Final College Summer Project

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A Project Report on

Business Transition in Reliance HR Services

Submitted to

Oriental Institute of Management Studies, Vashi, New Mumbai

In partial fulfillment of the requirements for the award of the degree of

MASTER OF MANAGEMENT STUDIES

Under the Guidance of

Prof. Priya Sengupta

By

Ajesh Raj

MMS-1261

Oriental Institute of Management Studies

Vashi, New Mumbai

2012-14 Batch

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DECLARATION

I, Mr.Ajesh Rajhereby declare that this report titled Business Transition in RHRS is

a record of independent work carried out by me under the guidance and supervision of Prof. Priya

Sengupta, towards the partial fulfillment of the requirements for the M.M.S degree course

UNIVERSITY OF MUMBAI

I further declare that this project is the result of my own effort and that it has not been

submitted to any other university or institute for the award of a degree or diploma or any other

similar title of recognition.

Ajesh Raj

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ORIENTAL INSTITUTE OF MANAGEMENT

VASHI

MASTER OF MANAGEMENT STUDIES (MMS)

CERTIFICATE

This is to certify that Ajesh Raj (MMS-1261), is a bonafide student of Master of Management

Studies course of the Institute (2012-14), affiliated to University of Mumbai. Project report on

Business Transition in RHRSis prepared by him under the guidance of Prof. Priya Sengupta

in partial fulfillment of the requirements for the award of the degree of Masters of Management

Studies of University of Mumbai.

Prof. Priya Sengupta Prof. P.K.Bandgar

Internal Guide Director

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ACKNOWLEDGMENT

I, Mr.Ajesh Raj have taken efforts in this project. However, it would not have been

possible without the kind support and help of many individuals. I would like to extend my sincere

thanks to all of them.

I am highly indebted to Prof. Priya Sengupta for their guidance and constant supervision

as well as for providing information regarding the project & also for their support in completing

this project.

I would also like to express my gratitude towards my parents & members of Oriental

Institute of Management for their kind co-operation and encouragement which helped me in

completion of this project.

My thanks and appreciations also go to my colleague in developing the project and people

who have willingly helped me out with their abilities.

Ajesh Raj

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EXECUTIVE SUMMARY

The research project is a result of understanding the functionality of a leading HR company

that are providing manpower to Reliance Groups through innovation and constant hard work. This

research project represents how a leading HR company took over the Sales division of Reliance

Communication. This also highlights the struggle of RHRS while expanding their existing

business. The project highlights the various activities that place simultaneously in the HR and

Sales team of the organization.

The project also highlights how the targets are assigned to the various employees and various

other aspects of organization along with the revenue that has been generated for Reliance

Communication after the postpaid division is taken over by RHRS. With new entrant in this field

of business RHRS have struggled in the early stages of taking over the business but later on they

understood the functionality of the business and helped Reliance Communication to lead the

telecommunication market.

RHRS was also aware of the fact that there are many other competitors in the market that are

keeping track of the activities of Reliance Communication and looking for a loop hole in order to

take over Reliance Communication.

Hence, RHRS was fully responsible for the sales of postpaid business and they were

supposed to keep the top position in the industry.

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CONTENTS

______________________ _

PART A

SR. No. CONTENT Page No.

1 Industry Profile 8-10

2 Background and Inception of Company 11-12

3 Nature of The Business Carried 13

4 Vision of RHRS 13

5 Mission of RHRS 14

6 Core values of RHRS 15

7 Product & Services of RHRS 16-17

8 Area of Operations 17

9 Competitors of RHRS 19

10 McKinseys 7S Frame work 20-23

11 SWOT Analysis of RHRS 24

12 Learning Information 25-27

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PART B

SR. No. CONTENT Page No.

1 Statement of the Problem 29

2 Objective of the Study 29

3 Scope of the Study 29

4 Methodology 30

5 Limitation of the Study 30

4 Analysis and Interpretation 31-53

5 Conclusion and Recommendation 54-55

6 Bibliography 56

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Part A

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1. INDUSTRY PROFILE-TELECOMTelecommunication iscommunication at a distance by technological means, particularly

through electrical signals or electromagnetic waves. Early telecommunication technologies

included visual signals, such asbeacons,smoke signals,semaphore telegraphs,signal flags, and

opticalheliographs.Other examples of pre-modern telecommunications include audio messages

such as codeddrumbeats, lung-blown horns, and loud whistles. Electrical and electromagnetic

telecommunication technologies includetelegraph,telephone, andtele-

printer,networks,radio,microwave transmission,fiber optics,communications satellites and

theInternet.

