New idea
In Chennai after marriage, Ranjini worked on and off with travel outfits till friend Joanne, a diplomat's wife, discussed relocation services as a business opportunity. Ranjini had an apartment she could use; Joanne had the contacts. Partnering with a hotel, they launched a publicity blitz in a seminar. `A Taste of Madras' they called it and during one long day, had specialists in Chennai addressing guests who would bring her business.
But the idea was new, the going slow, till Ford came calling with a request to relocate nearly 60 families.
"We pulled it off," says Ranjini. "You could say we have come a full circle. Our latest clients are from BMW."
In the 10 years since she and Joanne hung the business board outside, Global Adjustments has worked with people from over 70 countries. Her package of services is now offered from all major cities. Her clients? All the global corporates you can think of.
"I was in the right place at the right time," she insists. That helps in starting a business, not sustaining it. Ranjini quickly saw the potential of her enterprise and began to market it. Hers would be a one-stop shop for hapless expatriates looking to make sense of a strange city that spoke its own version of English. Immediately after touchdown, her clients come to her place for a chat.
"I quell their fears about coping — the alien culture, the food, the diversity." She tells them these are surmountable, that others have done it. "My `students' are good," she says proudly. "They make an effort to imbibe what is acceptable and avoid faux pas in public."
Orientation to Chennai life is the first lesson. She helps them choose the locality they wish to live in and shows them the apartments/houses on the available list. After a "can do" and "must avoid" lecture, the guests are taken around for a feel of the city and a cost survey. The tour and a set of manuals they get to read clue them in on all aspects of living — health care, transport, schools, consulates, shops and services, leisure activities and domestic staff. They attend courses on cross-cultural understanding.
"It's seamless work," says Ranjini. "We are on call for any help during their stay."
Ranjini updates herself constantly on the best business practices. As member of the Employee Relocation Council, she attends their conferences, got mentored by Robert Kohls, a pioneer in cross-cultural training, took training in advanced etiquette survival, formed strategic alliances with pro consultants in the field, is present at international roundtables, hobnobbing with MNC representatives establishing contacts.
She now passes on her cultural consciousness to Indian employees going overseas. Her expatriate trainers educate Indian business professionals in living and working abroad.
Spin-offs
This "building bridges" business has had an important spin-off. Providing her guests with the means to live well also means providing them with a glimpse of the best in India. "I don't hide the warts. But I get my clients to see the positive side. And there, I have a lot to offer."
The relocation service she offers for a fee has enriched her in ways she hadn't thought of. It has forced her to understand Indian traditions, learn the significance behind many of our practices. She launched a magazine At a Glance that offers glimpses of our arts, crafts and natural wealth and is sent to 10,000 people worldwide; a photo competition for her shutter-bug clients and the "India Connection" events for better integration. And now her real estate wing, trained in expatriate needs, to bring professionalism into brokering for living spaces.
A reassuring hand and a friendly handshake of farewell. Holding hands is what Ranjini does with profit. "Put it down to my fantastic team," she smiles.
GEETA PADMANABHAN
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