THE EDITORIAL

Address,

Agriculture in India began as early as 9000 BC and employs CONTENTS

60% of the work force and contributes 18% to the GDP. The
agro- biotechnology sector is growing at 30 % thereby
reflecting the strong influence of Biotech in this sector as • Cover Story 3
well. The stake of Biotechnology in Agriculture will go on
increasing with the constant need of improved productivity.
Indian Government is constantly working to achieve the -- Mini Potatoes
magic figure of 4% growth in Agriculture sector. Agriculture
in India would remain a mainstay for a large share of the
rural population in the next decade. Promoting more • Articles/Analysis 4
agricultural growth would help in achieving strong economic
performance for the country. Keeping this in view, this issue
is dedicated to the Agriculture sector. --The Purple Revolution
In order to evaluate the scenario of tissue cultured crops a
project has been undertaken by the students of PUMBA to • Back to Society 5
analyze the business opportunity for Potato mini tuber
production.

An article on what can be done to consider the aftermath of --CSR initiative by PRANAV Group
introduction of Bt-Brinjal in India has also been included.

An interview by Dr.Vikas Khaire has also been incorporated • BT News 6

which throws light on the various aspects pertaining to GM
crops and biopesticides and other parameters of
agriculture. --Ensure Insurance
One of the 12 part series of the CSR activities undertaken
by various companies has also been included. • Candid Talk 7
In the BT news section the increasing number of ventures in
this field is considered and the impact it would have on the
sector.
--An Interview with Dr.Vikas Khaire

A section upon the recent happenings in PUMBA has been

also included. • PUMBA News 8
Your feedback and Suggestions are welcome at
thepumbagazette@gmail.com --Guest lecture by Mayuri Bhan
“Reading gives us someplace to go when we have to stay
where we are.”- Mason Cooley

Sincerely Yours,
Chief Editor: Queeny Bubna, MBA-BT (Sem IV)
(The PUMBA Gazette Team)

(The detailed project report shall be provided on

enquiry. Kindly send in your enquiries at
thepumbagazette@gmail.com)
Mini Potatoes…
would increase profits after the initial period wherein
investment may be required. However the payback period is
Agriculture is the major driving force that contributes to
not expected to be very long and the project would likely
Indian economy. It is the way of life for more than sixty per
fetch a good return on investment. The approximate
cent of India’s population. Cultivation of land not only
payback period calculated ranges between 4-6 years.
sustains the livelihood of farmers but also provides a social
milieu for their day-to-day living. No wonder the hopes,
The cost of logistics is 10-15% of the total cost for the
despairs, joys and sorrows of rural communities are woven
companies surveyed. Also the share of R&D varies from 10-
around what the land provides.
20% of the total cost.
Potato is ranked as a highly valuable crop and is consumed
as staple food in many parts of the world. Tissue culture (in Table 1: APPROXIMATE COST PER ACRE (IN RUPEES)
vitro) technology has enormous advantages in potato seed
production. One of the major advantages is the eradication (Seeds sown:1000kg)
of different kinds of viruses that cause the drastic reduction
of yield in terms of quality and quantity of the crop. There is
huge demand for tissue cultured potato today as it gives a Contents Tissue cultured Traditional
higher yield and a better quality product. potato potato

Keeping this in mind, a survey was conducted to estimate Seed tubers 16000-20000 10000-12000
the expected demand in the market for the product and to
detect the business opportunity in this field. The first part Land 500 500
was done by conducting field work in potato belts of preparation
Gujarat, Maharashtra and West Bengal. Data was obtained
by personally interviewing the farmers. A sample size of 85 Fertilizers 2800 2800
farmers was identified using stratified random sampling and N:P:K
snowball sampling methods. Then an estimate regarding Irrigation 800 800
the demand of the product and its feasibility was evaluated.
Labour 7000 7000
The second part focussed on analysis of both domestic and
international competitors in the market. Structured Chemicals 2500 2500
Questionnaires were mailed to companies enquiring about
their product, production capacity, advantages and Gunny bags 900 900
disadvantages of the business. An approximate cost benefit Organic 1000 1000
ratio sheet was prepared in order to quantify the data manure
obtained by means of survey (Table 1).
Cost of 31500-35500 25500-27500
Data collected revealed a positive response in terms of Cultivation
quality and yield after usage of tissue culture by the Gujarat
farmers i.e. use of tissue cultured crops is definitely Yield 12-15 ton 8-10 ton
expected to increase profits for farmers and thus would Market price 5-10 5-10
mean profits for company. Rs/kg

