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Business during Covid-19 : ‘Client continuity is our continuity’ : Piyush Gupta

By Mohit Manghani | May 13, 2020

In these testing Covid-19 times, businesses and individuals are going the extra mile to decimate the impact of the pandemic. In doing so, one critical problem companies are facing is managing business continuity. As organisations look to turn current challenges into a competitive advantage, business continuity plans are being tested and reworked every day given.

In an exclusive interview with Retail4Growth, Piyush Gupta, Co-Founder at Drink Water Architecture & Design talks about role of technology in biz. Continuity, trends to look for in a post Covid-19 world and more

Piyush Gupta1. What does business continuity mean to you? How would you define it?

Business continuity for a design house like Drink Water is all about continuity of our client’s business. We see ourselves as a catalyst that drives client’s business growth and for us, that's the paramount reason to exist. Simply put, client continuity is our continuity.

2. Has the current situation forced you to take a harder look at biz continuity? Does it help you prepare better for the future?

The current crisis demands that we relook at everything. In these times of crisis, I believe only those who can manage to change will manage to survive. I have definitely had to revisit my projections of the future and reassess our business objectives and at this point, I can only hope that my assessment is not too far off the dart.

3. Can you share some measures you have taken towards ensuring continuity in your business?

‘Short term is a long term’ I see this trend emerge across the market. As a response we have already started working on various hypotheses of the crisis. Like for one of our clients we have worked out a 3-staged response strategy- during lockdown, post lockdown and post-vaccination. We believe each of these stages will need different reactions from retailers and those who understand this will bounce back sooner than others.

On the other hand, internally we are trying to figure out ways and means to effectively work without collecting at a physical space. We are also planning diversification into other fields like Content and have begun work on creating digital content for OTT platforms. This diversification will cushion the COVID-19 blow we all will face in Q3/Q4.

4. Technology obviously is inevitable in biz continuity plans. How do you leverage it for your business?

Tech will play a huge part in brand transformation especially as the new world order comes to play. The only way to leverage it is by understanding it. As of now, we are trying to brace ourselves for newer trends and studies.

A trend I foresee is the emergence of digital trials. These will eventually replace the concept of changing rooms altogether. So while tech companies will make these new age trial rooms, design houses like ours will be key to getting people to trust and try them.

5. Sustainability and continuity are closely linked. Going forward do you think there is going to be a greater focus on sustainability in this industry? What are your own plans in this regard?

Sustainability would become increasingly imperative going forward, but I sense at the moment when survival is at stake, businesses will focus on continuity more than ever. Personally, we as a company hope to reduce our dependence on things that just don’t matter. We are planning to add an effectiveness quotient to all things we do. Starting with sizing down our office so that we don’t have to downsize our staff.

6. End of the day business is about people. How do you ensure that the concept of biz continuity seeps into the working culture and staff mindset?

Our jobs are on the line. One just has to remind oneself and others around him or her. These are extraordinary times and these times will need an extraordinary gesture from each one of us.

 

 

 

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