25 February 2021 04:11

MediAvataar's News Desk

MediAvataar's News Desk

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Monday, 19 October 2015 00:00

Understanding the India Book Market

Nielsen, a leading global provider of information and insights into what consumers watch and buy, was commissioned by The Association of Publishers in India (API) and the Federation of Indian Publishers (FIP) to produce a major new study: The India Book Market: Understanding the India Book Market – a comprehensive report on the India book market.

A first-of-its-kind release, this report looks at the fast-growing books market from the perspective of local and international publishers, retailers and book consumers. The aim of the report is to provide the Indian book publishing industry with greater insights into the market and their consumers, to enable the industry to meet the needs and demands of a well-educated nation that continues to grow.

Vikas Gupta, President of the API, commented: “The India Book Market Report delves into the publishing landscape in the country – size and potential of the industry, what challenges it faces and what opportunities lie ahead.  Various government initiatives and policies affecting publishing; the status of education in India; book retailing and the digital publishing industry as the future of publishing, have all been discussed at length. It also reveals some interesting facts about the industry – such as the size of publishing being larger than the Indian film Industry.”

In conclusion, the report highlights the enormous potential the Indian publishing industry has shown in recent years, substantiated with Nielsen’s market estimation study. An astute and powerful first edition, the India Book Market Report is an invaluable tool for everyone in the book publishing industry.

“We are extremely pleased to have launched the report; it is truly a first in many ways for India’s burgeoning print book market. The market in India has seen a double digit growth in the last four years, and our studies peg India as the second largest English-language book market in the world, with the print book market at the sixth position globally.  This intensive report  captures the vernacular  print market in India, as well as the resurgence of Indian authors writing in English – tracking in-depth trends that have attributed to the rise of the market in India,”  said Prashant Singh, MD, Nielsen India. “The rise in literacy, a growing middle class and greater disposable income hold significant opportunities for the future growth of publishing businesses in India,” he added.

Jonathan Stolper, SVP & Global Managing Director of Nielsen Book, commented:

“Nielsen Book is the leading provider of retail sales analysis and consumer research but this is the first time we have been asked to look at a market and conduct such an in-depth piece of research. Some of the facts that have come to light are very impressive – there are 9,000 publishers, over 21,000 retailers and 22 official languages and if you include regional dialects the total is 1,600. Literacy in India is rising rapidly, from 65% in 2001 to 74% in 2011 and it is predicted to reach 90% in 2020. We are delighted to have been asked to work with the API and the FIP on this project and pleased to be a part of the book industry in India which is growing rapidly.”

Quotes from Industry experts:

Dr Ashok Gupta - President FIP (Federation of Indian Publishers) said: “[The India Book Market Report] is a good development for the whole of the Indian Publishing Industry. It has long been felt that there is a need for such a definitive study on the size of the industry conducted by a reputable, internationally known and credible agency like Nielsen. The India Book Market Report will provide new insights which will benefit the global publishing industry.”

The India Book Market Report is the first study for decades, Rohit Kumar, Ex-President of the API, commented: “After such a long time, we have real data on the size and potential of the Indian book publishing industry.  The sheer number of readers in India is increasing at one of the fastest rates in the world.  The impact to Indians through the written word has never been higher; India's growth to a developed economy will only happen through its youth developing their minds and thoughts.  The publishing industry and authors play a key role in influencing this in the right way."

“The Indian publishing industry has tremendous potential but also faces some challenges. A cumbersome distribution network, long credit cycles and piracy are considered key roadblocks within the market. This combined with a lack of ‘industry’ recognition, support and policies makes it more challenging for publishers in the Indian publishing industry.  A key recommendation is for the automation of certain sectors, for instance, publisher prefix and ISBN allocation – which could improve the process and flow of information for publishers large and small.  However, the overall growth of the market is very encouraging for existing and new players,” said Vikrant Mathur, Director, Nielsen Book India.

Friday, 16 October 2015 00:00

Why Your Next Hire Should Be an Athlete

Athletes who became business successes have passion, resilience and leadership skills. Lessons learned from sport can help in business.

Of course not every star athlete will make it in the corporate world; for every George Foreman or Michael Jordan there are hundreds of thousands of former sports players who fail to make the shift. But those who do, possess skills and personality traits as valuable to the boardroom as the playing field.

We recently conducted a study of athletes from diverse sports and nationalities who successfully made the move into the corporate world. The research identified some extraordinarily transferable skills, and individuals as dedicated to their new careers as to the sports which gave them their first taste of success.

Focus, networks and drive

Eric Brodnax, an Olympic equestrian from the U.S. Virgin Islands, set himself a clear agenda after leaving school. He identified high targets, specified time frames and focused exclusively on meeting them. His progression was spectacular, and he joined the team for the Pan-American Games in 1987, followed by the 1988 Olympics.  However, with a 35th place at the Olympics, it was strikingly clear that he had not reached the threshold he had hoped for.  At this point, he says, he recognised he was “good but not extraordinary” and it was time to act on his agenda and leave his sporting career behind him.

