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Volume - 1 Issue – 07 August 2010


Green Marketing

Green Supply Chain

- Cleaning up our
Rural Marketing for
FMCG Industry in India

-Fresh Green Creativity, right from the roots of

DOMS through the leaves of this newsletter
From Editor’s Desk
Dear Readers,
Needless to say that we owe the success of issuing the 7th edition of
DoMiNation to our readers for their appreciation and constructive criticism.
Industries have grown a lot in the past few years and, it has lot to pay
back to the Mother NATURE and the Environment which has nurtured it .
The theme for this edition is “GREEN” and we would be continuing with
this theme for a few more editions to come; This is a small effort from our
side to pay a tribute to the environment we live in.
In light of the increasing pressure on the natural environment and
the limited resources, companies have begun to realize the
importance of donning the green robe. We present before you an
article on “Green Supply Chain” an essence of Green-Production.
With the increasing awareness & the importance of environmental
protection, the total volume of green consumption has increased
dramatically. In this context, as a new phenomenon in contrast to
traditional marketing, "Green Marketing" is penetrating into various areas
of international marketing and is becoming a new trend which will certainly
have tremendous influence on the development of international trade.
Hence we ought to pay great attention to its significance.
In our first edition we shared with our readers the very basics of Rural-
Marketing and its potential alongside players in this arena; now we focus
more precisely into “Rural Marketing for FMCG Industry in India”. We
would continue in our upcoming edition the marketing strategies adopted
by the FMCG firms and the strategic implications of the same.
This time we bring you “Qutopia-7” which is a little more interesting &
little more mind boggling; enjoy and watch out for the names in the
winners section and answers to Qutopia-6
We promise to see you again as we bring forth more Greenery to this
Newsletter. Till the time we meet again “Happy-Reading” and
“Happy Independence Day” in advance.

Animesh Agrawal
Editor – “DoMination”
(Department of Management Studies, IIT-Roorkee.)
Table of Contents
Rural Marketing for
FMCG sector in India

Niranjan Rajpurohit
DoMS, IIT-Roorkee
Green Supply Chain
- Cleaning up our future

Affan Alavi
DoMS, IIT-Roorkee
6 12
Green Marketing Qutopia - 6
Tanuj Shukla -J. Arjun & Mayur Gurjar

DoMS, IIT-Roorkee DoMS, IIT-Roorkee

Creative Section
Its wise to learn, Its GOD like to create

-Fresh Green Creativity, right from
Leaves of this newsletter to the
roots of DOMS

Department of Management Studies, IIT Roorkee

Niranjan Rajpurohit
DoMS, IIT-Roorkee

“The rural consumer is discerning and the rural market is vibrant. At the current rate of growth, it will
soon outstrip the urban market. The rural market is not sleeping any longer. We are.”
- Mr. Adi Godrej, Godrej Industries.

The Rural Market of India: business in rural market would be lesser compared
to urban market but reaching out to the masses is a
India is a land of villages and even today, nearly 70%
concern. It is not impossible but a bit more difficult.
of its population stays in villages. Rural India and
rural market have grown at a fast pace during the The four A’s of rural marketing are: affordability,
past two decades, thanks to the economic acceptability, availability and awareness of the
liberalization and globalisation processes initiated consumers.
by the Indian government. Rural India has a large
Challenges and Opportunities for FMCG Companies
consuming class with 41 per cent of India’s middle
in Rural India:
class and 58 per cent of the total disposable income.
The rural market accounts for 70 per cent of toilet With population in the rural areas set to rise to 160
soap users, and almost 50 per cent of TV sets, fans, million households by 2011 and with higher
pressure cookers, bicycles, washing soaps, saturation in the urban markets, future growth in
detergents, tea, salt and tooth powder. The rural the FMCG sector will come from increased rural and
market for FMCG products is growing much faster small town penetration. Technological advances
than the urban counterpart. In fact, the 20 million such as the internet and e-commerce will aid in
middle class home in rural India equal the number better logistics and distribution in these areas.
in urban India and thus have the same purchasing Already Indian corporate such as HUL and ITC have
power. The Indian rural market has been growing at identified the opportunity and have initiated
3-4% per annum, adding more than one million new projects such as 'Project Shakti' and 'e-Choupal' to
consumers every year and now accounts for close to first, expand rural income, and then, to penetrate
50% of the volume consumption of fast- moving this market. Opportunities for rural marketing are
consumer goods (FMCG) in India. the vast size of rural market in India, huge potential
market for FMCG and durables, rise in the literacy
For quite some time now, the lure of rural India has
rate of rural population, etc.
been the subject of animated discussions in
corporate suites. And there is a good reason too. While the rural market may be alluring, it is not
With urban markets getting saturated for several without its problems. Low per capita disposable
categories of consumer goods and with rising rural income, acute dependence on vagaries of monsoon,
incomes, marketing executives are fanning out and seasonal consumption linked to harvests and
discovering the strengths of the large rural markets festivals, poor connectivity, power problems,
as they try to enlarge their markets. inaccessibility to conventional communication and
advertising media, cultural and language barriers
Unlike the urban market, it is less developed in
etc. are some of the important problems influencing
terms of infrastructure and facilities. More than
the rural population. This makes capturing rural
anything else, the larger issue is to find out a
consumer more difficult. Yet, the marketers who
suitable business model and retail format to fit local
understand the rural consumer and fine-tune their
taste and preference. Of course, the cost of doing
strategies are sure to reap rich benefits.

