The Hindu Business Line : A new journey begins for Bajaj brothers

Pune May 17 They married their respective college sweethearts just one day apart of each other in December 1994, and even held a common reception for invitees. They live together, albeit in different wings, in their parents' large house on the soon-to-be-erstwhile Bajaj Auto Ltd's verdant estate at Akurdi, 20 km from Pune. And all three families still share the same kitchen that is presided over by mommy dearest.

Meet the so-called "warring siblings," Rajiv and Sanjiv, the brothers with the Bajaj surname whose professional destinies now seem poised to take different trajectories.

The two went to the same school (St Ursula's) in neighbouring Pimpri, and then to the same engineering college (College of Engineering, Pune), after which it was destination Warwick University for post-graduate studies.

When it was time to step into the workplace, both chose to begin their careers in the same company: Dad's.

While insiders insist that the two "get on like a house on fire," professional discontent, different styles of working - it is said they keep out of each others' hair and stick to their respective territories at the workplace - combined with good business sense seems to have clinched the decision to demerge Bajaj Auto.

`Different personalities'

Apparently, some discontent stemmed from the fact that while Rajiv - who turned 40 last December and was anointed Managing Director in 2003 - had a job that was the real growth driver, 37-year-old Sanjiv's role as financial chief was a back-end function, despite his designation as Executive Director.

The fact that the two brothers have radically different personalities has also added fuel to the speculation that they share no common ground.

Though he is described as aggressive and outgoing at the workplace, away from it Rajiv is reticent, preferring the company of a close band of friends.

"Rajiv is a totally hands-on person, technically sound, aggressive and ambitious," says a senior former employee who has had a ringside view of the Bajaj Auto boardroom. "He is cut out for the job and miles ahead of anyone else in the vicinity."

Validating this appraisal, Rajiv, who has had total control of operations for the last few years, has led the company's growth from one million vehicles annually to the 2.5-million mark and also been largely responsible for changing the product profile of the scooter-driven company.

The Pulsar, its flagship offering (a completely homegrown product), is entirely Rajiv's baby.

In contrast, Sanjiv, who has an MBA from Harvard, is easy-going and gregarious, can be persuaded to pose for a photo opportunity more easily and will be the one who takes the mike when they are both in the room and an announcement has to be made.

But, despite the impressive designation and the fact that he had a finger in the pie in each of the company's three major business - manufacturing, insurance and consumer finance - at no place was Sanjiv calling the shots in day-to-day operations. The bottomline: Sanjiv is yet to make his solo flight.

Though no one is saying it in so many words, it is this lacuna that the demerger will address, among other issues.

More Stories on : People | Restructuring | Two/Three Wheelers | Bajaj Auto Ltd

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A new journey begins for Bajaj brothers