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A Management guru

BANGALORE / LIFE
THE HINDU, Tuesday, June 10, 2003

A multifaceted ‘guru'

One would not expect the Dean of one of India's better known management institutes to spend a hot afternoon chilling out at Barista's on Mahatma Gandhi Road. Arindam Chaudhuri does Prof. Chudhuri happens to be the youngest Dean of the Indian Institute of Planning and Management (IIPM), Delhi.

But then it's probably in the genes. After all, his father, M. K. Chaudhuri was the founder-Director of IIPM and a former Professor at the Indian Institute of Management, Bangalore.

Despite his responsibilities as Dean, Professor Arindam Chaudhuri has "managed" to find time to write three books. The latest is The Great Indian Dream due for all-India release on August 15.

But it was his second book, Count Your Chickens Before They Hatch, which got the nation hooked onto his management "mantras".

As a student at IIPM, Professor Chaudhuri was drawn towards Economics. He says N. R. Chatterjee, Faculty of Management Studies, Delhi University the also taught at IIPM, was influential in making him take to teaching. "Our IIPM teachers changed our nation of management education," he says Now, Professor Chaudhuri teaches Economics and Leadership there.

But before joining the IIPM faculty, he had begun Planman Consulting a media consultancy firm. Recently, the firm forayed into making films and television serials and there are plans for a Bengali film.

"It is necessary to emphasize the practical aspects of marketing in a management course. Management is not complete without industry exposure, says Prof. Chaudhuri.

And like a true loyal Dean, he believes in benchmarking IIPM against the IIMs. "We are coming pretty close to achieving that target, what with Outlook ranking as fourth on their management interface list last year."

Having specialized in National Economic Planning. Prof. Chaudhuri brings out an alternative budget every year targeting sectors that are not acknowledged in any way by the Government. This year, three main sectors were identified - education, health and employment. "The alternative budget is about alternative ways of managing resources," ways Prof. Chaudhuri.

Like almost all successful managers and authors, he is into the lecture circuit. here and abroad, his latest talk was to the confederation of Indian institutes in Mumbai.

But it is as a Dean that he is most popular. And how do we know? Well, a couple of his IIPM students came up to greet their professor even as he was speaking to The Hindu.

Their love and affection was more than obvious.

By Divya Sreedharan

The maverick management guru

Feature of the week
On "IIPM - Arindam Chaudhuri - Planman"
In all its 22 editions world-wide

The maverick management guru
By Della Bradshaw
Published: June 4 2006

It is hard to think of any traditional business schools that have also produced four hit films and publish two news-stand magazines. The Indian Institute of Planning and Management, however, has little truck with tradition.

Take the honorary dean, Arindam Chaudhuri, for instance. With his designer spectacles and glossy ponytail he could well be mistaken for one of the stars of his own Bollywood movies.

But Professor Chaudhuri's fame in India comes from his positioning as a management guru, not a film star. And the IIPM, which was founded as recently as 1973, now claims to be the world's largest business school, with 5,000 postgraduate management students in nine campuses across seven of India's largest cities - Bangalore, Chennai, New Delhi, Mumbai, Pune, Hyderabad and Ahmedabad.

The philosophy of the school is simple: India needs a lot of well-trained managers and IIPM is educating them. Prof Chaudhuri has courted controversy by lashing out at the elite Indian Institutes of Management for their refusal to admit more MBA candidates. He says that little more than 1,100 candidates enrol in the top six IIMs to study for an MBA each year, when India really needs between 50,000 and 200,000 MBAs to graduate. "This [the exclusivity] makes the halo around them [the IIMs] stronger," he says.

He happily acknowledges that graduates from the IIPM do not receive the high salaries that those from the IIMs can command - Prof Chaudhuri's graduates earn about Rs30,000 ($653) a month compared with Rs50,000 for an IIM graduate. Nonetheless, he says, 400 Indian companies recruit on the nine IIPM campuses each year from among the 2,500 graduating students.

The flamboyant Prof Chaudhuri does not intend to stop there. While all the talk in American and European business schools is about the scramble to sign up partner schools or establish campuses in India and China, IIPM is turning the tables. It looks set to become the first Indian business school to set up campuses in Europe and the US.

The IIPM intends to establish satellite campuses in the UK, Singapore and Dubai in 2006 and in the US in 2007. The UK campus will be in London in the Chancery Lane area, the centre of the legal industry. The Singapore Economic Development Board has also invited the school to set up a campus there, alongside the likes of The University of Chicago and Insead, says the school.

