Krishna and Kotler

‘Krishna’ and Mr. Kotler

It is very amazing to note how the rich Indian Vedas and the modern day management are related, yet differ in their approach. Both are form different school of thought and equally important.

‘’Karmanye Vadhikaraste, Ma phaleshou kada chana, Ma Karma Phala Hetur Bhurmatey Sangostva Akarmani’’

Bhagvad Gita Chapter 2 Verse 47

The first consultant can be dated back to about 5000 years ago. He said, I will only advice and not pick up any weapon. It was the epic battle of Mahabharata and the consultant was ‘Krishna’. When the warrior Prince Arjuna, had put down his weapon stating that I cannot kill my relatives, the commentary was delivered by ‘Krishna’. The subject can be discussed in volumes, but in this article I am keeping my focus to only on the above verse and in context to what I have to express. Here, ‘Krishna’, says. ‘Only actions are in your control and not the result. Focus on the fighting well, don’t worry about the result, it is not in your or anyone’s control.  Arjuna, you don’t know the outcome of the war; don’t fight because you have to win, fight because it is your Dhrama to fight. Giving your best during the war is what you can do.’’

In modern day business, everything revolves in result. Result oriented marketing, sales, budgeting etc. The management and the people cannot control the target at all, but all discussion, appraisals etc happen only on target based. In fact, today most of the companies while hunting for the candidates to take up the business further mention in the JD – target oriented, result oriented etc. So much emphasis on target, what about the process? How much does it mater or it does not matter at all ? Growth is such a strong emotion.  Hook or crook target must be achieved.  This creates pressures which in turn creates – unhealthy abusive environment, health problems, wrong business practices and overall bad impression.

Targets are so critical that if one achieves it, he grows in the company and after some time when the same employee gives growth that is stagnant, the same people who once appreciate his work start doubting his capabilities.

Let’s change the focus and create a hypothetical company, where everything – the system and process are in order, and upgraded with the change of time. Do you think they will every have to struggle for business? If the set processes are followed correctly, target has to happen and it will not be superficial. It will be something that can be sustained for long. People are kept motivated, upgraded with the change in market dynamic; there is no way business will not grow. System and process when followed correctly make people responsible. It is responsible people who make a company. The most critical aspect is to keep on upgrading the systems and process, the market is changing at a very rapid pace, what seems relevant today may be relevant tomorrow, leading to static growth.

The 4 Ps of Marketing – Product Price Place Promotion ‘’ The Marketing Mix’’

Philip Kotler

This is the most effective modern day tool used by companies to achieve business objective. The answer to all you questions lies in this. I have high regards for this model. I had learnt this in my management days and then through my work life, I have implemented this, until now when I have explored my understanding on this subject. Most of the companies where I have worked and the people who I have interacted, the most common question is – growth is constant and we are unable to grow, there is huge pressure of growth. Be it a start up or established company everywhere there is this challenge for growth. If any organisation needs growth it has to be in line with the 4 Ps.

Product: Increase product

Price: Increase the price**

Place: Incase distribution

Promotion: Increase communication

The above 4 are the only ways in which you can increase growth and nothing else. No matter what schools of thought you come from if have to grow you have to do one of any of the four. The ways in which you do could vary, but the bottom line remains the same.

Mondelez India ( Chocolate Div.)

Till the time I had not gown up to an adult, I was thinking chocolate means Cadbury ( now Mondelez). Today when I go to the market, I see Cadbury almost everywhere – Malls, Mom and Pops, Chemist, Sweet shops almost everywhere, actually it is omnipresent. My understanding is if it is present everywhere, and there are limited new avenues of placement, from where the incremental sales come. With the growing awareness in people that sugar is not good for your health, people have become conscious about consuming chocolate. If we talk of promotion, almost all the avenues of promotion are covered. Emotion drives the category, all the ads connect emotionally. The chocolate category is an open category and there are lot of new entrants, the consumer number** remaining same, any switch over will hit sales. Name the channel and they are there Retail, HORECA, CSD, Travel, Gifting; almost all is covered. Products diversified in Chocolate, Supplements, powdered juice.  With all the loops being closed, imagine how critical is even 1% of growth is? Or how difficult will it be for the sales team to retain growth? So pressure increases, all to control what Targets.

