D Shivakumar

D. Shivakumar, or Shiv as he is popularly known, is a Bangalore born leader and a management thinker.

Shiv Shivakumar
D Shivakumar, Member of the Board, Nokia, Finland, making a point on free and fair trade (8268146636).jpg
Born
Bangalore, Karnataka, India
NationalityIndian
Alma materIndian Institute of Management Calcutta

Indian Institute of Technology Madras

The Wharton School
Occupation
  • Group Executive President, Corporate Strategy at Aditya Birla Group
EmployerAditya Birla Group
Spouse(s)Hamsini
Websiteshivshivakumar.com

He is currently the Group Executive President, Corporate Strategy at Aditya Birla Group. Previously, Shivakumar was the Chairperson & Chief Executive Officer at PepsiCo Holdings Private Limited, India.[1] Prior to that, Shivakumar was Senior Vice President for Emerging Markets at Nokia Telecommunications.[2]

Early life and educationEdit

Shivakumar was born and raised in Bangalore, India.
He graduated from IIT, Madras in 1982 and from IIM, Calcutta in 1984. In 2005, he went on to study at The Wharton School.[3]

CareerEdit

Pre-NokiaEdit

Shivakumar started his career as a management trainee in the Consumer Products Division at Hindustan Ciba Geigy before shifting toHindustan Unilever Limited where he spent 19 years in sales, marketing and general management positions. He handled consumer major Hindustan Unilever’s foods business between 1989 and 1997, leading brands like Lipton tea, Tree Top fruit juices and Waffles wafers in the snacks segment, before moving to handle shampoos, feminine hygiene and baby products.[4]

He moved to Philips India as chief executive officer of the consumer electronics division in 2003.[5]

Nokia (India and Worldwide)Edit

Shivakumar joined Nokia in 2006 as the managing director, India.

He was also instrumental in pushing low-cost mobile devices across rural India; making Nokia a dominant brand in India. During this time, Shivakumar was working with leaders like KV Kamath (former chief of the New Development Bank of BRICS countries) and V Balaraman (ex-CEO, Ponds) who were part of the Nokia Advisory Board. With regards to Shivakumar’s success in driving Nokia’s rural market penetration, V Balaraman had this to say:

"He opened up the Indian market to mobile phones using the HUL style of ensuring good distribution, branding and making the product available at various price points for different sets of consumers." V Balaraman, ex-CEO, Ponds.[4]

The robust supply chain Shivakumar had helped build was tested during the battery crisis of 2007, in which Nokia India had to recall millions of devices due to defective batteries. How the company handled this situation later became a case study covered by the Indian School of Business.[6]

Apart from robust supply chains, Shivakumar also oversaw product innovation at Nokia. Under his management, Nokia India launched a range of services, from Music to Agriculture, under the banner of Nokia Life Tools. The introduction of the phone torch, which was a runaway success as users found it a handy solution in case of power cuts, was also a major milestone during his time.[7]

During his time at Nokia, the brand also built a salience within the Indian households by repeatedly betting big on cricket.[8] The brand started its long-lasting tie-up with the Kolkata Knight Riders, owned by its brand ambassador Shah Rukh Khan.[9] Nokia also sponsored the 2011 Champions League Twenty20 and the 2009 T20 World Cup, under Shivakumar’s management.[8] In fact, Nokia India was one of the few brands willing to bet on Indian cricket and sponsor the first T20 World Cup hosted by South Africa in 2007, in which India defeated Pakistan in the finals.[10]

Shivakumar moved on to become Sr. Vice President, Emerging Markets (India, Middle East, Africa) in 2011, handling a market that accounted for 40% of Nokia’s global business and comprised of around 90 countries.

Shivakumar’s time at Nokia is both praised and criticized. He is credited for driving Nokia’s brand from No. 71 to No. 1 in the country increasing their national market share from 46% to 56% by 2006. But he also saw it dip to 30% by 2011 and, towards the end of his time at Nokia, the brand was facing stiff competition in India from smartphone manufacturers like Apple and Samsung.[4]

Looking back at his time at Nokia, Shivakumar points out that Nokia fell behind as the mobile market shifted almost overnight from voice to content-driven open operating systems like Android. He acknowledges that while the strategy they pursued at the time delivered, it did not foresee this sudden shift.[11]

However, he believes in the humble, honest, caring and empathetic culture of Nokia and is of the opinion that its brand equity is still intact.[12]

His contributions from this time have become case studies at Ivy League institutes like Harvard University and the Indian School of Business.

In fact, the Harvard Case Study titled ‘Emerging Nokia?’ looks at the successful strategies that Nokia adopted globally during Shivakumar’s time as the managing director of the Indian market. It examines how Nokia tapped into the emerging markets like China, India and the MEA while turning its back towards markets like Europe, Japan and the USA. The study looks at Shivakumar and his counterparts Colin Giles (heading the Chinese market) and Chris Braam (heading the MEA market).[13]

PepsiCo IndiaEdit

In 2013, Shivakumar was appointed as the Chairperson & Chief Executive Officer of PepsiCo Holdings Private Limited, India where he managed brand portfolios across beverages, snacks and nutrition.[14] He is known for being the key driver for portfolio transformation and depended consumer engagement with flagship brands.

