The Most Influential Business Leaders In 2023

WWW.THEENTERPRISEWORLD.COM | APAC EDITION | DECEMBER 2023

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THE MOST

INFLUENTIAL

BUSINESS LEADERS IN 2023

SUDHIR KUNDER CHIEF BUSINESS OFFICER DE-CIX India

TRANSFORMATIVE LEADERSHIP IN THE DIGITAL CONNECTIVITY LANDSCAPE

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From Editor’s Desk

Trailblazing Titans of the Year!

Dear Readers, As we stand on the precipice of a new year, it is with great anticipation and excitement that we present to you our latest issue: “The Most Influential Business Leaders in 2023.” In an everevolving global landscape, where innovation and adaptability are paramount, identifying and acknowledging the trailblazers shaping the future of business is not only essential but also inspiring.

This issue is a celebration of visionaries who have demonstrated exceptional leadership, foresight, and resilience. Our editorial team has meticulously curated a list of business leaders who, through their achievements, have not only left an indelible mark on their respective industries but have also become beacons of inspiration for aspiring entrepreneurs worldwide.

In the following pages, you will find in-depth profiles and exclusive interviews with these dynamic individuals who are at the forefront of driving change and progress. From tech titans revolutionizing the way we live and work to sustainability advocates reshaping corporate responsibility, each profile offers a glimpse into the diverse landscape of contemporary business leadership.

Our aim is to provide you with insights into the strategies, philosophies, and innovative approaches that have propelled these leaders to the forefront of their industries. By understanding their journeys, challenges, and triumphs, we hope to offer you valuable perspectives that transcend business domains and inspire you to think creatively and ambitiously in your own endeavors.

On the cover, we have featured Sudhir Kunder (Chief Business Officer at DE-CIX India), who has played a pivotal role in shaping the trajectory of this market. With exceptional leadership skills, he has been instrumental in steering this globally recognized brand to its current position in the Indian market.

Thank you for being a part of this journey with us. Here’s to a year of inspiration, innovation, and the pursuit of greatness!

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ENT Business World Media Pvt. Ltd., Ofce No. 102, Bhakti Genesis, S. No. 245, H. No. 2B, Wakad Aundh Main Road, Pune. 411057

Follow Us On: For Editorial Concerns: editors@theentetpriseworld.com For Sales & Branding Enquiries: sales@theenterpriseworld.com For Subscription: info@theenterpriseworld.com Publisher The Enterprise World Creative Content Editor

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This list is NOT a ranking. The companies on listed in magazine serve different aspects of the market, making ranking them in any order except revenue impossible and unfair.

We try to bring a perfect platform for business organization to showcase their valued products/ services.

Copyrights © The Enterprise World | 2019. All Rights Reserved. The images and content included in this magazine should not be copied, transferred or reproduced in any form or by any means, electronics, mechanical, photocopying, recording, otherwise, without proper permission from The Enterprise World.

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In an Executive Conversation with The Enterprise World, Mr. Sudhir unfolds his journey of perpetual excellence, attained through dedication, passion, and most important of all – hard work. Over the course of my professional journey spanning thirty years, he had the privilege of immersing himself in a multitude of industries, including Telecommunications, FMCG, Retail, and ICT. This expansive tenure has allowed him to function in various roles within esteemed organizations like Hoechst Schering Agrevo, Tata Communications, Tata Teleservices, Bharti Airtel, and Sify Technologies.

His journey has been a tapestry woven with diverse responsibilities, P&L management, business operations, marketing, sales, and strategic partnerships.

Reflecting on his journey, a number of notable accomplishments come to mind. These accomplishments include leading cross-functional teams to not only meet but exceed performance targets, fostering a collaborative culture, and cultivating long-term client relationships. Furthermore, his significant role in forging impactful collaborations that have broadened his operational horizons has played a critical role in his growth trajectory.

LEADERS IN SPOTLIGHT

O

n the cover, we have featured Sudhir Kunder (Chief Business Officer at DE-CIX India), who has played a pivotal role in shaping the trajectory of this market. With exceptional leadership skills, he has been instrumental in steering this globally recognized brand to its current position in the Indian market.

CONTENTS

12

Sudhir Kunder

UPSHOT

Liverpool: The Gem of England

20 CASE STUDY

Mercedes: A Class Apart

34

The Psychic Perspective: A Cost-Free Approach to Enhancing Business Decision-Making

ARTICLE

4 Last Minute Christmas Dessert Recipes to Save the Day!

44 SEO Blog

26

COVER STORY

SUDHIR KUNDER Transformative Leadership in the Digital Connectivity Landscape

T

he telecommunications and data center services industry has witnessed a remarkable evolution. Over the years, the industry has undergone dynamic changes driven by technological advancements, growing connectivity needs, and the proliferation of digital services. Furthermore, the surge in internet usage has fueled the demand for efficient and secure data transmission.