Farmers surveyed in Maharashtra and West Bengal are Value of 60000-150000 40000-100000
unaware of tissue cultured potato, thus signifying an output
untapped market. In spite of big players in the market,
Gross profit 28500-114500 14500-72500
there is still a huge gap between demand and supply. The
11
actual demand for mini tubers is about 10 tons, however
7
the actual supply calculated is about 10 . This presents an ADVANTAGES:
opportunity for new players to venture in this field. As there • Increase the production by 10 -15%
are not many companies in this business it is the right time • Virus free seeds
to tap this growing market. • Seeds with good luster and uniform size (Fetches
good price in market)
The tubers produced in the lab and/or in the greenhouse • Cost benefit Ratio: In spite of high seed cost
and consequently, in the open field would become a source fetches good returns in the long run.
of prosperity amongst the potato growers. This would
provide a chance to export good quality seed potatoes in LIMITATIONS IN POTATO MINI TUBER PRODUCTION:
different parts of the world by improving productivity and • Presently very few farmers are using tissue cultured
quality standards of the seed tubers. Moreover it would potato in their field mainly due to 3 reasons;
protect the integrity of potato industry by ensuring only high 1)High price 2) Low availability 3) Unawareness
quality potato seed to the growers. • Fluctuating prices in the market.
• Government regulations.
Thus there is an immense scope and room for business in
this case. Such a business would be worthwhile as it would
serve a social cause by solving the food problems of the
nation. Nationwide implication of this method would also
Compiled by: Queeny Bubna & Vandita Javali (MBA-BT,
boost the economy as there would be room for export. This
Sem IV)
endeavour would definitely benefit in the long run as it
3
The Purple Revolution
Primarily an agrarian economy India has seen a lot of
changes in this field since precedent times due to various
developments. The “Green Revolution” a major among
them, triggered a channel of alterations in this principal
sector of the Indian financial system. The most effective
and massive changes were brought about while working
on lines of Green Revolution: “Using Seeds with Improved
Genetics”. One such successful change was brought
about with the introduction of first genetically modified crop
i.e. Bt Cotton.
Technological changes in agriculture have always
contributed significantly to yield improvement and better
quality with lesser inputs. However instinctively human
mind is resistant to change and thereby such technological
modifications always lead to opposition especially when it
revolves around the basic human need of Food.
A series of thoughts have started to reap up with another
such initiative of commercialization of genetically modified
food crop, BT Brinjal. It is a genetically modified crop
developed using Bt technology and transformation process
similar to the one applied in Bt cotton. This genetically
modified crop carries an additional gene that provides in-
built insect protection against fruit and shoot borer
(FSB).It’s a matter of national pride as an Indian company
in collaboration with the public sector institutions has
developed and taken its first biotech food crop-Bt brinjal
close to commercialization.
A major hue and cry was observed with the GEACs’ (India’s
Genetic Engineering Approval Committee) approved
th
commercialization of Bt brinjal on 15 Oct 2009. The
decision was largely condemned by environmentalists,
various NGO’s and farmer’s organizations on various
grounds of safety and risks involved with commercialization
of this GM food crop. However the risk assessment in India
does not compare the GM alternative with that of other
alternatives like organic. Also the socio-economic risk
assessment does not ask fundamental questions related to
the interests of the poorest and most marginalized farmers.
The introduction of Bt-brinjal will definitely bring some
benefits to farmers like considerable reduction in cost of
production by saving on cost of insecticides and manifold
increase in yield per unit area by saving fruits from damage
caused by FSB. Significant improvement in marketable
fruits thereby increasing income per unit area may also be
observed. Also reduction in direct exposure to insecticides
would lead to lesser health problems.
Farmers would gain a lot but the benefit to consumers and
society cannot be ruled out as consumers will have a
choice to buy non infested, undamaged and good quality
brinjal fruits. Bt-brinjal will offer consumers fruits with
almost no or significant reduced level of pesticide residues,
well within the prescribed MRL. With maximum technology
adoption a 15% decrease in market price of brinjal is
predicted by Krishna & Qaim (2007) thereby making more
affordable brinjal fruits in the market.
The above stated benefits seem to be lucrative but one
must not overlook the other side of the coin. One of the
concerns raised is that the biodiversity of brinjals those are
native to India, will be threatened by introducing the
modified one as cross-pollination can lead to the native
variety being contaminated. Another reason of farmer
community going against this is because if the seed is
released, it will result in a monopoly and exploitation of
poor farmers by multinational companies. Another school of
thoughts of environmentalist are of the view that "Nature
has evolved itself in a well balanced way and if we play with
the genetics of nature, there are bound to be side effects”
One of the major side effects being that the pests can
become resistant to the toxin itself or develop into more
resistant and harmful strains. It may also happen that the
pests might move on to another crop owing to its inability to
consume this particular one.
One question which is still unanswered: “Is there a problem
with the present variety of brinjals we have?” According to
significant sources; "We are not facing any shortage of
brinjals and there is enough for everybody”. So what is the
reason behind the government and the approval committee
introducing it? Will the growing usage of GM crops bring
with it disturbance in food chain and hence leading to
adverse effect on Mother Nature? The issue of GMO is still
a very sensitive issue worldwide and more so in India, as it
is still in its development stage and a production economy.
To sum up it can be said that the growing population and
the food needs can be met by use of GM crops only but
using these may interrupt the ecological balance. Hence a
cautious approach to the acceptance of these should be
adopted wherein a balance needs to be maintained
between the society and the nature. Society and nature
coexist and so interest of both these should be considered
and would be an ethical means of dealing with the issue. A
proper study with respect to human trials is a must before
launching GM crops to prevent its catastrophic effects. This
implies that technology should be exploited for the benefit of
human race but not at the cost of nature.
As aptly said by our Honorable Prime minister of India Dr.
Manmohan Singh that” We need to strike a balance
between using the potential of Biotechnology to meet the
requirement of hungry people while addressing concerns
about interfering with nature”.
Compiled by: Kiran Dond & Ankita Barve
(MBA- BT, Sem IV)
4
Back to Society: CSR Initiative by
PRANAV Group of Industries
The Suraj Foundation is also engaged in promotion of sports
in Sangli district. The Sports Academy organizes various
competitions and conducts tournaments in games like chess,
basketball, handball and football at district, State and
National levels. The Academy is credited in inculcating a
strong sense of physical well being for the school children at
an early age and developed players of State and National
levels. In sports Sunita Patil, a school student, won Bronze
Medal at International meet in Shasha, Russia in Judo.
Pranav Group of Industries was established in the year 1955
and today they are one of the largest players in the agro
sector. It started off with the production of edible oil and today
the Pranav Group has diversified into solvent extraction,
refineries, oil processing, animal feed, food machinery,
Biotechnology, agri inputs etc.

