whichThis belief is inherent in all our major afraid of consequences? has something to do with culture too.business decisions, whether the battery,foods or electronics business. We have I believe that the rural people are most Those days in India, compared to thealways considered the possibility of enterprising and they possess the native West, teamwork was less pervasive.giving to the local people and resources intelligence which is highly value adding. People were polite and nice but not openan opportunity to gain value through Take the case of a farmer, the farmer and transparent. That lead to internalemployment, utilization, or development. is a real entrepreneur he has the most competition and conflicts. I realized this difficult environments to deal with the as I started getting involved more inYes, it is about creating wealth, but nature, he’s highly risk taking. We need the organization, after a long period ofbefore you create wealth you need to to learn from these examples around us. exposure to US work culture and lifestyle.create products & services. It is alsoabout seeing the gaps & creating the Within our purpose and the frame work In India there is clearly a challenge inlinks to fulfil the gap. CK Prahlad has of values through the organizational “taking responsibility” for collective good.talked about aspirations being greater processes, one can clarify, challenge. Individually people and employees arethan resources, as a necessary drive for One can take risk with the right intentions very bright & intelligent but collectivelyentrepreneurship. We have been able to but need not be afraid of consequences. not effective or as competent as theysee this translate very well in the way we There is a need for “empowered feeling” could be. But in the west, the employeeshave enterprised in all our businesses. to enterprise. It is like “playing with all were not that bright individually but were guts, within the sand box”….try your collectively more competent. best, take risk but there is a safety net. All employees had great ownership for individual task completion, but collaboration was weak. They would follow a leader but interdepartmental collaboration was low. Hence all matters usually went to top for arbitration and conciliation. There was low accountability 36 Gotta be a better way

and low targets and goals were set. With all these young The economy opened soon; we needed to keep pace andengineers and their skills, it was still slow paced and not as be dynamic. With the new emerging technology we enjoyeddynamic as I wished. They would just carry out instructions, in VRLA batteries, we had monopoly for two years. Despitefollow directions. I felt we were missing opportunities. favourable market condition, we were not agile. Our paceEarlier the employees complained that there was no freedom was low as we were learning the ropes of collaborativeand no authority. But when it was available, they still sought leadership. It was a great transition in leadership style. Nowconfirmations. they had to grow and be responsible. 37 Gotta be a better way

ResponsibilityResponsibility is the bottom-line; thisspeaks about our core purpose; be itabout environment, people, society,country or community. Responsibility isto consider the need, sensitivities, andthe impact of what you do. It is havinga sense of “trusteeship,” that “I am thecustodian but not necessarily the owner”.To be responsible one should haveaccountability and ensure others’accountability. Beyond our immediatestakeholders we need to look at the widercanvas.To be responsible one has to stopcomplaining/cribbing and start doing/influencing positively. It is about notwaiting for something to happen; wehave to feel the “situation/context/environment” but not stop with just thefeeling: WE need to demonstrate that WECARE by doing, acting on that feeling. Thatis responsibility.There is a range of responsibility takingone can have: self, role, job, team,organization, the society and the largerworld too. The highest responsibility is tocreate positive experiences for all thosewho depend on you, all your stakeholders. 38Gotta be a better way