As with almost all Indian business schools (the Indian School of Business in Hyderabad is the notable exception) the MBA offered in India is a pre-experience degree - more akin to a pre-experience masters in management degree in Europe. According to Prof Chaudhuri: "A huge majority of our students are straight out of college. In India traditionally people finish education in one go. You rarely see someone taking a break after working."

He thinks this approach will be popular overseas, in the UK for example. However he acknowledges that the IIPM will not be able to offer an MBA degree in London to begin with, only a diploma - it will take at least three years for the school to apply for monotechnic status and therefore be allowed to grant its own degrees.

He is unperturbed by this. "We're going to focus on deliverables minus certification . . . We're not going to get into the argument of what the paper is called. We're going to focus on what is taught."

The MBA the business school offers is structured differently from most MBA programmes, with a strong emphasis on economics and marketing. "Economics, we think, is the backbone of an intellectual course," says Prof Chaudhuri.

This is not economics as most US business schools would know it, however: it has attributes that are peculiarly Indian. "We talk about the survival of the weakest and trickle-up," says the honorary dean. "Without clashing with the first world ideology, we're trying to show how taking care of people around the world can be a profitable business.

"The big reality is that human nature and the market system go hand in hand. But human nature and humanism go hand in hand." These ideas, he believes, are globally applicable. "With this differentiated programme we intend to go global."

Overseas travel is already compulsory for all MBA students. They spend two weeks in Europe, the US or elsewhere - in spite of the logistical nightmare of taking 2,500 students out of India each year.

The IIPM has been able to attract many top international professors to teach in India. According to the school's website, some 30 professors of international repute teach at the IIPM - Philip Kotler from Kellogg, Skander Essegaier from Wharton and Ari Ginsberg from the Stern school at NYU to name just three.

When the school sets up satellite campuses it believes it can persuade US and European professors to teach there, rather than the Indian faculty who teach ­domestically.

The teaching faculty on the Indian campuses would not pass muster at any globally recognised business school - indeed, it is hard to find details of the 350 faculty on the IIPM's website at all. The school has been able to build up its teaching faculty in India by recruiting its graduating MBA students - unthinkable in most business schools. But the flamboyant Prof Chaudhuri says he has "absolute faith in young blood".

This year the school has taken on 160 graduating students to train as teachers and consultants. (As well as the film production and magazine businesses, the IIPM claims to have the largest management consultancy business in India).

Ninety per cent of the faculty at the IIPM have an MBA degree and 20 per cent have a doctoral degree. Prof Chaudhuri himself studied at IIPM for his MBA and fellowship degrees. For those who join the school with just an MBA, the IIPM runs its own fellowship programme, which takes four to five years to complete and which Prof Chaudhuri argues is the equivalent of a doctoral degree. As if all that is not enough, the IIPM has just started an IT consulting arm as well.

The IIPM has clearly had some success in the Indian mass education market, where hundreds of little-known business schools cater to the huge numbers of aspiring managers requiring MBA education. The question is, can the IIPM, as Prof Chaudhuri believes, replicate this success overseas, often in markets, such as the US and Europe, that are already saturated with domestic MBA programmes?

While traditional business schools may frown disapprovingly at IIPM's attitude to management education, no one could doubt Prof Chaudhuri's enthusiasm. "When it comes to the globalisation of Indian thoughts, nobody has taken the initiative," he says

IIPM Alliances

IIPM's strength in institutional development is evidenced in the number of alliances that they have with organizations across the world. IIPM's worldwide alliance with Planman Consulting provides IIPM with access to leading international management consulting paradigms. Planman Consulting has been rated as India's largest multi-interest consulting firm. This multi-interest consulting structure provides to IIPM students & faculty one of the most efficient learning curves in today's business world by interacting with live case studies, participating in international consulting projects, and developing real life research projects.

GroovyJobs is IIPM's official jobs site. Developed completely by IIPM students, GroovyJobs provides IIPM students and alumni access to the top jobs available in the industry. GroovyJobs is powered by state-of-the-art client server technology and is one of the most effective database management systems available in the industry. Arguably, GroovyJobs is amongst the best job sites even when compared with those that exist currently in the job market. Visit www.GroovyJobs.com for a live experience.