A revolution inwireless telecommunicationsbegan in the 1900s with pioneering

developments inradiocommunicationsbyNikola Tesla andGuglielmo Marconi. Marconi won

theNobel Prize in Physics in 1909 for his efforts. Other highly notable pioneering inventors and

developers in the field of electrical and electronic telecommunications include

Charles andSamuel Morse (telegraph),Alexander Graham Bell (telephone),Edwin Armstrong,

andLee de Forest (radio), as well asJohn Logie Baird andPhilo Farnsworth (television).

The world's effective capacity to exchange information through two-way

telecommunication networks grew from 281Petabytes of (optimally compressed) information in

1986, to 471 Petabytes in 1993, to 2.2 (optimally compressed)Exabyte in 2000, and to 65

(optimally compressed) Exabytes in 2007. This is the informational equivalent of two newspaper

pages per person per day in 1986, and six entire newspapers per person per day by 2007.Given

this growth, telecommunications play an increasingly important role in the world economy and

the global telecommunications industry was about a$4.7 trillion sector in 2012. The Service

revenue of the global telecommunications industry was estimated to be $1.5 trillion in 2010,

corresponding to 2.4% of the worlds gross domestic product (GDP).

Telecommunication has emerged as a key driver of economic and social development in

an increasingly knowledge intensive global scenario. The sector offers prime support services

needed for rapid growth and modernization of various sectors of the economy.

Telecommunication services in India are rapidly growing, connecting people at an expanding rate

which parallels India's expansive population. With services becoming more readily available, the

consumer demand for connection is at its highest. Till March 2013, Indias total mobile subscriber

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base amounted to 867.80 million. Out of which India added 3.08 million subscribers including

CDMA and GSM subscribers. As per the data from TRAI, the mobile subscriber bases in India

have increased in an upward trend. Till February 2013 there were 861.66 million mobile users but

increased to 867.80 million till the end of March 2013. As per the data released on 31 stMay, 2013

the total number of subscribers in India was 900.05 million with 870.20 million wireless and

29.85 wire line subscribers.

The above graph highlight that the number of mobile subscribers India is increasing on a

month on month basis. The Growth rate for the month April to May was 0.34%.

Private operators hold 88.18% of the wireless market share (based on subscriber base)

where as BSNL and MTNL, the two PSU operators hold only 11.82% market share.

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2. COMPANY PROFILE

2.1 BACKGROUND & INCEPTION OF THE COMPANY

Reliance HR Services (RHRS) is a human resources company formed by the

Reliance Anil Dhirubhai Ambani Group (ADAG)in 2007. At the early stages, RHRS was

only providing manpower to ADA Group by hiring talented and capable people in order to

drive the business and bring revenue.

A truly professional organization, RHRS has acquired comprehensive expertise and

experience in its domain, and has thus broadened its range and repertoire of services by

launching its permanent staffing services, catering to every position from the Executive level

to the CEO level. In the process, RHRS has now established itself as a provider of end-to-end

recruitment services. They have already been entrusted with mandates for very senior

positions by a few of the Reliance ADAG constituents.

RHRS had been engaged in recruiting and developing mission-critical customer-facing

and customer-interactive manpower in sales, front-office and back-office. Today, RHRS

proudly serve almost every group constituent under Reliance Communications, Reliance

Capital, Reliance Infrastructure and Reliance Big Entertainment. RHRS is fully compliant

with all statutory government norms and policies, and is a preferred partner to all RADAG

constituents.

With its core values defined as integrity, dignity, passion, teamwork, quality-

orientation and growth for all stakeholders, RHRS has created its own unique identity in its

chosen domain. With an unwavering adherence to its core values and backed by a nationwide

team of highly qualified, skilled, motivated and committed core employees, RHRS is truly

equipped today to fulfill its vision of ENRICHING ORGANISATIONS GLOBALLY,

THROUGH INNOVATIVE HR SOLUTIONS.

Earlier, RHRS was fully involved into the permanent staffing of people for various

other group companies of RHRS but later on in 2012, September RHRS took over the sales

part of Reliance Communication where they were supposed to deliver the same result that was

earlier done by Reliance Communication.

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RELIANCE HR

SERVICES

RELIANCECAPITAL

RELIANCECOMMUNICATION

RELIANCE

ENERGY

RELIANCE

HEALTH

RELIANCE

ENTERTAINMENT

HRServices

PostpaidSales &

Marketing

RelianceHR

Services

Now, RHRS was an organization that was responsible for the postpaid sales of wireless data card,

CDMA, GSM mobile connections all over the India.