Department of Management Studies, IIT Roorkee


Fig: Issues in Distribution

Buying decision of the consumers of different age, family and thus should be taken into consideration
occupation differs from rural to urban area. The while planning promotional activities.
rural area is more bounded by the traditions,
While making a purchase decision consumer first
customs and values which bring a gigantic change in
tries to understand the need of the product,
the life style and personality of the consumers of
especially in rural India, where cost is still a major
rural area in comparison to urban area where
consideration and necessities are prime purchase.
people are more attracted towards the western
Information search is through the neighbors, friends
culture. Low per capita incomes of the consumers in
and society. Evaluation of alternatives is done by:
the rural area restricts them to low consumption
patterns as compared to urban population where Expectancy value model
the consumers are more brand conscious and are Lexicographic model
ready to pay high. Conjunctive model, and
Disjunctive model.
Brand choice depends on a lot of demographic
variables like age, sex, occupation, income, Depending upon the need, buying power, and other
education and caste. In addition, the head of the environmental factors, decision is then made to
family mainly takes the decision regarding the select the best alternative to consume. After the
purchase of FMCG. So the tradition and customs actual purchase, comes the after purchase behavior
which are followed by the rural consumers are very which depends upon the satisfaction or
important as decision depends upon head of the dissatisfaction level of the consumer.

Department of Management Studies, IIT Roorkee


The medium of communication for rural market is complexity of advertising language. Researchers
also different in comparison with the urban market. have suggested that advertisers can optimize the
Words of mouth, print, radio, puppetry, melas and strength and appeal of their messages by mixing
folk theatres are few of the medium of promotion languages and scripts. Mixing is gaining more and
where as television and print media advertisement more popularity in the advertising field not only
are the leading source of promotion for urban because it enhances communication but also
markets. Language diversification is also a problem because it brings more creativity. In effect, while
as India never had a common language which could diversity of languages in our country is an
be understood by the masses; it is a barrier in impediment to free flow of communication, viewing
effective communication in the rural market as it from a different angle, the impediment can also
languages vary from state to state, place to place be converted into an advantage by appropriately
and district to district. mixing different languages and even scripts. Religion
and spirituality have come to represent major forces
Language is an important vehicle to transmit the
in rural advertising in India. Religious appeals had
advertising message. The various aspects of
played a powerful role in shaping and reshaping
communication and language in relation to
rural advertising in the past and it will continue to
advertising, especially structural, semantic, and
be so in future too.
psycho/neuro-linguistic factors contribute to the

After appreciating the needs, challenges & opportunities of the

Indian Rural Market from the perspective of FMCG industry, we
bring you in our next edition, the marketing strategies adopted
by the FMCG firms and the strategic implications of the same.