Experiences Rebellion is at the heart of InnovationI look at life as a journey of experiences. Gotta be a better wayAs an organization we must make everyeffort to create positive experiences Amara Raja in its twenty fifth year is at a juncture when it is moving fromfor all our customers and stakeholders. being a set of individual companies into a holistic and cohesive group.It is all about focusing on consumer Fresh strategic outlooks and the corollaries of growth have come to theexperiences; be it product, brand or fore. Twenty five years also represent a generational passage…services of the organization. While our values and vision remain unchanged, we felt that the time hadSimilarly in the factory we strive come for a reconnect with the times…to reinforce our values and visionto continually create good work and make them more visible, memorable and inspiring.environments; be it the offices/factories/locations of work we want our partners The shape and form of the new identity represents a generational changeand service providers to experience as we transform from a set of individual companies into a diversifiedpositively and make them better in their group. The identity also symbolizes the group’s five core values throughdealings with us. nature’s five elements and articulated through its five colours.We need to make every one of our offering The baseline-‘Gotta be a Better Way’ reflects our attitude of constantlygive that positive and unique experience: looking for better ways to do things. This is a slogan yet it is our deepBrand, work space, environment learning conviction. It is the way we as an institution have lived and would want& growing, our communication, the value to live.we create... the way we do things, allmust lead to positive experiences It was not easy to imagine such a organization built in a rural setting, beginning with unskilled workers, many of them first generationWhen you are focused on the process employees, having a world class facility and offering products of theas the goal, it is pursuit of excellence, it highest standards. But that is also the magic of the Amara Raja way: thewill create positive experiences. In our belief that “There’s gotta be a better way”…automobile battery offerings we wentthrough every possible way of creatingvalue. “Lifetime Usage Experience”was thought through. Product design,packaging, pitstops were all done keepingthe customer in mind. The idea was togive them the best experience, at everytouch/contact point. In all that we do

40Gotta be a better way

The values of an organization reveal its soul. Just like an individual’s soul is unique and different from that of others, so are the values of an organization.Values are the foundation on which we build the organization. 41Gotta be a better way

INNOVATIONto us is proactively rebelling for better ways of doingthings leading to newer possibilities. 42Gotta be a better way

It makes a difference in all that we do and offer:In the Indian market, with a billion people, plus a middle class with highaspirations, we have a huge opportunity. We also have such marketopportunities in other developing countries. To tap these we need tobe different, especially when we compete against global organizationsand products. At Amara Raja, we practice innovation in every aspect ofour business be it market, distribution, processes, marketing relations,communication etc.To be innovative is to go beyond mere improvements. Innovationcreates sustainable and enduring differentiation in the life cycle of theorganisation. The emerging scenario of India is not going to be like thepast. We cannot hope to significantly grow without significant changesto our thinking and offerings. A truly “differentiating attitude” will benecessary to be relevant in future. We at Amara Raja have someinteresting examples: Introduction of Power Zone Brand and the uniqueretail chain to reach Rural Markets. 43 Gotta be a better way

It makes us different,makes our employeesproudWe are not an ordinary organization: Weare a professional, quality oriented andemployee driven organization. There isresponsibility and ownership in everyone.That deep sense of ownership comesalong with an atmosphere of freedom totry something different, to experimentwith “new” ideas , within the parametersof business relevance. That requires all ofus to be innovative!We have repeatedly seen thatINNOVATION brings in new businessopportunities and new customers. Itchallenges the employees in theirthinking, doing and achieving results, tobe able to provide that difference be it inour products or services. It compels usto think out of the box, out of the ordinary,out of the past. It calls for dynamicresponse capability in all employees , andmakes them feel proud!When we have tried new things, notnecessarily we have succeeded everytime. But when we have the spirit ofinnovation and do things differently thereis a possibility of success. This has beenthe lesson learnt from our “innovativemindset”.We cannot hope tosignificantly grow withoutsignificant changes to ourthinking and offerings 44Gotta be a better way

Why are some products or ideas referred to as “the latest”? They are new, contemporary! Innovation is also the ability to do what no one has done earlier like our pioneering efforts in bringing VRLA technology into the country. Not just this, the building of the Amaron Brand and the unique distribution model for the automotive batteries in the country also reflect this uniqueness. Over the years, innovation in everything that we do has become second nature to us and helping us stay ahead of competition and remain contemporary. Innovation breeds newness and hence as a value it will be driving many other ‘values’. Innovation not only is a major driver for survival & sustainability, it is accelerator of development and the growth of the company. All over the organization it influences new & better ways of doing things, resulting in greater efficiency. Gains from such initiatives add value to our products or services, ultimately leading to better market penetration and making us lead the pack in the long run. A good example of this is the development of Integrated Power System (IPS) for signaling application in Indian Railways Innovation, therefore, has many purposes: To seek and enhance customer confidence; To gain competitive advantage; To survive adverse changes in circumstances; To provide stability for the workforce; To enhance productivity; To raise margins and profitability. Innovation makes us a better organization and our customers experience greater value!We need to be a competitiveand contemporary organization 45 Gotta be a better way

