Uninspiring Communication at Life-Inspired
November 18th 2013 was to be a great day for Nimish John Mangudiyan (Nimish) except for the phone call from Thrissur, Kerala, India. Nimish was enjoying a long postponed family holiday in Dubai. His new venture, Life Inspired Retail Pvt. Ltd. (Life Inspired), had kept him very busy. However, as Life Inspired completed 2 years, Nimish squeezed out some time for the long-planned vacation. Also, he wanted his life partner and business partner, Tessy Nimish Mangudiyan (Tessy), to enjoy some personal time with family. Moreover, Nimish had decided for the vacation as he was relieved that he could put to rest the people issues which had been troubling Life Inspired in the last couple of months. He had shared with Tessy, how relieved he had been since the time the people’s problems had been put to rest. Little did Nimish know that the problems had vanished just temporarily and would bounce back!
On November 18th 2013, as Nimish was having lunch with his family in a plush restaurant on the beachside in Dubai, he received a phone call from one of his close confidantes back home in Thrissur. He was informed that some people issues in the organization had affected the pace of work on the ongoing project. This was the least that Nimish had expected when vacationing with his family after a long time and that too after having put to rest all the perceptible problems at Life Inspired. He had no choice but to cut short his vacation and be back at Thrissur to take charge of the situation. On his flight back to Kochi, en route to Thrissur, he was besieged with several intriguing questions that he wished had perfect and permanent answers. Quite disturbing was the promise he made to his father 2 years ago when he had said, “I just need a little financial support and I can handle everything else”.
Life Inspired – Nimish’s Passion
Life Inspired traces its roots to Paul & Sons, a famous high-quality furniture manufacturing company of Kerala. Paul & Sons was founded by Kunjipalu Chiramel Mangudiyan (Kunjipalu), Nimish’s grandfather. The company’s first furniture showroom was inaugurated in 1950 in Thiruvananthapuram followed by another showroom in Ernakulam (Kochi) in 1976.
Kunjipalu’s son and Nimish’s father, John Paul Chiramel Mangudiyan (John), continued the legacy and founded Paul & Sons Wood Designs India. Its stores were spread across Kochi, Kottayam and Kollam. The company attracted customers for its authentic, premium quality and well-designed and crafted furniture.
Later, the business was divided into two – the existing business and the new business. The existing business continued with its name – Paul & Sons Wood Designs India while the new business was named – Paul & Sons Interiors. Life Inspired was a subsidiary of Paul & Sons Interiors with the latter having 80% ownership in Life Inspired..........
Life Inspired – Company Profile
Life Inspired was initially focused on home décor. However, with time, it broadened its scope by bifurcating its business proposition into two main lines – Inspired Retail and Inspired Design (Exhibit I). Inspired Retail, encompassing furniture, accessories, etc., was the product offering of the company; Inspired Design, encompassing product design and material design, was its service offering......
Professionalization of the Family Business
Life Inspired, though an offshoot of the family business of Paul & Sons, is a professionally driven organization. With good employee strength, the company is structured around its key functions, the six main divisions being Business, Operations, Design, Administration, Treasury and HR (Exhibit III)...........
Challenges and Dilemmas of the Startup
Everything seemed to be set for the new venture to take-off well, which it actually did. However, within just 2 months of the launch of its second store at Thrissur, problems surfaced in the infant organization. The first major problem that stared Nimish in the face was attracting quality manpower. He had a hard time identifying and recruiting people who could communicate well. Effective communication skills were one of the main requirements as the employees had to regularly engage in internal and external communication...........
Downward Communication: Generation Gap or Demographics?
Nimish went into retrospection. He had always spoken to his team about his expectations in clear terms. In fact, all that Nimish spoke to his subordinates was numbers. His communication was quite crisp. His banking career had taught him aggressive communication but perhaps whatever he said and expected was not being assimilated by his team.........
Upward, Lateral and External Communication
If downward communication was appalling at Life Inspired, upward and lateral communication were no good. One day, when Nimish had reached office, one of his designers, Veena S (Veena), was already waiting to meet him. During their meeting, Veena suggested leaving the organization, saying that she cannot work with Arun Kumar (Arun), the Chief Design Officer (CDO). On probing, Veena disclosed she was frustrated as Arun never approved her designs and always asked her to rework. She had concluded that her designs were being rejected as Arun had a personal dislike for her. Arun had proved himself to be very good at his work, but Nimish was unacquainted with this aspect of Arun..........
Communication Issues: The Solution
Although Nimish was able to find solutions to the problems one-by-one, he had had enough. “What had gone wrong at Life Inspired despite having all the ingredients of a successful startup?” Nimish wondered. He tried to view things from a distance and concluded that perhaps communication, at Life Inspired, was erroneous. Life Inspired had invested time in coming out with an appropriate marketing communication campaign for itself (the company’s first marketing communication campaign, which was both massive and aggressive, launched one-and-a-half years after the company started), but its internal communication was ignored.........
Assignment Questions
I. What’s your assessment of the nature and intensity of organizational communication breakdown at Life Inspired from the standpoint of:
a. Direction of Communication (upward, downward and lateral communication)
b. Interpersonal communication (oral, written and non-verbal)
c. Organizational communication at Life Inspired (formal small-group network and grapevine)
II. Is there any relationship between Life Inspired’s organizational communication breakdown, vis-à-vis its
a. Team composition
b. Organizational structure
c. Decision-making and delegation
d. Nature of ownership (being a family-run startup)
III. ............
Exhibits
Exhibit I: Life Inspired - Business Proposition
Exhibit II: Life Inspired: Product and Service Offerings
Exhibit III: Divisions at Life Inspired
Exhibit IV: Organizational Structure of Life Inspired Retail Pvt. Ltd.: An Overview
Exhibit V: Profile of the Employees at Life Inspired