To be Continued……

Department of Management Studies, IIT Roorkee

Green Supply Chain
- Cleaning up our future Affan Alavi
DoMS, IIT-Roorkee

Ever since the emergence of empires post the initiative will depend on what stage of the product
Industrial Revolution organizations have been life cycle the product is in. It is relatively easier to
plagued with the issue of Continuous Improvement address environmental issues in the initial phases of
and Sustainable Development. Continuous product development than during product maturity
Improvement meant reducing cost and improving and certainly more difficult in the final stages of the
quality whereas Sustainable development was product life cycle.
concerned with the fact that an organization in light
A more tactical set of organizational elements
of the ever changing business environment, had to
that will influence how the supply chain is to be
evolve itself to meet the challenges that this
managed (either internally or externally) can be
environment put forth. Indeed companies that have
described by the operational life cycle (or value
succeeded in answering both these questions have
chain) of an organization. The major elements of the
emerged better and stronger than their less
operational life cycle will typically include
fortunate counterparts. While the questions
procurement, production, distribution and reverse
remaining the same their answers have changed
logistics. The procurement decision will impact the
over the years. In light of the increasing pressure on
GSCM through intelligent vendor and raw material
the natural environment and the limited resources
selection. Vendors who have ISO 14001 may be
that the earth can offer, companies have begun to
preferred over others. Similarly products that can be
realize the importance of donning the green robe.
recycled or reused should be used. Production
But before that we need to be asking ourselves the
processes can influence the greening of the supply
question as to why companies care about taking up
chain in numerous ways. Some of these impacts
environmental initiatives. While some companies
include: a process’ capability to use certain
like IBM, Hewlett-Packard and Xerox aim to achieve
materials, capabilities to integrate reusable or
targets like ISO 14001, thus keeping themselves
remanufactured components into the system, and
abreast with the latest environmental management
how well the processes are designed for the
standards, others are coaxed through government
prevention of waste. Distribution would not only
policies and regulations.
require selecting mode of transportation that are
The back bone of green production is adopting a less polluting but also using packaging that can be
Green Supply Chain Management (GSCM). GSCM reused frequently. Also inventory policies help in
can defined as integrating environment thinking into reducing not only forward logistics but also reverse
supply chain management, including product design, logistics thus saving on cost and time.
material sourcing and selection, manufacturing
So what benefits can companies derive from
processes, delivery of the final product to the
adopting a green supply chain management over
consumers, and end-of-life management of the
conventional supply chain management? Well a lot.
product after its useful life. The definition
While some of the tangible benefits like reduction in
incorporates two important aspects of the
waste, lower use of toxic material and lower cost of
manufacturing i.e. the product life cycle and
production by the use of natural products are
operational life cycle.
tangible, the advantages of GSCM spill over to the
The product life cycle, which can be viewed as non tangible areas like overcoming prejudice and
the gradual introduction, growth, maturity and cynicism for environment, better image for supplier
finally decline or replacement of a product, is one of and producer, feel good and quality of life for
the strategic ways of introducing a clean technology. customer, and setting industry on the right track for
The ease of implementing an environmental friendly society.

Department of Management Studies, IIT Roorkee

Green Supply Chain Contd..
- Cleaning up our future

While Green Supply Chain Management may look as itself in taking the first step. Green technologies
the answer to the future of any organizations supply have traditionally been looked as more expensive
chain, its implementation may not be very simple. than their counterparts. This is where other
While most organizations would like to improve organizations including the government need to
their environmental performance, when it comes to step up and explain the feasibility of implementing
choosing the right vendors the choices become very GSCM.
limited. Most of the SMEs do not have enough
Green Supply Chain Management is the new
resources to switch over to green technologies. But
paradigm to effectively leverage the advantages of
this does not mean that organizations leave behind
going green without compromising on the results
their old value chain partners. To terminate a long-
that supply chain management have traditionally
term supplier relationship due to their poor
succeeded in giving. With the earth’s resources
environmental performance would be undesirable,
becoming scarce, governments around the world
and may create disaster for an organization. One
have woken up from their slumber and have started
option is to provide training and technical support
tightening the noose around organizations. It is
with special credit treatment to their suppliers to
evident that businesses around the globe will have
improve the environmental performance. The other
to go green in the near future. So earlier the better.
problem is the initial reluctance by the organization

Ten reasons why companies should adopt the green policies:

