A Case Study By Prof. Ishwar Dayal
All rights are reserved. No part of this publication may be reproduced, stored in a retrieval system, used in a spread sheet, or transmitted in any form or by any ____ electronic, mechanical, photocopying, recording, or otherwise – without the permission of Birla Institute of Management Technology, Plot No. 5, Knowledge Park II, Institutional Area, Greater Noida, (NCR), U.P. 201306


Disclaimer: Case is written by Prof. Ishwar Dayal, as a basis for class discussion rather than to illustrate either effective or ineffective handling of an administrative situation.

Page 1 of 5

The job gave me material comforts and I was able to construct a house in South Delhi at a young age of 29 years. Talking about the contribution of MART. They modify. the year Pradeep turned 40 he resigned from his corporate job after 18 years in the sector. The Guru suggested that working for the rural poor could be more meaningful. Earlier they were funded by World Bank and Department of International Department (DFID). His last assignment was as Head of Marketing of a large Japanese auto ancillary in 1987. For the next 10 years Pradeep and his small team worked on minimal remuneration for several NGOs. In 1987. As an illustration. sustainable livelihoods for the rural poor in AP. He had several discussions with the Guru about the meaning and purpose of life. because rural development is their mission. the world works behind you”. He established MART in 1993 a consulting firm to serve rural poor. commercial. In rural traditions melas or village fairs were (and in some cases still are) of great importance Page 2 of 5 . Government of India. and was greatly impressed by his ideas and the model farm and dairy in the Ashram. MART is working as Livelihood consultant to World Bank funded projects in Orissa and Maharashtra to create large scale. product development.After an engineering degree from BITS. He said that “We co-created ‘Project Shakti’ with Unilever where 50. UK on creation of large scale.” In 1980 Pradeep accompanied his wife to her family Guru’s Ashram in Almora district. or redesign. Technically their approach is superior– they research the market thoroughly to improve the lives of the poor. Pradeep gave some examples. Tamil Nadu and MP. market strategy and promotion assignments. One reason why they are chosen over others came from an associate who said. central and state governments and donor agencies on poverty reduction programs for which he travelled extensively to rural areas. Since then MART has worked with many Fortune 500 and large Indian companies. Pilani in 1969. Millions of artisans produced traditional handicrafts but they had no knowledge of what products will sell or how to access markets. It is used in the Indian subcontinent for all sizes of gatherings and can be religious. But a hollow feeling kept bothering me. in market research. MART is often chosen as project consultant in preference to international and larger organizations because of their committed approach and deep involvement in rural areas. sustainable livelihoods for the rural poor – in the forestry and agribusiness areas. He explained when you work for money. Pradeep said “I come from a wellto-do filmily. or suggest alternate uses to the advantage of the community as well as the manufacturer. cultural or sport-related.000 poor rural women across 12 states have been appointed as company dealers. Pradeep undertook market research. Initially he worked with an NGO for 2 years and thereafter as a Marketing Advisor to the Ministry of Rural Development. not merely on sale of a product. 2 Mela (Sanskrit: ) is a Sanskrit word meaning 'gathering' or 'to meet' or a fair. The job required extensive travelling and experience in widely different areas. MART focuses on what people need. Pradeep was innovative in his job and was appreciated by his peers and supervisors.” These women have doubled their family income and utilize the additional income on better health care and education for their children. This was the genesis of setting up a corporate rural marketing division. product modification and created a MELA2 system for sale of rural product in urban areas. Pradeep Kashyap served in three multinational companies in marketing. In 2000 a corporate house approached MART to undertake research for their product in rural markets. This involvement of MART continues and has expanded over the years. you are alone but when you work for others. “MART is dedicated to the work they do.

they expanded their involvement in neighborhood countries and Africa. chemists and local youth as health entrepreneurs. 2000 onwards. Three hundred melas have been held in 75 cities. These have benefited 100.” “We have developed a last mile rural distribution model for Colgate involving local youth as entrepreneurs on cycles. maneuvering and work for personal rather than organizational and social goals. and in phase III.” “We have enabled development of low cost health care products like baby warmers. shandies. We have promoted TATA corrugated roofing sheets through HAATS3. and international agencies. groupism.“We brought 10. work in teams and learn from one another.” “Whatever work we undertake from government or corporate clients. These are sometimes periodic (once a week) and sometimes permanent. they have. Rather project leaders should choose the project.000 poor producers and encouraged them to continue their craft in the village. This initiative recorded a sale of 90million rupees in 2011. His experience of over 40 years in multinationals. business and government repeatedly shows that managers tend to develop an attitude of ‘what is in it for me’. between the years 1993-2000. the person chooses his team and handles everything that is required for the project. Three million people have been exposed to this program and 12. Pradeep said that he wanted to develop an organization where people are self-giving. chindies or painths. testing labs. angadi. hatwari. There are three identifiable phases of development. Organizational Orientation Strategy for diversification followed by MART is that whenever a project comes which is different from what they have been doing. MART had a small number of people and worked on rural development in the Livelihood sector with NGOs. 2009 onwards. Currently.000 patients cured over the 2 year period. they added rural marketing in corporate sector. and shows potential. Once responsibility for the project is decided. peta. ECG machines and ultrasound machines for a multinational company. In phase I.” “I started Gramshree melas in 1989 for sale of rural products in urban areas by artisans.” With dedicated manpower MART has innovated and helped in creating a variety of services in rural areas. In phase II. they work to improve quality of life of people and society. They employ 100 people. besides Delhi. He wanted people to feel free. and have a sense of belonging. and are driven from within themselves rather than wait for external motivation. central and state governments. and develop knowledge-base. they create a nucleus group who have familiarity with. otherwise also known as haats. our primary focus remains the rural poor. competition. His experience of different 3 Rural markets.” “We have co-created a unique business model with NOVARTIS in 5 states for treating TB patients in rural areas by activating the private sector health delivery channel – doctors. significantly enhancing income of the poor families. secretiveness. offices in Bhubaneswar and Pune. MART believes that projects should not be forced upon people. Page 3 of 5 . In this process they have also created Public Private Partnerships to benefit local communities. and interest in the particular sector.000 women from 500 villages in 6 of the most backward districts of Odisha into a “Collective Marketing ‘model.