‘Krishna says – Target is not under your control?’

‘Kotler says – Nothing is beyond the 4 Ps ‘

Where to go now?

Incase you need to have more view on the subject above you can write email on and have a discussion.


Vijay Sokhi

FMCG – Foods Professional

Operations, Business Consulting, Change Management, Sales Management, Start Up Implementation

The true capacity of a person (You are a brand)

What pride does a person hold, when is carrying the visiting card of a top MNC, say – HUL, Kellogg, Future Group, Nestle etc. This visiting card is so powerful that you can just walk through any account, any retailer, and any distributor and so on. They are always on top of situation and this is the image what the brand creates. When confronted with other less know company personnel , they carry an attitude in them, exhibiting that they are the best of the lot, sometime leave an impression on the other person, that their opinion does not matter.

Let’s look at a situation, take the brand out of the person and let him now create the business. The challenge starts now. At this point it is not the visiting card that works; it is the person who now is a brand on his own. There are two behavioural developments that happen due to this. Let’s look at each of them.

One – When the shift is made from a large company to a small company, the difficulty is immense. Most of the people are unable to find out why they who were once very successful with top companies are unable give significant perform.

Of the various finding that I have derived, the one most important finding is that, with large companies the brand does 70% of sales, the balance 30% is to be done by you. So most of the time, people are camouflaged with the success of brand, relating it to their success. This delusion creates lethargy in the mind of them and when they make a shift, they are unable to perform in brands that have less awareness in the market.  Bluntly speaking, they cannot work with products that are push product and are not supported by advertisement. Therefore you see most of the time people who work with brands are unable to replicate success when they move to smaller brand. Even if they do the success rate is very low.

((A small anecdote: People have funny reasons to work with brands. In one of my interaction with a person who was working with a smaller company, came to me and told me, ‘My family is unable to find a bride for me. The bride’s family is looking for someone who works in a branded company. I work in a moderate company, so no one is interested. Moreover you see, had I worked in a branded company I am also qualified to get a good, dowry.’’ I was so amused with such a reply that I had no reaction at all.))

Two – There are some other people, who are truly good and have the capacity to adapt. When they move out, initially they face a lot of difficulty but slowly and steadily they develop and are able to replicate the success. These are those people who have the right ingredient to create bigger success. Believe it or not, they are brands in themselves and will survive in any situation and make the turn around.

Creating the brand call YOU:

Practically it is the type 2, that are in the future successful Entrepreneurs and Independent consultants, who create their own business. They do face initial hiccups but are eventually successful. All their success is based on the moves that they have made on their own, not depending upon someone. If faced with problem, they would never run away, instead they would look it in the eye and solve the issue in hand.  They keep on upgrading themselves and are always ready to adapt to change though the knowledge they have. They never take shortcuts, they know that the road to success in long and they have the patience to wait and do it the right way.

The best part is they never retire; they keep on learning and working till the end of life.


Vijay Sokhi

FMCG – Foods Professional

Business Consulting, Change Management, Sales Management, Start Up Implementation

Karma – The Cycle will complete

Since our childhood most of us have at some place or the other come across the saying “Karam krate jao phal ki chinta mat karo’’, means ‘’ Keep on doing your actions without worrying about the result’’. Such a simple saying, we keep on reading it again and again somewhere or the other – calendar’s , desktop, at someone’s home or office, religious places, school, colleges and so on. For me this saying was not something new, but I could never understand it. Over the past few months, after coming across several articles, I have unfolded the meaning behind this.  It’s amazing how it is related to our daily life and work.

This derivation is from Shrimad Bhagvad Gita. I hope by the end of this blog, I will be able to connect how Karma and our lives are related.

The Law of Karma, states that, only karma (your actions) are under your control and whatever you are doing has a direct implication to your life. The Vedas have told us what is right and what is wrong; if you do good things it will have A implication and if you do bad things it will have B implication. But it has left us with the Free Will to choose. It our choices that we have made that have bought us to where we are today.

