Women and Entrepreneurship
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SUCCESSFUL WOMEN ENTREPRENEURS contd...
SMGULP took part in several trade fairs and exhibitions held in various
parts of India. This not only increased its sales but also made the brand
name Lijjat famous. In addition, participation in such activities encouraged
the numerous member-sisters to become active agents in the functioning of
their institution, thus indirectly increasing their self-confidence.
Many organizations in India took a leaf out of SMGULP's book tried to
emulate its model of working. It seemed to be a good option for rural or
semi-skilled women, who were not qualified for other types of jobs, as it
provided them with a livelihood without demanding high skills and instilled
in them a sense of self-worth and self-reliance.
ENTREPRENEURIAL STYLE
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The entrepreneurial style of all these entrepreneurs
was different. Ekta Kapoor was a complete hands-on manager. She
exercised control over all aspects of the functioning of BTL and had the
final word on everything. Her style of working was criticized by many,
but there were others who feel that it was the main reason for her
success. Ekta Kapoor was very young when she made her foray into
television software. |
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She faced a lot of problems convincing people of the
seriousness of her purpose. According to Ekta Kapoor, people did not take
her seriously because they thought she was only working to pass the time.
They also tried to take advantage of her inexperience by trying to force her
to accept sub-standard scripts. In addition, they tried to exploit her by
overcharging, because she had a wealthy father. Faced with these obstacles,
analysts felt Ekta Kapoor did well to adopt a high-handed autocratic style.
Had she not been assertive, people would have taken advantage of her and,
consequently, she would not have been able to achieve what she did. Her
assertiveness helped her overcome the problems created by her youth and
inexperience.
Kiran Mazumdar had neither a business degree nor business experience, yet
she successfully set up Biocon from scratch. She adopted a democratic
leadership style. Kiran Mazumdar believed in creating an open atmosphere and
a culture which encouraged risk taking. Such an environment is essential for
research based organizations which thrive on innovative ideas. She recruited
people only on the basis of competency, thus ensuring that she got the best
talent. This approach to recruitment helped Biocon become the largest
biotech company in India.
Shahnaz Husain, believed in flexibility in business. She said that she did
not believe in rigid principles of management, and that she often went
beyond pure management principles because 'dua' (blessings) was more
important to her. She did not advertise because she knew that her products
spoke for themselves. Since she relied on her products for publicity, she
had to ensure that they were of good quality. To maintain a high level of
quality, all her products were put through strict quality control processes.
Even the raw materials went through stringent quality tests before they were
used. By not advertising, she gave her products an aura of glamour and
exclusiveness. Shahnaz felt that entrepreneurship was about dreaming and
having the determination to achieve that dream.
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QUESTIONS FOR DISCUSSION
ADDITIONAL READINGS & REFERENCES
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