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WOMEN BEHIND THE WHEEL
Mallika Srinivasan

The strength of a woman is not measured by the impact that all her hardships
in life have had on her; but the strength of a woman is measured by the extent
of her refusal to allow those hardships to dictate her and who she becomes.



allika Srinivasan is the woman steering the fortunes at the worlds third largest and Indias
second largest tractor company. Not only does she sell tractors, but she is completely
comfortable getting behind the steering wheel of one. She is a thought leader and a strategist,
recognized for entrepreneurship, commitment to excellence and contribution to Indian
agriculture machinery business and academia. Meet the Chairperson of the Rs 80.2 billion
Tractors and Farm Equipment Company.

M


EXECUTIVE SUMMARY



Ms. Mallika Srinivasan MA, MBA serves as the Chief Executive Officer of Tafe Motors And
Tractors Limited and has been its Chairman since January 2011. She serves as a Member of
Executive Board of Indian School of Business. She joined Tractors and Farm Equipment Ltd as a
Trainee in October 1981 and worked in various positions, including as Executive Assistant to the
Chairman and Managing Director, General Manager (Planning and Coordination), Vice President
and Vice Chairman. Ms. Srinivasan has been the Chairman and Director of the United Nilgiri Tea
Estates Company Limited since January 25, 2011.
She has been a Non Executive Director of Tata Global Beverages Limited (formerly Tata Tea
Ltd.) since October 22, 2008. She has been an Independent Non-Executive Independent
Director of Tata Steel Limited since May 21, 2012. She serves as a Director of Tafe Access Ltd.
and Tafe Motors And Tractors Limited. She serves as Director of Tractors and Farm Equipment
Limited.
Ms. Srinivasan has been a Director of AGCO Corporation since July 2011. She has been involved
with various industry and trade bodies, including as President of the Tractor Manufacturers'
Association. She holds a graduate MBA from The Wharton School of Business, University of
Pennsylvania, and an MA degree in Econometrics from the University of Madras.
Born 1959
Nationality Indian
Alma mater
University of Madras
University of Pennsylvania
Occupation Industrialist
Organization
TAFE-Tractors and Farm Equipment
Limited
Home town Chennai
Title Chairman & CEO



WHY WE HAVE CHOSEN WOMAN BEHIND THE WHEEL
Mallika srinivasan is a fascinating woman with a compelling story. Hers is the story of a young
girl who learnt the basics of doing business, by listening to the conversation of the family
elders, during meal times. From her father she learnt the importance of building enduring
relationships and the fine art of listening carefully and learning from every possible
opportunity.
Mallika joined her father, A Sivasailam at TAFE and steadily worked her way up under his
mentorship till he passed away a couple of years ago. The youngest kid in the company had to
make do with an office that was actually a portion of the corridor partitioned off. I had no job
profile, no office of my own, not even a window to look out from. But every time I asked my
father what I was supposed to do in the organization, he would merely ask me to find my own
niche!
Simmering with discontent about her paltry pay and the lack of recognition for her fine
education, she marched into her fathers office one day to express herself. I had a sense of
superiority because I had a business management degree but he effectively reminded me that
he had grown the company founded by his father without any fancy degree to his credit and
mostly with just home-grown business sense.
That incident taught Mallika the value of humility and she worked to put her company in the
envied billion-dollar plus club, along the way destructing the myth that women are no good in
engineering and manufacturing profiles.
She says, she learnt something new about life and business-
Adversity brings out the best qualities in you and makes you tough and
tenacious. The lessons that you learn during the tough periods last you for a
long time. TAFE is today one of the most profitable tractor companies in the
world.







VISION
Let us pledge that, together, we will build a global enterprise reputed for its
products and product quality, spearhead innovations in making agriculture
development sustainable, and further our vision of Cultivating the World."
A strong believer in giving women their due, she believes: "Success at work is too limited a
parameter of a woman's real value. She has the power to change the destiny of an entire
family".


MISSION
From a small beginning with just one tractor model in 1961, TAFE today is recognized as a high
quality mass manufacturer with an extensive product range to meet every farming need, innate
engineering strengths, uncompromising focus on quality and an immense reserve of
experiential knowledge gained through designing, developing, manufacturing and supporting
tractors that are synonymous to reliability and ruggedness.
To achieve the distinction of the first choice among the farming community of
India and ensuring a growing presence in international markets through setting
leadership standards of performance and customer care in the agricultural
machinery business.










