Aditya Birla Centre for Community Initiatives and Rural Development. the spinning of the wheel S M A R T S U M M A R Y CSR is not a W ester n c onstr u c t. I t is not a tex tb ook id ea . I n spite of this issu e of T he S m a r t M a na ger , it is not ev en a m a tter of intense, m u lti- pa r ty d eb a te. W hen the d u st settles, CSR is a ll a b ou t getting y ou r self- a nd y ou r peopl e- to a c t, a nd a c t pu r posiv ely . A c a se stu d y on wha t this thr ee- letter gospel r ea lly m ea ns. n the last t wo decades, Indi a as a nat i on has been successful i n pul l i ng up a si gni fi cant numbe r of peopl e f r om bel ow the poverty l i ne. Unf or t unat el y, we st i l l have qui te a large number of our peopl e l i vi ng bel ow the poverty l i net hat is less than US$1. 25 a day. Thi s is a pr obl e m. The Gove r nme nt of Indi a has an ambi t i ous vi s i on for i ncl usi ve gr owt h. Ther e i s the ove r whe l mi ng challenge t o i mpr ove the lives of the poor. Ho we ve r muc h i t hurts, we have to reckon wi t h the fact that we have the largest concent rat i on of the poor i n the wo r l d. Today mor e than ever it is necessary to l ook i nt o societal 92 www. thesm a r tm a na ger . c om The S m a r t M a na ger rajashree birla May-Jun 2011 the spinning of the wheel Apart fromcharities, GDBirla set up schools and templeseducation is a great leveler, and temples a great unifier. issues, and it behoves corporates to proacti vel y partner wi t h the government to see that i ncl usi ve gr owt h happens. At our Gr o up, cari ng for the underserved i s a legacy and an unwr i t t en edict that has been f ol l owed by generati on after generati on. in the shadow of the M ahatm a Our s i s a 120 years- ol d organi zat i on, root ed i n history. O u r roots go back to the early 1900s and the nati on' s struggle for f r eedom. It was dur i ng this f ormat i ve per i od i n hi st ory that the legendary Mr GD Bi r l a, my grandf at her-i n-l aw, wor ke d shoul der t o shoul der wi t h Ma ha t ma Ga ndhi . Wh i l e Ma ha t ma Ga n dh i was passionately engaged i n the pol i t i cal f r eedom of our nat i on, GD Bi r l a wor ke d wi t h equal obsessi on for the ec onomi c l i berat i on of I ndi a. Th e y were thus t wo sides of the same c oi n. For mor e than 25 years, he support ed Gandhi j i ' s nat i onal i sm wi t h his f i nanci al strength. Ther e devel oped a special bond bet ween the t woa bond that uni t ed t hem i n the pursui t of a c o mmo n cause, India' s f r eedom. Ga ndhi j i l ooked upon my grandf at her- i n- l aw as his ment or and conf i dant . He always used t o come and stay at our house i n N e w De l h i . It was at the Bi r l a Hous e that on the 30th of J anuary 1948, Mahat ma Ga ndhi was assassinated by Na t hur a m Godse. Eve n t hough the voi d left by Ga ndhi j i c oul d not be f i l l ed, the legacy of his trusteeship concept l i ved on. Thi s meant that a part of your profi ts s houl d be pl oughed back f or the larger good of society. Apart f r om charities such as gi vi ng Rs 70,000 for the Al i gar h Mu s l i m Uni ve r s i t y t o Ga ndhi j i or Rs 200,000 for the Hari j ans, or Rs 26 lac to Sardar Patel to set up Bi r l a Vi s hwakar ma Mahavi dyal aya ( B V M, Baroda), i n 1946, GD Bi r l a set up school s and templ es. Hi s The S m a r t M a na ger reasoni ng was that educat i on is a great leveler, and templ es a great uni f i er. the philosophy continues My husband Adi t yaj i fostered this phi l osophy, t aki ng i t a step f urt her and mo v i ng his lens to i ncl ude sustainable l i vel i hood. My son Kuma r Mangal am has a zealous, evangelical approach. He has made the phi l os ophy of cari ng, gi vi ng, devel opi ng and e mpowe r i ng underserved peopl e as part of our Gr oup' s D N A . He feels we have a t remendous responsi bi l i t y to give back to society, and to make a di fference. Thi s has raised the Adi t ya Bi r l a name to a uni que brand that is trusted, respected and admi r ed by its mul t i pl e stakeholders. institu tiona lizing the process: our structure Ov e