The forthright Mr. Choraria

N. Arunkumar *

Mr. Surendra Choraria of Jain Infomatics Pvt. Ltd in Guwahati is a chirpy chubby middle aged man. He runs his business on the sole principle of offering clean and easy services in computers and peripherals to customers in the entire Northeast region. Along with his young son, the small shop floor being run by them is friendly, cool and well decorated, and is always filled with customers from the North – eastern states. I too have visited his shop often, for various computer needs.

The last time I visited his shop, I was exposed to his true nature and forthright approach to his business and clients. It came as a pleasant revelation of sorts for me. I was sitting across his table, when a very bright young executive, a recent MBA recruit, considering his approach and refined respect, approached him for suggestions to boost the sales of his company.

Mr. Surendra welcomed him, as he does everyone who enters his premises, with a warm smile and handshake. The bright young executive, who was the head of the Northeast region for his company, enquired about the product being sold by Mr. Surendra, of his company, and also about means to increase the sales graph for his company.

The manner in which Mr. Surendra retorted was fascinating and a true down to earth attitude came forth, in his retort to the young man's question. The executive was instantly cut down to size, in plain terms, and in a language that I cannot recount here. Mr. Surendra was forthright in his assessment of the multi – national company for whom the young executive was pitching. He did some real plain speaking, which were a lesson and an eye opener for us in the Northeast.

Mr. Surendra clearly told the executive in these words. 'What do you people think? The customers in the Northeast are idiots? They buy whatever stuff you give them, by promising the moon in terms of after sales service and such things. These buyers are guiltless, and they take our promises, which in turn are actually promised by your company, but the results are far from satisfactory'. Your multi – national gives you fat pay packets, simply to cheat the gullible public, as the after sales services offered by you are simply awful. You give the customers toll free numbers, to register their complaints, and can you vouch that these numbers are attended to honestly?'

The young executive was definitely mortified by the forthright manner in which Mr. Surendra spoke to him. And, the fact that I was sitting there, listening to his condemnation was positively more embarrassing to the young man. The manner of Mr. Surendra's speech was such that I could not help laughing at the tone of his language and frankness. The young man had to retort to the fundamental techniques of self – defence, declaring that he was now in charge of the Northeast region, and would ensure that all complaints of any nature would be attended to, by him personally.

However, Mr. Surendra bluntly told him that his fat salary was due to the patronage for the products of his company by the customers from the Northeast. The largest chunk of business to his company was given by the buyers from here. Yet, they were treating the customers as second class, said Mr. Surendra. He said that the folks in the Northeast are simple, and trust companies like yours easily. And, you people do not live up to the promises of services offered, which you arrogantly claim. You are sending, perhaps, second class stuff here, and taking the trusting people of the region for a ride. Forget these tactics and be fair, he said.

Mr. Surendra further told the young executive about his own life story. He declared that he had started his career as a young salesman in a company, on a salary of a mere Rs. 400. From that meagre salary, he had maintained his family and eaten a square meal. Now, he was the owner of an outlet, and a fairly good one at that in Guwahati. His is one establishment where one will get original and genuine stuff in computers and peripherals.

He still manages his family on the simple terms that he had done in the beginning, despite the status change he was enjoying today, said Mr. Surendra to the young executive. It was like a rebuke for the young executive and in very straightforward language too. What he wanted to put across to the executive was the fact that to remain simple in life as well as business tactics had paid him dividends to his satisfaction.

In contrast, the young recruits to multi – nationals today lay hands on attractive pay packets, affording them the luxury of riches at a young age. This trend has also brought in a kind of arrogance in affluence in them, which is often upsetting to those who have come up the hard way and struggled for their piece of the cake, like Mr. Surendra.

However, Mr. Surendra was not interested only in the profits he was making, he declared. Of what use were the profits, if the customers return to him with complaints and he cannot do anything to redress their grievances? He does not want any of his customers to get anything less than value for their money. The thing that fascinated me about this man was the honesty with which he reprimanded the company executive, speaking up for the entire North – eastern region in a remarkable tone.

It was like a demonstration of the wrong impression that we from the region have about the business tactics employed by the non – region persons. We often brand them as ruthless business magnates who are milking us and making a fortune. But, there are people among them, who genuinely feel for the sentiments of the people of this region. Mr. Surendra was not putting up a contrived drama for gaining my sympathy or anything like that. He certainly did not need that, as his establishment is doing quite well even without that. It was clearly evident that he was speaking in terms of his own business, though reflecting the sentiments of the entire Northeast.

Of course, he will not get a decoration for his outspoken manner. Yet, I was thrilled to be vindicated in my own presumptions that most mainland companies have a step – motherly attitude to the customer base in the Northeast. They take us for granted and sell us stuff that is perhaps below par elsewhere, at a higher price too.

We take solace in the fact that things are more expensive in Manipur for example, because of the bottleneck transportation costs, as well as the various thugs who extract their fortunes from the trucks coming in to Manipur through the highways. The National Highway 39 is a conduit for a variety of thugs who are busy making a living on the miseries of the people of Manipur.

We know it. We accept it. No centre or no state government wants to interfere with the Mafia. And, in this particular case, no plain speaking is going to solicit a change in that attitude. It will only lead to a confrontationist situation, from where there will be no winners, only losers.

People like Mr. Surendra are vocal about the ills of the region and express their mind with some pure and frank speaking from the heart. It was a relief to know that businessmen like him really understand the pulse of the people of the region, and will not hesitate to speak up for us. Well done Mr. Surendra. Keep it up!