Pranav Group started Suraj Foundation to run its CSR

activities. The Nav Krishna Valley School was founded in the
year 1993 providing education to all the communities in the
MIDC industrial area in Sangli, Maharashtra state. This
educational institute is based on Indian Rishi Sanskriti.

Suraj Foundation also provides Hostel facilities and has a

provision to accommodate 100 boys and girls each. It
provides nutritious vegetarian food and modern amenities for
comfortable stay.

The school imparts knowledge in every field and strives to

inculcate high ethical values in children for their overall
development to be better citizens of India.

The objective of the school is to provide Education to children

and dependents of employees in MIDC and surrounding
areas. All round growth in all spheres is the motto of the
school.

Infrastructure provided in these schools is of top quality and
matches the best in this field. Spacious Buildings, Spacious
Classrooms, Excellent Science Laboratories, Separate Book
Library with Time/Life Series Books, Special Computer
Center, International Standard 400 Meters Athletic track, Tray
Mix Cement Basketball with Floodlights For Night Play,
Separate Music Hall, Access to Swimming Pool, Wooden and
Howa Badminton Courts, Judo Hall, 8 and 16 station Multi
Gyms, Football, Cricket, Handball, Volleyball, Horse Riding
are some of the highlights of this school.
In the wake of its business growth, Pranav Group has also
fulfilled its social obligation by starting Medical Foundation
and Home for Senior citizens.
_________________________________________________
Special Thanks to: Mr. Umesh Bomble, Pranav Group of
Companies.

The English Medium School has consistently given 100%

result at SSC examinations for 3 consecutive years.

