8 success sutras for tech entrepreneurs

8 success sutras for tech entrepreneurs

Divyesh Kharade, CEO of Drona Mobile, a 7-year old Indian tech company that has Colgate, Wipro, Axis Bank and Thomas Cook as some of its major clients, talks about what it takes to be a successful tech entrepreneur 

Divyesh Kharade is CEO of Drona Mobile, a 7 year old company which offers a visual platform to create enterprise grade mobile apps without coding. Some of its clients include Wockhardt, Colgate, Wipro, Murugappa Group, Axis Bank and Thomas Cook. He represents the emerging vibrant crop of tech entrepreneurs who are displaying the zeal and courage to establish their own tech businesses right from scratch.

He is also co-founder of the start-up, Teamgum – which offers a sharing and collaboration tool for team members in an organisation – and of Bizpunditz – a digital video library of top Indian business leaders delivering management lessons.

In his journey as a tech entrepreneur, Divyesh has gone through the rigors of what it takes to establish one’s own business in a market that is flooded with plenty of similar solutions. In an exclusive interaction with TimesJobs.com Bureau, he tells us about the qualities a tech entrepreneur must possess to ensure success in the highly competitive technology market.

1)      Keen sense of product market fit: I have seen many tech entrepreneurs being so passionate about tech that they miss out on understanding the market signs if what they are creating has a market fit or not. This is extremely important because at the end of the day a product is bought by customers because it addresses certain specific pain points.

2)      Pilot with the right customers: It’s important to choose the right beta/pilot customers who will not only use the product with glitches but also help you fine-tune it and in the process align with the product vision. 

3)      Fail and iterate fast: It’s never about being successful at the first shot. Successful iteration is a process which has to be done in the right direction by taking inputs from the right customers. Repeated iteration based on regular customer feedback will ensure chiseling of the product into one that resolves customer issues in the best possible way. 

4)      Create an MVP which solves problems: I see a lot of entrepreneurs shipping out very bad quality material in the name of MVP (minimum viable product). Though meant for initial customers MVP can afford to skip user on-boarding or advanced features but it should never skip core features which solve the concerned problem. 

5)      Attend to details: Lot of attention needs to be given to details by entrepreneurs while creating a high quality product. This constitutes 80 per cent of effort that needs to be put into the product before it is actually launched. Unfortunately, very few entrepreneurs spend time and effort in this area. 

6)      A killer UX sense: Though I can understand a good UI (User Interface) is subjective, but UX (User Experience) cannot be compromised. This can only be designed if the entrepreneur puts himself in the shoes of the eventual user of the product. 

7)      Identify your DNA: Some entrepreneurs operate in a free market, some chase valuations, others chase topline and revenues and some more others who have other ambitions. It’s important to understand what one’s DNA is then hire, build, operate and sell, keeping that in mind. 

8)      Focus on your strength: There is no point imitating entrepreneurs who do things in a particular way. It is more important to identify and focus on one’s strength and build on it. This will be the differentiating factor.

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Ludhiana offers maximum employment: Economic Survey

Ludhiana offers maximum employment: Economic Survey

Ludhiana-the industrial hub of Punjab – offers the maximum employment across Punjab with a share of 19.1 per cent while Mansa district generates least number of jobs with having 1.5 per cent share in total employment, as per latest Economic Survey.

A total of 35.62 lakh jobs are generated in Punjab, as per the findings of the sixth Economic survey which was carried out by Central Statistical Organisation (CSO) from January 16, 2013 to April 30, 2014.

The findings of the survey were released by Punjab Finance Minister Parminder Singh Dhindsa here during 13th Finance Commission Review meeting-cum-GSDP workshop of Northern Region States which held here.

As per the survey, out of total employment of 35.62 lakh, Ludhiana district has the highest percentage of 19.1 per cent and Mansa district has the lowest at 1.5 per cent.

