The Hindu Business Line : Vikram Shriram: A navigator to DSCL's success

He is the archetypal chartered accountant with a head for figures and a practical mind that stands firmly on his shoulders. No wonder the company's success and the turnaround of its real estate assets have largely been attributed to him.

Mr Vikram Shriram, Vice-Chairman and Managing Director, DSCL, and the younger brother of Chairman and Managing Director, Mr Ajay Shriram, complements and supplements his brother in several ways, but prefers to take the navigator's seat.

In 1991, when DCM was restructured, Mr Vikram Shriram found himself at the helm of the fertiliser and textile mills part of the business along with his elder brother. He brought along with him from SRF and Shriram Bearings, the companies where he was working, the distinct informal management imprint of the Arun Bharat Ram Group.

"DCM was a much more rigid and formal company, while I was used to a different culture. It was frightening in the beginning, however, we were very fortunate. We had excellent people helping us and soon got the ropes of the new business," says Mr Shriram.

The Shriram brothers had inherited Swatantra Bharat Mills (SBM) and Shriram Fertilizer and Chemicals (SFC) and for each, the strategy had to be diversely different. SBM proved to be their biggest challenge, as it had become a losing proposition.

"We realised that we could bring about a turnaround in the spinning and high value fabric business. DCM silk mills and others were beyond redemption so to speak," says Mr Shriram as he recalls how they relocated the mill to Rajasthan in 1996 and in a 50:50 joint venture with Mr S.P. Lohia of Indo Rama. Indonesia started SBM's real estate division for the 112 acres of land that was in Delhi. After a legal battle for five to six years, the real estate business is now ready to take off at an apt time when the realty industry is maturing.

"On the land, we are planning premium residences, IT\ITES offices and retail space at an investment of Rs 600 crore," says Mr Shriram.

Mr Shriram's strength lies in his ability to "cross pollinate" technologies between different industries and that's exactly what he has been doing at DSCL, which currently clocks a turnover of Rs 2,540 crore.

Hence, the group travelled from fertiliser to chemical to consumer segments such as its `Fenesta' PVC brand and in the sugar sector from sugar to energy to its `Hariyali' rural retail outlets.

On the personal front, Mr Shriram has some surprises in store — though he looks a man of hard headed calculations, he is known for being a `foodie' and a great cook who can rustle up European, Thai and Italian dishes in a jiffy.

Though fond of swimming and yoga, Mr Shriram has a special passion for reading and "picks up the business papers first".

With the extended family known to be "close knit", family get-togethers are very special occasions as also are the "retreats" that the three brothers go to regularly.

"One of the first things we decided was to leave our egos at home when we go to office every day. When in office do what is in the best interest of the company," he says. And obviously believes in the dictum, for his unassuming nature speaks before he does.

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