Memoirs.....Musings of a sales guy at heart.....

Episode (10 A)

Madurai Days...

The competition was getting tougher every day in the liquor front. Companies have started tasting success and started launching new brands. Phipsons, part of our own UB group, launched Royal Reserve with lots of fanfare and 'never seen before' schemes. The pity was despite McD, HL and Phipsons were part of UB group, there was fierce competition between us which was not a healthy trend and competition fully exploited it. The problem was HL never had its own bottling unit and heavily dependent on units owned by McD or contract bottlers. Phipson had one unit of theirs in UP but they were also dependent on the contract bottling units. In TN there was no bottling units that time and hence everyone has to import from other states. We were getting our requirements from Hathida and Mirganj units (Bihar) of McD and also some from Carews (UP). But it was always a nightmare getting the stocks on time/everytime. The problem with liquor business was and is the control by the state machineries. The excise issues permits which has a limited validity and you have to bring your stocks within that period. We are in 2021 and our surface infrastructure has seen massive developments but back then from UP/Bihar it would take a minimum of 15 to 20 days to reach TN. So planning was most vital. My colleague at Chennai office, Datta, has mastered this logistics well and sometimes, I had seen him travelling to the AP Odisha border to handover documents to the truck drivers for entry in to TN.

Fortunately for me, I had built a very good personal relationship with MSR and hence could generate permits on time and also managed to get the stocks without much delays. Also have to manage the depot at Nagercoil of Nallaperumal. Nallaperumal was run by Nallaperumal and his two sons Appadurai and Ravi. They were known for their textile business but their first foray in to spirits was this WS license for KK and T'veli districts. Very professional and excellent people to work with. Their main business is textiles and they had a huge showroom opposite to the bus stand in Nagercoil. Hope it is still there. The size of the market was small but due to its proximity to Kerala, we could push Honeybee compared to other markets. I got some great support from Marthandam, Murugan wines and also that entire belt. Justin who had a shop in Nagercoil was another great supporter! Also this market was contributing good numbers for our Dipys and Freedom, as mentioned in my earlier post.

Kanthimathi wines in Tirunelveli was another big but tough customer. The owner, a very elderly person would not move out of T'veli hence his son Raju was the one who would come to Madurai for purchases. Very strong supporter of McD...and at the WS level could not do much as he would not change the indent proposed by his father as he was so scared of him (The old man had a very bad temper and pelt typical T'veli bad words when irritated/provoked). They used to own a medical shop and hence a very loyal consumer base. Son could not be cracked at Madurai. It's not that they would not buy our products but no big push or intent to support. Shekar of McD had a great rapport with them and his local guy Royan was based at T'veli...so easier to push and make the whole shop look like McD warehouse. So I had a big task on hand....few meetings with the old man but could not crack...got support from the bus stand shop Welcome wines but that was not as big as Kanthimathi...so how did I crack him? Thanks to my Mom....hahaha....Once I visited him around 3 in the afternoon and he was completely relaxed with hardly any consumers at the counter. He was in a good mood and was warm. He ordered Halwa from the shop nearby (this place is popular for its local halwa) and along with that some Sev....soft drink et al. At his hospitable best....I asked him the reason for naming the shop 'Kanthimathi and whose name is that'...incidentally the presiding deity/devi at the famous Nellaiappar temple is Kanthimathi but the shop was not named after her...he told me it was his mother's name and he was very fond of his mother....and his mother was his lucky charm...I caught on to this point as my mother's name is also Kanthimathi. I spun some instant story around it and narrated it with so much of emotion (lost my mother when I was 5 or 6 YO) and he also became very emotional and we immediately bonded....Deliberately didnt ask for any support or any big order for our brands and left his shop taking a big hug from him and he parcelled one kg of Halwa and insisted I should take it and eat it all myself. Next day his son Raju came to Madurai, contacted me and showed me the indent which the old man had handwritten. I just could not believe myself....100 cases of BP and HBB.....Wah....my mother has done that magic. After this initial BT, I managed Raju well and also some of the key shop guys and the momentum was gained. HL got its foothold in T'veli and Welcome wines also started buying more...

