While Anmol Bakers is undergoing a major business transformation to stay ahead in the market race, the company’s Managing Director, Mr. Gobind Ram Choudhary, sheds light on various business plans in a freewheeling interview.
This is the new discussion in “Meeting the MD” series that we started a few days ago.
Here we go.
1. Do you think the Indian market for biscuit brands is getting increasingly saturated, as global companies are also entering the local market?
On the contrary, I would say, the market is opening up as more players are entering the local terrains. It will always be good for the consumers and will force domestic biscuit manufacturers like Anmol to be more aggressive in the market to retain or increase their market share.
It will be a major challenge to compete with global brands in the domestic market. Moreover, we see many other positive trends in the scenario of increased local competition, as we will now move very aggressively in the international markets.
2. What plans do you have to target international markets?
Our immediate target is to increase the share of export revenues in our total sales pie for which our newly formed international division is already on the job. Although it is an uphill task to penetrate the competitive export markets, we are confident to do well there too, as we are progressing fast in the Indian market.
While initially we will focus on Europe, Africa, Middle East, and Australia we have planned to launch new products for local consumers in these markets. Partnerships with the local businesses in export markets is among the plans.
3. Today, pace of doing business is considered an important marketing factor. What steps are you taking to ensure business agility for Anmol?
Certainly, pace of business is very important. We are taking various steps to bring agility into the system. So far Anmol has been a vertically structured company. But now we are gradually adopting flatter management models. This is to ensure faster decision making at all levels by reducing the layers in the process.
We are also streamlining our go-to-market strategies so that our existing and new biscuit brands are instantly and easily available in the market. Other business processes like SCM, CRM are also being refined to increase the velocity of our business.
4. It is a known fact that processes are driven by people even when they are automated processes. How do you plan to handle the human resource development (HRD) area in the company?
At present, we are hiring new talent for all the departments of the company – including sales & marketing, exports, production planning, technology infrastructure management, and so on.
And the existing staff is being trained through organized orientation programs to handle various business areas. That is important. Moreover, we have created a core leadership team in the company that is constantly interacting with me to spearhead different business operations.
Training and retraining of the staff and retaining the best talent in the company are among our top priorities. We need to introduce cultural change in the company to stay ahead in the market race.
5. Are you working on some specific plans to ensure business growth for Anmol?
We are moving systematically to achieve our sales and overall growth targets. For this, we are constantly increasing the range of our products. Moreover, now we are expanding our reach to cover more geographical areas and targeting new consumer segments. With all these steps, we can pull off exponential growth for Anmol in the coming years.
In the picture above: Mr. Gobind Ram Choudhary, Managing Director, Anmol Bakers
[ Also Read: “Anmol Positions itself as the People’s Brand” ]