The Modern Mughal Mentality

New Strategies to Succeed in India and the Global Marketplace

Non-Fiction - Business/Finance
128 Pages
Reviewed on 06/19/2015
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Author Biography

About the Author- Dr. Afshan Naheed Hashmi
Dr. Afshan Naheed Hashmi was born in India and educated both in India and USA. She now lives in Rockville, Maryland, USA.
Dr. Hashmi is an author, award-winning entrepreneur, speaker, educator, and a book, movie, make-up and beauty products reviewer, film critic and Radio and TV show host, a successful regulatory and business development and scientific professional with more than a decade of experience.
She specializes in making innovative and value creation market entry strategies for companies looking to enter India. She also lectures and delivers seminars on “Doing Business in India,” including culture training. An award‐winning entrepreneur, Dr. Hashmi has coordinated meetings and accommodations for U.S. business delegations in India. She has facilitated the introduction of U.S. businesses to potential U.S. and international partners, and vice‐versa. Dr. Hashmi maintains an extensive professional network that is required to launch initiatives especially in the U.S., India, Qatar, UAE and Bahrain.
To know more please visit Dr.Afshan Hashmi's website.

    Book Review

Reviewed by Nandita Keshavan for Readers' Favorite

The Modern Mughal Mentality: New Strategies to Succeed in India and the Global Marketplace by Afshan Naheed Hashmi is an excellent guide to Jugaad management principles. The title implies the ability to think big, while Jugaad refers to the ability to proactively innovate and succeed in the face of difficult challenges. The business strategies cited in this book are based on having a genuine goal to achieve widespread success, understanding customers' needs well, systematically innovating methods to meet these needs in a cost effective way, and maintaining a practical but flexible attitude to business strategies.

Hashmi describes India as a hotbed of creative ideas and talent when it comes to achieving successful business strategies based on systematic innovation. Citing examples from restaurants, automobile, medical, hotel, retailing, construction and other industries, she illustrates seven types of Jugaad business strategies: creative improvisation, globalisation, competitive advantage, reverse outsourcing, acquisition, frugal innovation and reverse innovation. These strategies illustrate how creative, insightful, adaptive and efficient Jugaad strategies have been adopted by many successful businesses globally.

Jugaad is not limited to India and it has been successful in many developed countries. A key benefit of Jugaad strategies is the potential for win-win business ventures. For example, in many cases where Jugaad is applied, customers benefit by having their needs met and businesses benefit not only by an increase in sales, but also the potential for introducing the locally adapted product to a foreign market. Another benefit of Jugaad strategies is being able to advance in niche and underdeveloped markets and turn them into mainstream business ventures. A good example of this is fast food market entry strategies in India which adapted to suit the local taste and dietary requirements.

Hashmi provides several interesting examples of Jugaad strategies and their outcomes, which she hopes will inspire people to transform business ideologies and bring fresh insight to strategies for market entry, customer satisfaction, outsourcing and resource conservation. In this book, she has captured the Indian spirit of adventure and optimism via her discussion of Jugaad business approaches, and asserts that Jugaad strategies can be powerful in resisting setbacks and economic downturn.

Jack Magnus

The Modern Mughal Mentality: New Strategies to Succeed in India and the Global Marketplace is a non-fiction business and entrepreneurship book written by Dr. Afshan Naheed Hashmi. The author introduces her subject with an overview of the Indian concept of Jugaad, which roughly translates as coping or making do, and she shows how this national mindset has led to the increase and success of Indian industries and businesses, both in India and in the international market. She connects the Jugaad concept with the historical rule of the Mughals and explains how they are inter-related. Hashmi sees the success of India's economy and businesses as owing to certain characteristics or attributes that they share, specifically the ability to see past or transcend current limitations, the use of ingenuity and imagination to do so, ways to fully use resources, working to understand the customer base, and willingness to make changes and adapt. She gives numerous examples of Indian companies, such as Tata Industries, and shows how their success is linked to these philosophies and practices.