5

Ensure Insurance
Sticking to his policy of “CHANGE”, US President Barack Obama
finally introduced his new Healthcare bill, passed by the US House of
Representatives and awaiting nod from the Senate, to include all the
Americans in the health Insurance coverage and to improve
healthcare infrastructure all over the country. This plan has come as a
result of/in view of the continuously and speedily increasing healthcare
costs in the recent years. Obama promised Healthcare improvement
as one of the prime agenda during US Presidential election but
immediately after entering white house, he was surrounded by dark
clouds of economic downturn and war. So now In order to get his
policies back on track and to make healthcare affordable for the
masses, he has introduced this bill.
In the US, from 2000 to 2009, Employer-sponsored health insurance
premiums have doubled at a rate 3 times faster than cumulative wage
increase making it highly difficult to pay healthcare insurance
premiums for Americans.. In 2007 alone the United States spent
approximately $2.2 trillion on health care which was16.2% of the GDP,
or $7,421 per person – nearly twice the average of other developed
nations. By the introduction of this new bill, the above stated
expenditure is said to be reduced to approximately $650 per person or
$2,000 per household in the long run.
In order to stick to his principle goals of controlling the spiralling
healthcare costs, guarantee choice of doctors for individuals and to
assure high quality and affordable healthcare facility to all Americans
including the 45 million people who lack health insurance he has
outlined eight principles for health reform:
I. To reduce long term increase of healthcare costs for
businesses and government.
II. Protect families from bankruptcy or debt because of health
care costs.
III. Guarantee choice of doctors and health plans.
IV. Invest in prevention and wellness.
V. Improve patient safety and quality of care.
VI. Assure affordable, quality health coverage for all Americans.
VII. Maintain coverage when you change or lose your job.
VIII. End barriers to coverage for people with pre-existing medical
conditions.
The bill requires insurance companies to cover pre-existing conditions
so that all Americans regardless of their health status or history can
get comprehensive benefits at fair and stable premiums. It will also
create a new Small Business Health Tax Credit to help small
businesses provide affordable health insurance to their employees.
The plan will ensure that everyone who needs will receive a tax credit
for their premiums. It is actually a 3 part plan for health reforms.
First part concentrates on giving all Americans access to affordable,
comprehensive, portable health coverage. In this part, a new Public
National Health Plan will give coverage, similar to the coverage
available to federal employees, to all Americans regardless of their
health & financial status, for an affordable premium. Company pays
and deductibles will be kept to a minimum, and subsidies may be
available for low-income individuals. Also a new National Health
Insurance Exchange will be introduced to help Americans find private
insurance plans and will regulate insurance plans to ensure that they
meet the same standards as the Public National Health Plan. A new
business mandate will require businesses to contribute toward the
cost of the Public National Health Plan and will also increase support
for existing safety net programs such as Medicaid and SCHIP.
The second part will implement reforms to help lower costs and
improve health care quality by providing federal funding assistance
to businesses providing coverage to high-risk employees and
dependents with catastrophic health care costs. This includes
providing financial incentives for quality improvements and supporting
research into the comparative effectiveness of medical technologies
and therapies. This part will reform medical malpractices and the
insurance and drug markets by limiting insurance company profits and
negotiating for lower drug price. Simultaneously it will address racial
and ethnic disparities in health care.
The third part focuses more on promoting Health and Wellness by
introducing worksite wellness programs and providing education for
healthcare professionals. Obama will also advocate schools to give
their efforts to address childhood obesity. Obama would require all
employers to contribute to the cost of health coverage for their
workers. According to the plan, for employers there will be “pay or
play” provision that would require an employer to either provide health
insurance or contribute toward the cost of a public plan.
Citing U.S. Census Bureau figures, 15 percent of Americans had no
health insurance in 2007, a total of 45.7 million people. More than 40
million people would be expected initially to sign up for the new
program. Thus within two years, only about 4 million Americans would
remain uninsured under the new proposal.
According to The Commonwealth Fund, a leading private health policy
research group of US, by implementing this proposal Health spending