As technology continues to advance and businesses increasingly rely on digital infrastructure, the scope for companies operating in this market remains extensive and crucial.

However, what holds even greater significance is the role of the individuals steering these companies.

They are the ones responsible for timely analysis of market opportunities and effectively marketing the right products and services to meet the needs of customers.

12 | December 2023

One such leader is Sudhir Kunder, the Chief Business Officer at DE-CIX India, who has played a pivotal role in shaping the trajectory of this market.

With exceptional leadership skills, he has been instrumental in steering this globally recognised brand to its current position in the Indian market.

In an Executive Conversation with The Enterprise World, Mr. Sudhir unfolds his journey of perpetual excellence, attained through dedication, passion, and most important of all – hard work.

Let us dive in this insightful conversation.

First things first, this has been a great pleasure to talk to you regarding DE-CIX' founding and the journey. But before we explore that, can you start by shedding light on your professional journey?

Over the course of my professional journey spanning thirty years, I've had the privilege of immersing myself in a multitude of industries, including

Telecommunications, FMCG, Retail, and ICT. This expansive tenure has allowed me to function in various roles within esteemed organisations like Hoechst Schering Agrevo, Tata Communications, Tata Teleservices, Bharti Airtel, and Sify Technologies.

My journey has been a tapestry woven with diverse responsibilities, P&L management, business operations, marketing, sales, and strategic partnerships.

A journey alongside some of the most distinguished names of the country must have surely garnered you with accolades. Could you quickly share a few of your key achievements?

Reflecting on my journey, a number of notable accomplishments come to mind. These accomplishments include leading cross-functional teams to not only meet but exceed performance targets, fostering a collaborative culture, and cultivating long-term

CHIEF BUSINESS OFFICER

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client relationships. Furthermore, my significant role in forging impactful collaborations that have broadened our operational horizons has played a critical role in our growth trajectory.

Recent accomplishments

29 months since July 21 thereby becoming a critical, crucial, catalyst for any Data Centres accelerated success and making them a magnet for National and International Customer.

DE-CIX India has achieved unprecedented growth in key critical economic metrics over the past four years, which serves as evidence of astute strategic acumen.

Our network had significant issues at the beginning of 2020, but we made significant improvements by prioritising and controlling the Transport layers. These efforts accelerated the availability of our services to customers throughout India, which ultimately increased our business due to service dependability.

#RevenueGrowth: Experienced an extraordinary surge of 1XXX% in Revenues.

It was a significant challenge to bring Telco Partners onto our interconnection platform in the Indian ecosystem. We not only overcame these challenges, but they are now subscribing to our DirectCLOUD services through White Labelled Solution, resulting in a thriving business.

As a result of these efforts, market demand for DE-CIX India services has increased. Multitudes of Government, Private Organisations, MNC and many other notable organisations have benefited from DE-CIX's DirectCLOUD and Peering services, which have been enabled and delivered.

DE-CIX India has reached significant milestones and received recognition for its exceptional efficiency and significant contribution to the digital transformation endeavors of Enterprises, SMEs, SMBs, Telcos, and DC Partners. We introduced a work culture that encourages collaboration, trust, respect, accountability, and flexibility, creating an environment in which employees can thrive.

Within a short span of 24 months, starting on January' 20, DE-CIX India became the Largest Interconnection Platform in the country. It focuses on delivering high-quality interconnection services and operates multiple Carrier and Data-Centre Neutral Exchanges. In the same period DE-CIX Mumbai, in particular, has emerged as the No. 1 Interconnection Platform amongst 153 exchanges in 29 countries across the Asia Pacific Region. This unassailable lead has been maintained for the past

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#EBITAIncrease: Achieved an impressive 7XX% increase in EBITA. #DSO (Days Sales Outstanding) Improvement: Witnessed a substantial 630% improvement in Days Sales Outstanding. #NewAcquisitions: Outstanding growth with an 870% increase in new acquisitions.

The collective tapestry of multi business exposure has not only equipped me with a panoramic view of the corporate terrain but has also profoundly shaped my leadership philosophy. The amalgamation of these diverse encounters has undeniably been a driving force in moulding my approach to leadership.

We are sure, behind these accomplishments, your leadership has played a key role. And building on that, can you tell us more about your team and how have you mentored them to undertake some of the biggest roles in your organisation?

My approach to employee management is founded on the principles of empowerment and appreciation. I believe that people are the most important asset. This has enhanced my ability to collaborate with team members and stakeholders, as well as make difficult decisions. The distinctiveness of our team is derived from the wide range of skills possessed by its members, as well as their shared dedication to the achievement of our organisational objectives. The cultivation of an innovative culture is facilitated by various strategies, such as promoting professional development through training initiatives, fostering open communication, and establishing a flat hierarchy within the organisation. We were able to achieve multifold growth year on year, especially during the first 36 months, without adding any additional manpower.