Five bigger districts -Ludhiana, Jalandhar, Sangrur, Amritsar and Patiala together accounted for 50.7 per cent and five small districts -Faridkot, Roopnagar, SBS Nagar, Pathankot and Mansa together accounted for only 9.5 per cent, as per the survey.

However, the growth rate in employment has been 40.69 per cent as compared to employment during last Economic Survey conducted in year 2005.

Out of total employment, the percentage share of workers in rural and urban areas in the state is 47.68 per cent and 52.32 per cent, respectively, as per survey findings.

Out of total 35.62 lakh workers, 29.13 lakh are male and 6.49 lakh are female ones.

The percentage of male workers for rural, urban and combined is 76.26 per cent, 86.84 per cent and 81.79 per cent respectively, while the percentage of female workers for rural, urban and combined is 23.74 per cent, 13.16 per cent and 18.21 per cent, respectively, as per the survey.

The survey also found the number of establishments engaged in economic activities grew by 42.47 per cent to 15.12 lakh as compared to number of establishments during fifth economic survey.

Out of total establishments, 54.14 per cent establishments are operated in rural areas and 45.86 per cent of the total establishments are carried out in the urban areas of the state.

As far as establishments are concerned, Ludhiana district was again occupied top slot as it has highest percentage of 14.1 per cent while Mansa has the lowest percentage at 1.6 per cent, as per findings.

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Google, Linkedin have cool, happy offices

Google, Linkedin have cool, happy offices

You go to work in offices that house a Taj Mahal-like setting that changes colours, meeting places built like a railway coach or an Ambassador car, a work area designed like a Las Vegas casino, bright orange or green holes-in-the-wall with comfortable seating… the idea of a workplace is changing rapidly, and moving away from drab, great cubicles and work stations.

Unsurprisingly, global trendsetter in workplace design, Google, is at the forefront of the change in India, too. Its new office in Gurgaon, with a Taj Mahal-like reception area, boasts of a mini golf course, a cricket pitch, napping pods and, yes, a railway coach. Google’s Hyderabad office has the same philosophy of making workplace look like a fun place.

But Google isn’t the only one. India offices of LinkedIn, Expedia, British Telecom, Unilever IT Centre are all extravagant experiments in workplace chic. ETtakes a tour of offices to get a measure of this ongoing workplace revolution.

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Tier II cities will drive jobs in logistics industry

Tier II cities will drive jobs in logistics industry

According to a study by India Ratings, revenue for logistic companies offering value-added road freight services would grow at a higher rate of 12-15 per cent during the 2014-15 fiscal and those offering basic road freight services (8-10 per cent). India being an emerging economy, the logistics industry is growing year on year, where enough supply chain talent (ready to use) is not available in the country.

In an exclusive interaction with TimesJobs, Ajit Jangle, group chief operating officer, Allcargo Logistics discusses the talent demand scenario in the logistics industry. He alleged that the logistics industry demands attitude of continuous learning, customer service orientation and flexibility of mind to accommodate customer’s changing requirements. 

The demand for logistics professionals has seen consistent growth during the last two years. What are the key factors driving this demand?

India being an emerging economy, our logistics industry is growing year on year, where enough supply chain talent (ready to use) is not available in the country. This is creating demand for logistics professionals.

What is the demand like, in terms of volume, at present? How is it going to change in 2014?

Logistics is quite diversified industry which includes transportation, warehousing customs clearance, freight forwarding, project logistics, container freight stations, express logistics, etc; thus it’s difficult to provide one number for demand or growth. According to a study by India Ratings, revenue for companies offering value-added road freight services would grow at a higher rate of 12-15 per cent during the 2014-15 fiscal and those offering basic road freight services (8-10 per cent).

Where is the demand, in terms of industry, location, specialization and positions? What is the current compensation structure? Will there be changes in near future?