  • We at time look at people who are much ahead with us, stating that his CTC is 50 Lacs, 60 Lacs and so on. He has a plush home, classy vehicle. He is there not because he is lucky; he is there because of his actions. It is all related to the Karma. You too can be there but are you willing to
    •     Toil so much, work extra hours
    •     Always utilize time productively
    •     Meet commitments
    •    Take new assignments

If you do the above Karma’s you will definitely reach the  goal

  • Most of the companies make business plans and in the business plan we discuss that if we run offers, take strong visibility, and do advertising our business will grow. Now look closely what are you talking about – Karma, in a different from – offer, visibility, advertising, branding so on. If you don’t do any of the above, your revenue remains where it was.
  • We see so many people who take advantage of the position they are, by making the people under them toil. Putting extra pressure on them, making their life miserable. Look closely, all these people at some point or other are victim of some issues or the other, if not in professional life then in personal life. Karma has its own implications. You do bad, bad happen; you do good, good happens.
  • Many people looking for change in job but not getting it. Cribbing all the time, I am not getting an opportunity. This could be due to various reasons, actions/karma
    • May be you are a job hopper. All through your career have not been consistent and now that you want to grow up in the career, you are not getting a job, why – because at the senior level, employer looks at a person who is consistent.
    • May be you have stuck in a company for too long and developed a comfort zone. Your knowledge is limited to a special industry only
    • But mostly it is due to the knowledge-experience matrix, that most people are stuck where they are

It is said that Karma, itself is a cycle; it will not leave you until and unless the cycle is complete. Understand that if you are unjust with someone or you have cheated someone; and by doing so you are contended; it is only temporary. This deed of yours will come back you, it is not necessary that the same things will happen to you as you did to other, it may vary but it will come back. It’s a fact, look closely around you and do a little study you will see this happening around your friends, family and colleagues.

Good deeds are equally rewarded. Over the past, I have unfolded the more you give the more you get. I have been unselfish in giving. I was not like this before, I used to think – ‘’it’s my data, my analysis, why should I give it someone.’’ Even if I did, I did it incomplete. But now I am an open book, if anyone needs anything for me, I give it without any reservation. It is my ability to give, that I have started getting back. Again, note that the form is different. It is not necessary that if I have given an analysis of my subject to someone, I will get a some other analysis form someone. It could differ. In my case, I have made good friends, people who are much senior and knowledgeable than me; and the interesting thing is they in turn gave me so many ideas unconditionally that I see a  clear  path ahead of me.

You see that every where what input (Karma/action) we put in, we get the same kind of output. This person who I knew very closely have been a very smart person, earning good money, trying to make that extra buck by playing around with people, complicating things, poaching on data and people and so on. Most of his life he has seen a lot of success at the cost of so many lives. At the age of 56, when his only daughter married to someone he did not openly approved of, but had to eventually agree; he is a victim of so many diseases, depression and so on. And that her daughter has now moved out of India after her marriage, even meeting her is now not possible. The actions that were done in the past and the repercussion of the same are different, but Karma is not going to leave until the cycle is complete.

I can keep on writing on and on, on this subject, but I  won’t, I think most of  you who must have read it must be clear now what I intend to say.  But before I end, one last thought I want to put in, is – Results are not in your hand, it never is and it never will be. Check out all the big brands that you see around you today, do you think any one of them did ever know when they began their business in India, that they will be such a large company. The answer is no. Then how did they become so big – it is all about the karma that they have put in some form or the other, which have bought them where they  are today.

Whenever we make the business plan and we discuss on what to do, everything boils down to targets and when target is not achieve, people are held responsible. Why so much fuss about the target. Targets, must be there as a reference point. Look into your karma, ensure that you take all the actions correctly and targets will automatically happen. But the problem is, because the input does not come on time or is not executed properly, that numbers do not happen. Too much focus on targets that is not under your control will only increase the pressure and will never let things moving, you will loose manpower and if you cannot retain manpower, you cannot build the business. Act and rest will follow.

Karma is all in your hands. Do it. Don’t worry about the results.

Disclaimer: This above work of mine is just an interpretation of my understanding of Shrimad Bhagvad Gita. It is just and iota of derivative from  the Shrimad Bhagvad Gita


Vijay Sokhi

FMCG – Foods Professional


Business Consulting, Change Management, Sales Management and Motivation