COVER STORY

Coming to DE-CIX, please tell us about the company.

DE-CIX India, an integral part of the global DE-CIX International, has embarked on a remarkable five-year journey since its inception. As India's Largest Interconnection Platform, DE-CIX India has played a pivotal role in revolutionising the digital landscape of the nation.

Established in 2014, DE-CIX India set out with a vision to create a robust Interconnection ecosystem that would facilitate seamless and efficient Interconnection Services. The organisation worked tirelessly to lay a strong foundation, forging strategic partnerships with major network providers, data centers, ISPs, OTT players, DNS root servers, and content delivery networks (CDNs), social media networks, and national and international telecom networks.

As the country's first legally compliant interconnection platform, DE-CIX India has been at the forefront of facilitating India's ISP segments digital transformation endeavours.

By offering a neutral, carrier-agnostic platform, DE-CIX India has fostered a vibrant digital ecosystem, enabling diverse stakeholders to connect, exchange data, and accelerate their digital initiatives.

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The organisation's best-in-class infrastructure and advanced Interconnection services have empowered businesses to optimise their network performance, reduce latency, and enhance user experience, as well as served a wide range of industries, including Healthcare, EdTech, Fintech, Entertainment, Gaming, Manufacturing and Distribution, Agriculture, and many more.

Over the last five years, DE-CIX India has effectively expanded its operations in key cities across the country, including Mumbai, Delhi, Chennai, Hyderabad, and Kolkata. In December 2019, we had 74 active customers. However, through consistent and dedicated efforts, we were able to successfully expand our network to 607 connected networks

by December 2023. This is an unprecedented spike in customer on boarding at the global level.

Paving way from these challenges, what would you say was the point that triggered the growth of the company? With it, could you also share some growth charts here?

The pivotal moment in our trajectory of growth occurred when Internet Service Providers (ISPs), Content Delivery Networks (CDNs), Over-The-Top (OTT) Players, and Data Center (DC) Partners acknowledged the crucial need for a strong Interconnection Ecosystem to efficiently manage the increasing volume of internet traffic. The increasing demand for digital services has led to a heightened importance of our obligation to facilitate efficient and secure data transmission, thereby fostering the adoption and growth of these services.

However, one of the most significant aspects that triggered the company's growth was our ability to quickly improve our network infrastructure in line with global standards between Dec'19 to Feb'20.

We observed exponential growth, but it is important to note that once this acceleration began, it has continued unabated not only on the revenue front, but also in terms of customer acquisitions.

Establishing a strong presence in the country, and then taking it global must have posed you with numerous challenges. Can you tell us what some of those challenges were?

In the beginning stages of DE-CIX India, one of the primary goals was to educate the Indian market on the significance of the interconnection platform and the service differentiators that a Global organisation like DE-CIX brings in.

This was a defining characteristic of this stage. Significant initial challenges included establishing trust, successfully communicating our unique selling proposition, managing the transport layer, and getting data centre stakeholders to understand and appreciate the catalyistic role that DE-CIX plays in the growth of not only the economy but their businesses as well.

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Pivoting to the products and services of the company, could you elaborate on it?

Our services simplify the connectivity between networks, which reduces latency and boosts internet speed by facilitating Fast, Robust, Reliable, Resilient and Secure Network. Users will have a much immensely better experience when interacting with this platform online because of how easily large amounts of data can be transferred between them.

COVER STORY

DE-CIX India offers a unique set of services under the Interconnection Platform, which facilitates Internet Exchange, Cloud Exchange and Microsoft Azure Peering Services to coexist on a Single Access Port.

DE-CIX has strategically located all of its Points of Presence (PoPs) within the Data Center Ecosystem. Customers benefit greatly from this, both locally and internationally. As a result, Reliability, Robustness, Resilience, Security, and Compliance are accomplished.

When a client begins working with our team of Experts, he receives assistance at every stage of the Life Cycle Process, including need prioritisation, education, feedback, and consultation in the selection of ecosystem vendors/partners, guidance on buying decisions, onboarding, continuous development, and advocacy for cutting-edge technologies.

Our hallmark lies in our unwavering commitment to delivering the highest service quality. We prioritise stringent security measures to safeguard data exchange and extensive network coverage, ensuring effective audience reach. Our agility in adapting to evolving market needs further sets us apart.

SUDHIR KUNDER CHIEF BUSINESS OFFICER DE-CIX India

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COVER STORY Building on this, how do you plan on taking the company a step further?

Like any forward-thinking business leader, I work on Customer Delight and Customer First approaches to determine a company's path to service expansion and improvement through a combination of market analysis, technological advancements, customer feedback, and strategic planning.