As mentioned, there is demand is in every aspect of logistics; however we have seen more demand in metro cities. In India, companies across the industry are focusing on expanding in tier II cities to improve their reach to direct customers, thus we believe that the wave of demand will be expected in those cities in near future.

What is the industry seeking from the current breed of logistics professionals, in terms of skills and knowledge?

Currently, we do not have many reputed logistics institutes to support industry requirement of logistics professionals like in developed countries. Most of the professionals get on-the-job experience and then they move in the industries. It means industry has to invest in grooming this talent, so that over the period of time they start contributing.

At Allcargo logistics, we have management and graduate trainee programs, where we provide them exposure to various functions of logistics business throughout year. This exposure helps trainee to get complete perspective of the industry and can opt for specific function/department based on their interest, availability as well as aptitude. Industry is expecting retention of this talent for longer period of time, so that they can be groomed for the next levels.

A piece of advice to the aspiring logistics professionals:

Logistics industry is a knowledge-based industry, which is growing at a fast pace, thus it can be considered as a good option to build your career as a logistics professional. However, it is quite diversified and fragmented at this stage in India.

Similar to other service industries, it demands attitude of continuous learning, customer service orientation and flexibility of mind to accommodate customer’s changing requirements. Choose the right logistics companies, who can take your career seriously and groom you for the long term.

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Social media fosters innovation at workplace

Social media fosters innovation at workplace

The nature of business and branding requirements define the extent or ways of using social media. For a B2C organisation, social media is a great tool as it helps reach more customers. On the contrary, the B2B might not have a similar effect. Education is the key for organisations to exercise control in the way social media should be used.

In an interview with TimesJobs, Captain Partha Samai, group head- HR, AGS Transact Technologies Ltd shares the key benefits of using social media for internal communication and how it aids employee engagement strategy across levels.

What are the key benefits of using social media for internal communication?

The employees will be more comfortable and improve on:

• Creating learning and engagement platforms
• Two way communication
• Sharing of best practices
• Developing stronger linkages within organisation results in seamless teamwork

What are the best ways to use social media for workplace communication?

This would vary from organisation to organisation. The nature of business and branding requirements define the extent or ways of using social media. Typically, for a B2C organization, social media is a great tool as it helps reach more customers. On the contrary, the B2B might not have a similar effect.

LinkedIn, twitter, instant messaging, web meetings, video conference would be a good mix and match for controlled use of social media at the work place.

What are the challenges in implementation and usage of this strategy?

Education is a big challenge in implementing this strategy. It takes a lot to design the strategy, execute and finally monitor. Moving employees from physical meetings to communicating on this platform is the first and most critical challenge.

How can organisations exercise control in the use of social media and to what extent?

Again education is the key. Organisations need to have a process in place. The organisation will have to form a monitoring team as social media is used by all kinds of personalities. Anxiety, anger, obsession, superiority are some behaviors which would play in the early stages of implementation. The organisations need to have documents in place which would act as sops or a handbook for ways and means of using social media network.

How can an organisation assess the effectiveness of various communications channels and choose the most relevant to their business environment?

Organisations do better if they keep evolving. This is a sign of progress and an appetite to innovate more and more. To spread the culture of creativity and innovation, social media tools such as LinkedIn, twitter, instant messaging, web meetings, video conference help in drawing scores of engagement, save man hours of travel, recruitment, acquiring new customers and collating data on customer satisfaction.

The objective driven results help in seeing a trend and this is possible only when the tool gives that kind of facility.

Does it also help/ease future recruitment process and aid in employee engagement?

Yes. The employees act as advocates of the business and create peer to peer engagement. This is a key to get the right talent with information beyond resume and interview masters! This helps the hiring team to hire on time, save cost and most importantly, manage talent well! This methodology of hiring creates a pool of talent working together and making it vital for the talent to be retained.

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Instagram launches Hyperlapse, a time-lapse app for iPhone

Facebook-owned photo-sharing service Instagram has launched an application for capturing time-lapse videos using Apple mobile devices.