would continue to increase, but the rate of increase would be slower
than current projections over the next decade. The plan would reduce
annual growth from a projected 6.7 percent to 5.5 percent and save a
cumulative total of about $3 trillion by 2020. Obama claims that his
healthcare reform plan will save the typical family up to $2,500 every
year by health IT investment, improving prevention and management
of chronic conditions, increasing insurance industry competition and
providing reinsurance for catastrophic coverage.
Obama would also mandate guaranteed insurability, a generous
minimum comprehensive benefits package such as that required
for federal workers, the ability to take their policy from one job to
another (portability) when it is purchased through the new Medicare-
like public plan or the "National Health Insurance Exchange," and
he would require providers to participate in a new plan to collect and
report data about standards of care, the use of health information
technology, and administration. Obama would provide premium
subsidies to individuals and families who are not eligible for employer-
based care or a government program, but the amount of subsidies is
still not specified.
At first sight this plan appears to be beneficial for the payer but some
clichés are also involved for example likeliness to fuel the competition
in the healthcare industry. Already existing malpractices in the hospital
industry will be rocketed so as to attract more & more patients & to
retain the existing ones. Also, the premiums paid to the insurer will
now be replaced by the taxes paid to the government, as proposed, is
almost 5% increase in the taxes. So for Americans it is a healthcare
cost shifting process and not cost reduction. Can this be possible for
the debt laden America which is still to completely come out of
recession is the question of the moment.
Indian companies are likely to be the natural beneficiaries from this bill
as most of them are exporters of generic drugs and intermediates to
the US, the world’s largest drug market. While the impact is long term
in the form of increase in procurement of generic drugs by the US, it is
nevertheless a positive sign. Another major aspect of the bill, which is
likely to be important for Indian pharma companies, is the provision in
the bill on bio-similars. The bill has provided for a data exclusivity
protection period of 12 years for biologics innovator companies, which
is much longer than the period of five years, provided by the US
government in case of chemical drugs. This provision might be seen
as an opportunity for the Indian pharmaceutical companies and CROs
to shift their focus to the emerging biosimilar market. Since, most
biologic drugs were developed between 2000 and 2004 in the US so
Indian companies, which are developing bio-similars for these
biologics, will just be ready with their products by 2016 — the time
when the 12-year protection period ends for the biologics in the US.
However, Indian biotech companies will have to go slow on future
product development in bio-similars.
This bill will also have a considerable impact on the Indian Medical
tourism industry which saw a continuous increase in medical tourists
from 150,000 in 2002 to 450,000 in 2007.
The greatest impetus for the growth of medical tourism in India is the
difference in the cost and the increasing world-class medical facilities
available which provides various healthcare services at almost 20% of
the U.S. cost. For example, a simple rhinoplasty costs Rs 2.64 Lakh in
US, but will only cost around Rs 50,000 in India. But then this cost will
be paid by the government or insurance companies, partially affecting
the number of people coming to India for the treatment
Compiled by: Ashish Mishra & Shalini Singh (MBA- BT, Sem IV)
6
IPM is the biggest thing happening… Q4. What is the effect of the new established food processing
industry on the farmers associated with horticulture?
Because of confirmed purchase by the processing industry the
farmers have an assured source of income leading to
Dr. Vikas Khaire has got 26 years of
improvement in the agriculture practices due to increase in prices.
experience in Agriculture research field.
For example, Pomegranates which used to previously cost
Sir has over 75 scholarly articles and
Rs.20/Kg. have now a high demand in the European market
150 newspaper articles to his credit. He
leading to a price of Rs.50/Kg.
is associated as Professor and
Entomologist Department of Agri.
Q5. Talking of increase in prices we are currently facing exorbitant
Entomology, College of Agriculture,
rise in Agriculture products, however, neither the producer nor the
Pune. He has also received 9 prizes for paper presentation at
Government is the beneficiary. What can be the possible reason
various levels.
for the scenario and what remedies can be implemented?
The PUMBA GAZETTE interview team got an opportunity to
The major obvious problem is the middleman. An effective
interact with Sir.
example is that for the movement of material from the farm has the
brokerage charge of 12%. There must be a direct link between the
