Ashok Leyland Limited: Building Competitive Advantage through Generational Diversity
“Future is always in the present; it is lurking somewhere and has the tendency to show up in a manner that is not foreseen by everybody”1
“We realised that it was important for us to challenge the young executives at work and through that reinforce the reasons for them to stay on. If the organization had to change to suit the youth, so be it.”2
-- R. Seshasayee, Non-Executive Vice Chairman of the Board and Ex-MD, Ashok Leyland Ltd.
Since the beginning of the new millennium, Ashok Leyland Limited (ALL), India’s second largest manufacturer of trucks and buses, had been setting itself in a new course to compete and be at par with global standards. Till 1991, ALL was operating in a duopolistic market. Later, the Indian Medium and Heavy Commercial Vehicles (M&HCV) market became more competitive with the opening up of the Indian economy and ALL realized the need to be agile and stay relevant. The company figured that it could only become agile by turning itself young and began recruiting younger workforce. By 2003-2004, the company had 37% of young executives in its management. However, the attrition levels among these young executives increased as they felt left out due to the culture and generation gap that existed between them and the senior executives.
The company HR then took initiatives that empowered the millennial workforce and ensured their participation in crucial projects. The company also promised their growth within the company. With younger employees gaining importance, the company now saw a reversal of the problem – the senior executives now felt left out. The company then roped them as mentors to the young executives. Though these initiatives have broken the ice between the young and senior executives, the promise of growth for millennials within the company still remains to be addressed. The adverse market conditions and the cost cutting measures of the company in the recent years made ALL’s promise even more challenging..............
Ashok Leyland: Past Perfect, Future Tense
Company Profile and History
Ashok Leyland Limited (ALL) is an automobile manufacturing company based in Chennai, India. It is the second largest manufacturer of commercial vehicles including trucks, buses, emergency and military vehicles. The company is the market leader in the bus segment (19–80 seater buses) and the second largest in the medium and heavy commercial vehicle segment (M&HCV). Its presence extends to trucks ranging from 7.5 tons to 49 tons as well as Light Commercial Vehicle (LCV) segment which is less than 7.5 ton (Annexure I). The company owns six manufacturing plants in India, two in Europe, one in Middle-East and one Technical Centre in India (Exhibit I). During 2011-2012, the company had a market share of 25.7% (up from 23.5% in FY10) in the M&HCV space, 41.1% in buses and 15% in the LCV segment.3 During 2013-2014, the company earned revenues of INR 124.8 billion4 (Annexure II(a), Annexure II(b) and Annexure II(c)).............................
The origins of ALL can be traced back to 1948, when an independent India was trying to be self-reliant. With the persuasion of Pandit Jawaharlal Nehru, India’s first Prime Minister, Raghunandan Saran (Saran) established Ashok Motors (named after his son’s name) in Chennai (Madras) for the assembly and distribution of Austin A40 passenger cars from England. The company had its headquarters in Rajaji Salai, Chennai and a manufacturing plant in Ennore. Saran later envisioned that commercial vehicles were more in need than the passenger vehicles and had started negotiations with Leyland Motors of UK. But he passed away before the deal was struck........................
Exhibits
Exhibit I: Ashok Leyland’s Manufacturing Facilities
Exhibit II: Ashok Leyland Milestones
Exhibit III: Early Products From Ashok Leyland
Exhibit IV: Sales of MHCV Segment
Exhibit V: Ashok Leyland’s Sales Volume
Exhibit VI: Ashok Leyland – Competitor Scenario
Exhibit VII: Ashok Leyland Driver’s Training Centre
Exhibit VIII: Ashok Leyland’s R&D Expenditure (in million)
Exhibit IX: ALL’s New Products
Exhibit X: Ashok Leyland’s ‘Vikings’ for Cross-Border Services
Exhibit XI: HR Check at Ashok Leyland
Exhibit XII: Workplace Dynamics of the Four Generations
Exhibit XIII: Ashok Leyland – i-Bus
Exhibit XIV: Truck-on-Truck Mode of Delivery
Annexures
Annexure I: Ashok Leyland Product Range
Annexure II(a): Ashok Leyland: Financial Highlights
Annexure II(b): Ashok Leyland Financials (Estimated for FY2014-FY2016)
Annexure II-C: Ashok Leyland Financial Ratios
1 R. Seshasayee, “Advantage India”, Vikalpa, Volume 32, No. 2, April–June 2007
2 N. Madhavan, “Ashok Leyland Threatened by Generation Gap Among its Executives”, http://businesstoday.intoday.in/story/experiencevs-exuberance/1/4918.html, November 29th 2009
3 “Ashok Leyland Losing Grip as Market Share, Profits Decline”, http://www.newindianexpress.com/business/news/Ashok-Leyland-Losing-Grip-as-Market-Share-Profits-Decline/2013/12/08/article1933845.ece#.U0t4RvmSw9k, December 8th 2013
4 “Ashok Leyland”, http://www.moneycontrol.com/stocks/company_info/print_main.php