SAN FRANCISCO: Facebook-owned photo-sharing service Instagram has launched an application for capturing time-lapse videos using Apple mobile devices.

The Hyperlapse "app" was designed to let people easily make high-quality time-lapse videos even while moving around with a smartphone, according to Instagram.

Hyperlapse videos can be saved on mobile devices and shared on Instagram.

"From documenting your whole commute in seconds or the preparation of your dinner from start to finish to capturing an entire sunset as it unfolds, we're thrilled about the creative possibilities Hyperlapse unlocks," Instagram said in a blog post.

Hyperlapse applications were made available only for mobile devices powered by Apple software.

Market research firm eMarketer said in a report in March that nearly 35 million people in America accessed Instagram at least once each month as of the end of 2013, a jump of more than 30% from a year earlier.

And the report said nearly 25% of smartphone users in the United States will use Instagram at least once a month by the end of this year — bringing the total user base to more than 40 million.

Instagram in November began displaying ads as Facebook moved to start making money from the smartphone photo sharing service it bought in a billion-dollar deal in early 2012
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Flipkart launches five Intel-powered Android tablets starting at Rs 5,999

Michael Adnani, VP, retail and head, brand alliances, Flipkart with Sandeep Aurora, director marketing and market development, Intel South Asia.

NEW DELHI: Flipkart has launched five new Digiflip Pro tablets powered by Intel processors at a starting price of Rs 5,999. The tablets come in 7-inch, 8-inch and 8.9-inch display options. The tablets will be available starting today on Flipkart.com.

The tablets will come with preloaded apps and special offers from Flipkart.

Digiflip ET701 tablet sports a 7-inch IPS display (1024x600p) and is powered by a 1.2GHz Intel Atom Z2520 dual-core processor and 1GB RAM. The Wi-Fi only tablet comes with 8GB internal storage and comes with a microSD card that supports cards up to 32GB capacity.



The tablet sports a 2MP rear camera and a VGA front-facing camera. It doesn't support voice calling but comes with Bluetooh 4.0 connectivity. The tablet has a 2800mAh battery and will be available in pearl white, blue grey and red colours. It has a non-removable faux leather back.

Digiflip XT 801 tablet sports a 8-inch IPS display (1280x800p) and is powered by a 2GHz Intel Atom Z2580 dual-core processor and 1GB RAM. The Wi-Fi-only tablet comes with 16GB internal storage and support for a microSD cards up to 32GB capacity.
The tablet sports a 5MP rear camera and a 2MP front-facing camera. It doesn't support voice calling but comes with Bluetooth 4.0 connectivity. The tablet has a 4200mAh battery and will be available in blue colour. It has an aluminium alloy back that looks good.



XT811 is a 3G variant (single sim) of the tablet that also supports voice calling and has a proximity and light sensor.

Digiflip XT 901 tablet sports an 8.9-inch full-HD IPS display (1920x1200p) and is powered by a 2GHz Intel Atom Z2580 dual-core processor and 2GB RAM. The Wi-Fi-only tablet comes with 16GB internal storage and comes with a microSD card that supports cards up to 32GB capacity.
The tablet sports a 5MP rear camera and a 2MP front-facing camera. It doesn't support voice calling but comes with Bluetooh 4.0 connectivity. The tablet has a 6500mAh battery and will be available in white colour.

XT911 is a 3G variant (single sim) of the tablet that also supports voice calling. It has an acrylic coated glass back and front panel.



Flipkart says the tablets will be supported by 120 service centres across 100+ cities including 22 priority service centres that claim 24 hours turn-around time
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HP recalls 6 million laptop power cords over fire hazard

HP is recalling about 6 million power cords after 29 reports of the cords melting or charring, the US Consumer Product Safety Commission said.

WASHINGTON: Hewlett-Packard is recalling about 6 million computer power cords after 29 reports of the cords melting or charring, the US Consumer Product Safety Commission said on Tuesday. 