AMARON BATTERY What is INNOVATION? INNOVATION is to be new, to beUn l 2000, automo ve ba eries were a It is about rebelling: different, to change:low involvement category, always served challenging the status quo,in a white box in a dark, shabby and with a positive mind: For many of us, Innovation stems from thegreasy environment. It needed regular desire for easier, more efficient smart &maintenance and a ersales service At the heart of every innovation is an act of better - ways of doing things. This appliesand the unorganized ba ery market rebellion. To “REBEL” is to challenge. Yet to both incremental and small changescontributed around 65% of the country’s INNOVATION is not reactive rebelling; It as well as radical and revolutionarya ermarket size. is a highly proactive thinking. Innovation changes in thinking, products, processes, is simply anti-routine, anti-monotonous or organizations.On Jan 9, 2000, the automo ve ba eries going beyond the constraints of currentindustry was redefined with the launch practices & habits. It is about breaking At one level, it is about doing common andof Brand Amaron. Age-old concepts were a barrier of “normalcy” to reach new complex things in simple & better ways.ques oned and a new progressive tech- heights. Also Innovation is the creation of the newnology led the way. ways It is basically the belief that there is• Amaron entered the market with always a better way to do anything… It also denotes the ability and willingness A way with new ideas/concepts in to finding a solution or determined effort a striking black ba ery, which was whatever you do or offer as product , to overcome a past failure leading to subsequently added with green service or experience to the customer. future success. It is all about making a ba ery. Every operator, manager, assistant and difference & embracing change. even a security guard - all of us CAN• Amaron made a ba ery that did not do things in a better way. It is possible It is all about making a as long as we deeply ask this question: difference & embracing need any maintenance or top-up “How can I become better, constantly, change. in whatever I am doing”?• Amaron was the first ba ery to be So what determines the drive for fully charged from the me it was innovation? The belief that “there got to manufactured inside the factory. be a better way!” One cannot be a slave of situations; we should be willing to• Amaron was the first to offer a think and find solutions. May be a new way, new resource, new technology, warranty of 36 months and followed a different mind-set or a different it with a pro-rate warranty of 60 perspective. months. Amaron was the first and only ba ery to offer two wheeler ba ery with 60 months pro-rate warranty• Amaron was the only ba ery to come with Silven X Alloy that protects ba ery inside from corrosion.Innovation is simply anti-routine, anti-monotonous…going beyond theconstraints of currentpractices & habits. 46 Gotta be a better way

INNOVATION leads to better products, services, experiences: Innovation goes beyond just creative ideas, it is the process by which an idea or invention is translated into goods or experiences. It is not limited to new ways of marketing, launching new products and improving customer services; this is required in every activity or service within the company. It is simply a better value created by a better way of doing things. Innovation requires that we are creative yet remain pragmatic. Art, music, painting, dramatics and films are all creative fields. They are creative expressions, but to be innovative we need to convert or use creativity to serve business or society better. The creative idea has to finally become an experiential reality. It is about producing something of great- er value in the context of business, using any creative idea. Such value addition can be in designing, product development, in communication, branding, product deliv- ery, employee welfare, customer service or even fulfilling our social responsibili- ties! It could benefit any stakeholder as long as it is creating a new value.MARKETING COMMUNICATIONIt was challenge and a priviledge to be in a marke ng team that constantly need to move awayfrom the ordinary and do something original. It was this penchant for innova on, that pushedus to bring in an different dimension to the anima on using characters made out of clay - calledclama on. This was at a me when an adver sement for a ba ery was tradi onally directedto the dealers and people with technical knowedge, more like an industrial product. Amaronreached the end customer directly by focusing on the experiences that we were crea ng forthem. This innova on won awards and accolodes for Amaron. 47 Gotta be a better way