r 14 years ago, we i nst i t ut i onal i zed the process of C S R , envi si oned the road ahead and the way we want ed to st ri ng our activities cohesi vel y as a gr oup. A n d so spawned Th e Adi t ya Bi r l a Cent r e for Co mmu n i t y Initiatives and Rur a l Devel opment , wh i c h I am pri vi l eged t o lead. Mr Askar an Agarwal a, Dr Pragnya Ra m and I f or m the apex team. The Cent r e i s anchored by Dr Pragnya Ra m, wh o i s the Gr o u p Execut i ve Presi dent, Cor por at e Communi c a t i ons & C S R . The C S R Heads of our maj or compani es report t o her. Be l ow t he m i s a team of 250 professionals spanni ng all our Gr o u p compani es. Th e y are f urt her support ed by a 2, 500-st rong f i el d force operat i ng at the vi l l age l evel . Li ke our businesses, the concept of perf ormance management i s i ngrai ned i n our C S R projects and measurement met ri cs wove n i n the goals of all the C S R heads, al ongsi de the audi t i ng of our wor k. We have a cl earl y def i ned C S R pol i cy. O u r Boar d of Di r ect or s, our management, and all of our empl oyees www. thesm a r tm a na ger . c om 93 b y b ir la May-Jun 2011 the spinning of the wheel subscri be to the phi l os ophy of compassi onate care and to the upl i f t ment of our rural societies. We believe that a st ruct ured approach wi t h wel l - def i ned objectives, t i mel i nes, mi l estones and assessment is f undament al , gi ven that it contri butes to a razor-sharp focus and gaugi ng the distance traversed. our CSR vision Ou r articulated vi s i on i s: " To actively cont ri but e t o the social and economi c devel opment of the c ommuni t i es i n wh i c h we operate. In so doi ng bui l d a better, sustainable way of life for the weaker sections of society and raise the huma n devel opment i ndex of our count ry. " Ou r focus areas i n the 3,000 villages that we are engaged i n are educat i on; healthcare and f ami l y wel fare; sustainable l i vel i hood encompassi ng agri cul t ural and watershed devel opment and wo me n empower ment processes; i nfrastructure support and espousi ng social causes. O u r social vi s i on i s integrated i nt o our business vi s i on. Whi l e we do not t ur n business i nt o a cause, we do ' social cause market i ng' . We t ur n i t i nt o a lever, where the R o l or ret urn on i nvest ment lies i n the t ransf ormat i on of a people' s lives as they are no l onger mi r ed i n poverty. In educat i on, our endeavor is to spark the desire f or l earni ng and knowl edge at every stage t hr ough f or mal school s, balwadis (nurseries) for el ementary educat i on, qual i t y pr i mar y educat i on, Adi t ya Bal Vi dya Ma ndi r s , gi rl c hi l d educat i on and adult educat i on programs. In healthcare, our goal is to render qual i t y healthcare facilities to people l i vi ng i n the villages and elsewhere t hr ough our hospitals; pr i mar y heal th care centers; mot her and c hi l d care proj ects; i mmuni z a t i on programs wi t h a thrust on pol i o eradi cat i on; healthcare for the vi sual l y i mpai r ed and physi cal l y chal l enged; preventi ve health t hr ough awareness programs. Un d e r sustainable l i vel i hood, our programs ai m at pr ovi di ng l i vel i hood in a l ocal l y appropriate and envi r onment al l y sustainable manner t hr ough f or mat i on of sel f-hel p groups for wo me n empower ment ; vocat i onal t r ai ni ng t hr ough Adi t ya Bi r l a Rur al Technol ogy Parks; agri cul t ure devel opment and better farmer f ocus; watershed devel opment ; partnershi p wi t h Indust ri al Tr ai ni ng Institutes. In i nfrastructure devel opment , we endeavor to set up essential services that f or m the f oundat i on of sustainable devel opment t hr ough basic i nfrastructure faci l i ti es; hous i ng facilities; safe dr i nki ng water; sani tati on and hygi ene; and renewabl e sources of energy. To br i ng about social change, we advocate and support dowr y less marri age; wi d o w remarri age; awareness programs on ant i -soci al issues; de- addi ct i on campai gns and programs; and espousi ng