Learning....guys always look for emotional bonding with the customer....anyone can give discounts and foreign trips but emotional bonding would go a long way...but absolutely no bullshitting....you have to respect and stay true to the bonding....that's most important. Afterwards, our dear Kalyan managed the relationship well and took it to newer heights.

Also we introduced 'mystery consumers' concept that time in Madurai. We didnt appoint agencies but made my friends as the mystery consumers. Nagi was one among them...that clicked very well especially for HBB as the CSM who recommends our product would instantaneously get a gift from the mystery consumer....

Once I went to Blr combining some weekend off but got delayed there and came back a day later to Madurai but didnt inform my office..dont know the reasons but failed. I reached my room around 11pm and there was a telegram at my door steps from Abraham my Manager saying he would be arriving next day by flight from Chennai and I had to receive him at the airport with an ac ambassador car. Didn't have a clue about what time is the flight and how to organise a car (this telegram was delivered a day earlier)...immediately I rushed to Radha my IA friend who was staying close by, woke him up from his sleep and understood the Chennai flight would land around noon....ooops....thank god for that...it was not early morning....so next day morning organised for the car and received Abraham. He was such a wonderful boss to work with. He was not a pushy or bossy and these trips are just to motivate...i confided in him what happened the previous day and he was quite cool. He wanted to go to Thekkady from Madurai to visit his friend so we decided to visit some retailers en route at Theni and Cumbam. Courtesy to him, I stayed at a nice place in Thekkady that night....

We had a retailer at Theni by name Bhaskar. Gem of a guy...always barefooted....some kind of vow he had taken and stopped wearing chappals from that day....during that time the trade was run by private and hence it was fun visiting the markets. Most of the time lunch or dinner will be with the retailers only...ofcourse, with a couple of drinks. I used to visit most of the markets in Madurai district riding my Yezdi and hence could cover even the remotest of shops....

When in Madurai most of the time for lunch it used to be Sriram mess. Sriram mess was one of the landmarks in Madurai for veg meals with awesome offerings. Excellent food. One day while waiting for my turn to occupy the table, a guy approaches me with a big smile and extends his hand and asked me whether i am a sales guy...When I said 'yes-from Bagpiper', his smile widened and we became friends instantaneously. He is Krishnankutty and was with Avery's as their TSE. His brother was the one who was staying in the same independent house, on top of the grinding mill. Kutty introduced me to Krishnakumar his colleague from Averys and thru them to Radhakrishnan of Indian Airlines. Our friendship is 40 years old now. Bhaskar was the Branch manager then and a close friend of my brother and also the boss of Kutty and Krishnakumar. Bhaskar was also in SS colony. Bhaskar and his wife Bharathi were great hosts and entertained us so many evenings with booze and food. And my SS colony neighbors were my sisters friend from Trichy. They had also shifted to Madurai as they got transferred too. Kumar (different Kumar) was with Aristo. They were my 'to go to' people for excellent homely food whenever I wanted. They always welcomed me and I became a family member in no time. Rajan was also in Madurai with Parke-Davis and he shifted from Madurai immediately after my arrival but we bonded well. Rajan, Rajah, Kutty and KPK and Kumar, Kuttys brother....gang of 5.

Another great friend I acquainted was Parimelazhagan aka Pari...He was also staying at SS Colony and was with Lederle...a pharma company. Evening around 5, he would walk down from his home along with his son and daughter holding each of his hand (Ganesh and Preethi). His first stop would be Kumar's home and then to my place. Would spend some time and then he would leave for his home. We bonded so well. Also my place is the booze joint for many a guys as it was huge and the owners never had any reservations people visiting. Krithi was my neighbor and was staying with his friends(all bachelors). Shekar occupied the place where MSA Kumar was staying. MSA Kumar got married during his Madurai days and shifted to a nice place in SS colony itself. 

Rajeev from Dunlop was the previous incumbent and he moved to Blr...he was a wonderful singer and also a guitarist but only English songs....he had a style of his own...his cigarette used to be kept between the keys on top of the guitar...We used to argue a lot and when Pari asked me why we keep arguing a lot my spontaneous response was 'that's the problem with intellectuals' and Pari wasn't happy with that...

