FEBRUARY 2, 2003
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Q&A: James Z. Li
"If you can't compete with Chinese manufacturers, come buy them." So says James Z. Li, Managing Partner of E.J. McKay & Co, a Shanghai-based m&a advisory. And he's using this line to spearhead his India thrust, selling himself as an acquisitions consultant. China has bargains Indian firms mustn't miss, he says.


Coca-Cola's Price Offensive
Fizz and advertising. Advertising and fizz. That's what the cola wars are supposed to be about. And then along comes Coca-Cola India, and decides to add a new-some say obvious-dimension to the game: pricing. It's an experiment in Mumbai on a few brands. Could it reshape the cola battleground?

More Net Specials
Business Today,  January 19, 2003
 
 
Getting Ahead

They were just approaching the age of consciousness when India liberalised. Now students at some of India's finest institutions, GenNext is simply focused on getting ahead.

SELECTION
Sandwich Supper

One day in 1997, Gaurav Dutt, then in class ix, woke up and decided he wanted to go to business school. Now a third-year student of math at Delhi's venerable St Stephen's College, 20-year-old Dutt is a member of the college's wildlife and music clubs, and spends his time on sports, indoor and outdoor, and the requisite amount of math. He still wants to go to B-school, but there's been a minor addition to his career plan-post-MBA he wants to enroll in a US university for a PhD in finance. If that sounds too specific for a young man still to graduate, consider the case of Salil Mulay, a 21-year-old third year student of math at Mumbai's St Xavier's college who wants to pursue a course in actuarial science because "insurance is a booming segment".

Prashant Hegde, 20 and Arnav Sinha, who is a year older study in the sane city as Dutt, but in a school that is a couple of tens of kilometres away and far more verdant, the Indian Institute of Technology. Hegde echoes Dutt's sentiments but Sinha puts a larger, more discerning slant to the reason they are at IIT. "Whatever we are doing now will help us handle the competition we are sure to face later." There's also the material aspect, each of the three gently remind this writer: good jobs, fashionable threads, fast cars, and money with a capital M. A recent ORG-MARG A.C. Nielsen survey of 3,000 young people between the ages of 18 and 20 found 75 per cent of the respondents picking money as the most important thing in life. "You have to make enough money to support your other interests, your family, the kind of lifestyle you want," says Vikas Jawa, a student of economics at SRCC, Delhi. And if you still don't know what you want, adds the IIT duo, never mind, being in a school like IIT opens a world of possibilities. And a 8 a.m.-to-2.00 a.m. day replete with classes, extra-curricular activities, and the odd vice or two teaches you to work the system and emerge on top.

While fun has become a serious institutionalised activity, academics has become the passport to better things in life

Welcome to the world of the GenNexters, the first generation of Indians to have spent more than half their existence in a new, free-market oriented India. "I want to make my own choices," says Vini Goel, a student of management at Bangalore's St Joseph's College of Management, who claims her generation isn't constrained by the past or parental control. "Whether it turns out good or bad, it is after all my choice and I will live with it." All that doesn't translate into a generation of Valids (remember Gattaca?) obsessed with the uni-dimensional pursuit of a B-school degree. There's enough variety and social awareness available (in this article, and among GenNexters) to sate a bleeding heart. Abhimanyu Sarvagyam, a 19-year-old student of chemistry at Chennai's Loyola college would prefer nothing more than a career in oceanography; his batchmate Vinayak Nagaraj studies the martial arts, is ex-president of the debating society, and wants to join the United Nations; and Divya Mehta, a student of economics at Kolkata's hoary St Xavier's wants to propagate the message of vegetarianism.

