He is forcing management professionalism and introducing a new statute in the Birla book of business by putting the interests of customers and shareholders ahead of promoters'. "He is firmer and less sentimental (than his father)," says management guru M.B. Athreya. That means cutting flab and rule by patronage. Kumar isn't shy of shedding companies that don't make money, or sense. He's diversifying from commodity-driven interests -- the flagships are Hindalco, Grasim, Indian Rayon and Indo-Gulf -- into software, insurance, finance and infrastructure. "I can't afford to lose any time," he allows, "to grab every opportunity."