Dr. Afshan Naheed Hashmi's non-fiction work for business and entrepreneurs, The Modern Mughal Mentality: New Strategies to Succeed in India and the Global Marketplace, is fascinating reading for anyone who is in business and as well as for those who have been considering starting a small or cottage business. Her case studies are taken from a wide range of Indian companies, as well as those non-Indian companies, who have successfully marketed their products and services in India. I particularly enjoyed her capsulized presentation of Indian history and her discussion of Tata Industries and their Nano car, which was developed for India's rural population. Hashmi's writing style is both personable and professional, and her presentation of her subject is informative and engaging. The Modern Mughal Mentality: New Strategies to Succeed in India and the Global Marketplace is highly recommended.

Ray Simmons

My guess is that India will be the next big global marketplace. The world is more focused on China, but I personally think China's problems have just started and global companies will turn to India now. The Modern Mughal Mentality by Afshan Naheed Hashmi is what I call a cultural guide for business strategies. There have been many such books over the years, most notably the rash of books concerning Japanese thinking that came out in the '80s and '90s. India's time is now. Afshan Naheed Hashmi has written a short, concise book that anyone interested in international business will find worthwhile reading.

The Modern Mughal Mentality is centered around Jugaad, a strategy or method to meet your client's needs. It's a quick guide to doing business in India and a look at how the Indian government thinks and operates. Jugaad literally means "make do." A great strategy for coping when ideal conditions just aren't available. Jugaad is a cultural legacy and many think it is at the heart of India's booming economy. Afshan Naheed Hashmi has done India and the world a huge service by writing The Modern Mughal Mentality: New Strategies to Succeed in the Global Marketplace. The strategies in this book can be utilized by companies around the world. They are practical, reasonable, and apparently they work well. Afshan Naheed Hashmi has filled a void in American published works on how to succeed in India. The Mughal Mentality is short but very clearly written and very well organized. I think it will help anyone who does business in India.

Dr. Oliva Dsouza

Afshan Naheed Hashmi describes the indigenous concept of Jugaad through her book The Modern Mughal Mentality - New Strategies to Succeed in India and the Global Marketplace in a very concise and easy to comprehend manner. Jugaad is a concept which makes all things possible with the least resources. In economies like India, where sometimes one has to make do with whatever is available, Jugaad comes to the rescue. Jugaad is basically lateral thinking to make best use of scarce resources to get desired results. If companies that want to do business in India understand this concept, they can make mountains move. The Jugaad Management Principle Business Model can be adapted to suit any company or business in any country. All kinds of businesses can gain from the innovative, lateral thinking usefulness of Jugaad, leading to increased profits and reduced expenditure.

This is a wonderfully concise book that conveys the alien concept of Jugaad to people who have never heard of it. Afshan Naheed Hashmi has succeeded in highlighting the uses of a concept that sounds unbelievable, but has many applications in places that deal with low resources. The best way to get things moving in the right direction for yourself would be to do the Modern Mughal Mentality Exercises with all seriousness. Who knows - you might end up with a creative solution to your problem. After all, who doesn't want to maximize resources and profits? In this ever changing economy, it makes a lot of sense to lend an ear to this author; apply the Jugaad Management Principle and see if it transforms the way you do your business.

K.C. Finn

The Modern Mughal Mentality: New Strategies to Succeed in India and the Global Marketplace is a business advice model by author Afshan Naheed Hashmi. Hashmi claims that the model can be applied to any business of any size and in any country of origin, and that the methods described within the book form the baseline of many strong new companies emerging from India in the present day. As well as giving an insight into the growth of Hashmi’s own company through a pictorial diary, the book allows readers to pause and assess how the model can be applied to their own venture to increase both efficiency and profitability at the bottom line.

Though this book was a short read, The Modern Mughal Mentality gives any business owner a lot to think about. I felt very connected to author Afshan Naheed Hashmi as she explained her personal status in the business world and the inspirations that led her to develop her forward thinking strategies for success. This connection made the whole book very accessible, and I found it to be a compellingly positive read from cover to cover. Whoever you are and wherever you work in the massive global business world, this book will inspire you to leap outside the box and make your vision stand out amongst millions of others, whilst also giving solid advice on realistic profitability. Those looking for a deeper understanding of Indian business culture will also find The Modern Mughal Mentality useful in getting their heads around this fascinating perspective.