Quality Sweating Theory for India

Context

At the end of World War-2, Japan lay devastated with grief, disease, damaged infrastructure, weak industry, poor economy and low morale of citizens. The question of coming out of this deep crisis for a country that had seismic instability and small reservoir of natural resources, was bothering everyone. In 1950s a revolution began, entire Japanese society came together with a resolve to make a difference in the world through Quality. The strength of the resolve of Japanese people was directly proportional to the depth of the crisis. After the bloodshed in the war, Japan resolved to shed sweat to bring Quality in the society, to transform their economy. Within next two decades, Japanese industry transformed, economy turned around and Tokyo became a world class city and hosted Olympics. By 1980s, Japanese products began to be known as the best in the world and Japanese companies a benchmark for their best practices. This societal behavior was later known as ‘The Quality Sweating Theory’, which says that an economic crisis should be seen as a reason to Sweat for Quality.

Does India need to deploy a Quality Sweating Theory?

Fortunately, the situation of India is not as bad as it was for Japan after WW2. In fact, today India is doing well on various parameters like political stability, economic growth, etc. A significant Investment on Quality has happened in India over last 3 decades but unfortunately India is still not known for Quality.  Some multinationals operating from India have been able to sustain their levels of Quality (and that has helped ‘Made in India’ label) but many others lag behind, both in manufacturing and service sectors. The word ‘imported’ is a synonym of good Quality in many households. The reliability of Indian products and services is yet to be proven. Despite these shortcomings in Quality, Indian economy continues to do well. Literacy levels are going up, healthcare is becoming more accessible and internet users are increasing. Does India need to deploy Quality Sweating Theory? Yes, it does, for following reasons:

1)  Chinese trade routes in neighborhood

More than political, it is an economic challenge that needs to be addressed through Quality and efficiency. Opening of trade routes through neighboring countries is going to reduce transportation cost and time. The world will get access to Chinese products at even more competitive prices and China will get access to oil from Middle East with lesser transportation cost, which will further boost efficiency of China. No country in the world can oppose such efficiency improvement initiatives. India may face the danger of isolation and may not exist on the list of preferred destinations for Manufacturing. Increased global dependence on China, may also cause political troubles for India. Is that not a crisis situation? This situation can be countered only if India gains trust of the world for Quality and efficiency of products. A ‘Quality Sweating Revolution’ wherein the business houses, educators, state and central governments come together and make a promise of Quality to the world and keep that promise on ongoing basis.

2)  Eroding Engineering and Research capability

The best engineers from premium engineering institutes in India are found abroad or working with multinational service companies, mostly in banking sector. Better the engineering credentials, more is the likelihood of not working in an engineering profile. The name of a premium institute on CV is utilized more as a shortcut to get to a senior position quickly than as a vehicle to go through the rigorous journey of growth while adding to the engineering capability of the country. This endangers the indigenous innovation and threatens the existence of Indian brands. A Quality Sweating Revolution would demand responsibility from such talented and capable citizens. It would generate significant interest among Engineers and Managers as it promises great sense of accomplishment through meeting tough challenges.

3)  Diminishing differences in customer expectations

The differences in consumers’ behaviors and expectations between developed and developing countries is diminishing. The educated consumer of India expects a product or service of same Quality as that in US or any other developed country. There is little difference between the reactions of consumers from different geographies on experiencing a software crash, damaged or lost check-in baggage, poor response from banker, call drops on phone, defects, etc. The difference is only going to diminish further. Even to cater to domestic demand, Indian brands will have to deliver the global standards of Quality. The concept of ‘Export Quality’ will have to go away, only one version of Quality i.e., ‘World class Quality’ will stay.

While above paragraphs open our eyes on the potential crisis that India is sitting on but it is worth looking at this condition as an opportunity to set new benchmarks. Today, India is fastest growing economy, a large population is in working age group, big industrial houses have capabilities to invest and most importantly there is a positive sentiment around ‘Make in India’ drive. A revolution based on the Quality Sweating Theory at this stage will secure India’s future and propel the country in a different orbit.

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