The recalled item, the LS-15 AC power cord, was distributed with Hewlett-Packard and Compaq notebook and mini notebook computers and with AC adapter-powered accessories such as docking stations, the commission said in a statement. 

"Customers should immediately stop using and unplug the recalled power cords and contact Hewlett-Packard to order a free replacement," the statement said. 

About 5.6 million power cords are being recalled in the United States, along with 446,700 in Canada. The cords were all made by a single, unidentified Chinese manufacturer, a source familiar with the situation said. 

HP offered on Tuesday to replace all affected cords and apologized to customers. 

The Palo Alto, California-based company has received 29 reports of cords overheating and melting or charring. There have been two claims of minor burns and 13 claims of minor property damage, the commission's statement said. 

The computers and accessories were sold with the AC power cords at electronics stores, dealers and online from September 2010 through June 2012 for about $500 to $1,500, the statement said.

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NSA has a secret Google-like search engine

US intelligence agency has built its own secret "Google-like" search engine for about two dozen government agencies to search information.

WASHINGTON: A top US intelligence agency has built its own secret "Google-like" search engine for about two dozen government agencies to search information through more than 850 billion communications records, including phone calls, emails and internet chats, a media report has said.

Reported by 'The Intercept' — a recently launched website — from the classified documents leaked by whistleblower Edward Snowden, the Google type secret search engine is considered to be key to searching information from over 850 billion records that the US government collects over multiple agencies.

It was a mastermind of the recently retired National Security Agency director general Keith Alexander.

Christened 'ICREACH' the search engine REACH contains information on the private communications of foreigners and, it appears, millions of records on American citizens who have not been accused of any wrongdoing, said The Intercept.

Citing various classified documents under its possession, it said the search tool was designed to be the largest system for internally sharing secret surveillance records in the US, capable of handling two to five billion new records every day, including more than 30 different kinds of metadata on emails, phone calls, faxes, internet chats, and text messages, as well as location information collected from cellphones.

A US official familiar with the system is quoted as saying by The Intercept that while "it enables the sharing of certain foreign intelligence metadata," ICREACH is "not a repository (and) does not store events or records."

The Director of National Intelligence acknowledged the existence of such a search engine, noting that sharing information had become "a pillar of the post-9/11 intelligence community" as part of an effort to prevent valuable intelligence from being "stove-piped in any single office or agency."

According to a 2010 memo outlining the sharing tool, more than 1,000 analysts from 23 government agencies had access to the NSA's trove of records about emails, phone calls, Web chats and cellphone location information collected without a warrant
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Android One smartphones set to become expensive

Indian manufactures are set to price Android One handsets between Rs 7,000 and Rs 10,000, higher than the planned sub-$100 (Rs 6,000) tag.

NEW DELHI: Android One, the Google project that promises rich smartphone experience on low-cost devices, faces its first big test when Micromax, Karbonn and Spice launch products based on it in India early next month.

The three Indian manufactures are set to price the handsets between Rs 7,000 and Rs 10,000, which is higher than the initially expected sub-$100 (Rs 6,000) tag. At this price, these devices — at least one each initially from the vendors — would give the same experience of using mid-to-high price range devices, people familiar with the products told ET.

Google is expected to roll out similar handsets in other emerging markets depending on consumer response in India. The success of Android One is critical for Google as it would help the company bring in new users to its Android platform, especially at a time when the market share of the most popular mobile operating system could hit a plateau globally.

Google didn't respond to emailed questions. Micromax, Karbonn and Spice declined comment as well.

One of the people directly involved in the development of the smartphones said the prices have gone higher than the initially planned sub-$100 because Google intends to offer better features and apps. "Android One is setting minimum hardware and software standards for the three vendors, who are adding or improving upon them in future devices under the Android One umbrella," this person said.