To begin, I keep a close eye on the changing landscape of Interconnection Platform and Data-Center services in India, keeping an eye on emerging trends, regulatory changes, and competitive dynamics. This analysis assists me in identifying potential market gaps and areas where their services could be improved or expanded.

Secondly, technological advancements are critical. I intend to facilitate the investments to remain at the forefront of cutting-edge technologies that have the potential to reshape the data exchange and connectivity landscape. Staying technologically relevant is a key driver of their expansion, whether it's implementing faster connections, adopting more secure protocols, or exploring innovations like edge PoP deployment and last but not the least Cloud Connectivity Solution across spectrum of SME, SMB and Enterprises.

Customer feedback is an invaluable compass for their development. I gain insights into areas where their services can be refined or diversified by actively engaging with our existing clients and listening to their needs and pain points.

This could include streamlining processes, introducing new service tiers, or addressing emerging connectivity requirements expressed by customers.

Over the past two years, we have consistently worked towards influencing transport layer providers to optimise IPLC prices from 3.25 USD per Mb to 90 cents - 1.20 USD per Mb, achieving a significant decrease in the total cost of operations and facilitating the availability of our services to a multitude of customers across the SARRC region.

DE-CIX's foray has caused a significant disruption in the Bangladesh market. Meanwhile, other telcos have also recognised the potential in Nepal due to our intensified focus on these two regions, which have resulted in their integration into the existing system.

3rd and 4th providers have already launched their services in Nepal, and soon they will also be available in Bangladesh.

Finally, our journey to improve services is guided by a comprehensive approach that includes market analysis, technological innovation, customer feedback, and strategic decision-making. This comprehensive strategy enables us to navigate India's ever-changing connectivity services landscape while providing value to our customers and maintaining their competitive edge.

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LIVE

20 | December 2023

ERPOOL The Gem of England

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22 | December 2023

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Things To Avoid

In Liverpool: a. Being unprepared for the changeable weather: Liverpool resides on the northwest coast of England along with the Irish Sea. This region of the world is famous for unsettled weather. The Atlantic Ocean can bring windy and rainy days even when it's sunny. So be prepared to face constant weather changes. b. Avoid Taxis when exploring: There isn't much of a point in taking taxis when you're in the mood to stroll around the city. Geographically, the city is quite small and we're sure you do not want to waste your money on taxi fares, do you? For a fact, the walk from Royal Albert Docks to the City Centre is not even a 10-minute one. From there again if you walk for 10 minutes, you'll be at the University of Liverpool in the Knowledge Quarter. c. Avoid eating at tourist restaurants: If you're a foodie and want some authentic Liverpool taste, head to a local restaurant. Of course, you can eat at a franchise restaurant, but then you will miss out on down-to-earth cafes, neighborhood pubs, and even finedine bars. d. No mocking the Scouse accent: The Liverpudlian accent is one of the most pronounced in the UK. When talking to a local, you'll hear a mix of English and Irish. With the waves of immigration that emerged in Liverpool, you might feel the urge to copy the accent when talking to a local. The locals get offended and may roll their eyes, so it is better to avoid this common pitfall.

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4 Last Minute Christmas Dessert Recipes to Save the Day! In the midst of chaotic Christmas shopping, merry decorations, and the perfect Christmas Eve planning, we hope you haven’t forgotten about the cherry on top. Yes, we are talking about those lip-smacking desserts that have people melting with joy. If that’s the case, you need not worry for we have got you covered with some of the best last-minute Christmas dessert recipes.

26 | December 2023

INGREDIENTS

A Night Before Christmas Pudding To Fool Them All! What’s Christmas without a little pudding? But, don’t worry. We aren’t talking about the one that takes you hours to prepare for. This simple version will taste just as delicious and heavenly. Grab a pen and paper because here’s everything you need to do:

Ÿ 125g each of boysenberry & redcurrants Ÿ 100g dark chocolate, chopped Ÿ 1/4 cup (60ml) maple syrup Ÿ 150ml pure (thin) cream Ÿ CHRISTMAS PUDDING Ÿ 4 cups (725g) mixed dried fruit Ÿ 400g store-bought Madeira or sponge cake, crumbled Ÿ 100g dark chocolate, melted, cooled Ÿ 1 tbsp cocoa Ÿ 50g unsalted butter, melted, cooled Ÿ 1/2 cup (125ml) sherry or brandy Ÿ 1 tsp each ground cinnamon & freshly grated nutmeg Ÿ 1/2 tsp each allspice & ground cloves

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Serves: 12 Prep Time: 25 Mins Ingredients: 8 Difficulty: Easy Amount: $1.93 per serving Christmas without gingerbread would seem incomplete, right? This simple, no-bake, and tasty addition to the Christmas Dessert recipes is here to make things merry.