He said that he had no opening but he will contact me when he had one. My first impression on meeting him was that he was totally unassuming. keeping in view the expertise that would be needed in carrying out the Project. when a friend suggested I go and see Mr. Employees are free to move from one group to another and approach any one for technical or personal help.5 % share of the company. all expenses are met by MART. In the last 5 years only five employees left MART. All decisions are taken in meetings where anyone can raise an issue or problem. and I made up my mind that I wanted to work for him. In some cases I asked for some events. The average age of employees is 30 years. He shared his plans and his vision. accounts. As a team works on the project. The Project leader chooses his team in consultation with senior colleagues.salaries. Pradeep expects that over time everyone in MART will become a partner and the company will be owned and run by them. they take over total responsibility of the Project. followed by lunch for everyone. “I had come to Delhi in search of a job in 1995. involve other colleagues. MART is modeled on family values. MART meets half his program fee. When a project proposal comes to MART. MART has no hierarchy at work. Everything is open at MART. a group of two or three senior consultants discuss it and depending upon the interest. Several colleagues sit down to analyze the reasons of failure and genuinely try to learn from the experience. we have not looked back for work after this project.kinds of organizations shows that the only organization that ensures lifelong belonging is the family. Once a team is formed. For many MART is the first job. I was engaged in some odd jobs. knowledge and experience. In case anyone violates the norm the effort is to discuss the problem with him or her. In case of personal differences. Kashyap. and encourage him/her to learn from the mistake. Soon after I joined we got a big World Bank project. Reactions of employees to MART Some comments made by individuals in my interviews with them about their work and life at MART are reproduced below. success or failure is attributed to the team. situation to support abstract and open statements. the individuals resolve among themselves. I said I don’t mind. I experienced professional and personal growth and cooperation at work I had not experienced elsewhere” Page 4 of 5 . All the comments are made without probing. There is no stigma attached to failure. MART works only one Saturday of the month where some external expert is invited for a talk. If the organization sends the individual for any chosen program. This is seen as a strength of MART because they do not hide failures as people often do in many organizations. of these 3 have rejoined and the other two want to return. An employee becomes a partner after 10 years of service and MART gifts him/her 2. He said that he could not pay much salary. not any individual. open and friendly. My mind was made up and without waiting for his call I called him within two days and told him that I want to join. the oldest being 42 yrs. If an individual wants to attend some training program of his interest. Everything being open and known to all. there are no ‘behind-the-back’ or office gossip. plans and all such matters. The Project team can discuss with anyone they wish or seek new knowledge inputs.

The other day I went to a senior colleague who was busy completing a report. It is easy to talk to him about personal problems. I felt obliged to personally tell Mr.“Pradeep Sir is the caring Head of the MART family and not a typical. Kashyap does not speak much but he knows what everyone is doing. like others. develop and acquire new skills. opportunity for selfdevelopment. We can express our views openly. What should MART do to sustain its culture while growing its business and staff? Page 5 of 5 . skills development and agribusiness. The model is derived from their conviction. experiment with new approaches and remain one step ahead of other organizations in providing cutting edge knowledge. Kashyap had come to deliver a lecture. belief and commitment to the organizational attributes and the work culture. There are few rules and regulations imposed on us from above. It also expects to spread geographically in India and abroad. I decided that I wanted to work for this organization. From day-one whenever I talked about my having done this or that. After joining.” “Whenever I approach anyone in MART with personal or work related problem people co-operate. colleagueship and variety in work. I go to him for my personal problems. a part of the process. It is good to share ideas with friends.” MART expects to double its business in 2 years and develop additional expertise in healthcare. Kashyap about my decision.” “MART helps us mature our thinking which makes me feel good about myself.” “In every project I learn something new. This is how we work in MART. I found MART to be even better than what I had imagined it to be. He put his work aside to discuss my problem and resolved it. Pradeep corrected me to say that achievement or failure is of the team. MART has given me maximum freedom to work. MART has helped me to widen my interest and I enjoy my work. He listens to our personal problems patiently and resolves them. We can disagree with a point without fear of personal risk. innovation and experimentation with ideas. and not that of an individual.” “Coming to office is like coming home” “I had a personal problem at home and could see no solution other than resign from the company. I did not have to leave the company.” “The work environment is relaxed.” “Mr. western approaches have generally failed to create the desired work culture.” “He talks to people at their own level. Experience suggests that in an affiliative society like India. He is always available when you need him. After listening to him and going through the website of MART.” “During my college days Mr.” “Of all the places I have worked.” “MART provides continuous scope for enhancing my knowledge. MART believes that its strength lies in the leadership and the family-like work environment. All decisions are taken in meetings through consensus. He found a solution that had not occurred to me. The experience here makes you grow and gives you confidence in yourself. Each project is different. I was selected in the campus interview. MART has to learn. respect. We believe in collective decisions and I am. Before sending a formal resignation.” “MART is a very open organization. besides work related issues. formal CEO in a company. We work on projects in a team.

Sign up to vote on this title
UsefulNot useful