Contents
From the editor’s desk




Cover Story:
Marketing – The
Changing Face


The 86 Percent Solution
– Destination India


The Nanosecond Culture





Online Consumer Behaviour and its Implications for Firm’s  Strategies




Brand Building: The Next Big
Distributed Knowledge Process


The Changing Face of Marketing



ISB Insight Special: Marshall Goldsmith Interview




Challenges of Sustainable
Development in New India


Beyond Microfinance, Towards M-Finance
Towards Multisourcing


Pioneering Executive Coaching in India


The Great Turnaround of Indian Railways


Class Notes with Professor Amit Bubna


The Stage for Corporate Theatre


Creating a Barista of Cinemas

ISB Happenings

Book Review

Main Page
 
 
         
EMRI’s unique state-of-the-art ambulance van with ability to handle 48 kinds of emergencies.
 
 
 
“Several Indian companies, particularly from Hyderabad, are leapfrogging the global competition by offering 86 percent solutions to both 86 percent and 14 percent of the world’s markets.”
 






 
Bangalore-based company, Reva (www.revaindia.com), launched India’s first electric car in Hyderabad in September 2003. Reva offers 86 percent solution to the developing and developed nations. Over 500 Reva cars are exported to the UK. Reva cars are operational in the developed countries such as the US, Switzerland, Japan, Australia, etc., and in developing markets such as Cyprus, Norway, Nepal, and Sri Lanka. Reva’s running cost is approximately 40 paise per kilometre – the lowest in the world!

Bangalore has already carved a niche for itself in the IT history as the ‘Silicon Valley’ of India. Total software exports from Bangalore went up 33 percent to $11.3 billion in 2007. Hyderabad has taken the mantle in IT from Bangalore. Software exports from Hyderabad for the year 2007 witnessed a 48 percent increase to $4.5 billion from the previous year, contributing 14 percent to India’s total exports.
 

Hyderabad is taking the lead in offering 86 percent solutions to the world – be it in pharma, education, banking, software, IT, hospitality, or tourism. Without exaggeration, Bangalore and IT, and Hyderabad and 86 percent solutions have become synonymous in India.

No wonder, India and Indian entrepreneurs are changing the face of marketing by offering 86 percent solutions to the rest of the world. Several Indian companies, particularly from Hyderabad, are leapfrogging the global competition by offering 86 percent solutions to both 86 percent and 14 percent of the world’s markets. Several additional examples from various sectors include: Dr. Reddy’s, Aurobindo Pharma, Matrix laboratories (pharmaceuticals); Medwin hospitals, LV Prasad Eye Institute (hospitality); Shanta Biotech, Bharat Biotech, and Ocimum Bio Solutions (biotech). India is indeed heading towards becoming a sought-after destination for ‘The 86 percent solutions.’

         
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