basic mor al values. setting m easurable targets with tim efram es and perform ance m anagem ent Pr i or t o the c ommenc ement of projects, we carry out a baseline study of the villages. Th e study encompasses vari ous parameters such as health i ndi cat ors; literacy levels; sustainable l i vel i hood processes; popul at i on dat abot h bel ow and above the poverty l i ne; the state of i nf rast ruct ure, among others. F r o m the data generated, a 1-year pl an and a 5-year r ol l i ng pl an are devel oped for the hol i st i c and integrated devel opment of the mar gi nal i zed. These plans are presented at the annual pl anni ng and budget i ng meet. A l l projects are assessed under the agreed strategy and are moni t or ed every quarter, measured against targets and budgets. Wher ever necessary, mi dcour se correct i ons are affected. Let me give yo u a sense of our wor k. Let me first focus on educat i on. We r un 42 School s, wher e 45,000 chi l dr en are pr ovi ded qual i t y educat i on. Of these, 18,000 chi l dr en receive free educat i on. We have enr ol l ed 20,000 chi l dr en at our balwadis. We reach out to mor e than 29,000 peopl e t hr ough our adult literacy and bri dge educat i on programs. Ov e r 8,000 students i n the villages are awarded meri t schol arshi ps. Ne a r l y 20, 000 students are enrol l ed at our vocat i onal t r ai ni ng centers. Ou r Cent res of Technol ogy Excel l ence i ncl ude Bi r l a Institute of Technol ogy and Science ( BI TS) , Pi l a ni ; We believe that a structured approach with well-defined objectives, timelines, milestones and assessment is fundamental. 94 www. thesm a r tm a na ger . c om The S m a r t M a na ger b y b ir la May-Jun 2011 the spinning of the wheel Water has been a perennial problemin India's villages, which are often plagued by droughts. BI TS , Dub a i ; BI T S , Go a ; and BI TS , Hyder abad. F r o m BI TS , wh i c h i s a premi er, gl obal l y recogni zed i nsti tute, we get some of the best recrui ts for our compani es. Ove r 10 years ago, to put I ndi an business success stories as case studies for gl obal leaders in the maki ng, we set up the Adi t ya Bi r l a Indi a Cent r e at Lo n do n Busi ness Sc hool . It i s c ont r i but i ng not onl y to India' s image but ours as we l l . To provi de healthcare to the peopl e, every year we conduct mor e than 3,500 medi cal camps, treati ng over 5 mi l l i o n patients for vari ous ai l ment s, such as AI DS , T B , cancer di agnosi s, cataract and cl ef t - l i ps, among others. We have hel ped i mmuni z e 6 mi l l i o n chi l dr en against pol i o i n the last one year, sponsor i ng and managi ng 23,000 booths. We have also organi zed pol i o correcti ve surgery. vishnu's story Let me tel l yo u the story of Vi s h n u wh o lives i n Nagda i n Ma dhy a Pradesh. Vi s h n u, no w a lanky, 22- year- ol d gi r l , is a great f ar mhand. F r o m sunri se to near sunset, l i ke a lark she sings in the f i el d whi l e hel pi ng her parents on t hei r t wo-acre f ar m. Yo u can see shoots of wheat, al most gol den i n col or, swayi ng i n the wi n d . Vi s h n u appears to be enj oyi ng hersel f She says, " Onc e upon a t i me, I was onl y three feet tall because I had to bend over and gri p my legs whi l e draggi ng my feet wh i c h were cr i ppl ed. My parents were always pr ayi ng that I s houl d wal k again. An d t hen a mi racl e happened as I under went pol i o- correct i ve surgery, persuaded by your teams. Af t er mont hs of physiotherapy, mu c h angui sh and physi cal pai n, no w I can al most wal k straight agai n. " Sure she does wal k we l l . The little l i mp that she has i s barely vi si bl e. We s houl d not let any c hi l d get to this stage in the first place. The S m a r t M a na ger In Vi s hnu' s case, fortunately, we were able to t ur n the cl ock back as we saw a lot of hope whe n the surgeons revi ewed her case. Reconstructi ve surgery in acute cases is not even attempted. The n we try to rehabilitate pol i o vi ct i ms wi t h the J ai pur foot (artificial l i mb) whi c h accords t hem mobi l i t y to