INNOVATION is an How do we “PRACTICE” ongoing journey: INNOVATION ?RAILWAY AC Innovation, as a value, stands the test Focus on creating a culture of innovation: of time... Some evidence of this is seen focus on differentiation to internal/Solu on - High impact innova on: when we can repeatedly demonstrate external customers. Keep clarifying whatUn l early 90s A/C travel in railways newness in comparison to what we did in innovation is about, keep demanding,was a luxury. To increase the number the past. When this spirit is continuous in keep encouraging and keep reviewing.of coaches and to make A/C travel the organization INNOVATION becomes amore affordable railways was thinking journey and not just an event. Have reference points in every sphereof introducing a 3 er A/C coach of operation; Employees need to knowthat can accommodate 72 people. Such an organization shows the ability to as against what norms or standards orHowever, there was a challenge of break away from the normative/patterned factors are we talking of innovation? Whatincreased energy demand to run thinking. Even simple work improvement, are our comparisons and benchmarks?the A/C equipment and the rigorous new practices, doing things differentlymaintenance needs. This is where in line with the process, adding strength Don’t limit yourself to productAmara Raja had stepped in and that can leverage the business, bringing development or R&D activities; look atdeveloped a very innova ve solu on, out something of value that was not there all processes, practices, functions, clientworking very closely with Indian before…all these are part of innovation. focused operations or back office doesRailways. The result is an on board not matter. Extend to all aspects of supplyinverter, that allowed use of A/C “Can I do my job better than yesterday?” chain, manufacturing and administrativecompressors that are less maintenance Asking this question every day and process.intensive and a 40% higher capacity generating ideas is the essence ofba ery, using the advantages of VRLA innovation. It is about a better way of Have declared policies on innovation;technology. This also meant that doing things, better thinking and better Schemes of rewarding innovation; Plansthe overall inverter-ba ery package efforts. and budget allocated for innovation. Wesupplied by Amara Raja was the most need to create an enabling environment:cri cal and largest valued (in terms of a structure, assigned responsibility andmoney) equipment fi ed on the coach. systematic support for innovation is aThis enabled introduc on of 3 er must.A/C coaches into the Indian Railwaynetwork in large scale, the 1100Ah Give people freedom, and encourageVRLA ba ery became the defacto radical thinking; support them; minimizestandard for the A/C coach applica on. hierarchy and bureaucracy. We need- “Innova on at work at Amara Raja!!” forums like Innovation club/Innovation of the month. Make this a leadership behavior and evaluate managers against such behavior. 48 Gotta be a better way

Managers’ Role : “Can I do my job better than yesterday?” AskingLet innovation become a work mantra! this question every day and generating ideas is the essence of innovation 49 Gotta be a better way

GALLA FOODSTouching the senses of people has become our passion which is driving us to innovate. Refreshing peoplethrough their taste buds, we have introduced many unique flavours of fruit drinks that have made the fruitlovers appreciate us all the me. Star ng with the thickest Galla Thick Mango, Galla Foods have introducedmore than 15 unique varie es of fruit drinks. SIGNALLING The Indian Railways signalling system is s ll rudimentary and definitely requires significant upgrading. A typical Indian railway sta on would have mul ple signalling equipment and signalling load point requiring electrical power of different voltage and current ra ngs. Prior to 1997, all this equipment spread out across the railway track and signal control room was connected to distributed and fragmented power sources containing various types of chargers and ba eries. This put a huge demand on maintenance, upkeep, and human interven on and hence enhanced risk in reliability. Amidst this complexity Amara Raja saw an opportunity and set out to develop an integrated power systems solu on for signalling applica on in Indian Railways. The result is a centralized mul voltage, mul current integrated power supply unit with a VRLA ba ery for power backup. The user community has hugely appreciated this innova on for having reduced the burden on their maintenance staff and significantly enhancing the reliability of the equipment. - “Today more than two thirds of Indian Railway network has adopted this solu on and it will be not long before 100% of the network is covered.” “Innova on at work at Amara Raja!!” 50Gotta be a better way