PROVIDES

MANPOWER

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2.2 NATURE OF THE BUSINESS CARRIED

Reliance HR Services is leading group of Reliance Anil Dhrubhai Ambani Group that is

providing manpower to the various other groups of Reliance ADA Group and simultaneously

handling the Postpaid Sales division of Reliance Communication all over the India. The HR

division of the organization is completely looking out to the point that Reliance ADA Group

should have the best manpower that brings in maximum revenue to the group.

The organization is also concerned with the sales division that is responsible for the overall

revenue that Reliance ADA Group will get throughout the year from its postpaid division. The

complete postpaid operation of Reliance Communication is handled by Reliance HR Services.

It involves the function of assigning monthly target to each employee and providing them

with incentives if they have achieved the target that has been assigned. At the same time RHRS is

also concerned with the customer retention, employee appraisal and training. They make sure that

the customer base keep growing for postpaid division and at the same time the employees who are

working hard to achieve it keep the appreciation for it. RHRS also take care of customer

satisfaction and make sure that all the queries of the customers are resolved at one meet.

2.3 VISION OF RHRS

Enriching Organizations, Globally, through Innovative HR Solution

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2.4 MISSION: EXCELLENCE IN COMMUNICATION ARENA

Meeting and exceeding Customer expectations with a segmented approach Establishing, re-engineering and automating Processes to make them customer centric,

efficient and effective.

Incessant offering of Products and Services that are value for money and excite customers To contribute towards community development and nation building. To be a responsible corporate citizen nurturing human values and concern for Society, the environment and above all, the people. To promote a work culture that fosters individual growth, team spirit and creativity to

overcome challenges and attain goals.

To encourage ideas, talent and value systems. To uphold the guiding principles of trust, integrity and transparency in all aspects of

interactions and dealings.

Incessant offering of Products and Services that are value for money and excite customers Building Reliance into an iconic Brand which is benchmarked by others and leads

industry in Intention to Purchase and Loyalty

Developing a professional Leadership team that inspires, nurtures talent and propagatesRCOM Values by personal example.

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RHRSCore

Values

Integrity

Dignity

Teamwork

Growth for

allShareholde

rs

QualityOrientation

Passion

2.5 CORE VALUES OF RHRS

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2.6 PRODUCTS AND SERVICES

The products that are offered by RHRS are as follows:

DATAo 1x(Slow Speed)o 3G(3rdGeneration)o HSD(High Speed Data Card)

VOICEo CDMA(Code Division Multiple Access)o GSM(Global Mobile Services)o HELLO

HR Services

Hiring manpower for Reliance Group as well for RHRS Payroll management of the employees Induction & Orientation Employee Engagement Statutory and Compliances PF withdrawal/Transfer Post joining procedures Employee appraisal Full and Final Settlement Exit formalities

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Sales Services

Post paid Sales

Handling the sales throughout the country

Raising up the sales revenue for Reliance Communication Maintaining good customer base Keeping ahead of the competitors Meeting the daily target Customer satisfaction

2.7 AREA OF OPERATION

RHRS as a group company of Reliance ADA group, it at present deals with recruitment as well as

driving the sales division of Reliance Communication and bringing revenue. RHRS operates

through their head office in Dhirubai Ambani Knowledge City (DAKC), Koperkhairne and

handles the complete function from the head office.

As part of the work RHRS also take participation in CSR activities that is must for everyorganization. The partner division of RHRS names NIS SPARTA is into training and

development programs for Reliance employees and make sure that the employees are kept well

trained according to the changing business needs.

RHRS basically concentrated more into recruitment and sales division of Reliance group.

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The below image show the operating offices in India:

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2.8 COMPETITORS OF RHRS

From recruitment point of view RHRS is not facing any competition from any one because RHRS

is the only division in the Reliance group who is providing man power to various other groups

under ADAG.

For sales division there are many competitors for RHRS like Bharti Airtel, Vodafone, Idea etc.

Some of the players in this competition are as follows:

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3. MCKINSEYS 7S FRAME WORK

3.1 STRUCTURE

The company has a well defined organizational structure that consists of Sales as well as HR

verticals that help the organization to work in smooth way. The CEO of Reliance HR Services is

Mr.Amitava Ghosh. The sales verticals of RHRS are divided into three main divisions i.e. Direct

Sales Team (DST), Corporate Wireless Group (CWG) and Reliance Outlets (ROR).