a large extent and reduces their dependence on the family. In a way, it restores their di gni t y and sense of self-esteem. For almost a decade, pol i o eradication has been, and conti nues to be, a priority. For the year 2010, we hel ped admi ni ster 6 mi l l i o n pol i o drops, wor ki ng closely wi t h the government. Besides this, we have mot her - and- c hi l d care projects reachi ng out t o wo me n and c hi l dr en. Ou r 18 hospitals all over the count r y cater to mor e than 5,00,000 poor peopl e al most free of cost. At the worl d- cl ass Adi t ya Bi r l a Me mo r i a l Hos pi t al i n Pune, 15% of the beds are earmarked for the poor. Th r o ug h t el emedi ci ne facilities, we connect the rural poor to our hospitals as we l l . water - the life force Water, wh i c h i s the life force of peopl e regardless of geography, has been a perenni al pr obl em in India' s villages, wh i c h are often pl agued by drought s. We have been pr ovi di ng water on a cont i nual basis to the villagers that are i n pr oxi mi t y to our plants. But this i s for thei r basic needs. N o w we have evol ved a mul t i - pr onge d strategy based on an integrated devel opment pl an. Engagi ng the i nf l uent i al peopl e in the c ommuni t y at every stage, we wor ke d wi t h water as the pi vot al factor: repl aci ng t radi t i onal wel l s wi t h bore wel l s dug 400 feet do wn the bel l y of the earth to tap the natural under gr ound water aquifers. We have recharged under gr ound water sources, such as tube wel l s and open wel l s, t hr ough rai nwater www. thesm a r tm a na ger . c om 95 b y b ir la May-Jun 2011 the spinning of the wheel harvesti ng. We have hel ped const ruct check dams i n as many villages as possi bl e: at Gi ndwa ni a in Nagda ( MP ) , rainwater col l ect ed f r om the r oof of the village school is di vert ed to a water pi pe. We have also i nstal l ed handpumps at intervals of 10-15 houses and pr ovi ded t r ai ni ng for thei r mai ntenance and repair. For water conservat i on at the c o mmuni t y l evel , we have hel ped harvest the excess r unof f for cateri ng to mi c r o needs, f or instance ki t chen gardens and soak-pi ts. shakuntala's story Let me share wi t h yo u another t ouc hi ng and i nspi rat i onal story, the story of Shakunt al a. Shakunt al a lives i n the Du d h i Bl oc k of Renukoot i n Ut t ar Pradesh. A mot her of five c hi l dr en, she al ong wi t h other vi l l age wo me n wo u l d trudge 5 k m t o fetch f our pots of water for the family, and even that wo u l d barely suffice. Voi c i ng her opi ni on i n t i mi d tones, she wo u l d say that wo me n i n the villages are c hi l dr en of a lesser god, gi ven the hardshi ps faced by t hem. Ou r team t ook this up as a chal l enge. Backed by our Gr oup' s resources and U N I C E F , they i nstal l ed hand pumps at an i nt erval of every 10 houses i n 110 villages, gi vi ng water t o over a 100,000 peopl e. No l onger di d wo me n have t o spend hours on end col l ect i ng water. The U N I C E F col l aborat i on entailed that the handpumps be mai nt ai ned by wo me n . Shakuntal a was the first wo ma n vol unt eer. Today, she is a qual i f i ed handpump mechani c earni ng US$650, i n the s umme r mont hs, whe n the pumps need to be repai red. Shakuntal a has, i n t ur n, trai ned another 80 wo me n as handpump mechani cs. These wo me n , wh o cannot read or wr i t e, earn a good deal of money by rural standards. Today, Shakunt al a very pr oudl y says that f r om bei ng a seeker of charity, she is n o w a teacher. She says that the Gr o up has been a life changer not onl y f or her but for all the 110 villages wh o n o w have easy access to wa t e r thei r life force. Anot he r 45,000 wo me n across Indi a feel empower ed, wo r k i n g i n 4,500 sel f-hel p groups set up by our teams. The y are ma ki ng a l i vi ng. Li ke Shakunt al a, they believe that they are no w i n charge of t hei r o wn destiny. sustainable liv elihood To address the issue of poverty al l evi at i on effectively, we have evol ved a mul t i pr onged strategy. Its pl anks are