Q1. Can you give us a brief idea about integrated pest
consumer and the producer i.e. the farmer. Eliminating the
management system (IPM) and Bio-pesticides?
middleman is beneficial to both. This has been implemented in
An organism causing loss to human property is termed as a pest
small experimental zones. Farmers form a direct link with some
like weeds, insects, microbes etc. IPM is a combination of all the
section of the society and provide them with direct food material.
measures used to keep this level of pest below economic
This increases the cost obtained for the farmer and reduces
threshold. However, only ecologically friendly methods are used.
consumer prices.
However, due to lack of quick results and sub standard materials
ecologically friendly pesticides are not very popular with farmers.
Q6. What are the recent changes observed in the horticulture
Currently about 10% farmers in India have implemented this
sector and how does the future as whole forecast itself?
technology.
The farmers are looking for new ventures and schemes to
increase their profit. Direct contract with food processing industry
Q2. In your opinion what are the trends and changes expected in
is one way of eliminating the middleman and avoiding wastage.
the use of Bio-pesticides and insecticides?
For example, farmers in Bhavananagar, Gujarat are producing
IPM is the biggest thing happening. The Integrated Pest
onions and supplying them directly to the industry which
Management (IPM) depends on demonstration and awareness
processes them to form powdered onions which is exported.
created. The farmers believe in visible results i.e. ‘Seeing is
Staggered agriculture that means continuous growing of different
believing’ rather than statistical knowledge. Until and unless the
vegetables in succession throughout the year is a new idea.
monetary benefit is not shown to the farmer and demonstrated by
Businessmen in Mumbai have formed staggered agriculture
samples they won’t follow the system. Actual use and word of
contract with farmers in Gujarat which ensure them profit
mouth works in creating the awareness.
throughout the year and the businessmen with cheap food
products.
Q3. In spite of Bio-pesticides being available, why do farmers still
prefer Chemical pesticides?
Q7. Talking on the recent changes several site such as ITC e-
Bio-pesticide is a good and ecologically friendly tool for controlling
Choupal, Godrej Agrovet etc. have come up, what do you see their
pests; however, availability is an issue as compared to chemical
future impact as?
pesticides. Second factor is cost with the chemical being cheaper
These organizations certainly provide valuable inputs to the farmer
than Bio-pesticides. Certain companies also provide sub-standard
but the accessibility, the knowledge and the reliability of such
Bio-pesticides or the usage method and quantity is not specified.
schemes is limited. The technologies to improve farmer-consumer
This leads to inferior results making the farmer lose faith in Bio-
contact are available with the State Agriculture Department and
pesticides. Also the chemical pesticides are quick acting as
the Universities. There is however a deficit in application of this
compared to their Bio counter partners.
technology. If this technology can be implemented it would prove
to be better accessible and connectable than Corporate support.
Q4. What are the short comings of the value chain of horticulture
The awareness and implementation of these technologies is
in India and how can they be overcome?
certainly going to take time. The major hurdle is the lack of proper
First of all, the correct type of pest and its correct counteractive
education and educational facilities. Another major problem is of
measure must be identified. Second problem is the extensive
Quantity and the Quality produced and sold.
wastage occurring during the harvesting due to lack of procedure
knowledge. For example, in case of cauliflower it is advised to
Q8.The current hot topic is the adverse effect of climate change on
harvest during morning, however, farmers harvest in the sun
the Agricultural products. What remedies do you suggest to thwart
leading to loss of crops. The third problem is the lack of
that?
processing of horticulture crops. In India only 2% of fruits are
We need to modify the agricultural calendar according to the
processed as compared to 60% in developed countries. The major
recent climate changes. With the monsoon arriving late and the
problem is of non-availability of Cold Storage facilities at the
winter following suit the Cropping pattern must be modified
village level. Such storages are provided at district level but till the
accordingly. The rains do not start till July as compared to the
time the farmers get merchandise to this storage they get spoiled.
previous June month. Hence the sowing of Kharif crops must be
The Government can make a cluster of 10-15 closely situated
delayed to match it.
villages and provide them with Storage and Packaging facilities.
Along with provision of facility, educating the farmer about the
same is important. Compiled by: The PUMBA Gazette Interview Team
7
PUMBA News

