With over 25 years of industry experience with organisations like Bharti Telenet, Hutchison and Tata Teleservices Limited, Sanjay Vohra is the right man to lead Videocon Telecommunications Limited’s (VTL) second innings in the telecom industry. As vice-president, VTL, he is responsible for the sales, distribution, marketing and customer services functions. He has a tough task before him, given the turmoil the operator has gone through over the past year. “The company’s licences were among the 122 2G licences cancelled by the Supreme Court. However, subsequently, we participated in the spectrum auction in November 2012 and won licences in six circles. My objective is to re-establish the company’s brand name in the market,” he says.

The operator won new licences in Bihar, Gujarat, Haryana, Madhya Pradesh, and Uttar Pradesh (East and West). “We are focusing on the Hindi heartland because it constitutes about 45 per cent of the population. We are targeting to be amongst the top three players in terms of incremental revenue market share in each of the circles we are operating in.” The company plans to launch operations in the six circles in the next few months. Currently, Vohra is involved in addressing issues relating to product availability and brand visibility. The operator is rolling out a robust network that can meet high data demands and support technologies like the global positioning system. It is also working on strengthening its operations in Punjab, Haryana, Madhya Pradesh and Chhattisgarh.

According to Vohra, small companies have the advantage of agility over larger operators. “Large organisations have problems in being able to quickly market their products and services. We are a lean organisation; therefore, decision-making is very quick. We do not have to go through layers of decision-making unlike big companies. Moreover, we are a part of the

Rs 4 billion-strong Videocon Group. Thus, when it comes to funding, whatever is justified in terms of investment, we get without any issues.”

Vohra believes in being on the field, interacting directly with distributors, retailers and channel managers and taking the initiative to launch new products and services. Since he has a big team, he puts a lot of emphasis on being accessible to them.

Vohra likes to unwind with karaoke. “I sing for 40 to 45 minutes,” he says. “This gives me a lot of mental peace.”