The decision on final pricing of the devices is left to the local handset makers who can choose their addressable market segments while competing in the thriving Indian smartphone market which is set to double to more than 80 million devices this year.

To ensure product quality and final consumer experience, Google is working closely with the companies to develop the handsets and specify compatible components that local handset makers would have to incorporate from original design manufacturers in China, according to people privy to the contours of the talks between the vendors and the US company.

Android One is a reference platform that device makers can follow to develop and produce low-cost smartphones. It ensures that even low-end devices can run Google's latest software and updates to offer uniform user experience.

Google in late June announced that it had tied up with Micromax, Karbonn and Spice to develop sub-$100 smartphones, saying some of the initial devices will hit the markets in September, starting with India. The US internet major had said it was also working with Indian carriers to offer affordable data packs to go with the smartphone, but didn't elaborate, while showcasing a Micromax device that had dual sim slots, a 4.5-inch screen, expandable memory and FM radio.

One of the smartphones that is likely to be launched next week, and that we had an exclusive look at, has a removable back, 1700mAh battery, dual sim slots and SD card slot to expand memory. The devices that the vendors are offers are likely to have 5MP cameras, quad-core processors and 1GB RAM with 4.3-4.5 inch screens. They will run on Android 4.4.4 (Kitkat) operating system.

"The operating system on the Android One devices will be upgraded to Android L in October," one of the people said. This upgrade will allow users to have better browsing and gaming experience at affordable prices, making the smartphones attractive buys for first-time buyers and those wanting to replace their existing phones.

"Advantages of screen size and Google updates could make a difference to these smartphones offering better performance to what Indian buyers are accustomed to," said PwC India's Mohammad Chowdhury.

Sources at the handset vendors said that Google is spending resources on handholding them for creating smartphones of specific quality in the future. ET had earlier reported that Google will spend more than Rs 100 crore with its partners on advertising and marketing for the $100 smartphone.

"The arrangement under Android One is a win-win for all parties," said Vishal Tripathi, principal analyst at Gartner India. "Consumers get better, yet cheaper, phones, Google gets to control hardware and software besides easy management of content on its app store and updates, while handset makers may get more margins."

The internet giant had been planning the Android One initiative since 2013. This tied in well when one of the leading Indian vendors formally approached Google in February 2014 with a proposal for low-cost smartphones for emerging markets like India.

"The fact that Google was already planning a big move on the affordable handset front made it all the more easier for the handset makers," a person aware of talks between the vendors and the US major said.

Google intends to increase presence in emerging markets where smartphone usage is on the rise as opposed to China or Western markets, which face saturation.

And, it chose the Indian home-bred phone makers who have changed the dynamics of the country's handset market, pushing even established players like Nokia to being an also ran in the Indian market in just four years. Analysts said since the local players will grow further and one of them may even topple leader Samsung soon, it's only logical.

"Android One will also help Google to bring in new users to its Android ecosystem, especially at a time when its overall market share could hit a plateau," said CyberMedia Research's lead analyst, Tarun Pathak.

According to IDC, Android had nearly 85% of the global handset market, far ahead of the nearly 12% held by Apple's iOS and 2.5% of Windows.

With Android One, "the proportion of sub-$200 volumes will climb even higher," from the nearly 59% currently, IDC said.

Pathak said that with Android One, Google hopes to counter the threat from growing forked Android devices and against new entrants in the operating system market like Firefox's Mozilla, Samsung's Tizen and Jolla's Sailfish
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Bollywood takes to Twitter, Facebook to promote films

NEW DELHI: Movie companies are betting on Twitter and Facebook to woo audiences and rake in the numbers for their films. Last week, the cast of 'Happy New Year' — Shah Rukh Khan, Abhishek Bachchan, Sonu Sood and Boman Irani — changed their names on Twitter to their movie names. Actress Deepika Padukone changed her name to Finding Fanny for her upcoming movie. Twitter says Bollywood has been a big segment for the social media platform this year and it will continue to provide backend support for movie tie-ups.