1. Helps in targeting pro-environment market segments
2. Sustainability of resources
3. Lowered costs/increased efficiency
4. Product differentiation and competitive advantage
5. Competitive and supply chain pressures
6. Adapting to regulations and reducing risk
7. Brand reputation
8. Return on investment
9. Employee morale
10. Ethically imperative

Department of Management Studies, IIT Roorkee

Green Marketing Tanuj Shukla
DoMS, IIT-Roorkee
Introduction economic development. Human beings are
Since the beginning of the 1990s, with the obligated to rethink their own behaviour and
increasing awareness & the importance of search for better development models with regard
environmental protection in various countries, there to the relationship between economic development
has emerged a "green" trend all over the world. and environmental protection. As a result, as soon
New concepts like green food, green appliance, as sustainable development strategy was put
green factories and so on have emerged with forward as one of the most important strategies of
growing frequency, and the total volume of green human development, it was unanimously accepted
consumption has increased dramatically. It can be by various countries in the world. The primary
asserted that the coming time will be a "green objective of this strategy requires that mankind be
century" and we are now entering into a "green capable of maintaining a long-term sustainable
era". In this context, as a new phenomenon in development by striving for contemporary
contrast to traditional marketing, green marketing is economic growth via the coherent development of
penetrating into various areas of international economy, environment as well as population while
marketing and is becoming a new trend which will not obstructing the progress of our descendants. For
certainly have tremendous influence on the a certain country, the realization of the aims of
development of international trade. Hence we sustainable development on the macro-level cannot
ought to pay great attention to its significance. be separated from the efforts of enterprises on the
micro-level, and "green marketing" is a useful way
Bases For the Emergence of "Green Marketing”
of making these efforts effective. Thus, the
In the narrow sense, "green marketing" refers to
emergence of "green marketing" caters to the need
the special way of marketing established on the
of various countries to carry out sustainable
basis of conventional marketing and targeting
development strategy.
"green goods". In the broad sense, "green
marketing" includes a whole set of ideas, methods 2. The upsurge of "green consumption" triggered
and process for realizing marketing goals of off by the arousal of environmental protection
enterprises. The driving force behind green consciousness spurs "green marketing”
marketing is the market demand with "green There has been great demand in the market for the
consumption" as its core, and the objective is non-polluting and easily recycled "green"
spontaneously protecting environment and equipments. According to a survey in the early
efficiently using resources by enterprises. These 2007, 82% of Germans, 67 % of Dutch and 77 % of
would be achieved by means of designing, Americans took environmental factors into
fabricating, packing, selling and recycling of "green consideration when they went shopping in
products". The advent of "green marketing" is not supermarkets. In Japan, the use of recycled paper
accidental and the reasons why green marketing has and purchase of green food has become a fashion.
become one of the most significant new In the U.S. green products have totalled more than
international business trends are deeply rooted. 600 kinds with value of over 800 billion dollars while
the three giant auto producers have redoubled their
The basis on which "green marketing" generated are
efforts to make “green cars". The upsurge in the
1. The necessity of carrying out sustainable
trend of green consumption has resulted in the
development for mankind
more serious green conception but also greater task
After World War II, there has emerged a host of
of satisfying the consumers' "green" demand
severe environmental problems like green house
through proper design, production, sales and
effect, destruction of the ozonosphere, acid rain,
recycling of products. Enterprises nowadays have to
desertization, pollution of air and water, excessive
carry out "green marketing" or they will lose out in
deforestation, etc. Nowadays, ecological
the intensive market competition.
deterioration has become a global problem
threatening the survival of mankind and restricting