INGREDIENTS Ÿ 900ml thickened cream Ÿ 1 cup (330g) dulce de leche (or other caramel sauce) Ÿ 250g sour cream Ÿ 1/3 cup (40g) icing sugar, sifted Ÿ 800g gingerbread cake (or other bought cake) Ÿ 90ml Marsala or brandy Ÿ 1½ tsp cinnamon Ÿ 200g gingerbread biscuits (or gingernut), crumbled

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Christmas special Rum balls, but with a twist!

Serves: 12 STEP 1: Prep Time: 1 Hour 20 Mins Divide the thickened cream into two equal parts. In one bowl, add the dulce de leche and whisk till it gets a thick consistency. To another bowl of thickened cream, add sour cream and icing cream. Whisk it till it is thick.

Cook Time: Ingredients: 11 Difficulty: Easy Amount: $1.59 per serving

STEP 2: Cut your gingerbread cake into slices of about 2cm each. Take a 3L trifle dish, and layer one-third of these slices over the bottom. Drizzle a third of the marsala, sprinkle about a third of the cinnamon, and finally add a third of the gingerbread crumbs.

Imagine it's 30 degrees outside, and you are craving for a dessert that won’t sink you to the bottom of a pool, THIS is the one you are looking for! And well, of course, we did not forget the Christmas traditions! Here is a special next one from our book of Christmas dessert recipes.

STEP 3: To this layer now, add a third of the dulce de leche mixture, over that add a third of the whipped cream mixture.

Repeat this layering process two more times and top it off with the remaining biscuit crumbs.

What did it take? Half an hour? You’ve got the dessert ready all while your guests are settling in. Bookmark this as one of the decadent Christmas dessert recipes, something that you can whip out quickly, and then enjoy after a hearty dinner!

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INGREDIENTS Ÿ 1 2/3 cup (150g) desiccated coconut

Ÿ 1/3 cup (80ml) melted cacao butter

Ÿ 2 tbsp maple syrup

Ÿ RAISIN BASE

Ÿ 1/2 cup (125ml) melted coconut oil

Ÿ 1 cup (160g) blanched almonds, roasted

Ÿ 3/4 cup (185ml) coconut milk

Ÿ 1/3 cup (30g) desiccated coconut

Ÿ 1 cup (170g) pitted Medjool dates

Ÿ 1/2 cup (85g) raisins

Ÿ 1/2 cup (40g) cacao powder, plus extra to serve Ÿ 1 tbsp rum

STEPS STEP 1: Take a loaf pan and grease and line it up with baking paper. Leave about 5cm overhanging long sides of the pan.

STEP 2: You first need to prepare the raisin base. Whiz some almonds and coconut in a small food processor until it’s finely chopped.

To it, add some raisins and about 2 tbs of water, and mix again till it’s well combined. Get a pan and add this base to it.

STEP 3: Next, get the desiccated coconut, maple syrup, about a 1/4th cup of coconut oil, and 1/4th cup of coconut milk, and add all this to a small food processor and give it a fine spin. Spread this mixture over the raisin base evenly. Cover it with a plastic film and set it in the refrigerator till it firms up.

STEP 4: Now, place the dates and 1 tbs of boiling water in a food processor. Mix it until it’s smooth. To this, add cacao powder, rum, cacao butter, a pinch of salt flakes, and the remaining coconut oil and coconut milk. Mix it till you get a nice and smooth texture.

STEP 5: Pour this mixture over the slice, cover it again with a plastic wrap, and chill overnight. (4 hours can do too if you don’t have enough time) STEP 6: Remove the slice from the pan, and sprinkle some extra cacao powder (and a little love). And Voila! It’s ready to serve.

Now, sometimes the best and the easiest desserts might take time. But hey! Imagine, it’s snowing out and you are sitting in front of the fire, sipping some hot cocoa and enjoying a rum stick dessert. Isn’t that the Christmas dream?

30 | December 2023

MINI MINCE PIES

Your mini mince pies are ready to serve!

Christmas is all about the merry times and delicious foods. You could be a master of savory foods, but it does not mean you can miss out on desserts. With these traditional Christmas dessert recipes, you are sure to win over the hearts of your guests and family!

What are you waiting for? The sweet smell of holidays awaits you. Get the holiday season started!

Ÿ Serves: 24 Ÿ Prep Time: 8 Hours Ÿ Cook Time: 25 Mins Ÿ Ingredients: 16 Ÿ Difficulty: Medium Ÿ Amount: $1.52 per serving Up next from our last-minute Christmas dessert recipes treasure is the one gem everyone adores. You guessed it right!

Christmas would just be fly without some pie! Here’s how to make mini mince pies.

