Where do these cows go ?

Mohammed SutarwalaManaging Directormohammed@swansol.com

Swan Planning ConferenceApril 2011

Based on the book◦ MAKING BREAKTHROUGH

INNOVATION HAPPEN Porus Munshi Marico Innovation Foundation Erehwon Innovation Consulting

How Eleven Indians Pulled Off the Impossible

Today we discuss 3 of these innovators

Innovation

Dainik Bhaskar Trichy Police The Surat Transformation

Three inspiring innovations

Jaipur - 172 thousand (19 Dec 1996) Chandigarh – 69 thousand (May 2000) Haryana – 271 thousand (June 2000) Ahmedabad – 452 thousand (June 2003)

How did they do it ?

Dainik Bhaskar

Leader and follower Leader has achieved market share, and thus

efficiencies due to large volume Followers never catch up The more newspapers you print the more

money you spend Advertising follows circulation

Newspaper Industry Dynamics

From 1992 – 1995 was undisputed leader in Madhya Pradesh

Company had a large lead with the nearest competitor Nai Duniya which they had replaced

Hunger to expand made them focus on Jaipur

Dainik Bhaskar

If your aspiration is to reach heaven You will have to die for it. Are you ready ?

Aspirations

Go for No. 2 from Day 1 This means you print and circulate enough

copies to beat the existing No. 2 in the market

But why not No.1◦ Too much of a risk◦ Too much cost

Target 50,000 copies from day 1 in Jaipur

Ambitious Goal

It is like your morning tea or coffe Your favourite biscuit Staunchly loyal Favourite sections, layout, familarity

The challenge◦ So how to make 50,000 people switch on Day 1

The newspaper habit

Face-to-face meeting with 200,000 potential newspaper buying households

Not just a survey, but an experience-enhancing event

Asked questions, listened, reverted back

Did not outsource, but set up an internal task-force of 700 people

The un-coventional approach

If we give you what you want, will you buy our newspaper?

Are you ready to subscribe, if we promise to deliver what you want ?

And the people said ‘YES’ and subscribed

They got a special price of Rs.1.50 as against the regular subscription of Rs.2.00 with a money-back guarantee if not satisfied.

The million dollar question

Became No. 1 from day 1◦ Plan: 50,000◦ Achieve: 172.000

They introduced a Hinglish Newspaper in Chandigarh (220,000 households)

Sold 69,000 on day 1. People preferred English paper, as the

Quality was better than Hindi.

Success formula repeated

Aim High Do the un-conventional Listen to your customers Deliver what you promise

Lessons

A city with 1/3rd Muslim, 1/3rd Hindu, 1/3rd Christian

1999 – season of turmoil New Police Commissioner – Tripathy Police barely respected, and in fear of attacks Vajpaye and Advani’s planned visit Situation too tense

Trichy Police

Trichy population 24 Lakhs Most developing countries would

need 7000 policeman In developed countries – 5000 Trichy did it with just 260

havaldars In 2 years crime rate dropped

40%.

The Miracle

Inside – Out◦ Picked 50 honest constables◦ Told them to stay at home◦ Let your presence be felt in the community◦ Send regular updates direct to Commissioner

◦ It was the fastest way to gather intelligence

◦ Visit went off smoothly

How did he do it ?

Extedned experiment to the whole city Divided city into 60 localities Handpicked 260 constables De-briefed and humanized them Instilled a spirit of community service Changed them from enforcers to conservers Became part of community

Community Policing

A set of 4 constables had round-the-clock responsibility of their locality

A tenure was fixed for 2 years. Out of 4 one was always present on the beat

Ownership was instilled and knowledge of community policing was shared

SHOs were made to go to field to meet them rather than having constables come to the station to report

The Beat System

Met Resistance from SHOs Dealt Shirking from work Fired Corrupt officers Gave people Direct Access to Police

Commissioner Put complaint boxes in each locality Community work , carpentry, electrician,

etc Gradual handover to the chain of command

Making it work

Challenge things Trust people to deliver Test out your idea before going full steam

ahead

Lessons

The Textile City, the Diamond City

Also the filthiest city in the country

1994 22,000 cases of malaria

S R Rao takes over as Municipal Commissioner

Surat ki surat badal daali

Second cleanest city after Chandigarh

Malaria cases down from 22,000 to 497 in 3 years.

Doctor’s earnings down by 66% Population covered by sanitation

increased from 63% to 97% Daily garbage clearning up from

40% to 98% 92 kms of road widened, 300 km

new roads

And things changed within 20 months

Walked around Surat Identified the fundamental issues Focussed on 3 areas

◦ Administrative Capacity◦ Financial Capacity◦ Public Health Engineering

Enforced Discipline from Top, Gave Rewards from bottom

What magic wand did he wave ?

Reorganized the departments so that each was responsible fully for its Ward.

Disbanded Functional Heads like Roads, Sewerage, Water, etc.

Delegated powers – appointed 11 Commissioners almost with the same powers as him

Daily review meetings Fieldwork 5 hours a day (No AC in office from

7am-3pm) SLAs were created

Administrative Capacity

Spread Hygiene Education Imposed Fines Illegal Construction Enfornced Hygiene Standards Went after Property Tax Evaders

Did not succumb to pressure. Did not take phone calls for 10 days. Went with the press everywhere

Moral Authority on People

Increased octroi collection Systematic Property Tax Assessment Computerized Accounting Profit centre approach 54% increase in revenue

Financial Capacity

Fixed the rate, rather than asking for the rate

6 month projects duration or asked Engineers for lengthy 6 page report to explain why not

Public Health Engineering

Dirty your hands, get practical Analyse the problem before attacking it Stick to plan, resist pressure to appease

Lessons

So where do the cows go ? Surat had many stray cows Each time the cows were rounded up and

left at the outskirts of the city they returned back after a few days

S R Rao decided to follow the cows to see what the cows do the whole day

And he found out……

They went from one garbage dump to another

The cows never came back

Changed the garbage collection process Now Garbage was collected from homes

and directly dumped outside the city Next he took the cows outside the city

Thanks