The DST is headed by Mr.Surojit Daw. The CWG vertical is headed by Mr. Shubankar Bhattacharya. And the ROR vertical is headed by Mr. Abhijit Bose.

Reliance HR Services falls a top-down approach where the decisions are taken at the top

level and then it is implied at all the levels of organization. Being a HR and Sales company

Reliance HR Services have shown the hard work and passion in doing the work on time and

always kept ahead of their competitors. The Customer Service sections of Reliance HR

Services are shown below:

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The various verticals in Reliance HR Services:

3.2 STRATEGY

Since RHRS was a new entrant in the Sales division so they were suppose to keep thesales going when they handled the division.

RHRS concentrated to keep the customer base high by providing them world class serviceat their best level.

As an HR organization they continued to provide manpower to other group companies ofADA Group.

Government policies regarding to HR and Sales division are assessed on a continues basis.

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3.3 SKILLS

The top level of RHRS is very much educated as well as trained in their respectivebusiness division from HR to Sales.

With high level of market knowledge and understanding they were key players in thecompany.

The employees hired by RHRS is highly experienced and well educated. They provided time to time training and development programs to their employees in

order to keep pace with the industry and with the competitors.

They launched various plans for the High End Customers who were valuable. They implemented Kaizen technique where they kept growing and improving themselves

in every field at a steady speed.

3.4 STYLE

The Management team in RHRS makes sure that employee feel relaxed and happy while

they are working in RHRS. The HR team conducts weekend entertainment programs that make

the employees feel relaxed from their work schedule. An employee will be not be productive if he

strive to attain the goal/target. RHRS feels that employees should be treated well and it gives

respect to the thought and ideas of employees and if they find it valuable they apply the same.

3.5 SYSTEM

Reliance HR Services uses manual work to carry out the recruitment process but in the

sales division they use daily MIS reports to track the daily sales and target that has been assigned

by the respective vertical managers. They are planning to implement SAP to the entire system of

RHRS.

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3.6 STAFF

The staffs of Reliance HR Services are very much helpful and co-operative in the way of

working and other aspects of business. RHRS keep their staff motivated by awards for the

performance in the respective division. The employees at the Reliance Web Store are given sales

incentive for their performance in terms of sales that they have done during a particular month.

They give awards to the best sales employees during each month.

3.7 SHARED VALUES

RHRS keep the following values in their mind while carrying out the work.

To provide excellent man-power to Reliance Group. Hard work and dignity in achieving the target. Good service to customers Retaining the customers Increase in profit Simplicity in work done

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STRENGTH

Good Marketing & Sales Employee

Talented HR Team

Hardworking Employees

Good Advertising

Celebrity Brand AmbassadorsAbility to Attract customers with various

plans

WEAKNESS

Lack of Automated System

Improper Database Handling

Delay In Document Processing

Price Competition

Untapped rural MArket

OPPORTUNITYFast Expanding cellular market

Latest and low cost technology

Untapped market

THREATS

New entrant's low pricing offering

Saturation point in basic telephony service

Mobile number portability

SWOT

Analysis

4. SWOT ANALYSIS OF RHRS

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Customer Loyalty-Retention

Customer loyalty and customer retention is the ultimate goal. You want your customer to

continue to purchase, rent, or be serviced by your company, and you want them to spread the

word to other equipment buyers.

Retaining existing customers is far cheaper than acquiring new ones. Loyal customers

create a positive feedback loop the more revenue you generate from a customer, the more

funds your company can invest in marketing, new lines, technology, customer events, etc.

Ultimately, these investments will help your companys sales efforts.

How do you win new customers, gain their loyalty, and turn them into advocates when the

whole world is circling like a pack of wolves around your customers? You and everyone in your

company have to earn it.

Everyones in Sales

Every person who works for your company is a salesperson even if they arent

responsible for selling or renting equipment.

Customers are constantly evaluating your company. Anytime your customer has contact

with someone in your company for any reason, its imperative that care and concern are

demonstrated. Everyone on your staff must use the customer contact point to work hard to

develop a strong relationship with the customer being served.

Importance of Target Achievement

As a Sales organization the company should make sure that they meet the target that has

been set for them in order to stay ahead of the competition. Because lack of target achievement

will make the competitor to cross over you because they may have achieved target better than

you. So RHRS was always more dedicated to achieve the target that has been assigned to them on

time so that they stay ahead of the competition.

