Ruth ZelmavriChief Strategy Officer · Essays & perspective

Chief Strategy Officer India

Name the enterprise inside the adjacent idea

A travel-goods retailer can become several different businesses through apparently adjacent opportunities. Each choice needs an account of the capability, capital and influence it requires.

01

Identify the outside business inside an internal-supply argument

An acquisition may supply something the retailer needs while depending mainly on customers the retailer has never served. I compare internal requirements with the proposed business's full output and commercial plan before treating ownership as a simple form of supply security. In our component review, eighteen per cent of forecast output matched our need. The rest required a market-facing capability beyond our existing demand. That did not prove the factory was unattractive; it changed the question the acquisition paper needed to answer. Finance, technical and transaction specialists retained their assessments. My contribution was to distinguish the business we knew from the business we would be buying, including the capital and management attention required after the purchase price. A narrower tooling relationship could meet a defined need while leaving dependence visible rather than pretending to deliver the same control.

02

Match a partnership's governance to the influence actually purchased

A minority repair investment gave us access to a service capability without making it our wholly owned operating division. I examine what the shareholding, agreed governance and practical relationships enable before allowing the word partnership to imply full control. Qarvelli's 35% stake required ₹2.45 crore within a ₹7 crore joint venture. The alternative of six owned centres involved a different footprint and responsibility, so subtracting the investments would not establish a like-for-like saving. The service partners' expertise was part of the reason for the chosen route. My later nominated board role requires attention to the joint venture's duties and interests, not only the retailer's preferences. The business can create useful repair access while still reporting an operating loss; service activity should not substitute for the financial and governance account.

03

Put the residual product beside a customised order

Corporate travel-goods requests can carry attractive quantities while asking the retailer to own products that no longer fit its ordinary range. I examine which parts of the order are genuinely reusable if the commercial circumstances change. Our selected route used eight models with a limited replaceable-branding approach, rather than accept every proposed variation. Sixteen of forty-two requests fit that scope. The remaining requests were possible business outside our chosen offer, not completed contracts that we later lost. The account also needs actual residual stock consequences: our reported contribution included a ₹27 lakh provision rather than presenting the order book as free of that risk. Commercial, finance and product owners retain pricing, terms and technical acceptance. Strategy helps decide which customisation business the retailer is equipped to carry before volume becomes the only reason to accept it.

04

Trace a take-back proposition through its real destinations

A collection count does not explain whether goods were repaired, used for parts or sent through an appropriate disposal route. I want the proposition to describe those outcomes and the associated expense before the retailer makes a continuing buyback promise. Our four-site pilot received 620 bags, with 350 allocated to repair and resale, 180 to component recovery and ninety to documented disposal routes. Qualified operational and professional owners handled the actual decisions. The figures did not establish environmental savings or a closed material loop. ₹8.6 lakh resale proceeds also needed to sit beside ₹42 lakh pilot expense. The difference was a defined programme gap, not a complete profit statement. This method helps distinguish a useful learning exercise from a scalable commercial promise, including what remains unknown about future collections and residual obligations.

A leadership conviction

The product can be familiar while the business around it is new. I ask what we would have to own, what we would still depend on and whose customers we would need to earn before calling an opportunity adjacent.

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