Upon his appointment, this is what PepsiCo Global Chairperson and CEO Indra Nooyi had this to say:

Shivakumar is one of India’s most respected business leaders. He has a proven ability to take billion-dollar businesses to the next level by maximizing innovation, execution and collaboration.[15]

Under his leadership, PepsiCo launched brands like Quaker, Tropicana and Doritos in the Indian market. He was also the Chairman of Nourishco (which was a joint venture between PepsiCo and Tata Global Beverages). He and then Vice President of the nutrition category for PepsiCo India, Deepika Warrier, headed the launch of Quaker Oats+Milk, which had Sachin Tendulkar as the brand ambassador.[16]

Shivakumar was at the helm when PepsiCo announced in 2013 that it was investing INR 33,000 crores in the Indian market to expand production and distribution.[17]

He also oversaw the much talked about Pepsi walkout from the Indian Premier League. Pepsi ended its title sponsorship with IPL in 2015, two years before the 5-year contract was set to expire by 2017. This pulling out of the contract was due to the match-fixing scandals that had brought disrepute to the league.[18]

Apart from overseeing India operations, he also managed PepsiCo’s franchise business across Bangladesh, Nepal, Bhutan, Sri Lanka and the Maldives.

Upon his departure from PepsiCo India, Sanjeev Chadha, chief executive at PepsiCo AMENA (Asia, Middle East and Africa) had this to say:

“He has been a key driver for portfolio transformation, helped develop our nutrition business, launching innovations with our Quaker and Tropicana brands and deepened consumer engagement with our flagship brands.” [19]

Aditya Birla GroupEdit

As of January 2018, Shivakumar has joined Aditya Birla Group as the Group Executive President, Corporate Strategy & Business Development. In his current role, he reports directly to the Chairman of the Group, Kumara Mangalam Birla.

He heads the white cement business and the global textile business from the Group.

Aditya Birla Group is one of the largest Indian conglomerates with businesses spread across telecommunications, cement, chemicals, mining, textiles, financial services, retail and e-commerce, among others, in 36 countries.[20]

Public imageEdit

Leadership styleEdit

D. Shivakumar is known for his friendly, approachable leadership style. At PepsiCo, he used to alternate between two offices every week to ensure his visibility and accessibility to the people he worked with. One of his offices also merely had a round table, to facilitate teamwork and collaboration.[21]

At his time in Nokia too, people who have closely worked with Shivakumar said that one of his biggest contributions was to drive leadership within the organisation.

Chris Weber, EVP Sales And Marketing Nokia said in 2013, “In addition to what Shiv has done for Nokia externally – his personal convictions on the importance of leadership have resonated throughout the company.”

“He has been the de-facto HR manager and the best channel of communication between the junior most guy on the field to the head of businesses or units,” said Poonam Kaul, Director, Communications, Nokia India.[22]

Management thinkerEdit

Shivakumar regularly discusses his thoughts on various topics with relation to management. From pointing out how the post of General Manager had slowly become irrelevant post globalization [23] to what skills a fresh pass-out from an MBA school should possess [24] to what the relationship between the individual leader and the company should be,[25] Shivakumar engages with management theories by publishing articles and blogs.

He also shares his knowledge with corporate and college students alike by taking courses and appearing for guest lectures.[26][27][28][29]

Shivakumar has published his thoughts and experiences in a book titled ‘Reflections’. He is currently working on his second book.

Personal lifeEdit

Shivakumar is an avid reader who regularly puts out his reading list and book reviews. He looks up to management gurus and leaders like Peter Drucker, Jack Welch, Robert McNamara and Harold Geneen as role models.[30][31]

Shivakumar is also an avid sports watcher, following both the Manchester United and Barcelona football teams. When it comes to tennis, he is a fan of John McEnroe and Roger Federer.[32]

Shivakumar resides in Mumbai, and is married to Hamsini Shivakumar, a semiotics’ entrepreneur and founder of Leapfrog Strategy Consulting.[33]

