"An­a­lyse Your Com­pe­ti­tion":

JATIN AHUJA, Founder & MD, Big Boy Toyz

India Business Journal - - CONTENTS -

Jatin Ahuja, Founder & Manag­ing Direc­tor, Big Boy Toyz

Jatin Ahuja is one of the few peo­ple who have ac­quired the rare plea­sure of turn­ing their pas­sion into their pro­fes­sion through sheer hard work. The founder and manag­ing direc­tor of New Delhi-based Big Boy Toyz - one of the lead­ing com­pa­nies that sells pre-owned lux­ury, ex­otic and im­ported cars in the coun­try - is a self­made man.

A me­chan­i­cal en­gi­neer with an MBA from Delhi Univer­sity, Mr Ahuja be­gan his en­tre­pre­neur­ial jour­ney dur­ing his teenage years. Hav­ing iden­ti­fied his true love for cars, Mr Ahuja stead­fastly con­cen­trated on this idea that was to oc­cupy his mind for the rest of his life. Af­ter years of painstak­ing travel, ne­go­ti­a­tions and ef­forts, he es­tab­lished Ma­gus Cars in 2009 and from there on Big Boy Toyz was born.

His pas­sion for cars has en­abled the Big Boy Toyz chief to build his com­pany into one of the coun­try's pop­u­lar des­ti­na­tions for high- end, ex­otic cars, such as Aston Martin, Bent­ley, Fer­rari, Rolls- Royce, Lam­borgh­ini and the like.

His abil­ity to look beyond con­ven­tions and his hands-on ap­proach to man­age­ment is ev­i­dent in the com­pany's ro­bust growth. Apart from his 125-strong work­force, his en­tire fam­ily - par­tic­u­larly his fa­ther, S L Ahuja, the chair­man of Big Boy Toyz - has helped Mr Ahuja in re­al­is­ing this vi­sion. An ad­ven­ture en­thu­si­ast, Mr Ahuja en­joys par­tic­i­pat­ing in mo­tor sport events, par­tic­u­larly of­froad­ing, and oc­ca­sion­ally plays Ten­nis as well, finds out Sharmila Chand af­ter an in­sight­ful in­ter­ac­tion with him.

Your five man­age­ment mantras

There are no such fixed mantras. Gen­er­ally, there are dif­fer­ent rules and pa­ram­e­ters for var­i­ous cir­cum­stances and chal­lenges. How­ever, I do wish to em­pha­sise on five main facets which have helped me in good stead and they are:

● Con­stant in­no­va­tion and tak­ing ini­tia­tives

● In­spir­ing and lead­ing to get the best out of the peo­ple I work with

● Fac­ing chal­lenges head on as they are crit­i­cal for growth and evolve­ment

● Be­ing com­mit­ted to the cause and pas­sion

● Hav­ing a sense of hu­mour at tax­ing times, for this keeps chal­lenges away from leech­ing your en­ergy

Any game that helps your ca­reer

I en­joy a game of Chess ev­ery now and then as this res­onates with my na­ture of work. The mas­terly moves of the game in­spire me to plan, think ahead and some­times even en­vis­age the end re­sults of a de­ci­sion. A game I would def­i­nitely rec­om­mend keep­ing the grey cells ac­tively work­ing.

Turn­ing point in your ca­reer life

Go­ing back into the il­lus­tri­ous time­line, when at 10 years of age, I sold a pen to my class­mate. This has been a break­through for me that tapped the ne­go­ti­a­tion and busi­ness skills in me. Later on, at 20, sell­ing a re­fur­bished Mercedes-Benz S-Class for a hand­some profit was another mile­stone. I had al­ways re­alised that my pas­sion lay in cars, and this marked my foray into the au­to­mo­bile in­dus­try.

Se­cret of your suc­cess

I be­lieve in be­ing as mod­est and hum­ble as pos­si­ble.

Your phi­los­o­phy of work

How­ever, you may want to run the or­gan­i­sa­tion, my phi­los­o­phy has been to be the change-maker while

con­form­ing to the ethics at all times.

A per­son you ad­mire

I need not look far. For me, my idol, men­tor and bene­fac­tor has al­ways been my fa­ther! A true pro­fes­sional and a com­plete fam­ily man, he struck a per­fect work-life bal­ance, and this is what I have im­bibed from him. He gave me a sim­ple adage to fol­low that is to live right, have a con­scious and ev­ery­thing will fall into place. And be­lieve me, this is what I live by.

