Upanga Dutta, circle business head of Uninor’s Uttar Pradesh (East) service area, considers his current stint as his most memorable assignment to date. “We have successfully built a strong brand from scratch and have made the industry sit up and take notice of us. All of this has been possible by deploying an innovative business model,” he comments.
To keep competition at bay and ensure strong brand recall, Dutta says the company has introduced several new methods of customer engagement. Of these, the “sabse sasta” strategy has worked best. “Our offerings are priced lower than the competition and are coupled with best-in-class services,” he says. “This approach has been well received by our customers.”
It also seems to have worked well for the company. Uninor recently broke even in the Uttar Pradesh (East) circle and currently holds 10 per cent share in this market, Dutta notes. He now aims to ensure that the operator is one of the top players in the circle. His role includes ensuring that both revenue and customer market share are on an upward trajectory. “We function as an empowered profit centre in the circle. All elements, including strategy formulation, business planning, general management, employee engagement, financial control and regulatory compliance, are part of my current responsibilities,” he says.
Dutta is geared up to meet this challenge, owing in no small part to his prior work experience. He has spent over a decade in the telecom sector, across diverse markets in eastern and western India. He joined Uninor as the Mumbai circle business head in September 2009. After a successful three-year stint, he moved to his current role in March this year. Prior to joining the sector, he worked in the consumer durables segment of Carrier Air Conditioning.
That apart, his collaborative style of management helps. “I do not follow a particular management style but believe in reaching out to people across all levels and functions, and adopting a collaborative approach to business. I think it is important to enjoy your work and have fun while working hard. It’s equally important to provide a stimulating environment that allows everyone to stay motivated and engaged. Success lies in one’s ability to develop a strategy with a robust plan and excellent execution with an eye for detail,” he says.
Dutta enjoys going on holidays with his wife and daughter. He is an avid reader and enjoys reading on a variety of subjects.