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Importance of SAP/ERP

Since RHRS was into sourcing and recruiting manpower earlier so they were not in the

need of any automated programs that keep them up to date and well organized. But as the

business transformed heavily into sales there is a need for the same. Since there are much

information that needs to be made available to many manager and many employees of the

organization at a constant interval of time hence it is important to have an automated system that

will help RHRS to overcome this problem.

Sales-Service Excellence

Establishing and sustaining a Sales-Service Excellence Culture can be a powerful

weapon against your competition. In a Sales-Service Excellence Culture, everyone who works at

your company consistently seeks out every opportunity to build strong relationships, exceed

customer expectations, and provide a great experience before, during, and after the sale.

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Part-B

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1. GENERAL INTRODUCTION

1.1 STATEMENT OF THE PROBLE

To understand how a leading HR organization of Reliance Group expanded their businessand took over the sales part of the business.

To understand the problems faced by RHRS while expanding their business to a newmarket of sales of post paid business and becoming the channel partner of Reliance

Communication.

1.2 OBJECTIVE OF THE STUDY

To understand the work that is been carried out in HR part of RHRS. To understand the work that is been carried out in Sales part of RHRS. To understand the impact that RHRS have made in the sale of postpaid business.

1.3 SCOPE OF THE STUDY

To analyze the work carried out in HR and Sales division. To understand the problems faced by HR Organization while transforming into a Sales

company.

To understand the value of customer for an organization that is doing sales. To understand sales target given to the employees of RHRS to drive the business. To understand the incentive payout procedure.

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1.4 METHODOLOGY

The project is carried out in five phases:

To understand RHRS as an HR Organization that was earlier providing man-power toall the groups of ADA Groups.

To understand the difficulties that RHRS faced during the time of business transition. To understand the various works that is carried out as part of sales division. To understand the impact that RHRS have made on Reliance Communication with

respect to Customer Base.

To understand overall business expansion done by RHRS in postpaid business.

1.5 LIMITATIONS OF THE STUDY

The study mainly focus on the sales and little bit on HR point of view therefore theother areas within the organization are not been analyzed.

The study is only limited to the postpaid sales of Reliance Communication. Due to lack of time the accuracy in the data and understanding of functionality is not

accurate.

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1.6 ANALYSIS AND INTERPRETATION

PART 1: RELIANCE HR SERVICES AS HR ORGANIZATION

Reliance HR Services is a group company of Reliance ADA Group that was formed in 2007

by Anil Ambani. The main aim to come up with this type of organization was to provide

manpower to various other groups of Reliance in order to make the Organization the top. Other

aspect was to have their own HR organization that will be dealing with providing manpower as a

result Reliance doesnt have to consult any other firm or consultancy in order to get the required

man power along with the skill and knowledge of that industry whether it is telecommunication,

finanace, mutual funds, power or digital.

So, RHRS was there to fulfill the need of Reliance ADA Group in terms of providing man

power.

Rakesh Malvia is the HR Head for RHRS who has a corporate knowledge of more than 15

years in HR related activities from recruitment to employee recognition programs etc.

Paramita Chatterjee is the HR Manager is also a talented manager with good corporate

knowledge in HR. She had earlier worked in ICICI bank as HR Head and has provided excellent

result.

The HR team in RHRS is very much dedicated towards their work and takes care of all the

activities that take place in RHRS from HR point of view

The employee is the most valuable asset of an organization and keeping employees happy will

lead to growth and success for organization. RHRS takes care of the employee from the time the

employee comes onboard to till the time the employee leaves the organization. The employees in

RHRS is treated with great respect and the loyalty is also shown by the employees towards RHRS

in the form of dedications towards work and brining more revenue every month, quarter and year.

The success of RHRS at present is because of the strong employee base that they have and the

care given by RHRS to their employees in return. The employee before joining in RHRS is just a

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candidate or an employee of any other company/organization. RHRS never treat any employee

with partiality and gives equal importance to each and every employee of it. This can be seen

during the training period that we have carried out in RHRS and observed the corporate life of

RHRS in terms of employee satisfaction and employee retention.

Now further the project report will contains the various stages that a candidate goes through

during the time from selection to on boarding of the candidate followed by post joining activities

along with induction.

The Life Cycle of an Employee:

Recruitment

Selection

Offer ToCandidate

Joining and

On-Boarding

Post Joining

Activities

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SALARYSTRUCTURE

DIRECT SALESTEAM

75% Fixed

25% Variable

RECRUITER-TA 100% Fixed

CUSTOMERSERVICE

RETAIL SERVICEENABLEMENT

60% Fixed

40% Variable

COLLECTION &RETENTION

75% Fixed

25% Variable

Stage 1: Recruitment

This stage starts with the recruiter sourcing the candidates through various sources like job

portals, campus drive, employee referral etc and lining up the candidate for an interview with the

respective manager as per the slot available. The lining up is done by calling up each candidate by

going through their resume.