Your fit­ness regime

It's very sim­ple ac­tu­ally. My day be­gins early with a glass of luke­warm wa­ter, af­ter which it is time for stretches. At times, a game of lawn ten­nis and swim­ming prove to be the worth­while stress-busters to beat the blues. I keep my­self well hydrated dur­ing the day and eat lots of veg­gies and fruits for a holis­tic well-be­ing. A com­plete no to junk meals and thank­fully my daugh­ter Zaara is also fond of home food.

Your five busi­ness mantras

It goes with­out say­ing that start­ing your own busi­ness takes a lot of work. To suc­ceed in busi­ness, one needs to have good plan­ning and or­gan­i­sa­tional skills. There are hur­dles to face, but one of the big­gest chal­lenges is in over­com­ing the fear of jump­ing into a busi­ness in the first place. Here are five mantras for suc­cess in busi­ness:

● Iden­ti­fy­ing core au­di­ence:

Iden­ti­fy­ing your niche mar­ket seg­ment is one of the most im­por­tant steps of your en­tire busi­ness process. It helps your com­pany de­velop ef­fec­tive mar­ket­ing com­mu­ni­ca­tion strate­gies. Not every­one can be the de­sired au­di­ence of your prod­ucts and ser­vices. A suc­cess­ful en­tre­pre­neur will elim­i­nate those who don't fit in the cat­e­gory of need­ing the ben­e­fits of prod­ucts and ser­vices and would only cater to the needed ones.

● An­a­lyse your com­pe­ti­tion:

Com­pe­ti­tion gen­er­ates the best re­sults. To be suc­cess­ful, you can't be afraid to learn from your com­peti­tors. Af­ter all, they may be do­ing some­thing right that you can im­ple­ment in your busi­ness to earn more money. Analysing your com­peti­tors' strate­gies also helps you to avoid lag­ging be­hind in emerg­ing trends and en­ables you to win over your core au­di­ence.

"Com­pe­ti­tion gen­er­ates the best re­sults. To be suc­cess­ful, you can't be afraid to learn from your com­peti­tors. Af­ter all, they may be do­ing some­thing right that you can im­ple­ment in your busi­ness to earn more money."

● Un­der­stand­ing the risks and re­wards:

The key to be­ing suc­cess­ful is tak­ing cal­cu­lated risks to help your busi­ness grow. Tak­ing risks, how­ever, does not mean go­ing into busi­ness blindly and then ex­pect­ing great re­sults. It in­volves care­ful plan­ning and hard work. It also has its own ad­van­tages of di­rectly con­nect­ing to new op­por­tu­ni­ties and hav­ing a com­pet­i­tive ad­van­tage.

● Be authen­tic and trans­par­ent:

Au­then­tic­ity and trans­parency play the key role in win­ning over your cus­tomers. Don't make un­re­al­is­tic claims. In­stead, be hon­est about your prod­uct or ser­vice or in­for­ma­tion. Try to take re­views from peo­ple who have tested what­ever it is that you are of­fer­ing. Those tes­ti­mo­ni­als al­ways go a long way. Whoso­ever be your au­di­ence, any­one can tell when you are be­ing un­re­al­is­tic and mak­ing false claims. Peo­ple are not fool­ish. So, don't say any­thing which is not true.

● Cre­at­ing some­thing of real value:

Cre­at­ing value is the essence of busi­ness. It's the cor­ner­stone of suc­cess. While some peo­ple may be able to sell any­thing, that does not guar­an­tee long-term suc­cess. Al­ways put con­sumers' needs be­fore your own, oth­er­wise you will lose. What­ever you cre­ate, sell, man­u­fac­ture or dream up, do it with the con­sumers' best in­ter­ests at heart.

Your part­ing shot

In all mod­esty and in my hum­ble opin­ion, I only re­it­er­ate that the Gen­er­a­tion Next should fol­low its pas­sion to the hilt. You have all the tech­nol­ogy and re­sources avail­able to do the need­ful. Suc­cess is not what oth­ers think of you, it is about what you are happy with and your peace of mind.

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