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Ways to make your brand successful-Book review

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Editor: Anisha Motwani; Publisher: Rupa; Pages: 283;

In today’s age branding is one of the most important questions that are asked of a product. Even just to thrive in a competitive market, one needs a successful brand.

For Anisha Motwani, the idea for the book began with a simple question: How is it that in a diverse, challenging and often predictable market like India, a handful of companies are doing an excellent job of attracting consumers and creating business value for themselves?

To answer this, she began digging deeper. “I realised that most of the (successful) companies have done something out of the ordinary and, in the process, they have stormed and shaken up the market, transforming stale categories into vibrant ones.”

Motwani, a business strategist, speaker and columnist, developed that simple question into a book from which people could benefit. As she put it: “This book create(s) a reservoir of success stories that can benefit others who are equally hungry for knowledge.”

The book has categorised companies into three parts — entrepreneur, challenger and legacy.

It has included brands like PVR, MakeMyTrip, Radio Mirchi, Real, Tata Tea, Sprite, Axis Bank, XUV500, Kurkure, Honda Motors, Sensodyne, Idea Cellular, Ford EcoSport, Fiama Di Wills, Cadbury, Kissan, MTR, Raymond, Saffola and The Times of India.

The book, however, does not mention any technology brand.

It also talks about the whole gamut of challenges the companies face, both internal and external which often become stumbling blocks to growth.

“I felt that if the wisdom of this handful of companies could be made available to a wider public, it would help many more people, in turn, become winners in their own spheres,” she said.

While going through the chosen companies, she discovered that it was possible to put a method on how to learn from these brands, how, as she puts it, one can storm the norm.

“I was clear that each brand story had to be authored by the people who were behind the wheels of the business, the people who conceptualised and executed game-changing strategies.”

The examples given in the book are business stories which were tried and tested. The narrative is not templated and typecast in a rigid format. “Since the individual stories have been crafted by different people, it was felt that the flavour needed to be retained in the final output.”

(Aparajita Gupta can be contacted at aparajita.g@ians.in)(IANS)(Image-studioabd.com)

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Diesel Exhaust Converted Into Ink by Indian Innovators To Battle Air Pollution

Supervised by young engineers, workers at the start-up company Chakr Innovation in New Delhi cut and weld sheets of metal to make devices that will capture black plumes of smoke from diesel generators and convert it into ink.

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representational image. VOA

Supervised by young engineers, workers at the start-up company Chakr Innovation in New Delhi cut and weld sheets of metal to make devices that will capture black plumes of smoke from diesel generators and convert it into ink.

In a cabin, young engineers pore over drawings and hunch over computers as they explore more applications of the technology that they hope will aid progress in cleaning up the Indian capital’s toxic air – among the world’s dirtiest.

While the millions of cars that ply Delhi’s streets are usually blamed for the city’s deadly air pollution, another big culprit is the massive diesel generators used by industries and buildings to light up homes and offices during outages when power from the grid switches off – a frequent occurrence in summer. Installed in backyards and basements, they stay away from the public eye.

“Although vehicular emissions are the show stoppers, they are the ones which get the media attention, the silent polluters are the diesel generators,” says Arpit Dhupar, one of the three engineers who co-founded the start up.

The idea that this polluting smoke needs attention struck Dhupar three years ago as he sipped a glass of sugarcane juice at a roadside vendor and saw a wall blackened with the fumes of a diesel generator he was using.

It jolted him into joining with two others who co-founded the start-up to find a solution. Dhupar had experienced first hand the deadly impact of this pollution as he developed respiratory problems growing up in Delhi.

An Indian girls holds a banner during a protest against air pollution in New Delhi, India, Nov. 6, 2016.
An Indian girls holds a banner during a protest against air pollution in New Delhi, India, Nov. 6, 2016.

A new business

As the city’s dirty air becomes a serious health hazard for many citizens, it has turned into both a calling and a business opportunity for entrepreneurs looking at ways to improve air quality.

According to estimates, vehicles contribute 22 percent of the deadly PM 2.5 emissions in Delhi, while the share of diesel generators is about 15 percent. These emissions settle deep into the lungs, causing a host of respiratory problems.

After over two years of research and development, Chakr has begun selling devices to tap the diesel exhaust. They have been installed in 50 places, include public sector and private companies.

The technology involves cooling the exhaust in a “heat exchanger” where the tiny soot particles come together. These are then funneled into another chamber that captures 70 to 90 percent of the particulate matter. The carbon is isolated and converted into ink.

Among their first clients was one of the city’s top law firms, Jyoti Sagar Associates, which is housed in a building in Delhi’s business hub Gurgaon.

Making a contribution to minimizing the carbon footprint is a subject that is close to Sagar’s heart – his 32-year-old daughter has long suffered from the harmful effects of Delhi’s toxic air.

Motorists drive surrounded by smog, in New Delhi, India, Nov. 8, 2017.
Motorists drive surrounded by smog, in New Delhi, India, Nov. 8, 2017.

“This appealed to us straightaway, the technology is very impactful but is beautifully simple,” says Sagar. Since it could be retrofitted, it did not disrupt the day-to-day activities at the buzzing office. “Let’s be responsible. Let’s at least not leave behind a larger footprint of carbon. And if we can afford to control it, why not, it’s good for all,” he says.

At Chakr Innovation, cups, diaries and paper bags printed with the ink made from the exhaust serve as constant reminders of the amount of carbon emissions that would have escaped into the atmosphere.

There has been a lot of focus on improving Delhi’s air by reducing vehicular pollution and making more stringent norms for manufacturers, but the same has not happened for diesel generators. Although there are efforts to penalize businesses that dirty the atmosphere, this often prompts them to find ways to get around the norms.

Also Read: Exposure to Traffic-Related Pollution Poses Threat of Asthma in Kids

Tushar Mathur who joined the start up after working for ten years in the corporate sector feels converting smoke into ink is a viable solution. “Here is a technology which is completely sustainable, a win-win between businesses and environment,” says Mathur. (VOA)