Stage 2: Selection

The selection stage is carried out with the managers taking the interview of the shortlisted

candidates who was called up for interview. The interviewer is aware of the requirement so he

makes sure that the candidate is well worked with all the aspects of the area that he is going to

work in RHRS or any other group. The selection process ends with selecting the well talented

candidates from the bulk. Later, the recruiter calls up the selected candidates and inform them

about their selection and ask for the documents for further process. The documents are forwarded

to the Operations Team who takes care of the salary part of the employee. The team prepares

salary structure of candidate and sends it for approval to the HR Manager.

The salary structure in RHRS varies according to the designation. The picture below

highlights the same:

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CANDIDATE NAMEDesignation

Location

Years of Exp

Ph No.

Joining Date

Component Monthly Annual Component Monthly Annual %Increase

Basic 8750 105000

HRA 4375 52500

Conveyance 800 9600

Medical Allowance 175 2100

Spl. Allowance 1729 20752Children Edu. Allowance 200 2400

GROSS 16029 192352

Employer contribution PF 1050 12600

Employer contribution to ESIC 0 0

Gratuity 421 5048

STATUTORY BENEFITS 1471 17648

Fix 18685 224220 Fixed CTC 17500 210000

Variable 0 0 Variable Pay 11667 140000

CTC 18685 224220 TOTAL CTC 29167 350000 56%

Employee PF dedcution 1050 12600

Employee Esic Deduction 0 0

Prof Tax 0 0

DEDUCTIONS 1050 12600

Net 18000 216000 NET SALARY 14979 179752 -17%

Net Salary with Variable 26646 319752

Month Gross Ded. Net Incentive

May-13 18685 716 17969 6420

Apr-13 18685 651 18034 8670

Mar-13 18685 651 18034 14003

Current Salary Proposed Salary (60%&40%)

Vivek ShuklaRetail Service Manager

Aligarh

4.5 years

8449436868

A sample salary fitment sheet is shown below:

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Stage 3: Offer to Candidate

The next stage is where the HR team offers the salary to the candidate by calling up the candidate

and explaining him the full salary component like the COST TO COMPANY that RHRS is

offering to him along with the deduction that will be done. After the acceptance of the candidate

on the salary offered the recruiter drops a congratulatory mail to the candidate along with the

Offer Letter mentioning the Date of Joining.

Stage 4: Joining and On-Boarding

The next stage is joining and on-boarding of the candidate where the candidate becomes an

employee of Reliance ADA Group. On the day of joining the recruiter makes sure that the

employee gets the entry pass into the campus and all the other arrangements are done. The

recruiter calls the candidate and helps him by giving him directions at each step of joining. The

candidate is welcomed by the HR Manager along with the entire HR team and handover the

joining kit that contains the letter from his manager, HR Head along with the vision and mission

documents of RHRS.

The employee is taken through the entire campus as part of the Induction and later on through

DAKC Induction.

Stage 5: Post Joining Activities

After the joining of the candidate takes place the post joining activities take place where the

employee is provided with their ID cards, work space, desktop/laptop, e-maid id etc.

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PHASE 2: DIFFICULTIES FACE BY RHRS IN TRANSITION

Since RHRS was an organization that was completely into the business of recruitment ofman power for other group companies of ADA, they faced many difficulties while they

transformed their business into postpaid sales.

They were not having sales knowledge that is necessary in order to drive the business andstay ahead of the competition.

They were lacking in the man power that they needed in order to drive the postpaidbusiness.

They were supposed to provide man power at the same time to various other groups at thetime of transition.

They were now supposed to recruit employees with excellent knowledge and experiencein the field of telecommunication.

They were also supposed to make a plan of actions like a new entrant in the industry. They strived hard to attain the same and worked very sincerely to convert into sales.

PHASE 3: WORK CARRIED OUT IN SALES DIVISION

Sales life cycle

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Introduction

Customer Approach ( Identify) Convince Sales

Growth

Satisfy Customer Loyal Customer(Reference) Proper Bill Pay

Maturity

Service Issue Competitors Benefit

Decline

Switch Over Convert Postpaid To Prepaid

Sales life cycle is very similar to product life cycle like introduction, growth, maturity and decline

but it also include several other aspect which are directly related to customer satisfaction and

customer delight. As we are talking about postpaid connection where proper billing and

continuous usage of that service is required so it is important to retain when it reaches on maturity

stage by provide them some extra benefit and some other offers too.