educat i on and vocat i onal t r ai ni ng for sel f-hel p groups among rural wo me n . At our vocat i onal t r ai ni ng institutes al l over, we conduct cert i fi ed, ski l l - or i ent ed programs f or bot h the rural and the urban yout h. A l l of our projects are carri ed out i n partnershi p wi t h the Gover nment , and wherever necessary, wi t h reputed N G O s . Just t o give yo u t wo examples, at Ul t r aTech' s Vi k r a m Ce me nt , we are wo r k i ng i n the publ i c private partnershi p ( PPP) Watershed Proj ect wh i c h wi l l go on stream i n the Ne e mu c h Di s t r i ct of Ma dhy a Pradesh. Ou r col l aborators are the Raj i v Ga ndhi Watershed Mi s s i o n and the Water and I rri gat i on Depar t ment of the Gove r nme nt of Ma dhy a Pradesh. I n a phase-wi se i mpl ement at i on, our col l ecti ve efforts wi l l br i ng 5,000 hectares of l and under i rri gat i on, di rect l y benef i t i ng 20,000 farmers and thei r f ami l i es. Li kewi s e, we are wo r k i n g i n partnershi p wi t h the CI I /The Eur opean Uni on/Br i t i s h Counc i l /Ci t y and Gui des ( U K ) , the techni cal support partner, i n a proj ect on vocat i onal t r ai ni ng for vul nerabl e and margi nal i zed groups i n Sirsa (Haryana) and Si tapur ( UP ) ; i n several projects wi t h N A B A R D for the rural popul ace; wi t h Habi t at for Huma ni t y, f or homes for the homel ess; and wi t h C A R E Indi a, for maternal and ne wbor n healthcare, at J agdi shpur i n Luc know. Th e P P P mode l , whe r e i n the government bodi es play a vi t al role al ong wi t h other key associates, is arguably the best mode l , since pool i ng of our col l ecti ve resources lends enor mous dept h and breadth to proj ects. broadening the base In a far wi der move i n Indi a, we have al i gned wi t h F I C C I (Federati on of I ndi an Chamber s of Co mme r c e & Industry) and set up the F I C C I - Adi t ya Bi r l a C S R Cent r e for Excel l ence. The vi s i on of our Cent r e, the The PPP model, wherein the government bodies play a vital role along with other key associates, is arguably the best model. 96 www. thesm a r tm a na ger . c om The S m a r t M a na ger b y b ir la May-Jun 2011 the spinning of the wheel Today's youth want to ensure that the benefits of capitalismpercolate down. Like us, our talent believes that wealth creation is a noble pursuit. first of its ki nd i n the wo r l d, i s " To i ncubate, nur t ur e and accelerate a paradi gm of sustainable and i ncl usi ve C S R i n I ndi a, thereby rai si ng the Hu ma n Devel opment Index t hr ough poverty al l evi at i on. " We have sponsored Co l u mb i a Gl oba l Cent r e' s Ear t h Institute i n Mu mb a i , Indi a. We believe that the Ear t h Institute wi l l go a l ong way i n ma ki ng sustainable devel opment i n I ndi a a gr ound reality and hel p us i n povert y al l evi at i on. Wi t h a vi e w t o creati ng bot h empl oyabi l i t y and entrepreneurshi p, we are wo r k i n g on a maj or proj ect named Na t i o n Bu i l di n g i n Sout h I ndi a. Th e proj ect encompasses a diverse range of di sci pl i nes that wi l l foster i ncl usi ve, sustainable gr owt h, and create empl oyabi l i t y for the nati on' s yout h. At the heart of al l these i nt ervent i ons, our pr i mar y goal is povert y al l evi at i on and l ong- t er m sustainability. the glob a l focus Besi des I ndi a, we wor k i n many other count ri es. I n Egypt , we have adopted 2 school s. The El Kha l i di n School wh i c h i s close t o our plant, and the Kaf r El Shei kh School for vocat i onal t rai ni ng, where uni versi t y the students are taught by uni versi t y professors. We have set up a t ai l or i ng center for wo me n , largely divorcees and wi dows . We are reachi ng out to chi l dr en i n t wo orphanages. We have also set up the i ntensi ve care uni t at a cancer hospi tal for c hi l dr en in col l aborat i on wi t h the Gover nment . I n Thai l and, we have established the Adi t ya Bi r l a Knowl edge Cent r e, a vocat i onal t r ai ni ng cent er for the weaker sections of society. In Phi l i ppi nes , we