Rajendra Kumar Aneja

Business Express Rajendra Kumar Aneja

How do you sell products to over one billion scattered consumers in India? How do you launch mass-market products in slums and villages in Latin America and Africa? How do you build credible and disciplined distribution systems in Asia, Africa, Latin America and Southeast Asia, where wholesalers are the emperors of the markets? How do you build new businesses and brands in foreign markets? Who are the new Emerging Global Consumers across the world and how do you cater to them? How do you survive an armed revolution in a country when you are confined to an apartment and bullets are flying freely in the streets below? How do you manage the governments of countries, some of them being aggressive, bureaucratic or communist? How are mobile phones revolutionising rural markets in developing countries? Besides covering the above issues, the Book also covers how customer service can be a sharp competitive edge anywhere in the world, the changing role of the salesman and the new retailers influencing buying decisions. The Book also reviews how to get the best merchandising in the market, managing a business in conditions of political strife, the agony and ecstasy of being an expatriate manager, etc. I hope that younger managers will find some answers to the above questions in this book. The Book is written very substantially in anecdotal form, to make it interesting. The Book is based on practical and real-life experiences, as I worked and travelled through forty countries in Latin America, Africa, Asia and Southeast Asia. I worked abroad in general management, marketing and customer service, selling a host of products like soaps, detergents, toothpaste, shampoos, food products, animal feeds, breads and cakes, electronics, etc., to urban customers and villagers. The narratives are analysed within conceptual frameworks. Rajendra Aneja is the Managing Director of a Management Consulting Company providing services in Rural Marketing, Retailing, Business Strategy, Distribution, Feasibilities, Productivity, etc. He worked with Unilever for 28 years in India, Latin America and Africa in a range of General Management, Marketing and Sales positions. He has worked on mass-markets in Brazil and later as Managing Director in Tanzania, Africa. Rajendra Aneja has worked in the Middle East, as the CEO of a Retail group and of a Foods Company. He has worked in Rural Marketing assignments in India, Sri Lanka, Brazil, Colombia, Peru, Tanzania, Cote d'Ivoire, Senegal, Kenya, Egypt, Yemen, Kingdom of Saudi Arabia, Oman, etc., among other countries. He was a Sir Dorabji Tata Scholar.