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Day to Day Business Performance Report Process

At the end of every day a business performance report is to be made with the help of daily

updated postpaid data and monthly dump data. It is the report which tells us about the daily

achievement for the business and deviation comparison with that of last month business.

OTAF Report or Activation Report

This is the report were we find actual business held in the last month and on that basis we can

take corrective action. This report is prepared on the cluster basis by doing this it make it clear

that what exactly the business is and which cluster is doing good and bad. Under this report

productivity also find on OTAF data and voice with that of OTAF head count.

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Purpose of the Report

To find productivity on the basis of activation of voice and data Cluster wise performance To calculate TV positive % To eliminate deviation Actual business held with positive response

OTAF Report Process

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ABMS WISE PERFORMANCE REPORT

This report is made to check the performance of the ABM and their DST/TL and SA/SE To make proper tracking of DST/TL and SA/SE It helps to eliminate the confusion of people under ABMS who are handling one or more

cluster

Help to make proper variablesProfit And Loss Report

Profit and Loss report is one of the very important reports for the business to analyze it and

interpret about the wrong thing happened in the business. It is the report which helps us todetermine the loss in the circle or cluster. It contains several aspects to determine like business

category (CDMA/GSM), target incentive count and payout, LDSA incentive count and payout,

number of DST and TL and their CTC etc. On the mentioned parameters should analyze.

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Process of P&L Report

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This P&L report not only helps to analyses profit and loss of circle or cluster but also help to

focus on about the plans with rental range. This plan includes 1X, 3G, All shares, Combo etc. It

helps to analyze what we are earning and what we are spending and on which circle or cluster we

are spending more than to earn.

Scope of P&L report

Circle and Cluster wise Profit and Loss Sales of products under different plan range Information on revenue generated and compensation given Performance of different clusters or circles Loss making clusters or circles High and low selling plans Plan count and eligible for CDMA and GSM

By analyzing the report necessary steps can be taken to enhance or boost the business. It helps us

to focus on the product range and plan which is not doing business in the market or which is

Under-performing. This report share to high level management people which further do some

business study and try to fill those gaps.

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PHASE 4: THE IMPACT OF RHRS ON CUSTOMER BASE

1. Customer Base: Reliance HR Services took over the postpaid sales business from Reliance

Communication during the mid 2012. The number of customers that the Reliance Communication

has till 31st May, 2013 is 124898961 which comprise 14.35% of market share at present. The

below figure represent the customer base that Reliance Communication have acquired till June,

2013.

Findings:

Till now RHRS have 4525200 numbers of customers with them. The market share has

shown a variation because of the transition that took place in RHRS. The numbers have shown a

slight variation during the quarter July-Sept 2012 and in Oct-Dec 2012. One of the reason for this

change in the number of customers was the business transition that took place in RHRS and the

other reasons may be the new entrant that have came in like Uninor who offered less price

subscription plans to the customers and customers left Reliance Communication.

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2. Percentage Change in Customer Base

The below figure highlight the same:

Findings

The figure shows that the number of customers of Reliance Communication has dropped from

13% to 12% at the time of transition time. From April- 2012 to December-2012 the because of the

changes that took place during the handover of business from Reliance Communication to RHRS.

This resulted in a sudden cutomer loss to Reliance Communication.

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3. Percentage Change in Market Share

The below figure highlight the market share of Reliance Communication that have seen a trend

over the last 2 years.

Findings

The graph shows due to the loss that has happened during the April to December 2012 Reliance

Communication has lost their grip in the market. From 16.5% market share they have dropped to

14.35% of market share till May, 2013. This shows that the business transition have impacted the

business.

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The above graph also highlights the same fact that the Reliance Communication has lost its

market share by 10% during the period July-Sept 2012.

But later on in the quarter Oct-Dec 2012 Reliance Communication gained 1% market share.

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The secondary data collected from the various financial reports of Reliance

Communication for the quarter April-June 2011 to April-June 2013 is been shown below:

The above table highlights the number of postpaid customers that Reliance

Communication have gained and loosed during the quarters.

The table shows that the number of customer base of Reliance Communications in the

postpaid division have shown a decrease during the quarter July- September 2012. This was due

to the transition that was taking place in Reliance Communication. The number of customer base

has declines from 4638022 to 4045477 which indicate a decrease of 13%.

