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Strategies & Market Trends : India Coffee House -- Ignore unavailable to you. Want to Upgrade?

To: Mohan Marette who wrote (9451)	11/7/1999 10:27:00 PM
From: Mohan Marette	Read Replies (1) \| Respond to of 12475

Meet 'Baroness' Shakun J. Mulchandani The mother in Shakun J. Mulchandani, chairperson of Baron Electronics, has rushed to the aid of son Kabir, the marketing whirlwind, who buffeted big names in the audio-video industry and is now facing a counter-attack. Sitting in her teak-panelled chamber at the Baron Group headquarters overlooking Mumbai's race course, the elegant woman exudes confidence as she talks about the battle. All this while she had kept her corporate profile out of the limelight but she had always been in touch, especially during the difficult days of militant trade unionism when she handled anonymous threats to her husband. And she was with her husband when he asked their son to cut short his academic pursuits in the US and get back home to salvage the family firm. Popping up in the audio-video market, Kabir unleashed a marketing blitz that took Akai TV sales from almost nothing to 17 per cent of the market. The proud mother says that his "basic genius lies in marketing". He sent the major players in the business into a tizzy; his exchange offers, instalment schemes and cut-rate tactics were luring in customers by the thousands. The full-page ad blitz in national dailies drove home the point that customer was king............ the-week.com