Attitude Is Everything

DQC News Bureau
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He is positive he will succeed in delivering the company's promise

of economically competitive, superior quality products to the discerning Indian



Mukund Ramaratnam says he believes in pursuing whatever he does with passion.

And this is what brought him to India 15 years after he left the country to

pursue his higher studies and chart out a blazing career. In his new role as

Director, Marketing and Business Development for AMD India, he hopes to increase

AMD's mindshare as well as market share in the country.

When he joined AMD at the company headquarters in Sunnyvale, USA in 2003,

Mukund worked with the chip major's strategy division. There he dealt in areas

like manufacturing, business transformation-how to improve on cost structures

and devise strategies to be more flexible as a company and handle business


Mukund Ramaratnam
Director, Marketing and Business Development, AMD India
“While I was working in, I got together with a couple of friends and formed a garage band, called 'Adai'. I was the keyboard player and I was quite bad at it” 

Part of the job also involved something closer home-getting to work out

strategies on handling high-growth markets like India and other BRIC economies.

Says Mukund on the work, "My team formulated the strategy for senior

management. I was heavily involved with India. I felt that this was an area

where I could make a difference."

Impressed with his keen interest, the AMD management asked him if he was

interested in executing his plans in India. Mukund hardly missed a beat and

accepted the offer to join his new position in January 2005.

Making a big noise

Mukund contends that though AMD traditionally has been a strong
technology-driven company, its marketing message has not been as loud. "As

an organization, though we have been here (in India) for three years, we still

have a lot of ground to cover," he admits.


To address this, Mukund's priorities would include increasing the company's

brand awareness in the market place, its interaction with OEMs and getting

substantial traction in the enterprise segment. All these activities stem from

the fact that AMD considers India as a strategic region not just for

development, but also for increasing revenues.

Mukund reckons that his role is not just a marketing challenge, but also an

exercise in bringing technology in a way that is meaningful to the discerning

Indian market. He admits that this would require a different approach, knowing

rival chip giant Intel's deep pockets.

"Definitely our competitor has had a lot of marketing budgets

historically. But we plan to do things differently-through brand

association." He cites some examples of AMD's brand assets like the

Ferrari team, George Lucas of Star Wars fame and Dreamworkz.


The Indian scene

"India is a much more demanding market. People here just don't say

give me a good price. They also want the best possible features as well,"

says Mukund.

To create a significant dent in the Indian market, AMD's focus would now be

to put into motion different activities to build brand image and awareness for

both channels and end-users. These will be geared to ensure that OEMs and

partners see a shared value and rest assured that they view AMD as a company,

which is there with them for a long term.




B-Tech from IIT, MS from University of Southern California and MBA from Wharton School of Business


Focused strategist with immense experience 


Surfing the Internet, playing golf and listening to jazz music


With the help of his team in India, he hopes to translate his personal goal

of seeing PCs grow in order of magnitude. "I believe we have the tools to

ramp up to what cell phones are doing in India," he claims.

Attitude is everything

Mukund trod the predictable path taken by IITians, when he went to the US after
his B-Tech at IIT Mumbai, to do his MS at the University of Southern

California. He also picked up an MBA degree at the prestigious Wharton School of
Business where he focused on three areas- marketing, information systems and


Subsequently, he took up a marketing and business development role at Amazon

at the height of the dotcom boom. He also worked as consultant with McKinsey

& Co before joining AMD.


To relax, Mukund unwinds to music especially jazz. While at Amazon, he and a

couple of friends got together to form a garage band called 'Adai', the

Tamil word for Cream. "I became the keyboard player for the band and I was

quite bad at it," admits Mukund with a laugh. The band obviously was a

tribute to the '70s band Cream, which boasted of guitar great-Eric Clapton.

Apart from his interest in music, Mukund enjoys a round of golf and also

considers Internet as a hobby.

Obviously a throwback to his Amazon days, he says that he loves studying the

various business models and look at how people interact with the medium. Mukund's

work-life philosophy is summed up in a saying that is framed on his office desk.

It reads 'Attitude is a little thing that makes a BIG difference'.