A STRATEGIC THINKER
Every day I look for satisfaction from the things around me. I dont get intimidated by things.
My business decisions are taken after a good assessment of the risk so that they are well
thought-out decisions, she says.
Having successfully seen the company through many setbacks, there are experiences that give
one the ability to see things in a different perspective. Constantly raising the bar and addressing
challenges makes you more robust emotionally and gives you a sense of inner calm. Your
spiritual experiences also become part of your development process and make you a complete
person.
"Growth is never by mere chance; it is the result of forces working together."
She says, Life is so multi-dimensional that if you can have a positive approach, you can
continuously learn from it. Occasionally, some bad things come your way, but if you can look at
those too as an opportunity to learn from, you are on the right track. If you become critical or
bitter about your experiences, then you have lost the game. Circumstances can never be ideal
or perfect for you to become what you want to be.
Example:
As per the strategic plan of mallika srinivasan, Captain Tractors Private Ltd (CPTL) designed,
developed and manufactured compact tractors in the sub-20 hp segment for TAFE. TAFE would
then be the sole distributor of the tractors produced by Captain.
Well, we are actually thinking we need to recast. We believe it is a good market niche. It is a
long-term play. But we need to keeping in mind our quality standards and our value
proposition to our customers we would like to recast our strategy in that direction,
Her strategy is based on a clear definition of her long-term vision, and this sharp focus has been
the driving force of her strategy. She did not lose focus during time of crisis and this has been
the key factor behind the pattern of resource allocation over the years. Her entire plan is
derived not just from this vision- it has a well defined, clearly articulated and well- understood
link to it.




CSR ACTIVITIES

Mallikas corporate social responsibility efforts are laudable, the latest being TAFEs
cooperation with the Chennai Traffic Police in bringing in awareness against honking by vehicles
in Chennai. She has an avowed passion for making sure that development of education and
healthcare, in the country should be there in place. In fact, she has been instrumental in
backing entities like Sanakara Nethralaya, renowned eye care organization, Adyar Cancer
Hospital in Chennai and a slew of educational and healthcare facilities in Tirunelveli district of
Tamil Nadu. What is more, Mallika has been a patron of arts through her support of one of the
countrys leading musical tradition of Carnatic music through the Indira Sivasailam Endowment
Fund.
Other CSR activities are:
Women and child care, rehabilitation of disabled women contribution to management
education.
Kidney scan camp
Corporation school
Sri bala vidyalaya

WHAT WE HAVE LEARNED FROM MALLIKA
Mallika srinivasan is an inspiration to all of us- it is because she followed her dreams and
pursued a career of her own choice that she is successful and happy in life today.
Many of us pursue higher studies in areas that we are not interested in fact, we simply pursue
higher studies to attain high paying jobs. We should never pursue a career for its monetary
gains alone we should pursue something that we are interested in and the benefits will surely
starts seeping in.
This is a message to not only the youngsters but people of all ages-
We should always make a contribution to the society. No matter how rich or
successful we become in life, we ought to spare a thought for the
underprivileged and the poor and help them in any way possible. This way we
will we see growth in the entire society.



MOMENT OF PRIDE



On January 25, 2014, Ms. Mallika Srinivasan, Chairman& CEO of TAFE Group, was conferred the
Padmashri by the Government of India for her contribution to Trade & Industry. This is indeed a
huge honor and a big moment of pride for all of us at TAFE!

Let us pledge that, together, we will build a global enterprise reputed for its
products and product quality, spearhead innovations in making agriculture
development sustainable, and further our vision of Cultivating the World."








HONORS & AWARDS
BBC (1999) First Business Woman of the Year award for India.
Zee TV (2005) Zee Astitva Award for Exemplary Women.
India Today (2005) Business Leadership.
IIM Lucknow Lakshmipat Singhania Award (2005) National Leadership Award.
Economic Times (2005 - 06) Business Woman of the Year Award.
Business Today Awards (2004 - 10) Recognized as one of the - 25 Most Powerful Women
in Indian Business.
The Economic Times Corporate Dossier (April 2010) Most Powerful Women Leaders of
India Inc.
Ernst & Young (March 2011) Entrepreneur of the Year Manufacturing.
Business Today Six Most Powerful Women of India Inc.
Fortune Magazine Ranked 3rd among Indias 50 Most Powerful Women in Business.
Forbes Asia Recognized as one of the Top 50 Asian Power Businesswomen.

Do not get bogged down by the constraints you face, search for opportunities.
But most important, you must be happy doing what you do.