Find­ing Op­por­tu­ni­ties in Chal­lenges

APURVA PURO­HIT RE­VAMPED JA­GRAN GROUP’S TEPID BUSI­NESS, AND RE­CEIVED RECOG­NI­TION.

Business Today - - THE MOST POWERFUL WOMEN IN BUSINESS - By AJITA SHASHID­HAR

Apurva Puro­hit, Pres­i­dent, Ja­gran Group, has had a dif­fi­cult year. GST and de­mon­eti­sa­tion se­verely im­pacted the com­pany’s bot­tom-line growth. How­ever, Puro­hit, known for find­ing op­por­tu­ni­ties in chal­lenges, did ex­actly that.

She made sure to fo­cus on early-stage busi­nesses such as out­door and dig­i­tal to turn them around. Out­door, says Puro­hit, is usu­ally the last thing that ad­ver­tis­ers spend on when they tighten their purse. “But ad­ver­tis­ers weren’t look­ing at other me­dia, too, so the idea was to get the out­door team to push ad­ver­tis­ers to try out hoard­ings. We in­creased the num­ber of pitches that we were making to clients. We also built a tool where they could mon­i­tor hoard­ings on­line. This is how we gave a sci­en­tific anal­y­sis to the clients about hoard­ings,” says Puro­hit.

This, in­deed, paid off as the Ja­gran Group’s out­door busi­ness reg­is­tered a 22 per cent top-line growth, while its tra­di­tional busi­ness (Dainik Ja­gran news­pa­per) was flat. The group’s dig­i­tal busi­ness grew over 20 per cent, and Puro­hit is con­fi­dent that it would break even this year. To­tal in­come rose marginally to ` 2,350 crore in FY2018. The com­pany, un­der her lead­er­ship, re­vamped the dig­i­tal busi­ness by us­ing ar­ti­fi­cial in­tel­li­gence and data min­ing tools. “We re­alised that merely mon­i­tor­ing page views wasn’t good enough and it wasn’t an at­trac­tive value propo­si­tion for our ad­ver­tis­ers to in­vest on us. We mon­i­tored the sto­ries that were be­ing read and then recre­ated fresh con­tent,” she ex­plains.

WHY SHE MAT­TERS

She steered the com­pany out of GST and de­mon­eti­sa­tion pangs, tak­ing more clients on board in dif­fi­cult times

Newspapers in English

Newspapers from India

© PressReader. All rights reserved.