Notable associationsEdit

In mediaEdit

ReferencesEdit

  1. "PepsiCo India CEO D Shivakumar resigns, to join Aditya Birla Group". Livemint.
  2. Thomas, Thomas K. "Shivakumar resigns from Nokia". @businessline. Retrieved 2020-07-15.
  3. "LinkedIn". Shivakumar.[permanent dead link]
  4. 4.0 4.1 4.2 Vijayaraghavan, Kala; Bhushan, Ratna. "D Shivakumar: Pepsi gets a people leader with 'fighter's instinct'". The Economic Times. Retrieved 2020-07-27.
  5. "D. SHIVAKUMAR, Alumni IIMC". IIM.
  6. Malvankar, Monali. "ISB Case Study" (PDF).
  7. Asia-Pacific; India. "How Did Nokia Succeed in the Indian Mobile Market, While Its Rivals Got Hung Up?". Knowledge@Wharton. Retrieved 2020-07-27.
  8. 8.0 8.1 "ESPN STAR Sports, Aloke Malik, D Shivakumar, Shahrukh Khan". www.businesswireindia.com. Retrieved 2020-07-27.
  9. Bureau, Adgully. "Nokia to continue powering Kolkata Knight Riders for IPL 4!". www.adgully.com. Retrieved 2020-07-27.
  10. "ICC gets three new global sponsors on board". afaqs!. Retrieved 2020-07-27.
  11. Gupta, Surajeet Das (2014-08-29). "Lunch with BS: D Shivakumar". Business Standard India. Retrieved 2020-07-27.
  12. Aulakh, Gulveen. "With the coming of Microsoft Lumia, it is the end of an era for Nokia smartphones". The Economic Times. Retrieved 2020-07-27.
  13. Alcacer, Juan; Khanna, Tarun; Furey, Mary; Mabud, Rakeen (2010-04-23). "Emerging Nokia?". Cite journal requires |journal= (help)
  14. "PepsiCo names former Nokia MD D Shivakumar as its CEO, India region". ET.
  15. Tandon, Suneera (2013-12-09). "D. Shivakumar to head PepsiCo's India business". Livemint. Retrieved 2020-07-29.
  16. www.ETBrandEquity.com. "It's official! PepsiCo India and Sachin Tendulkar team up to co-create Quaker Oats+Milk - ET BrandEquity". ETBrandEquity.com. Retrieved 2020-07-29.
  17. "PepsiCo to invest Rs 33,000 cr in India by 2020: Indra Nooyi". The Economic Times. Retrieved 2020-07-29.
  18. Mar 3, PTI | Updated:; 2016; Ist, 18:03. "Pepsi back as BCCI's associate sponsor | undefined News - Times of India". The Times of India. Retrieved 2020-07-29.CS1 maint: extra punctuation (link) CS1 maint: numeric names: authors list (link)
  19. Bhushan, Ratna. "PepsiCo chairman D Shivakumar quits, to join Aditya Birla group". The Economic Times. Retrieved 2020-07-29.
  20. "Pepsico India's D Shivakumar to join Aditya Birla Group soon". Afaqs.
  21. Raje, Aparna Piramal (2016-02-21). "D. Shivakumar: The management thinker". Livemint. Retrieved 2020-07-30.
  22. Thomas, Thomas K. "Shivakumar resigns from Nokia". @businessline. Retrieved 2020-07-30.
  23. ShivaKumar, D. "An endangered species called general manager". The Economic Times. Retrieved 2020-07-30.
  24. Shivakumar, D. "What a freshly-minted MBA should know". @businessline. Retrieved 2020-07-30.
  25. Menon, Rashmi. "Cut your losses quickly from bad bosses: Success mantra of D Shivakumar". The Economic Times. Retrieved 2020-07-30.
  26. D Shivakumar, VP & MD Nokia India, to deliver the 28th Ayaz Peerbhoy Memorial Lecture - Exchange4media
  27. "Archived copy". Archived from the original on 2020-09-28. Retrieved 2020-07-30.CS1 maint: archived copy as title (link)
  28. "Guest Talk by Dr. D. Shivakumar, CEO, Pepsico at IIM Indore". IIM Indore - भारतीय प्रबंध संस्थान इंदौर. Retrieved 2020-07-30.
  29. BLoC, Team. "The whole world is confused about change: D Shivakumar". BLoC. Retrieved 2020-07-30.
  30. "Founding Fuel". Founding Fuel. Retrieved 2020-07-29.
  31. "D Shivakumar On Management Lessons Through Books". BloombergQuint. Retrieved 2020-07-29.
  32. Bureau, Indiaretailing (2020-03-27). "D Shivakumar, Group Executive President - Strategy and Business Development, Aditya Birla Group". Indiaretailing.com. Retrieved 2020-07-29.
  33. "Hamsini Shivkumar". Linkedin.[permanent dead link]
  34. "Board members". ASCI. Archived from the original on 2017-06-20. Retrieved 2017-12-29.
  35. Former PepsiCo India head D Shivakumar elected as ASCI Chairman - The Economic Times
  36. "Mobile Marketing Association's India Local Council". MMA.
  37. www.ETBrandEquity.com. "MMA India appoints PepsiCo's D Shivakumar to chair its new board of directors - ET BrandEquity". ETBrandEquity.com. Retrieved 2020-07-30.
  38. "Godrej Consumer director D Shivakumar resigns". Moneycontrol.
  39. "New chairman of the IIMA's borad of Governors". theiimastore.com. Retrieved 2020-07-30.
  40. "Past president aima". AIMA. Archived from the original on 2013-10-06. Retrieved 2017-12-29.
  41. "Vision, Knowledge, Leadership". IIMU. Retrieved 2020-07-30.
  42. "XLRI - Board of Governors". www.xlri.ac.in. Retrieved 2020-07-30.

Other websitesEdit