Being an Olympian opened doors and, although he was on his own once inside, he found that his background gave him the advantage of being able to create (and use) networks to the hilt. It also provided him with the ability to spot opportunities and run with them, an asset we found to be consistent across all the people we interviewed.

While completing an MBA at Wharton, Eric took a summer job working on privatisation strategies in the former Czechoslovakia, where his client list included the Slovak wine industry. His experiences prompted him to set up his own business importing wine from South Africa, at a time when the U.S. was lifting its economic sanctions.

Eric admits to loving the possibility of “contesting the field to win” and insists, “While I am not always looking for new or different challenges, I am definitely inspired by pursuing to its logical end whatever I undertake.”

Adaptability, passion and resilience

Andrew Noble from the British ski team, had his first test of resilience at the age of 15 when he broke his back. The recovery period was long and trying for Andrew, who at that stage was competing at extremely high levels. The time out gave him the opportunity to reflect and he returned to the ski fields even more determined to push to ever greater levels.

Shortly after this he was given the opportunity to go pro and, as he climbed the rankings, he started to make money from the sponsorships and product endorsements that went with his place on the U.K. team. In the build-up to the 2010 Olympics, Andrew’s qualities as a team player and a natural leader were called upon in a way he would never have expected.  Four weeks before the opening ceremony it was announced that the British Ski Federation had gone bankrupt, and there would be no further support, either financial or logistical.

As a natural action-taker and motivator, Andrew contacted sponsors and logistics suppliers, in the hope of rescuing something from the situation.  This called on every resource he had, including a high resistance to pressure. This clarity of mind was useful not only then, but also in his future career at the notoriously competitive strategy consultancy, McKinsey.

Another advantage that Andrew feels he has brought with him from sport is his ability to create and build significant relationships.  He believes he is more experienced and effective than his peers in this area, and finds it easy to develop rapport with clients.

10 Transferable Skills Athletes Bring to the Corporate Table

1. Speed, energy and dynamism

2. Self-Motivation, reliable autonomous performance

3. Focus, discipline and dedication

4. Passion and determination

5. Flexibility and adaptability

6. High resistance to pressure, resilience

7. Strategic planning

8. Pioneering spirit, ability to spot opportunities

9. Teamwork and collaboration

10. Relationship building and networking

Overcoming challenges

But transitioning out of sport is not always smooth sailing. And with little help available from the sports industry, corporations may find they need to be aware of the potential problems and prepared to assist their sporting recruits in reaching their full potential.

By the time John Garrett went to Cambridge University, he was already a national champion rower at schoolboy level, and had experienced different racing conditions all over Europe.  By his second year at Cambridge, he was a member of the British team. His rise was swift and he says it was this momentum which helped him grasp at every new opportunity.

John went on to combine a career, first in the city for a merchant bank and then in the civil service while training full-time for the national squad.  When increased sponsorship for the team became available, he made rowing the priority, combining it with postgraduate study in economics, leading to a Masters’ degree at the London School of Economics (LSE).   The Economics degree sparked an interest in international development issues, especially international debt, so it was a natural step to change direction after a “less successful” third Olympics. He moved away from rowing and  into more “serious work”.

John had no difficulty finding various roles, in small business, local and central government and eventually international development, but the switch was tough, both emotionally and psychologically.  He missed the excitement and “special” nature of travelling internationally to compete in sporting events and, like others before him, he had difficulty relating to his new identity.

Curbing a competitive nature

Kavitha Krishnamurthy was a four times Canadian junior tennis champion before “going pro”. After completing an MBA at INSEAD she went to work for Coca-Cola where the discipline, equanimity and global adaptability developed during her years on the tennis circuit, were put to good use. One potential liability she noted, however, was the difficulty some sports stars have in modifying their competitive nature. Fostering a team environment that is conducive to success is not necessarily compatible with an athlete’s desire to win at all costs.

Benefits of shared skills and synergies

As we conducted our discussions with former athletes in the corporate world we found clear patterns in their stories, and many examples of how nature and nurture come into play to create exceptional leaders. What is very obvious is that there is a collection of transferable competencies that athletes develop in greater proportion compared to their more sedentary peers. If these are put to good use by the companies they join, they can rapidly develop into extraordinarily successful assets.


Authored by Antoine Tirard,Founder NexTalent and Claire Lyell,Founder Culture Pearl


Leading two-wheeler auto major TVS Motor Company has appointed Lowe Lintas Bangalore to handle the creative mandate of its popular brand TVS Sport.

The agency was appointed after a multi-agency pitch that was held in Bangalore recently.

