CHAPTER SEVENTEEN
Unlocking Latent Energy
Always keep your eye on the ball, and keep it in play.A dictum of ITC’s marketing division
MY FIRST CONSULTING JOB
I received my first significant consultancy job with VST Industries (VST) to assist them in their function of marketing of cigarettes. At that time, the managing director of VST was Raj Sujan, who had worked several years ago as a member of my team in ITC. The non-executive chairman, Monu Basu, was also known to me as we were together on the board of ITC. The marketing director of VST had just retired and this position was being directly looked after by Raj.
STATE OF AFFAIRS AT VST
Over the last five years or so, VST’s market share had slipped by about five points; its volume had shrunk ...
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