Department of Management Studies, IIT Roorkee

Green Marketing Contd..
3. The "green barriers" existing in international failing to meet the standards of environmental
trade calls for "green marketing" protection. Under the above circumstances, for
outward-oriented enterprises, "green
With the conclusion of the Uruguay Round Trade
marketing” is not simply a kind of marketing
Negotiation, the World Trade Organization (WTO)
technique but almost a "pass" for access to the
began to operate. Tariff and non tariff barriers are
international market and one of the bases for
constrained and decreasing. However, in the new
situation, some developed countries have begun to
set up "green barriers" against international trade Main Content & Significance of "Green Marketing"
utilizing the changing trend of increasing "green” Based on the above analysis on "green marketing”,
consciousness and behaviour. Obviously, that is and in view of increasing globalization of the world
restriction imposed upon imports under the guise of economy, every enterprise which wants to compete
environmental protection. The main "green in the international market must pay great attention
barriers" measures include: to the "green demands" of consumers and try hard
1. Surtaxes on imports related to environment. to carry out "green marketing". For enterprises,
This kind of surtaxes is likely to become "green marketing" is a complicated process. The
environment-related sanctions restricting or whole process can be divided into the following two
even prohibiting imports. phases:
2. Green technological standards. Importing
1. The phase prior to the entry of "green product'
countries not only require that the products be
into the market
properly in line with the environmental
In this phase, the process would be: information
standards but that the technology, techniques
collection for green products, locating green
and methods used in the whole process of
products and development of green products. For
production be in accordance with
carrying out "green marketing", enterprises should
environmental requirements.
first collect relevant information concerning green
3. Marks of green environment. These refer to the
products, including information related to the
marks of green commodities issued by
present and future. The information can be
governments or relevant agencies according to
collected from newspapers, journals, news media,
certain environmental standards certifying that
social organizations, research institutions, and
the marked commodities accord with relevant
through the market surveys conducted by the
environment standards and can be easily
enterprises themselves. The enterprises should also
recycled. If the commodities of a certain country
actively find out potential green market niches likely
do not have marks of green environment, the
to be developed. After having good knowledge of
country's market competitiveness will be
"green" information, enterprises should give a
seriously damaged.
"green orientation" for the products they are going
4. System of access to green market. This includes
to market. Besides, based on their own analysis of
regulations of rigid market access with regard to
the "green demand" of consumers, enterprises
the packing of the imported products,
should also choose the "green" market niche for
quarantine indexes and so on. In particular,
their own products so as to better satisfy the green
regulations on the radiation from and content of
consumption demands of certain groups of people.
residual pesticides, heavy metals and so on in
This procedure is crucial in the whole "green
food products are extremely sensitive.
marketing' process, and is the manifestation of the
Obviously, these "green barriers" in
enterprises' commitment to protect environment
international trade would keep many goods
and carry out sustainable development.
(especially those from developing countries) out
Green product development includes three
of the international market. Some products,
dimensions: the design, production and packing of
though cheap, are "retreated" from the
green products.
international market for no other reason but
Department of Management Studies, IIT Roorkee
Green Marketing Contd..

The design of green products should embody the business via Internet. When green commodities
principles of the 3R's: have already entered into relevant marketing
channels, the promotion of green product sales
1. Reduction: using relatively less raw material and
becomes the key to the success of green product
energy to reach the designated goal of
marketing in this phase.
production so that from the very beginning
great attention is paid to saving energy and REMARKS ON OPTIONS
eliminating (or reducing) pollution.
Promoting environmental protection and carrying
2. Reuse: products and packing material should, as out sustainable development strategy is not only
long as possible, be capable of being repeated India’s designated national policy but the common
use in their original forms for energy saving and aspirations of all the countries in the world as well.
environmental protection. The rise of "green marketing" in the world is both a
challenge and an opportunity for India. Our
3. Recycling: after the products have been out of
government organizations and enterprises dealing
use, they should be of being recycled for reuse.
with foreign business have to seize the opportunity,
The production of green goods must be a "clean" conform to the international trend of "green
process, that is, new technologies and techniques marketing", and alter their perspectives on a time
for saving energy, maintaining safety, and causing and situation alert basis so as to promote the
no pollution should be used as much as possible, so development of green international trade. On this
that the products would not do harm to the account, some efforts recommended to be made
environment and people's health. The packing of are outlined below:
green products requires that the packing material 1. Reinforcing government support and guidance
be easily decomposed, and recycled and poison for "green marketing”
free. Over-design should also be avoided
The detailed measures could be as follows:
2. The phase after the entry of "green products"
Establishing the system of environmental auditing
into the market
and conformation with ISO 14 000 as the core
In this phase, the working procedure of enterprises target, so as to promote and encourage enterprises
should be as follows: fixing "green prices", to carry out "green marketing".
establishing "green sales" channels and carrying out
Intensifying international cooperation and
the sales promotion of green products. When green
learning the "green marketing" experience of
products actually enter into markets, the certificates
developed countries at the enterprise level, and
issued by authorized agencies should be presented.
actively using the "green aids" from international
Generally speaking, the prices of green products are
institutions to improve the adaptability of India to
higher than the common products of the same
the worldwide trend of green consumption.
category. This is because the relevant enterprises
have inputted relatively more on developing this Increasing the inputs of green technology,
kind of products. Meanwhile, since green products strengthening the coordination and collaboration
give consumers more utility, the higher prices would among the government, enterprises, educational
be accepted by consumers. To let green goods and research institutions, so as to convert the green
smoothly reach consumers, the marketing channels technological achievements into end-products
for green products should be established. The forms suitable for commercial use.
can be monopolistic selling stores and counters,
Giving favourable policies concerning financial
wholesale markets, international ordering and so
credits, taxes and so on to the enterprises
on. Enterprises can also conduct their sales of green
implementing "green marketing“.
products on a larger scale by channelling the

