Ensemble-Emagazine

Money has won over
the innovation
There is famous saying “BAAP BADA
NA BHAIYA SABSE BADA RUPAIYA”.
To be true from bottom of my heart
I have never taken it seriously and
always thinking it’s just saying but in
current scenario it is well proven either
we take example of our normal family
life or corporate life or industries. Here I
am taking example of industries related
to FMCG, E-Commerce and Telecom
domain in this perspective.
Competition is growing day by day or
let me use other word like its “Throatcutting”
era where only thing matter is
“To prove your existence”.
Let me take you to history by giving
example like “How two industries
competition cum war end up in
acquisition on history pages”.
In 1970 Coca-Cola had made their
expansion in India and became the
most famous brand till 1977, due
to Indian government policies. At
that point of time, Thumps-up and
Campacola were launched by Chauhan
brothers (of Parle) and Chiranjeev Singh
(pure drinks). They had made there
mark in India with the advertisement
‘Happy days are back again’.
But after 16 years coca-cola again
made the entry and they had to face
tough competition against Thumpsup.
But since they were profitable in
other markets they had forced Thumsup
to sell their ventures to them by
saying either you sell to us or we will
burn your cash out by providing free
drinks in market. This was the Indian
venture which had provided the tough
competition to its foreign ones but had
been sold out due to lack of funds and
lack of fighting spirit.
In current industry scenario gossips of
Flipkart vs Amazon and RJIO vs other
Telcos showing similar signs.
Amazon made their entry in India with
the huge capital. Since Flipkart also
has the best brains in the industry to
innovate and beat the beast Amazon
is. But these best brains may lose
hope in the vision and may be lured by
amazon through hefty packages. So, it
boils down to capital game at the end.
I believe in the 90’s thumps up could
have done great if they had fought
till the end. But it is the capital and
sentiments of people towards foreign
companies made them quit.
I totally agree with Flipkart that they
have much innovation and larger
audience to impact upon but Amazon
lost against Alibaba in China so they
are on their toes to mark their presence
in India even at the cost of money.
Regarding RJIO as being a green
field operator they want to make their
market base at cost of money. In my
opinion RJIO have enough capital
base or we can say they already have
clear strategic plan like “By giving free
they will atleast able to make name in
market and in that way other Telcos
burn the cash to beat the competition”.
In current telecom market scenario
there is a huge chance of merger
between big Telcos so let’s see
How 2017 will change or make the
history in terms of earlier scenarios.
Let me end up my article on positive
note as per the famous saying ‘SATYA
PARESHAN HO SAKTA HAI PARAJIT
NAHI’, If Flipkart or other Telcos still
have true innovation and fighting spirit
left then these guys can easily beat up
rivals.
Gaurav Sharma
BNES GSI S&M NTWK
PROD RAN HW SW