There it is, hidden in the 'I want to be...' hopes of the generation, the a-word that their parents, and their parents, in turn, eschewed, ambition. "If you don't drive yourself, you won't survive," says Paul Sebastian, a student of IIT Delhi. That's a mature Andy Grovish kind of sentiment coming from a 22-year-old, but don't say as much to Sebastian. He and the majority of his generation don't believe in role models. "I do not want to follow anyone," says Manish Patadia, a student of commerce at Delhi's SRCC, who doesn't want to wait till he is 60 to be rich. He'll do anything to be that: he already distributes medical products when he isn't in college, is willing to pursue a ca, enroll in a business school-anything.

GenNext doesn't believe in rebelling,at least not in the same way their parents did

Attribute that to the free market environs in which GenNexters grew up: for while fun has become a serious institutionalised activity, academics has become the passport to the better things in life. That's meant a break from the past in some cases: At Delhi's Stephen's, for instance, the mid-semester January examinations were never taken seriously by students. Campus tradition had it that one had to flunk these to do well in the end-semester examinations. Today, no one is willing to risk taking the January tests lightly. "Our students have become very serious," says Anil Wilson, Principal, St. Stephens. And very materialistic, adds a disgruntled Joseph M. Dias, the Principal at Mumbai's St Xavier's College. "They are consumerist and career-oriented," he grouches. That may be the case but no one is complaining, least of all parents-GenNext doesn't believe in rebelling, at least not in the same sort of way their beat-generation parents (some of them must have surely rebelled) did. The times have changed, parents, in general, are far more liberal, and intense competition at school leaves little time for rebellion.

And Father Dias needn't worry: all that consumerism and materialism doesn't come at the cost of values. Three out of every four respondents to the ORG-MARG A.C. Nielsen survey didn't believe in adopting the wrong means to achieve their objectives and 66 per cent said they certainly would not pay money to gain admission into the educational institution of their choice. Evidently, the first decade and more of reforms may not have done all that much for the Indian economy, but it has created a generation of organisation kids who revel unashamedly in the worship of Mammon but still retain enough values to tell good from bad. Surely, that's reason enough to cheer in these trying times.

TREADMILL
Not All Froth

Go on. Call it a hangover from festive December if you will but I just have to share some good news with you. Beer's good for you. In preliminary studies (these studies are always preliminary, have you noticed?) of a group of men suffering from coronary artery disease, the researchers found that drinking one beer (that's the small pint bottle and not the big 750-ml bloater!) every day for a month can reduce the risk of a heart attack. The study, conducted in Israel, is an addition to growing evidence that a bit of booze may actually reduce heart disease. The healthy post-beer drinking chemical changes that the study found include decreased cholesterol, increased anti-oxidants and reduced fibrinogen levels.

But before you head off to the bar, here's a bummer. The results do not mean that beer is the only cause for lowering heart disease risk. Exercise must complement the beneficial effects of beer.

Now, there are two words in the paragraphs above that bear revisiting. One, of course, as I have mentioned is 'preliminary'. It's a hedge that researchers use before endorsing anything that goes into your diet-from caffeine to sugar to alcohol. Don't be dismayed if another group of researchers debunk the beer theory. The other word Muscles Mani would like to bring to his readers' attention is 'exercise'. Remember, no diet works without exercise.

To put you on your way, here's some great stuff for your shoulders. The idea is to keep changing your routine so that the muscles don't get used to the same old stuff. Here are three new ones for building your shoulders. Start with barbell front raises but don't do them standing. Use an incline bench, which takes away any tendency to cheat. Do a set with a very lightweight for 15-25 reps before going into three working sets of 10-12 reps each.

The second exercise is the underhand, close-grip press. Instead of free weights, use a Smith machine. After a warm-up of 15-25 reps, do three sets, pyramiding the weights up while lowering the reps from 12 to 10 to eight.

The third on the list is the quarter-rep standing lateral raise. Instead of bringing your arms down to your sides bring them down only to a quarter of that distance. Why? Because bringing them all the way down actually provides a rest for the shoulders in the last fourth of the movement-that's known as a training "dead zone", which does nothing for you. Again three sets with pyramidal increase in weights as you go up.

 

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