Department of Management Studies, IIT Roorkee

Green Marketing Contd..

2. Establishing the green commercial production requirements of environmental protection and does
system to provide a solid foundation for carrying no harm to human health. It can be applied for by
out "green marketing" and developing green enterprises undertaking "green marketing" at first,
international trade and is issued after checking and approval by an
Green commodities can be divided into two kinds: authorized institution. A kind of green mark, first
one is green food and the other is green appliance. appeared in West Germany in 1978 and then rapidly
Green food refers to the unpolluted, safe and spread to other European countries, It is a mark
nutritious food, such as the vegetables and fruits printed with a blue angel. Since the creation of this
produced without using pesticide and non-organic mark, other countries followed suit, ("ecological
fertilizers, and fish and shrimps from unpolluted mark" in Japan, "environmental selection mark" in
water, etc. Generally speaking, green food requires Canada, and "green environment mark" in the US,
that the original places for its raw materials be in etc.) In India, actively carrying out the system of
sound ecological condition. The growing process and green marks would not only be beneficial to
the conditions of water, fertilizers and soil of the environment protection but helpful to the entry of
agricultural products used as raw materials should India's commodities into international markets to
pose no hazard to the public, and the production, compete with foreign products. What is more, it
processing, storage and transportation of the goods would help improve the environmental
should be in strict compliance with local and consciousness of the general public. The functions
international health standards. Thus, we should of commodities' green marks can be explained by
actively promote our ecological agriculture based on the "signalling theory" of neo-classical economics.
China's experiences of organic agriculture. Apart Due to the vigorous advocating and wide publicizing
from food, all the daily-used commodities helpful to by the government, ecological and environmental
environmental protection should be included in the protection will come to be a prevailing new custom
category of "green appliance", consisting of the in China.
goods produced from recycling process and the In such an atmosphere, the green marks of
commodities and packaging which can be recycled. commodities will tend to be an image showing that
The development of green appliance would make the relevant enterprises attached great importance
the enterprises attach more importance to the to environmental protection. And thus the adoption
environmental effects of their production process as of green marks serves to increase greatly the sales
well as products per se. In other words, enterprises of green products. By doing so, the enterprises
are urged to exercise a kind of control over the carrying out “green marketing" would not only be
whole life span of their products or, in figurative encouraged in terms of profits, but also receive
sense, from "cradle" to "grave". This is helpful to "good reputation". At present, commodities with
make enterprises move their eyesight forward from green marks are increasingly favoured by
traditional pollutants removing exit" to the proper consumers all over the world, and the "green
technology and techniques of production. commodity heat”' is now rising. It can be expected
Moreover, it is also very useful for seeking "cleaner" that there will be more and more consumers
technology, striving for the improvement of the choosing commodities with the identification of
utilization of resources and exploring more channels green marks as their chief reliance. Therefore,
for the "medium-level resolution" of pollutants. Indian enterprises should take " green marketing" as
an important opportunity, and try hard to make
3. Actively carrying out the system of green
marketing of goods labelled with green marks as an
commodity marks
important means to explore the international
Green mark is an environment label in the form of a
market and upgrade their own competitiveness, so
certain figure stuck on a commodity or its package
as to promote the coordinated development of
certifying that the process of the commodity's
economy, trade and environment.
production, usage and disposal meets the

Department of Management Studies, IIT Roorkee

-Fresh Green Creativity, right from the roots of DOMS
through the leaves of this newsletter

R. W.
and beauty
are but
faces of the
same all.

Department of Management Studies, IIT Roorkee

Department of Management Studies, IIT Roorkee
Its “H im”

Beautiful flowers and chirruping birds,

Curled little herbs and tiny cactus leaves..