Similarly, the number got even more reduced during the next quarter where the number

went down to 3556957. This also decreased the customer base by another 12%.

Quarter From To

April-June 2011 4071556 4297955

July-Sept 2011 4297955 4412616

Oct-Dec 2011 4412616 4502368

Jan-March 2012 4502616 4591371

April-June 2012 4591371 4638022

July-Sept 2012 4638022 4045477

Oct-Dec 2012 4045477 3556957

Jan-March 2013 4384500 4551000

Apr-June 2013 4551000 4525200

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Quarter % Customer Base IncreaseApril-June 2011 6%

July-Sept 2011 3%

Oct-Dec 2011 2%

Jan-March 2012 2%

April-June 2012 1%

July-Sept 2012 -13%

Oct-Dec 2012 -12%

Jan-March 2013 4%

Apr-June 2013 -1%

The below table highlights the percentage increase and decrease in the number of postpaid

customers.

From the above table it is clearly visible that the customer base has reduced by 13%

during the quarter Jul-Sept 2012 and by 12% during the quarter Oct-Dec 2012. Later on in the

next quarter RHRS improved the figure by showing a increase in customer base by 4% which is

very less as compared to the loss that has happened earlier.

The next quarter has again shown a decrease of 1% in the number of customers.

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Quarter From(%) To(%)

April-June 2011 16.8 16.9

July-Sept 2011 16.9 16.9

Oct-Dec 2011 16.9 16.9

Jan-March 2012 16.9 16.7

April-June 2012 16.7 16.6

July-Sept 2012 16.6 14.9

Oct-Dec 2012 14.9 15.0

Jan-March 2013 15.0 14.3

Quarter %Increase

April-June 2011 1%

July-Sept 2011 0%

Oct-Dec 2011 0%

Jan-March 2012 -1%

April-June 2012 -1%

July-Sept 2012 -10%

Oct-Dec 2012 1%

Jan-March 2013 -5%

The loss of customers has made its impact on the market share of Reliance Communication

compared to the other competitors like Airtel, Idea, Vodafone ect.

The below table shows the percentage change in the market share.

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Hypothesis Test

To the test the hypothesis Paired t-test were applied.

The level of significance is 0.05 percent.

(Figures in lakhs)

The table above shows the customer base during the year 2011-12 and during the year 2012-13.

This shows that after the postpaid business was took over by Reliance HR Services whether the

customer base has increased or decreased.

To test the same Paired t-test is been applied with 0.05 percent of level of significance.

Months Year 2011-12(X) Year 2012-13(Y)

April 40.71 45.91

May 41.67 45.95

June 42.97 46.38

July 42.97 46.38

August 43.58 42.25

September 44.12 40.45

October 44.12 40.45November 44.45 37.81

December 45.02 35.56

January 45.02 35.56

February 45.43 36.10

March 45.91 37.06

April 45.51 45.25

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t-Test: Paired Two Sample for Means

Year 2011-12 Year 2012-13

Mean 43.96 41.16230769

Variance 2.4013 19.6069859

Observations 13 13

Pearson Correlation -0.728575862

Hypothesized Mean Difference 0

df 12

t Stat 1.782997847

P(T

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Recommendations are as follows:

Importance should be given to employees suggestions while in a team meeting. Involve employee in decision making, so that they also feel that they are part of the

organization.

Proper training and induction programs should be incorporated for the new employees. Apart from work, employees should also participate in CSR activities within the

organization.

Incorporate SAP so that the manual work gets minimum and all the data can be fetchedeasily at any point of time.

Recruitment process should have a proper check of all documents, prior employment,criminal check and medical examination.

Employees at the Reliance Web stores should be trained about the new gadgets, new tariffplans and should be well worse with their communication skills.

A proper weekly audit should be done at the Reliance Web Stores to make sure that theemployees working at the store are productive for RHRS.

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BIBLIOGRAPHY

www.google.com

www.relianceadagroup.com

www.wikipedia.com

http://www.rcom.co.in/Rcom/aboutus/ir/pdf/RCOM-AR-2011-12-Full-Final.pdfa

http://www.rcom.co.in/Rcom/aboutus/ir/ir_financials.html

http://www.rcom.co.in/Rcom/aboutus/ir/ir_pressrelease.html

http://www.trai.gov.in/News.aspx

http://www.trai.gov.in/NewsDetails.aspx?NEW_ACT_ID=947&pg=0

http://www.trai.gov.in/WriteReadData/WhatsNew/Documents/PR-TSD-May13(60).pdf