For multiplex operators such as PVR, promoting movies on social media adds 4% to cinema hall occupancies and about 1012% to revenue. Producers including Mahesh Bhatt are focusing on social media, especially for niche films like 'Citylights', which was released in May. For this movie, they spent Rs 4.5 crore on marketing in the tradi tional media versus a few lakh rupees on social media. Going ahead, Bhatt would rather choose the social medium to amplify the message. "Looking back, we shouldn't have spent so much money on traditional media," says Bhatt.

Traditional forms of advertising for movies are being supplemented with social media promotions, says film critic Taran Adarsh. "Youngsters are glued to social platforms and at times, it makes a lot of sense for filmmakers to announce and share details of their movies on social media instead of engaging offline with a limited number of fans as well as multiple distributors." Adarsh himself uses the medium to tweet weekly movie earnings.

Earlier this year, Salman Khan's fans received personalised posters directly from his account (@BeingSalmanKhan) during the launch of Jai Ho. Pratiksha Rao, entertainment partnerships manager at Twitter India, says the company has creative coordination with various partners from the film industry and provides technology innovation to execute these projects.

"The platform brings people closer to their interests and it is becoming increasingly important for Bollywood partners to discuss their movies on Twitter first," says Rao. She adds that actors have revealed their movie character names on Twitter first, along with the trailers, creating a buzz on the subject. Another factor is the craving by movie fans for personal conversations with actors, which a live medium allows.

"Marketing a movie requires copious amounts of research and if executed well, a movie that has been engaging on social media can draw traffic to the cinemas, says Anirban Das Blah, MD of CAA Kwan, a celebrity management firm. "It's often the most effective medium and gives a great return on investment since it costs very little compared to traditional forms of movie promotions. It is just a supplementary cost to the entire marketing budget," he says.

Production houses are increasing their budgets for social media spending. "Until a year ago, online marketing budgets were restricted to 5-10% of the entire spend, but now they are up to 20%, which includes social media and creating shoulder content created especially for the online medium for audiences to engage in," says Shikha Kapur, chief marketing officer at Fox Star Studio, which has upcoming Bollywood projects including Padukone-starrer 'Finding Fanny' and 'Bang Bang', a Hindi action thriller directed by Siddharth Raj Anand.

User engagement on social media that leads to purchases via movie ticket booking websites can be tracked in the virtual world, unlike trying to figure out how many people decided to watch a film after seeing a print or TV ad.

Film exhibitors such as PVR made the first move towards tapping the power of social media, which has been followed aggressively by production companies. And it isn't just Bollywood. Even in the south, filmmakers are actively using the medium. Pramod Arora, group president of PVR Ltd, says since exhibitors have a strong database of film viewers, they are very well placed to leverage social media."PVR created a booking engine on its Facebook page, which directly leads people into booking tickets. The ROI from social media can be as high as 55%."

Arora adds that there are about 900 films produced in India each year and the top 10% collect 90% of the total revenue. "While the top 10% films do well irrespective of any efforts, the remaining 90% have to be promoted well in order to get best returns and social media plays a very crucial role," Arora explains.

Success isn't always guaranteed. After spending almost 50 lakh on social media, 'Humshakals', a recent Bollywood release made on a budget of 80 crore, failed to enthrall audiences.

A genre of niche films in Bollywood is also being promoted on social networks. Ranjan Singh, head of marketing at Phantom Films, co-founded by Anurag Kashyap and Vikramaditya Motwane, says the company is releasing an 82-minute documentary about power theft - 'Katiyabaaz' — this Friday. "Since it was a limited-release film for a select kind of audience, we decided to promote and create the required buzz on the social media," says Singh. The company spent 8 lakh on social media initiatives, including releasing trailers on YouTube and live chats with the makers of the film on Facebook and Google Hangouts
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