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MAR

When you succeed, don't fly: Saugata Gupta, Marico, CEO

By Rica Bhattacharyya, ET Bureau | Updated: Jun 11, 2013, 06.26 AM IST

Saugata Gupta, Chief Executive Officer, Marico

Gupta fondly recalls the creation of the first Cadbury Dairy Milk ad in the early 1990s,
featuring a dancing girl, an iconic ad that made chocolate an impulse product. Gupta, who
was then a brand manager at Cadbury, believes success should not be a flash in the pan; it
should be a solid strategy, repeatable and sustainable.

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Humility is important. Stay grounded and when you succeed,

don’t fly. We call it ‘Apne aukat mein raho’. My philosophy in life
What I did in my first 100 days is first you promise what you can deliver and then deliver what
you promise.

This was in 1991. My first posting was with Cadbury in sales in north Bengal and North East. I
remember those stints we did in preparation to be a sales manager and got Rs 100 as allowance. My biggest learning was that if you don't
put yourself in the shoes of the people you are going to lead, you will never learn. In the territory where I was learning the ropes, there was
no sales manager. As a management trainee, after three or four months I got the opportunity to work as a sales manager. I got a lot of
support, freedom and faith from my first boss at that time.

My best leadership lesson

Humility is important. Stay grounded and when you succeed, don't fly. We call it ' Apne aukat mein raho '. My philosophy in life is first you
promise what you can deliver and then deliver what you promise.

My biggest innovation

One was to talk through data and getting in basic processes and systems right. Other innovation was we started talking about how to drive
visibility and demand. We turned chocolate into an impulse product from a product mostly for kids and for special occasions. It's about doing
things systematically, power of visibility and distribution.

My best friend on the job

I am still well connected with the entire management trainee team at Cadbury from 1991. Some of my closest friends from the first
workplace are Anupam Dutta, who heads Kellogg's in South Africa, Vidyut who heads Kraft in Thailand, and Sudip Mall who is in Kraft,
Philippines. Even if we competed in our careers, we did not let our friendship ever get diluted.

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