From “Indian National Congress” to “Indian New Congress”
I nodded my head in disapproval. These days, this has become quite often with me, more like a habit. Well, you’d be curious to know that which invites this nod of disapproval. It’s our country’s prevailing state of affairs that bothers me and burgeons deep concerns over its future. The world is anything but like of yore. It has become incredulously faster, is changing at a rapid rate and is progressing by leaps and bounds. We as a country are progressing too and the world is watching us grow closely & keenly. However, this wave of proliferating corruption in recent times is not only pulling us back from our path of progress but perpetrating an air of cynicism within the entire country.
Stories of scams & bribes have become a common phenomenon these days and have led to a building negativity amongst people. Corruption has spread its wings from small bribes to wealth of epic proportions. The people of India have lost all kinds of faith in any authoritative leadership. Consequently, Anna Hazare has become a local, national as well as an international hero on fighting corruption. And India’s oldest political party is in the eye of such a storm.
So, how does the Congress deal with this daunting problem? Applying our logic to what we tell brands would be one way to tackle this. Let’s go back in time and look at the case of Bajaj Auto. Bajaj had not ventured into bikes and had been a powerful scooter brand of the country. Bajaj decided to relaunch itself in a new avatar. This is what Bajaj did – (a) Changed the leadership, from Rahul Bajaj to Ravi Bajaj; (b) Changed its product offering, from scooters to motorcycles and; (c) Ensured that the new product offering is good and lives up to the expectations of the people.
So what can the Congress learn from this? The Congress needs to take the following steps: (i) Create a new offering to reappraise people. Instead of having old leaders and party members, the party should have MPs under the age of 40 years; (ii) Bring changes in the leadership. The party should induce new, fresh faces. If Rahul Gandhi is going to be their next Prime Ministerial candidate then he should be projected as a leader. A young brigade will perhaps allow people to forget the past misgivings of the party and give it another chance. If you don’t have something new to offer, people will not even give you a second look.
What Congress needs to do is to project future leaders and give people a new ray of hope for a promising tomorrow rather than mull over past catastrophes. The Congress needs to transform the party into a young party imploring the young and old of India to offer them an opportunity to clean up the mess and present a new transformed India.
With the country’s frustrations surging to an all time high and hope having turned its back creeping into some tiny corner of their hearts, the party needs to give the people hope. Hope fraught with the above strategy is the only way for its redemption and victory. However, the choice is for the party to make. Either one will be significant in deciding its future.
I nodded my head in disapproval. These days, this has become quite often with me, more like a habit. Well, you’d be curious to know that which invites this nod of disapproval. It’s our country’s prevailing state of affairs that bothers me and burgeons deep concerns over its future. The world is anything but like of yore. It has become incredulously faster, is changing at a rapid rate and is progressing by leaps and bounds. We as a country are progressing too and the world is watching us grow closely & keenly. However, this wave of proliferating corruption in recent times is not only pulling us back from our path of progress but perpetrating an air of cynicism within the entire country.
Stories of scams & bribes have become a common phenomenon these days and have led to a building negativity amongst people. Corruption has spread its wings from small bribes to wealth of epic proportions. The people of India have lost all kinds of faith in any authoritative leadership. Consequently, Anna Hazare has become a local, national as well as an international hero on fighting corruption. And India’s oldest political party is in the eye of such a storm.
So, how does the Congress deal with this daunting problem? Applying our logic to what we tell brands would be one way to tackle this. Let’s go back in time and look at the case of Bajaj Auto. Bajaj had not ventured into bikes and had been a powerful scooter brand of the country. Bajaj decided to relaunch itself in a new avatar. This is what Bajaj did – (a) Changed the leadership, from Rahul Bajaj to Ravi Bajaj; (b) Changed its product offering, from scooters to motorcycles and; (c) Ensured that the new product offering is good and lives up to the expectations of the people.
So what can the Congress learn from this? The Congress needs to take the following steps: (i) Create a new offering to reappraise people. Instead of having old leaders and party members, the party should have MPs under the age of 40 years; (ii) Bring changes in the leadership. The party should induce new, fresh faces. If Rahul Gandhi is going to be their next Prime Ministerial candidate then he should be projected as a leader. A young brigade will perhaps allow people to forget the past misgivings of the party and give it another chance. If you don’t have something new to offer, people will not even give you a second look.
What Congress needs to do is to project future leaders and give people a new ray of hope for a promising tomorrow rather than mull over past catastrophes. The Congress needs to transform the party into a young party imploring the young and old of India to offer them an opportunity to clean up the mess and present a new transformed India.
With the country’s frustrations surging to an all time high and hope having turned its back creeping into some tiny corner of their hearts, the party needs to give the people hope. Hope fraught with the above strategy is the only way for its redemption and victory. However, the choice is for the party to make. Either one will be significant in deciding its future.
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Source : IIPM Editorial, 2011.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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