TVS Sport is a leading commuter brand in the TVS portfolio and has been witnessing promising growth over the years. The brand has grown at a CAGR of 5% since 2010 and is currently at 12K MA with a 3.4% market share YTD 2015-16. In the current market scenario, the product differentiates itself from competition by giving consumer a great mileage that is derivative of a long-life Duralife engine and which comes at an affordable price. To popularize its many offerings, the brand has been leaning on Virat Kohli who is the brand ambassador for TVS Sport. The mandate for Lowe Lintas Bangalore would be to continue rendering the promise of TVS Sport being a popular and affordable choice for consumers.

Commenting on the creative partnership, Arun Siddharth, Head - Motorcycle Marketing TVS Motor Company said, “TVS Sport is one of the most important commuter brands in the TVS Motor Company motorcycle portfolio. With more than 2 million proud consumers, it is our endeavor that TVS Sport is the brand that consumers in the segment love and identify with. Based on the work received from the multi-agency pitch, we found Lowe Lintas Bangalore’s ideation and planning effort along with strong yet grounded team to be a perfect fit for the job at hand. We look forward to putting out meaningful creative work that will spur consumer interest and affiliation towards our popular offering TVS Sport.”

Already an established entity, TVS Motor Company is the third largest two-wheeler manufacturer in India and one among the top ten in the world, with annual revenue of more than Rs. 10,131 crore in 2014-15 (around USD 1.6 billion). It is the flagship company of the USD 7.29 billion (in 2013-14) TVS Group. The company has a production capacity of 3 million 2-wheelers & 1.2 Lakh 3-wheelers a year. TVS Motor Company Ltd (TVS Motor), member of the TVS group, is the largest company of the group in terms of size and turnover.

Sharing his views on the winning the mandate, GV Krishnan, President – Lowe Lintas Bangalore said, “Unquestionable category expertise, great lineage and impeccable values; TVS is that perfect partner that brings out the best from an agency like Lowe Lintas. Our task would be to create brand love and get TVS Sport to be most preferred brand in a category that is crowded and where the consumer is extremely discerning and knowledgeable. We’ve already got the best minds in our agency start work on the brand and we'll stop at nothing but magic.”

Uber, the technology company that has transformed urban mobility for millions announces an association with Estee Lauder Companies to raise awareness for Breast Cancer and stressed the importance of early detection, through a series of innovative sensitization programmes.

As a part of the Breast Cancer Awareness month this October, Uber and Estee Lauder Companies will contribute ₹10 each for every Uber ride taken across India with a goal to raise ₹1 million through it promo code UBERBCAINDIA, that will support Tata Memorial Hospital - Women’s Cancer Initiative for breast cancer treatment and awareness in India.

Amit Jain, President, Uber India, said, "We're proud of our association with The Estee Lauder Companies for the 2015 BCA Campaign, one of the most popular and successful Breast Cancer Awareness campaigns across the world. Partnering with 2015 BCA campaign, we at Uber hope to build more awareness in India towards the world's most common cancer among women. Through #BCAStrength and #UberBCAIndia we hope to mobilise our riders across India and donate as much as we can towards making life saving breast cancer treatments available for those who need it."

As part of this initiative this month, Mumbai’s iconic Bandra-Worli Sea Link will also be illuminated in pink from 9th – 16th Oct, to stress the importance of early detection.

According to the World Health Organization (WHO), Breast Cancer is the most common cancer among women worldwide, and is increasing particularly in developing countries where a majority of cases are diagonosed in the late stages. It is acknowledged that early detection of breast cancer, while at a localized stage, increases a woman’s five-year survival rate to 98%. Through initiatives spread throughout the Breast Cancer Awareness month of October, Uber strives to stress on the importance of taking steps towards early detection of the disease.

Taking forward TVS Jupiter’s brand philosophy:  “ZyadaKaFayda”, TVS Motor Company today, announced that it has roped in Amitabh Bachchan as ‘Brand Philosophy Evangelist’ for TVS Jupiter, the second largest scooter brand in the country.It is the first time that Amitabh Bachchan will be endorsing an automotive brand in the two wheeler space.

“Shri Amitabh Bachchan is held in high esteem in the hearts of India. He embodies the fact that success comes from talent that is nourished with great diligence, character and the spirit of wanting to do ‘Zyada’. This is the philosophy behind TVS Jupiter, ZyadaKaFayda, which we are confident will resonate across India, especially when it is propagated by Shri Bachchan himself. We are very happy to welcome him into the TVS Family.” said K N Radhakrishnan, President and CEO, TVS Motor Company.

Commenting on the long term association with TVS Jupiter, Amitabh Bachchan said, “It is an honour to associate with TVS Motors, especially, with its flagship Scooter brand the TVS Jupiter. I felt very welcome, and at home here. While we are working on some very exciting things, the first campaign is looking very good and I am sure will be liked. I look forward to a fulfilling association with the brand. To all members of the TVS Jupiter family, I would like to convey my warm greetings for very happy and prosperous festive season.”

The first TVS Jupiter Campaign with Amitabh Bachchan is built around the festive season and is directed by renowned director ShoojitSircar.


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