A n undeterred
fact is that
books are a man’s
best friend.
However, at times
what is needed is
not the knowledge
component of the
book in question but
the message
wants to convey.
There is a need for
an effective orator
who not just
explains what
literature propounds
but adds an
unmistakable flavor
of personal
experiences with it. Experienced yet fresh is a rare
combination and worth applause. The students of PUMBA,
had an opportunity to interact with one such personality on
-
12 Nov-2009 when our alumna, Mrs. Mayuri Bhan (Batch
2007) came down to campus to share her experiences.
Mrs. Mayuri Bhan, presently the group product manager
with Abbott India Ltd. graced the dais to demystify and
deglamourize the world of Brand Management in the
Pharmaceutical Sector, which came as a surprise, since
majority of the marketing students were eyeing on brand
management as a lucrative profile in the future course of
their careers. However as the lecture continued, the basics
of brand management starting right from what is a brand to
the gimmicks used to promote the brand got registered
within our minds. This was facilitated by the generous use
of easy examples that aptly highlighted the point in
discussion.
The lecture began from the basics which meant not only the
senior students but the juniors too could actively participate
in the discussions. One thing she made clear at the
beginning of the session was that medical representatives
are not sales personnel but are more of the nature of
advertising professionals who don’t directly affect a sale
transaction. They at best influence the middlemen who in
turn generate sales.
Quoting her, “The primary job of a brand manager is to build
an atmosphere to enthuse and empower the sales
representative so that he can perform his duties at his best.”
Especially in the case of super-specialty drugs the
representative has to be a discussant at par with the
knowledgeable doctor who becomes very difficult to
comprehend and convince otherwise.
She stressed on how crucial the work done by sales
representatives is for the organization to meet its targets as
well as achieve newer goals. It’s a sad scenario that often a
sales representative is not given due respect. However it is
high time that this perception changed because it’s
imperative for a brand manager to know what situations the
representative faces on field so as to come up with
innovative yet practical ways of positioning his brand in the
face of fierce competition. What better ways to learn than to
have done that work oneself ?
it
She took out time to separate the ambiguity from terms like
branding strategy and delivery of value, among others.
She touched on the importance of an excellent and not very
copy-heavy visual aid that could work wonders for a
product while it had its share of 30 seconds of fame. If the
representative succeeds in breaking the pen-habit of his
potential customer, half the battle is won.
She efficiently differentiated the threads between MNCs
and Indian companies. She stressed on how the Indian
pharmaceutical sector awaits a sea change in its
functioning with the product patent law threatening to
touch Indian shores anytime.
It becomes essential to validate a potential customer in the
field of pharmaceutical marketing as to adhere to the need-
feature-benefit model of branding. A product is
successful as a brand when it reserves for itself “a top-of-
mind recall slot” in the minds of the customers.
While quoting the bible for most marketing professional
KOTLER, she took through product extension (eg: Paras
Pharmaceuticals), product collaterals, niche markets
operation (eg: McDonalds), the entire media planning
protocol that lies at the crux of efficient brand management
of every organization among heaps of other things. But
while she never left an aspect untouched she took care that
the students came up with what they knew at the same time
busting every myth in their mind about brand management.
Overall the session was an enlightening one wherein all
marketing jargon found meaning and hence basic concepts
were cleared. It was therefore an out and out interactive
session. The difference in this session and the others was
that it comprised of our own fellow PUMBAite which instilled
in us a sense of pride and confidence.

Later, the functions of a brand manager which included

gauging the market pulse about the product as well as its
customer perception while struggling to deliver value as a
brand and not as a product were enumerated.