Before shifting to Dr's home I was in another place...on the second floor. I used to park my bike at the ground level and in the mornings to my utter dismay and shock the petrol would have run empty on most of the days...my mechanic confirmed that there was no leakage or any issues with my bike and I literally was breaking my head....I wanted to figure out what really was happening. One evening, after parking my bike, I quietly went to the neighbors place and started observing. Around midnight the owners younger son walks out of his home with a big bottle, opens the tube which connects the tank to the engine and starts filling up the bottle. Caught him red handed and bashed him up....

Another incident which happened in Bhaskar's home made me to think like Sherlock Holmes. Bhaskar got transferred and called me to help him to manage the packing and loading. While doing it his friends son also came to assist and this went on till evening. And that boy left and around 7pm Bhaskar was in some kind of distress...when asked he said he had kept some cash in his wardrobe and around 1000 was missing. Those days 1000 was really big money. It could be anyone, right...I felt I have to prove my innocence and also there was no time as Bhaskar was to leave the next day by Pandiyan in the evening. I had some suspicion on that guy who was also assisting that day. So suddenly hatched up a plot...

Called my friend Krishnakumar(Avery's), well built and with close hair cut could be mistaken for a police inspector. I also knew the suspect plays cricket for his college team. So the plot was to go to his house, bring him to my room to discuss a possible cricket match between his college and a team of Reps....leave him in the room with my wallet on the table with some money and I go down for sometime and come back with Krishnakumar. I went to his house in the morning and the moment I spoke about cricket, he was all excited and came with me to my room. Went as per the plot, left my wallet on the table, excused myself, went down for few minutes and came back with Krishnakumar. He was totally relaxed but the moment he saw KK he got a bit tensed. I took the wallet and found 3x100 were missing. So signalled KK and he he held that guy by his collar and that's it.... that fellow gave back the 300 and another shake and slap he admitted to taking the money from Bhaskar's place the previous day. We took him to Bhaskar's place immediately and handed over the culprit...it was such a great relief for me....

A sales guy has to always think ahead and smart....little bit of criminal investigative mind is required...this incident Bhaskar used to quote always with a hearty laugh....when I asked him whether I was also in his 'suspect' list he said 'never'. Such a great soul!!!

Madurai had given me plenty of friends and very fond memories. Nagi, Cheenu of Phipsons, Krithi, Pari, Aristo Kumar and his entire family, Aristo Sivaraman, Shekar, Krishnakumar of Lederle, Jat of Nicholas, Kumar of Nicholas, GV, Krishnan Kutty, Krishnakumar, Radha of IA, Rajan, Kamalakkannan, MSA Kumar and many customers who had become friends. Its 82-83 and almost 4 decades...we formed a Madurai Gang whatsapp group too....

Raman used to frequent Madurai and so also my brother in law Muthukumar. These guys always stayed with me. Raman is another connoisseur of  booze and food. He had to have non veg after drinks and his favourite was Arulanandam, Konar...and Taj restaurant. My place was a bachelor's den and like a choultry...what fun we had....health wise I had major issues with my digestive systems thanks to the local food. Madurai and Virudhunagar also very popular for the Parathas...the typical one made from maida...in Virudhunagar they make it with so much of oil and almost deep fry it...very crispy parathas....Every town had its own signature dishes...Another must visit is the border paratha shop in Shencottah....After a shower in Courtallam people drive down there for the lovely food...their pepper chicken with paratha is world famous. It's called the bordershop as it is the border between TN and Kerala.

Shankaran was my FSO and a wonderful guy...beginning of 83, he came down to Madurai for a market visit and before catching the night train, we sat in his room in Arthi hotel,  with a bottle of Booths Gin and finished it off between us. That's the time he broke the sweet news that I am due for my promotion and will be shifted to Chennai as my HQ soon as FSO as he is being transferred to AP. Didn't hit me as Booths hit me stronger and much before this promotion news....next day morning it slowly sunk in and felt so happy and great to know that I will be in charge of bigger territories and also TSEs reporting to me....big deal indeed!!! 

Madurai had given me so much of exposure, learning of booze business, relationship management and above all understanding of market dynamics. Also wonderful time personally and professionally and as mentioned, lots of great friends.

So my days as TSE got over in Madurai and over to Chennai as FSO....Bye bye Madurai and hallo Chennai again.....