Aditya
Birla Group
Business Today
January 9, 2011
Transformed, and ready for the Big Leap
The
world has witnessed phenomenal changes over the
last 15 years and India has been no exception. It
has been a defining period for India in many ways.
The most notable achievement has been the acceleration
of growth from five per cent-plus to nearly nine
per cent today. India has emerged as one of the
world's new economic success stories in the last
10 years, as the impact of the liberalisation process
begun in 1991 achieved a critical mass and made
it one of the world's fastest growing economies.
These years have been marked with some macroeconomic
shocks as well: the East Asian crisis, the economic
sanctions that India attracted when it carried out
nuclear tests, the collapse of the dotcom bubble
followed by 9/11, the super commodity cycle of 2006,
and the subprime lending crisis ending with a deep
recession in 2009.
The
world's view of business and capitalism has taken
a beating because of the economic meltdown of
2008. Governments have moved dramatically to the
left of centre in the past couple of years. Almost
without exception, governments will now be vigilant
in taxing anything that they could define as 'super
normal profits'.
So
running a business will only get more challenging,
in every way. That is the transformed context
in which.businesses will have to operate in the
near future. The financial crisis has triggered
more regulations and monitoring processes, and
businesses need to prepare for a more regulated
environment.
Fortunately,
over the years, the Aditya Birla Group has developed
a strong shield against precisely such adversities.
We have always lived by a strong moral compass.
Today our efforts stand vindicated. In the 15
years since I took over, we have transformed ourselves
in some very fundamental ways.
First,
every organisation, at some point, needs to import
skills from the outside. We too have changed,
from a very homogenous group of people with a
striking similarity in backgrounds. to a heterogeneous
and diverse entity. From barely 10 nationalities
in 1995, today our workforce spans 40 nationalities.
In many ways then, the group is a melting pot
of cultures. We have done this even whilst retaining
our values and our distinct identity. Our values
- integrity, commitment, passion and speed - provide
the organisational glue that binds us together
seamlessly.
Second,
we have morphed into a youthful organisation.
In 1995, the average age of our management cadre
was 56 years. Today, it is down to 36. There were
few women executives. Today, they account for
17 per cent of the management and supervisory
cadre. Gen-Y has grown from just two per cent
of our people to 28 per cent. This shift in demographics
brings with it a changed set of expectations.
Third,
when my father looked beyond the shores of India
in the late 1960s to free himself from the Licence
Raj, it was truly visionary. In doing so, he earned
respect and prestige not only for his own enterprise
but also for taking India to South East Asia.
Now when we make investments overseas, it is driven
by our vision to be a premium global conglomerate
with a clear focus on each business.
Nearly
60 per cent of our turnover comes from our global
operations. And nearly one-third of our group's
130,000-plus employees are not Indians. We have
consciously built a meritocracy and a focus on
building star teams rather than individual stars.
Few organisations can boast of the competency,
passion and commitment that our people show.
After
20 acquisitions in 15 years, and after shedding
unproductive assets and divesting businesses that
eroded shareholder value, we have emerged fitter,
stronger and a leader in many ways. For a group
that traditionally followed the organic route
to expand, the inorganic stairway to growth through
acquisitions was a major departure that has served
us well.
Just
two examples. Our group's flagship, Hindalco,
through a slew of buyouts coupled with expansion
at existing sites, has risen to become a metals
powerhouse, ranked among the world's top five
aluminium majors, with 33 plants in 13 countries.
The acquisition of Novelis catapulted Hindalco
to the top of the league in the rolled products
segment. Hindalco today has become a truly global
corporation.
In
cement, after a spate of acquisitions and the
consolidation of the cement business of Grasim
with UltraTech, we are now India's largest cement
producer. With the acquisition of ETA Star Cement
Company in Dubai along with its operations in
the UAE, Bahrain and Bangladesh, UltraTech is
now the world's eighth-largest cement producer.
From a bit player in 1995 with a capacity of 8.5
million tonnes per annum, we have a capacity of
52 MTPA today.
From
being primarily in manufacturing, today we also
have a considerable footprint in services. Idea
is the fastest-growing major telecom player in
the world's fastest-growing market. In retail,
"more" is the second-largest supermarket
chain. In financial services, Aditya Birla Financial
Services is a significant non-bank player. Our
BPO is among the global top-10 in the non-captive
space.
On
the back of strong fundamentals and the gains
from our restructuring and consolidation exercise,
I believe this is the right time for us as a group
to make a quantum leap. It has become imperative
for us to view growth from an altogether higher
and different plane and to dream of a bolder future.
We have every reason to be upbeat, especially
if we look back at our past. In 1995, we reported
revenues of $2 billion. In these 15 years we have
grown 15 times with revenues of nearly $30 billion.
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