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INGREDIENTS Ÿ 1 apple, grated, excess water squeezed out Ÿ 100g unsalted butter, melted Ÿ 100g brown sugar Ÿ 100g drained morello cherries in juice (see notes), finely chopped

Ÿ 2 teaspoons finely grated lemon zest, plus 2 tablespoons lemon juice Ÿ 1 teaspoon mixed spice Ÿ 1/2 teaspoon ground cinnamon Ÿ 1/2 teaspoon grated nutmeg

Ÿ 100g slivered almonds

Ÿ 100ml brandy

Ÿ 100g candied peel, finely chopped

Ÿ Icing sugar, to serve

Ÿ 100g each of currants, seedless raisins, and sultanas PASTRY Ÿ 2 2/3 cups (400g) plain flour, sifted Ÿ 200g chilled unsalted butter, chopped Ÿ 1 egg yolk, beaten with 2 teaspoons milk STEP 1: In a bowl, combine all the ingredients except the icing sugar.

Keep stirring well to make a smooth mixture. Cover this with a plastic wrap and let it cool overnight, just to get a little extra flavor.

STEP 2: The next day, for the pastry, mix flour, butter, and ½ teaspoon of salt in a food processor until the mixture is crumbly. To it, slowly add 80-100ml of cold water till the dough comes together. Halve the dough and shape it into 2 discs. Wrap it in a plastic film and let it chill for about 30 minutes.

STEP 3: Now, drain the fruit mince and then mix it well in the food processor to finely chop it.

STEP 4: Preheat the oven to 200°C. Roll out a pastry disc to about 3mm thick. Cut out circles, approximately 24x7cm. (Don’t throw away the trimmings!) Now in a muffin pan, place them and fill each of them with about a ½ teaspoon of fruit mince.

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STEP 5: Roll out the remaining pastry disc and cut out circles of the same size. Brush its edges with a little water. Place these lids over the ones stuffed with filling. Gently push the edges to seal and soak it in egg wash.

STEP 6: Re-roll those pastry trimmings and cut out stars.

Top the mini pies with stars and again brush with some egg wash.

STEP 7: Bake this for about 20-25 minutes until it gets its rich golden brown color and crisp. Cool it down before you dust it with icing sugar!

# STORIES TOLD WITH A NEW PERSPECTIVE!

THE ENTERPRISE WORLD

COVER STORY

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Pia Arellano President | CEO

34 | December 2023

We all have dreamt of owning a luxury car at least once.

When we see one while traveling, this thought crosses our minds. Often out of curiosity, we check on the internet prices of these cars, features, and specifications too. We daydream about a good long drive with our friends or spouse while experiencing the utmost luxury while being in the lap of nature. A sheer surreal experience is what we envision. Being a kid did you ever stop by a showroom of a luxury car brand like Mercedes? To get a glance at the cars on display? Who hasn’t? All of us do that!

Mercedes is a perfect blend of top-notch engineering, excellent technology, and luxury at its peak. A featureloaded car with lightning-fast speed and features built by the Germans. Car lovers cannot agree more on the luxury and finesse the brand carries. With a variety of models at our dispense, it is the most loved luxury car brand in the world. Via this article, we’ll take you on the most luxurious and smooth ride. Fasten your seat belts, folks!

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36 | December 2023

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These are the brand names that cannot be said to not be in the loop. Audi, BMW, and Mercedes are brands that are always neck-to-neck in competition. These 3 brands are undoubtedly in competition with each other at all times.

4 Popular Marketing Campaigns of Mercedes: Marketing campaigns are an effort by any brand to stand out. Brands strive to get into the limelight or get noticed.

Television advertisements are the best mediums as consumers remember what they see. It made sure while making the ad they were using emotions, convincing the potential customer, and getting noticed by their customer base.

These are 4 popular television commercials: 1. Unlock with Mercedes Benz: A very thoughtful campaign launched

by Mercedes during the festive season of 2021. The brand strategized to launch this campaign in September 2021 and continue it till the festival season ends. The reason behind this launch was an introduction to an unlocking with the Corona phase. The brand wanted to resurrect the sentiments of humans by availing them of the option of unlocking their dreams. It included easy EMI options on the selected models. A variety of insurance policies were also made available.

2. Merc From Home: A wonderful ad campaign launched in 2020. This campaign was implemented to bring ease in the whole buying process of the product from the comfort of one’s home. It provides an easy and clear method of purchasing a luxury car via the ease of home and especially through the digital process.

It is a crystal clear process. From preparing the car to making the

38 | December 2023

payment through a digital platform, everything is kept simple and hasslefree.

3. Are You AMG-Ready: Mercedes planned the AMG-Ready campaign to make a shift from only being a brand, to being a performancebased luxury brand. The brand wanted to introduce the AMG subsidiary brand to depict the promising capabilities and newness of its product. The loyal customers were the main target. A 1minute video ad was made to demonstrate the different AMG models to increase awareness. The intent of the brand via the campaign was to perform and be combined in the luxury of tomorrow while strengthening the bond between AMG and its customer base.

