Rejuvenate a heritage institution with new Vision
One of India’s oldest Industrial Associations
more than 60 years of heritage, was facing an identity crisis. It was founded
in a non industrial India to promote education, research, training and development
to Indian metal processing industries. But decades later, having grown into a
large organisation with 3500 members, there was an increasing feeling among the
key members that the association was increasingly losing direction and also
traction with Government agencies. There was a general feeling among members of
increasing distance between the industry body and key decision making bodies in
the Government. There was also a perception that it was a small industrial body
working only for small/ medium scale industries with no large corporate
They were confused about
the association’s role and relevance, values they were providing to its members
and industry. They were also unsure of what restricts them from influencing the
Government in policy making process and attracting large corporate members.
Market Search India conducted an One day Immersive workshop using
Qualitative research techniques to frame the Vision of the organisation and suggest an action plan
for achieving the strategic goals.
How did we approach this
Our initial discussions indicated a strong emotional bond between the
association and its key members, which was also partly preventing the members
from seeing the reality. In order to help them bring out their inner most
feelings, we adapted a projective technique followed by discussions. The
projective technique helped to bring out the hidden feelings or emotions from
the participant’s mind” to understand the Current status of organisation and the
The moderated discussions provided an opportunity to reflect on the
reality and helped identify what challenges, obstacles need to be addressed
immediately and in medium term.
Market Search India helped
this giant of an organisation to create a stated Vision for itself and also
prepare a plan of action to achieve the strategic goals.