- Hardcover: 232 pages
- Publisher: Penguin Portfolio (21 June 2018)
- Language: English
- ISBN-10: 9780670091355
- ISBN-13: 978-0670091355
- ASIN: 0670091359
- Package Dimensions: 19.8 x 13.4 x 3 cm
- Average Customer Review: 17 customer reviews
- Amazon Bestsellers Rank: #41,072 in Books (See Top 100 in Books)
The Two-Minute Revolution: The Art of Growing Businesses Hardcover – Import, 21 Jun 2018
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'Sangeeta Talwar has helped create and market India's favourite consumer products, many of which have become generic names in our society. This is a truly fascinating book about product identification, creation and marketing in a society in transition at a time when information and data were scarce. The distilled wisdom of a time
when one depended on one's knowledge and instincts, coupled with market visits and deep understanding of consumer behaviour, is invaluable to all managers facing a rapidly changing economy. As the
first woman executive in the FMCG industry, her insights make this book a must-read for all managers'-T.V. Mohandas Pai, chairman, Aarin Capital Partners
'Sangeeta Talwar's book interweaves the story of her hands-on experience in building some of today's most iconic brands, with her personal story of the grit and guts it takes to succeed in the world of business. Generously peppered with insights and advice, it makes rewarding reading for anyone looking to understand the
perspiration and inspiration that go into creating a successful brand' -Anand Mahindra, chairman, Mahindra Group
'I have known Sangeeta for a long time, and I have had the opportunity to interact closely with her over the last few years. I have always appreciated the clarity with which she evaluates business issues, and I believe that she has brought that same clarity to her book. Her experiences and wisdom gained during her long and successful
corporate career are captured nicely through tales that are relatable and riveting. Her book underlines the importance of not just great strategy but also excellence in execution. The core thought of the
book resonates with what I have long believed-that understanding and addressing human behaviour creates lasting business value' -Shiv Nadar, founder and chairman, HCL Technologies
'Business innovation is a survival strategy which takes painstaking endurance to convert to competitive advantage. Sangeeta Talwar's book reflects this journey of endurance to build competitive brands in a complex market'-Kiran Mazumdar-Shaw, chairman and MD, Biocon (Kiran Mazumdar-Shaw)
'Sangeeta's valuable insights from her hugely successful professional career in leading Indian and multinational companies will resonate well with every working professional. Truly a rewarding read for young professionals, especially those in marketing and branding, who have just embarked on a career in the corporate world and are getting a taste of the fundamental realities of business'-Shikha Sharma, managing director and CEO, Axis Bank (Shikha Sharma)
'Sangeeta has brought to life a number of excellent business lessons and business insights, through very relatable experiences. It is an easy-to-read but hard-to-forget book!'-Meena Ganesh, managing director and CEO, Portea Medical (Meena Ganesh)
'Sangeeta has woven masterly stories of three iconic brands, offering sharp insights and lessons along the way and focusing on some of the fundamental questions in branding and marketing. And, all of this played out in the last four decades which also saw the Indian market break out of historic and relatively low rates of growth
and into a different consumption trajectory'-Vinita Bali, global business executive
About the Author
Sangeeta Talwar was the marketing director and executive vice president of Nestle India. After twenty-one years in Nestle, she moved to Mattel India as CEO and MD. In 2004, she joined Tata Tea as the executive director and was appointed as the president, South Asia, for the Tata Global Beverages Group, the consolidated entity. During her time, Tata Tea became the largest tea brand in India by value and volume. She also led the launch of the 'Jaago Re' campaign, the first social marketing campaign in India, which won international acclaim and several awards.
From the Publisher
Two-Minute Revolution provokes you to think big – about shifting your strategic sight, and about innovation as well as excellent in on-the-ground execution.
Sangeeta Talwar, the first woman executive in the FMCG industry, who helped establish one of the most beloved ad enduring brands of India – Maggi noodles – shares creative and strategic lessons that can help you grow and add value to your business. Drawing from decades of first-hand experience in Nestle, Tata Tea and Mattel, she prescribes an approach to business that includes developing Fly Vision, being consumer-obsessed, executing to perfection and pivoting to profitability.
Insightful and packed with fascinating examples – from creating and launching Maggi, to spearheading the highly effective ‘Jaago Re’ campaign for Tata Tea – the book suggests tried-and-trusted strategies for building extraordinary brands and businesses.
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Sangeeta has done a splendid job in capturing her rich corporate professional cross functional experience covering Marketing, Sales, Human Resources, and Leadership through real business situations and cases.
Sangeeta emerges as a role model for all women managers in India. She was the first career management professional to join Nestle India in June 1979 in Marketing. Those were the days without basic amenities like packaged drinking water, connectivity and ubiquitous transportation that we take for granted today. The story of her travel to militant infested North East India, staying alone, driving to emote areas even when she falls sick, is a great example of personal courage and commitment.
Thousands of companies exist today. Yet, only a very few are ‘Built to Last’ – the unique DNA of not only to stay alive, but to thrive and grow globally for more than a century. Sangeeta explains the recipe of the secret sauce that keeps these companies going and growing. In these companies, ‘it’s different’, as with Maggi hot and sweet sauce!!
The customer comes first and foremost in whatever a great business does. Sangeeta’s own obsession for customer centric approach in business is evident in her thoughts, words and deeds in every chapter and case study, the most exciting and illustrative being her journey with Maggi 2-minute noodles in India. With the customer as its soul, a great product to delight, a clear strategy to guide, best in class processes to follow, attention to the minutest details on the ground, sums up the birth of great brands that customers keep coming for again and again. It is this relentless focus, constant improvement, and consistent delivery with utmost integrity and uncompromising adherence to core values that makes a company great. Brands matter, at every point of customer interface.
Great companies groom great leaders, and this book is an essential read on leadership, as much it is on marketing and business.
Throughout the book, Sangeeta never complains of having had any disadvantage of being a woman in the Indian corporate world. In fact, her professionalism and courage are at times lessons for men. No man would have braved the fury of flood and rains as she did in Mumbai in 1981 (launch of Maggi noodles) to reach a distributors office, wading in large swirling mass of dirty muddy waters, running well above the knee, her bag slung on one shoulder and slippers on the other, with the grave risk of slipping into dangerous ‘manholes’. She was the first to reach the place, while others from her company simply could not make it. She quotes Mark Twain: ‘Courage is not the absence of fear, it is acting in spite of it.’ She goes on to say: ‘That day I knew I had it in me to stay determined and committed to the task at hand, despite the odds stacked against me.’ For those who could not make it, I can only say ‘JAAGO RE…’, taking cue from another great brand story in the book.
This book is a must read of all aspiring business leaders, especially those pursuing their MBAs and other young professionals who shall not cease to dare and fly high in their careers. Simple to read, highly informative, incisive and insightful. This is your fly vision.
This review is written on and dedicated to International World Women’s Day, Friday, 8 March, 2019.
Also a must read for all female professionals who want to reach the top of their career.
Still after almost 4 decades, the social mindset about females has changed little.
Very inspiring book by an Indian author, which can easily inspire Indian professionals.
Shows you how a 360 degrees approach to Marketing worked even two decades back. It is only that the vehicles of interactivity have changed now.
Sheer Doggedness, Back to the Basics and Keep your ears to the ground. NEVER GIVE UP is what we hear again and again from this book.
Makes for a very immersive experience