In cold spring morning all waited for her

A discontent being in search for peace..

She touched them gently and kissed them softly

Loved little buds, applauded mighty trees..

They sang with her, they sang to her

They moved with her in eastern breeze..

Life halted as she went away

Till the next day, when she’d come to unfreeze

And they’ll once again get lively

Lively, with an unsatisfied soul.
I went to the garden, to know the reason
For her endless discontent..

The flowers whispered the birds murmured

About her secret sentiments..

A deep inspiration, natures’ lone creation..

She moves minds with her imagination

So much love is hard to hold

And all those ideas left untold..

She wants to share, but has few fears..

Till she finds a similar discontent..

A friendly, unsatisfied soul…..

Department of Management Studies, IIT Roorkee


-J. Arjun & Mayur Gurjar

DoMS, IIT-Roorkee
It’s Exquizite, Kills your Quriosity and adds to your Quizdom. Need we say
more? ‘Qutopia’ – A Utopia of the best Biz Quiz Tidbits to wreck your brains!
Mail in your answers to ,
The winner will have their names published in the next issue. Answers in the
next issue of DoMination.

1. Which country reduced the number of time zones from 11

to 9 to give a big boost to its economy?
2. How do we better know the “Minnesota Mining and
Manufacturing” company”?
3. Tony Fernandes used to run a music business successfully
until he met Mahatir Mohammed, the Malaysian PM in
2001 who persuaded him to buy struggling X for just 1
ringgit. Today X is Asia‟s leading low cost operator. What is
4. X left the University of Illinois at Urbana-Champaign after
his second year. He went on to join the University of
Chicago for one term but didn‟t complete it either. He had
put up just 2000$ to start Y. Identify X and Y.
5. Name the company that provides security solutions to Haji
Ali Dargah, Sri Siddhivinayak Temple in Mumbai and Sai
Baba‟s enclave in Shirdi.
6. From the Taj Group of Hotels, this restaurant boasts itself
as being India‟s first International restaurant with a focus on
organic ingredients. Identify the restaurant.
Department of Management Studies, IIT Roorkee

1. In 2006, what was created by Biz Stone, Evan Williams, Jack

Dorsey, and others with the working name “Status” for a
2. In 1944, a set of proposals for the development of the post-
independence economy of India called the Bombay Plan was
published by John Mathai, JRD Tata & which other
prominent Mumbai industrialist?
3. Thomas Friedman got the idea for the title of his book „The
World Is Flat‟ from an interview with whom?
4. Which brand is named after Dhirubhai Ambani's Nephew?
5. Which pharma co.s name derived from latin for 'new skills' ?
6. There are three trains in India that run on steam. The
Darjeeling and Nilgiri toy trains are two. Which is the third?

The Answers of Qutopia-6 were: Winners are:

1. Twitter
2. G.D.Birla • Shekhar Arya from Intel
3. Nandan Nilekani • Arnab Basu (DOMS –IITR 2007-09)
• Vamsi Somesh from DOMS, IITR
4. Vimal
5. Novartis
6. The Palace on Wheels
/Shimla Toy Train

Department of Management Studies, IIT Roorkee

The Team
Animesh Agrawal
Akanksha Tikku
Himanshu Mishra
Prashant Nath Endley
Rama Pruthi
Siddharth Srivastava
Sushant Sharma
Varun Goel
Design Team:
Animesh Agrawal
J.Arjun & Mayur Gurjar
Niranjan Rajpurohit
Tanuj Shukla
Affan Alavi
Himanshu Mishra (Its HIM)

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Tel: 01332-285014, 285617, Fax: 01332-285565
Do Visit:
Department of Management Studies,
Indian Institute of Technology Roorkee,
Roorkee Uttarakhand-247667

Animesh Agrawal:,, Mobile: 09368090764