4. Life Gets Big: This campaign was a special one to highlight the features of the new T class. A van with sliding doors and an improved space within the car that accommodates one family was the theme. A rear window where 3 kids can enjoy the ride or even your beloved pet. This was an introductory campaign to bring to notice the extra space feature of this van. Sliding doors, extra space, and rear window space are the key takeaways in this model T class.

Problems Faced by the Brand: 1. Rust issues: Surprisingly enough some customers have complained that the doors, fenders, hinges, and hoods start to rust sometime post purchasing the car. A loyal customer would not like the car to develop rust and make noise.

2. Deaths due to Systemic issues: Post the death of Tata Sons Chairman, Cyrus Mistry, people raised eyebrows on how safe the Mercedes-Benz was.

However, the Indian MD of Mercedes

and the CEO of the brand together state that the car collided due to poor road infrastructure and traffic rules.

They suggest improvements in these aspects to reduce the death rate due to accidents which is approximately 1.5 lakhs from 2021 to September 2022.

3. Display of error lights on the dashboard: Some error lights are displayed in the model CLA 250 according to customers. Adding to that customers have said the company also takes ages to solve the issue as the display of error lights puts them in a fix too.

Competitive Advantage: Mercedes focuses on adapting a differentiation strategy. Quite a noticeable number of features are offered by it, unlike its competitors.

Some added features like: Ÿ Blind Spot Monitor Ÿ 8-way power seats with 4-way power lumbar support Ÿ Hand gesture controls Ÿ Hands-free device controls These are some peculiar features of the 2023 Benz GLC SUV. It allows the driver more comfort and enhanced driving experience. These detailed and minute features of the SUV add to the list of features making the car stand out from the competition. If you take notice these are very thoughtful features installed into the SUV leaving no room for any complaints from the customer.

The Social Media Game: Mercedes has millions of followers on social media which makes them an overachiever in its digital game. The brand utilizes social media to post finely curated content across all its

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online platforms. They especially take care of crafting user-friendly content wherein people can interact. a. Campaigns to drive traffic: Attractive feature-highlighting videos, shorts, reels, and user-generated content are also implemented to increase its brand engagement.

The brand started a user-generated strategy on Instagram wherein it developed a hashtag named #MBPhotoPass. Through this strategy it allowed social influencers, journalists, team members, and even existing customers to curate organic short videos of its cars. About other social media platforms like Facebook, the visuals are very appealing to the human eye. b. Diverse Ways: The content the brand shares on its social media is visually driven and personal stories of existing customers. A very well-planned strategy of posting 2 to 3 times a day is followed diligently by the brand. Its images and short videos are visually driven as they keep it fresh and engaging.

Along with videos and images the brand shares a variety of information, car-related news, highresolution images of the brand’s cars at work, upcoming models information, and images. c. Influencer Marketing: Fitness freaks often head out to the mountains with their beasts to test the car’s ability. Fitness influencers make the effort to record a video and post it on their social media feeds. It helps them to reinforce the message when the influencer and the brand are featured and tagged in each other’s feeds. Some car racing drivers like Nico Rosberg, Jan Seyffarth, and Lewis Hamilton are famous influencers who often collaborate with the brand to spread reach and engagement.

Shift to Evs: Mercedes plans to offer battery electric vehicles (BEV) in all its segments. From 2025 onwards, all newly launched electric vehicles will be electric only. Meaning, that from 2025, all customers will be able to enjoy the privilege of choosing an all-electric alternative for every Benz model. The previous plan of developing battery

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electric and internal combustion engines (ICE) on the same platform has seen a shift. The plan for developing BEVs has been finalized and is in full action.

The strategies formulated to make the shift possible are as follows: 1. EV Critical moment: As the brand shifted its focus from “electric-first” to “electric-only”, Mercedes-Benz believes it can accelerate and make a more progressive EV portfolio plan. Ola Kallenius, Chairman of the Board of Management at Mercedes Group AG says, “The tipping point is getting closer, and we will be ready as markets switch to electric-only by the end of this decade.” The change that is undergoing has made Mercedes revise their capital allocations as it requires huge amounts of research and scrutiny.

2. New Gigafactories: Newer EV platforms will be established by greater integration into the manufacturing sector.

The extensive technology plan consists of 2 new electric vehicle platforms. The first is MB.EA for medium and small-sized passenger cars. The other is AMG.EA, is a dedicated performance electric vehicle platform, for lighter commercial vans. Simultaneously, Mercedes will be focusing on the giant expansion of its battery manufacturing capability. As per plans, it is going to establish eight new battery cell gigafactories by working with partners in Europe and elsewhere.

