Business: Special Series; Sulajja Firodia Motwani, 29

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Nov 8, 1999

SPECIAL SERIES

Sulajja Firodia Motwani, 29
Joint Managing Director, Kinetic Engineering Ltd

Gen-Next
Sulajja Motwani is forging a new brand image for the staid -- -- and till not too long ago, shaky -- -- Kinetic Group. "We want to portray the image that we are modern, young and cool," she says. Motwani's coming through, snappily dressed, businesslike. But Kinetic, out of a Honda collaboration that gave Bajaj Auto a run for its money and models, still has to.

So she's taking a fresh approach. When she sees two-wheeler riders, she guesses at their customer profiles, even stops them to ask questions. Feedback has spoken: Kinetic, with a turnover of Rs 700 crore, is spending Rs 30 crore on brand promotion this year. And Motwani is talking big: No. 1 slot in the crowded field in three years, based on competitive pricing, marketing dazzle and chutzpah. Try dissuading her.

-Sheela Raval

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