The academic programs of IIPM, namely the Full time and Integrated Programs in National Economic Planning and Entrepreneurship (not including the fellowship programs), are offered in strategic alliance with the International Management Institute, one of the leading business schools of the world. This alliance enables the students to experience & learn management at a global level.

But probably the strongest support that IIPM obtains is in its GOTA (Global Opportunities & Threats Analysis) program. The world's leading institutions have regularly supported the endeavours of IIPM to expose students to international and global management practices. The names of the faculties from the institutions that have supported IIPM's GOTA program in the past are given below.

Faculties/ Representatives from leading organizations who have taken sessions for our students in the GOTA programme

Dr. Khalil A. Hamdani (UNCTAD Chief, National Innovation & Investment Policies)

Mr. Marc Berthoud (Vice President, Geneva Financial Center)

Dr. Luc Van Mele (Dean, International Management Institute, Belgium)

Professor Hans Hanegreef (Professor, IMI, Belgium)

Professor Guy Knaption (Professor Strategy, IMI Belgium)

Dr. Nicholas Bates (Professor, Webster University)

Dr. Robert Spencer (General Director, European Campuses, Webster University)

Mr. Thien Luong Van My (Issues Manager, Nestle Worldwide)

Mr. Philippe Pegoraro (Economics Statistics Head, Federation of Swiss Watch Industry)

Mr. Max Hool (Legal Head, Federation of Swiss Watch Industry)

Mr. Abrar Farshori (Manager, Amas Bank, Switzerland)

Mr. Alexander P. Spirk (Client Relationship Manager, Amas Bank, Switzerland)

Dr. J. Prokopenko (I.L.O Head, Productivity & Management Development Program)

Dr. Miles Dodd (Senior Advisor, INSEAD, France)

Mr. Roland Diethelm (President, Sulzer Hexis, Winterthur, Europe)

Dr. Bruno Walser (President & Member Executive Committee, Sulzer)

Mr. Niels Christiansen (Director, Public Affairs, Nestle Worldwide)

Mr. Thomas Schelling (Head, Asia-Oceania-Africa, Nestle Worldwide)

Mr. Ernest J. Pope (former MD, Nestle Australia, Senior VP, Nestle Worldwide)

Ms. Jane Quillet (Corporate Communications, Nestle S.A, Vevey)

Mr. Ajay Hinduja (Hinduja Group, Amas Bank, Geneva, Switzerland)

Mr. Jean-Daniel Pasche (President, Federation of Swiss Watch Industry, Bienne)

Ms. Chantal Garbani (Economist, Federation of Swiss Watch Industry, Bienne)

Dr. H. Oberhansli (Chief Economic Advisor to the Chief Executive, Nestle S.A., Vevey)

Ms. Preeta Banerjee (Palais des Nations, United Nations)

Mr. Kim (Vice President, Marketing, Nestle S.A., Asia-Oceania-Africa)

Mr. Roland H. Baumberger (Vice-President & Head HR, Sulzer, Europe)

Dr. Sfeir Younis (World Bank, Geneva, Switzerland)

Mr. Didier Wacker (Senior Manager, Credit Suisse)

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ABOUT IIPM - IIPM KNOWLEDGE CENTER

 

IIPM Academics > GOTA

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In the light of globalisation, students entering IIPM undergo a 2-3 weeks study tour to a selected country in Australia , Africa, Asia, America , Europe or China . During these 10-15 days the students are taught a special paper on Global Opportunity and Threat Analysis with assistance from faculty of the country visited, whenever available. The idea is to make students aware of how a truly global economy works and also to bring a fresh outlook to life conducive to entrepreneurial learning.

For Example:
During the GOTA visits, IIPM has conducted seminars and lectures with faculties/representatives from organisations/institutions like: Geneva Financial Centre Foundation, Federation of the Swiss Watch Industry FH-i, WTO, Nestle, European Free Trade Association, UNCTAD, Graduate Institute of International studies, Webster, The World Bank, Credit Suisse, Insead etc.

For Details Visit http://www.iipm.edu/alliances.html

Some IIPM Blogs....

Turn around for the truth: Ehud Olmert

It’s better! It’s cheaper! It’s not Indian!

Back to the future

Value of Technology

Cold War is over

The war in the telecom market

Source : IIPM Editorial, Editor - Prof. Arindam Chaudhuri

Copyright - IIPM, 2006