3. Increased charging stations: In collaboration with Shell’s Recharge network, Mercedes will add up to 30,000 more charging stations by 2025. The new charging points will be across Europe, China, and North America. In Australia and New Zealand, EQ drivers will have access to rapidly expanding public charging networks that offer a combination of standard AC, and ultra-rapid fast chargers. The experimental electric car of the brand, the Vision EQXX is the technology pillar. With a capacity of more than 1,000 kilometers, the vehicle is said as a highly advanced drive-terrain and lightweight bionic design.

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THE PSYCHIC PERSPECTIVE: A Cost-Free Approach to Enhancing Business Decision-Making

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n the complex tapestry of modern business, the clarity of decision-making is often obscured by data overload and unpredictable market dynamics.

Amidst this, the Psychic Perspective in Business emerges as a refreshing, cost-free approach to augmenting business acumen.

Leveraging intuition and insights beyond the reach of conventional analytics, this approach beckons a deeper understanding of market trends, employee morale, and customer needs.

Cultivating Intuition

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Developing a Mindful Workspace: At its core, the psychic perspective relies on honed intuition, a seemingly ethereal faculty that resides within every business leader. Cultivating this aspect involves creating a mindful workspace that encourages reflective thinking. This can be achieved by allocating time for meditation and encouraging a culture where silent contemplation is respected and valued. In these moments of stillness, leaders often report epiphanies or gut feelings that guide their next course of action.

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Training the Intuitive Muscle: Like any skill, intuition can be developed with practice. Begin by making small predictions based on gut feelings in low-risk situations and gradually increase the stakes as your confidence grows. Journaling decisions and their outcomes is an effective way to track progress and patterns, ultimately sharpening the intuitive sense.

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Leveraging External Resources: As part of developing intuition, leaders can engage with external resources to expand their

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perspective. For instance, a free psychic reading could serve as an unconventional yet enlightening experience that prompts leaders to view their business challenges from a completely different angle.

While the validity of such readings can be subjective, the exercise itself can stimulate the leader’s own intuitive processes and potentially unlock new insights.

Encouraging a Holistic Team Approach Ÿ

Fostering Intuitive Collaboration: The Psychic Perspective in Business thrives in an environment where team members feel comfortable expressing their instincts.

Facilitating sessions where employees are encouraged to share their gut feelings about projects or decisions can lead to valuable insights that might not emerge from data alone.

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Building Collective Intuition: Teams with diverse experiences and backgrounds can create a collective intuition that is more powerful than the sum of its parts.

Encourage team members to voice their hunches and explore them without immediate judgment. This diversity of intuition can lead to a more robust and nuanced approach to business challenges.

Integrating Intuition with Data Ÿ

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Balancing Quantitative with Qualitative: In the domain of business, data is indisputably valuable. However, slavish reliance on data without the balance of intuition can lead to rigid decision-making. To counteract this, successful leaders integrate their gut feelings with hard data. For example, when predictive models fail to reach a consensus on a market trend, a leader’s intuition might tip the scales.

Bulleting the Synergy: To effectively blend intuition with data, consider the following steps:

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Evaluate the available data and acknowledge its limitations.

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Reflect on past experiences and outcomes of similar situations.

Weigh the data against your gut feeling, checking for alignment or disparity. Ÿ Make a provisional decision based on data, then adjust it slightly with your intuition if necessary.

Case Studies and Real-World Applications Ÿ

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Continuously refine this balance through reflection and adjustment.

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Analyzing Success Stories: Many business leaders who have relied on their intuition can recount specific instances where it led to success. Analyzing these case studies helps in understanding the conditions under which intuitive decisions were made and the thought processes involved.

Learning from Failures: Equally important is the examination of failures. Intuition is not infallible, and understanding the circumstances where it led astray can provide critical lessons. This reflective practice ensures that the use of intuition is continuously refined and not blindly trusted.

Strategic Intuition in Leadership Development Ÿ

Integrating into Leadership Training: The most forwardthinking companies are integrating the development of intuitive skills into their leadership training programs. This includes exercises designed to simulate decisionmaking scenarios where intuition must be relied upon, thereby fostering confidence in leaders to trust their gut alongside analytics.

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Empowering Decisive Action: Empowering leaders to make decisive actions based on a combination of analytics and intuition can result in a more agile and proactive business environment. Leaders who trust their intuition are often more adept at navigating through uncertainty and ambiguity, which are everpresent in the business world.

Conclusion The psychic perspective in business is not about eschewing data or abandoning analytical rigor; it is about enhancing these with the depth of human insight. It represents a cost-free, often underutilized resource that can provide a competitive edge in decisionmaking.

As we recognize the power of intuition, we begin to see its value not as a replacement for data, but as a complementary force that, when harnessed correctly, can lead to greater innovation and strategic foresight in business.

In a world that is rapidly changing and increasingly complex, the Psychic Perspective in Business offers a timeless tool: the human instinct, refined and applied with intention.

# STORIES TOLD WITH A NEW PERSPECTIVE!

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