In 2004, Chris Anderson, the previous editor of Wired journal, launched the lengthy tail idea. It confirmed that so long as the distribution channel is giant sufficient, low-demand merchandise can collectively make up a market share equal to or bigger than the market share of some bestsellers.
For example, on Amazon, you can find many books that aren’t out there at offline ebook shops. These not-so-popular books are a part of the lengthy tail technique. Maybe, the collective gross sales quantity of those books could be larger than the gross sales quantity of a number of the in style books on the platform.
Equally, on YouTube, you can find many quick movies which are a part of the lengthy tail. The collective views of those quick movies might be greater than the collective views of a number of the blockbuster films which are a part of the top.
For those who take a look at the Indian enterprise world, hundreds of huge corporations might be thought-about a part of the top. However, hundreds of thousands of MSMEs (Micro, Small and Medium Enterprises) might be regarded because the lengthy tail. Now, let’s do a small train. Begin from the top of the demand curve and transfer in direction of the lengthy tail. Throughout this journey, make a psychological notice of the manufacturers that come to your thoughts.
Maybe, within the early stage of your journey, you’ll meet manufacturers corresponding to TATA, Reliance, and HDFC. If you transfer additional, you’ll maybe meet manufacturers corresponding to Nirma, Raymond, and Dabur. Going additional forward, you would possibly meet manufacturers corresponding to Balaji Wafers and Wagh Bakri Tea. However, do not cease right here, maintain transferring, and you’ll maybe meet manufacturers corresponding to Nalli Sarees. For those who maintain transferring forward, manufacturers corresponding to Karachi Bakery could come in your method. Transfer additional, and you’ll meet manufacturers corresponding to Mumbai’s Haji Ali Juice Centre and Lonavala’s Maganlal Chikki. Please be happy to maneuver forward, because the listing of thrilling companies in India is limitless.
Out of all of the manufacturers current within the head, maybe the utmost variety of books are written round TATA Group. Sadly, it’s arduous to search out a lot literature on many admirable manufacturers current within the head. Chances are you’ll suppose that so many books are written round TATA Group due to its recognition. However you’ll be able to’t deny that these books and tales would have additionally contributed to the immense recognition of this group. It all the time surprises me to suppose that tIndian manufacturers have a wealthy historical past, then why is substantial enterprise literature about them not out there?
Companies within the lengthy tail do not have assets like giant corporates do. But, they maintain innovating their enterprise fashions, processes, and advertising methods to draw and fulfill their prospects. For example, Mumbai’s dabbawallas do not have assets out there to Swiggy or Zomato, however they ship tiffins with glorious accuracy. Arunachalam Muruganantham, a college dropout, did not have world-class assets out there. But, he developed the world’s first low-cost sanitary pad-making machine and empowered girls in rural India to create 1,000-plus manufacturers of sanitary pads.
By now, you’ll have realised that India has an infinite provide of enterprising tales from each the top and tail of the curve, however you may need some doubt concerning the readership. Let me introduce you to a number of the target market.
Youngsters: Most mother and father need their kids to suppose large and obtain higher issues in life. Nevertheless, many kids stay busy watching YouTube movies and films. In addition to, social media dominates the studying time of at this time’s kids. Our content material consumption habits outline our ideas and our ideas decide our actions. If real-world business stories change into a part of teenagers’ studying habits, they are going to get conversant in many inspiring journeys and out-of-the-box concepts. If the seeds of inspiration and concepts are sown, a day will come when crops with flowers and fruits will emerge.
Younger Adults: Many younger adults who’re involved in enterprise be part of e-cells (Entrepreneurship Improvement Cell) of their schools or go for MBA programmes. Sadly, each school e-cells do not have entry to the appropriate set of entrepreneurs. Examples of worldwide manufacturers dominate MBA curriculum in India. Each market is totally different. The way in which a model is created and grows within the developed market just like the US, cannot be replicated in a creating and various market corresponding to India. Furthermore, the best way manufacturers have been created within the pre-liberalisation period of India cannot the identical as within the digital age. If college students’ research plan has a better share of Indian enterprise literature—biographies and case research round new-age manufacturers and enterprise issues—then their maturity to cope with real-world issues would enhance.
Entrepreneurs: Growth-oriented entrepreneurs are all the time in search of finest practices round enterprise fashions, provide chain, manufacturing, advertising, and expertise administration. They could have the imaginative and prescient, however they won’t have entry to prime advisors and assets as giant corporates do. I believe native manufacturers can take inspiration from a nationwide model. They’d relate higher with tales of native and regional brands, which might have grown with restricted assets.
Workers: An entrepreneur can obtain progress when he has motivated workers with the appropriate concepts and abilities. Nevertheless, as the buyer evolves, competitors will increase and enterprise issues change into profound. Earlier experiences of workers change into a bit impractical. Workers want entry to tales with problem-solving approaches and finest practices from different companies to suppose out of the field. Undoubtedly, some enterprise magazines and newspapers in India do a incredible job of overlaying such tales. Nevertheless, if everybody will take a look at the identical restricted examples, how will differentiation and aggressive benefit concepts come about? I believe we want a much bigger pool.
Each month, numerous individuals are added to India’s job market. To create alternatives for these individuals, we want extra growth-oriented companies, extra entrepreneurs, and extra enterprising workers. To speed up this shift, we want extra enterprise tales from each head and tail. The mixed impact will create a progress engine and can make India shine.
The author is the writer of the ebook ‘Booming Manufacturers’. Views expressed are private and do not essentially signify any firm’s opinions.