Neeraj Bahl: A Strategist Who Believes In Sustainable & Profitable Growth
Neeraj Bahl
MD & CEO
Appreciating his tremendous contribution in fostering success and growth to BSH Group, CEO Insights engages an insightful conversation with Neeraj. Kindly persue the following nuggets to know more about his success strategies and inspirational journey.
Brief us on your educational and professional background and how are you leveraging the past learnings in your journey?
I am an alumnus of Kurukshetra University. Before BSH Home Appliances, I was working with Panasonic India Pvt. Ltd where I led
the Sales for the Retail and Online business. The experience allowed me to increase the sales network from 5000 to more than 15,000 and scale the sales of TV panels from three percent to over 10 percent market share within a span of six years.
What different roles have you been undertaking at BSH Household?
I am a specialist and strategist in consumer electronics and home appliances who believes in sustainable and profitable growth. My expertise lies in turning red ocean categories into blue ocean ones and gaining market shares in the toughest of the markets and adverse conditions. The roles include establishing new business ventures, cracking bigger consumer pain points and leading larger business teams to achieve wider objectives in the most competitive scenarios.
What were the initial challenges that taught you the basic lessons of managing diversified functions of the organizations?
My Journey in 1993 started as a sales officer in Videocon, with a very basic idea about my career and its road map. When I reached up to the managerial position, I realized there was a huge bias across the industry, that sales people should not reach the top as they are not holistic in their approach and prove to be not so competent CEOs/MDs, and that a richer pedigree of IIT and IIM are more suitable for such top roles. This very bias made me uncomfortable but also kept me going.
My five-year plan is to transform BSH into one of the top home appliance brands in India by launching newer categories and increasing manufacturing capability at our Chennai factory
What different roles have you been undertaking at BSH Household?
I am a specialist and strategist in consumer electronics and home appliances who believes in sustainable and profitable growth. My expertise lies in turning red ocean categories into blue ocean ones and gaining market shares in the toughest of the markets and adverse conditions. The roles include establishing new business ventures, cracking bigger consumer pain points and leading larger business teams to achieve wider objectives in the most competitive scenarios.
What were the initial challenges that taught you the basic lessons of managing diversified functions of the organizations?
My Journey in 1993 started as a sales officer in Videocon, with a very basic idea about my career and its road map. When I reached up to the managerial position, I realized there was a huge bias across the industry, that sales people should not reach the top as they are not holistic in their approach and prove to be not so competent CEOs/MDs, and that a richer pedigree of IIT and IIM are more suitable for such top roles. This very bias made me uncomfortable but also kept me going.
Around 2001 when I was just a branch manager, I was clear that only sales expertise will not lead me to realize my dream. I moved from sales to product marketing in the quest to learn and gather new skills and understanding the different perspectives of the business, I kept growing up the ranks and kept achieving various small and big targets coming my way. These wins made me realize my goal and gave me a clear road to my destination.
My survival instincts were very strong and I loved to take calculated risks. As I moved from a larger organization to a lesser-known brand, I was involved in every aspect to make sure business happens, and this taught me a lot about business and polished my entrepreneurial skills.
What are the strategies/methods you put forward to align your organization with your vision and mission?
As a CEO of BSH, my priorities are set and have broken the larger strategy into smaller goals. I believe in my team and empowering them. An aligned and gritty team can deliver more specifically and accurately than a battalion of skilful people. Hence, I make sure my direct team members are aligned with our vision and these goals have come by understanding our customers and trade partners better. We all must reach the goal together.
My dream to launch Frostfree Refrigerators made in India for India, has ultimately come true as a reality today. We are on the verge of launching the plant later in FY2021.
Neeraj Bahl, MD & CEO, BSH Household Appliances Manufacturing Group (India & SAARC)
Hobby:Gardening has kept me engaged, and I am a big TV and OTT buff.
Favorite Book:Shiv Kera's 'You Can Win'.
Travel Destination:Andaman Nicobar and Switzerland.
My survival instincts were very strong and I loved to take calculated risks. As I moved from a larger organization to a lesser-known brand, I was involved in every aspect to make sure business happens, and this taught me a lot about business and polished my entrepreneurial skills.
What are the strategies/methods you put forward to align your organization with your vision and mission?
As a CEO of BSH, my priorities are set and have broken the larger strategy into smaller goals. I believe in my team and empowering them. An aligned and gritty team can deliver more specifically and accurately than a battalion of skilful people. Hence, I make sure my direct team members are aligned with our vision and these goals have come by understanding our customers and trade partners better. We all must reach the goal together.
My dream to launch Frostfree Refrigerators made in India for India, has ultimately come true as a reality today. We are on the verge of launching the plant later in FY2021.
Neeraj Bahl, MD & CEO, BSH Household Appliances Manufacturing Group (India & SAARC)
Hobby:Gardening has kept me engaged, and I am a big TV and OTT buff.
Favorite Book:Shiv Kera's 'You Can Win'.
Travel Destination:Andaman Nicobar and Switzerland.