have hel ped hundreds of physi cal l y chal l enged peopl e wh o were cr i ppl ed to get back on thei r feet t hr ough the J ai pur foot. The S m a r t M a na ger At our Canadi an Co mpa n y Nove l i s , headquartered i n At l ant a, we have mount e d a massive r ecycl i ng educat i on pr ogr am i nvol vi ng our people and the l ocal c ommuni t i es . No ve l i s i s the wor l d' s largest recycl er of used beverage cans, to the tune of 35 mi l l i o n cans i n a year. the Rol Let me n o w move on t o h o w our engagement wi t h underserved c ommuni t i es has prof i t ed us. Pr of i t not i n the nor mal sense of the t er m quant i f i ed monetari l y, but goi ng far beyond the bot t om- l i ne mentality. We k no w what we are doi ng i s benef i t i ng society. So our mot i vat i on i s very di fferent. Ou r C S R depl oyment has translated i nt o f our di st i nct advantages. Firstly, our activities provi de us wi t h a great reputati onal lever that translates i nt o a di st i nct val ues- l ed- company image. Thi s enables us to attract, retain and energize talent. Professionals feel a sense of comf or t whe n they see ho w our Gr o u p transcends business and i s genui nel y c ommi t t ed to social upl i f t ment . Today' s yout h want to ensure that the benefits of capi t al i sm percolate do wn . Li ke us, our talent believes that weal t h creati on is a nobl e pursui t . The y feel that weal t h can be best enhanced by di s t r i but i ng it. A new ethos of generosity is surfaci ng. Thi s is clearly seen in the wi l l i ngness to bui l d a society that wor ks for everyone. The y prefer t o wo r k for compani es wh o are st rong i n C S R . O u r empl oyees and potenti al empl oyees t hi nk of us as a Gr o u p that is cast in that mo l d, a Gr o up that mi r r or s thei r personal values. Ou r reward lies i n the fact that we have been named ' The Best Empl oye r i n Indi a and among the top 20 i n As i a' , by the He wi t t - Ec o no mi c Ti mes and Wal l Street J our nal St udy i n 2007. I n 2009, www. thesm a r tm a na ger . c om 97 b y b ir la May-Jun 2011 the spinning of the wheel we were ranked 6th across the As i a Paci fi c Re gi on i n the ' Great Pl ace for Leaders t o Wor k' study by He wi t t and For t une. Secondl y, our wo r k has created, and cont i nues to create t remendous goodwi l l among consumers, far i n excess of the pri ce tag. Cons ume r s l ook upon our Gr o u p and its compani es as havi ng a social consci ence, so there is a mar ked preference for our product s and services. In al l the sectors that we operate i nc ement , a l umi n um, copper, viscose staple fi bre, carbon b l a c k we are among the t opmost i n i ndustry. A n d these undoubt edl y are profi tabl e businesses. Thi r dl y, mi l l i ons of our shareholders and investors are pr oud of our Gr o u p . The y feel that this i s a Gr o u p that they wo u l d def i ni t el y l i ke t o support . I n all our Gr o u p compani es' annual reports, we provi de quant i f i ed evi dence of our social and envi r onment perf ormance. I have seen at the annual general meeti ngs, the special pri de that sharehol ders take i n thei r i nvol vement wi t h our compani es on this score. Investors also fl ock to our Gr o u p . Fourt hl y, social projects are also a means of shari ng wi t h the c o mmuni t y the values that we as an organi zat i on stand for. It i s a way of t el l i ng t hem that we care about yo u, that your concerns are ours as we l l , and that we are a pr i nc i pl ed peopl e l ed by a mor al compass. Mai ns t r eami ng C S R i nt o our businesses and del i ver i ng societal val ue has gi ven us t remendous profi ts, albeit of a di f f erent ki ndt he t ur nar ound of huma n lives, l i f t i ng tens of thousands of peopl e out of stark poverty. The r e i s a ne wf ound di gni t y among t hem. What mor e can one ask for? Mainstreaming CSR into our businesses and delivering societal value has given us tremendous profits, albeit of a different kind. 98 www.thesm a r tm a na ger .c om The S m a r t M a na ger b y b ir la May-Jun 2011