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Quality to Build Brand India: Dr A P J Abdul Kalam Print E-mail
Written by James   
Thursday, 02 June 2011
Bangalore: Dr A P J Abdul Kalam, Former President of India, while delivering the 10th Anniversary Day Lecture "Vision 2020 : Leading the Change India Needs: New Imperatives for Quality" noted that "the nation needs branding for its products and services".

While it was imperative that Indian products met all the performance and quality parameters promised by the manufacturer, it was his experience that over 60% of the efforts needed to be devoted to design, 20% to development and 20% to testing by a team of dedicated personnel to be able to create a successful brand.

He appreciated CII's efforts of injecting quality into all products and services for its members right from  1986.

Dr Kalam suggested that CII-IQ could consider designing and implementing a mechanism through which total quality consciousness could be brought about in various infrastructural segments yet at the same time implementing a feedback system to continuously improve the quality of service.

Calling upon business leaders to become creative leaders, he analysed how national economic development was linked to creative leadership. "Creative leaders are concerned about quality which will derive a brand for Indian products all over the world," he said.

He also spoke of his experiences in evolving quality culture in organizations touching upon innovative concepts of quality mechanisms, standards, procedures and documentation. Quoting his conversation with the President of Finland, he said that it was Education, life long learning and women empowered with education that was the reason for her country to top the competitiveness index. He added that "real quality in education is fundamental to the quality of the human resource of the nation as a whole which is responsible for delivering the products and services to the community". 

Tarun Das, President, Aspen Institute and Former Chief Mentor, CII delivering the Special Address recalled all the initiatives since 1986 taken by CII in establishing the roots of the quality movement in India which was looked upon with respect and credibility. According Dr Kalam as his role model who had driven home the point of the "importance of developing indigenous technology" and his vision for the youth which had spun off the hugely successful Young Indian programme of CII which had 12,000 volunteers and led by a 32 year girl leader, he noted seven positive factors benefiting the country. India’s stable democracy with the second highest growth rate, its evolving mixed economy, its Election Commission, skilling 500 million people and its entrepreneurship talent was something that the world was looking at very positively.

Commenting on the improvement of Primary Health Centers, Dr Kalam said that CII-IQ could undertake, with the help of pharma companies, doctors and para-medical personnel, the important task of ensuring that spurious drugs did not infiltrate the market. He further discussed his experiences in evolving a quality culture and the quality interventions needed in agriculture and food processing, the education and medical systems. Stressing the need for seed productivity and quality in food production, he suggested that CII-IQ could consider certifying quality seeds to avoid reduced output and related losses.

Dr Kalam also released a workbook  titled "Self Assessment for Business Excellence" on this occasion. This publication will enable organizations to self- assess their standing  across  different  facets of their  business so as to plan for improvements on their journey towards Excellence.   CII- IQ  has, at the national level,  been propagating the adoption of  the  EFQM based Business Excellence Framework. This holistic tool will be crucial for enhancing the  competitiveness of Indian Industry."

In his welcome remarks, N Kumar, Chairman, CII Institute of Quality noted that CII had been privileged to work closely with Dr Kalam earlier and had always been inspired by his pioneering thought leadership and his dedication and commitment to realizing a grand vision for India a role which he continued to play after demitting the office of President of India. Extending a warm welcome to Tarun Das, Former Chief Mentor, CII he recalled his instrumental role in initiating the Quality movement in India. He also recognized the outstanding leadership of K N Shenoy, Former Chairman, CII Institute of Quality in making in making the Institute an eminent partner for industry and government in the quality movement. "The DNA of quality had not only inculcated itself in industry where it had made a vast difference, but needed to be extended to social, governance and innovation and creativity spheres as well", he noted.

K N Shenoy, Past President, CII & Former Chairman, CII Institute of Quality in his concluding remarks affirmed the growing Quality movement in India and spoke of the new paradigms and imperatives to guide CII-IQ’s future activities and its unfinished agenda to transform it into an Academy of Excellence of international repute.

The panel discussion "Building the Agenda: Quality.Next" anchored by N Ramanathan, Adviser – TQM, SRF Ltd had Chitranjan Dar, Divisional Chief Excecutive, ITC Ltd – Foods Division, Dr Ajay Gambhir, Joint Secretary, Indian Medical Association, Prasanth S, Associated Director- Special Advisory Services, KPMG India, V Kovaichelvan, Senior Vice President-HR, TVS Motor Co Ltd, Bijou Kurien, President & Chief Exceutive, Reliance Lifestyle Holdinga Ltd and Dr Girdhar Gyani, Secretary General, Quality Council of India as participating panelists.

 
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