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SUBJECT: BUSINESS
COMMUNICATION

A detailed report on business communication

in an organisation

Under the guidance of

Prof. Mahesh Sawant.
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Index of contents
Sr Title
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For the purpose of studying the business communication pattern in an

organisation we decided to choose Tara Jewels Pvt Ltd., after much
deliberation and research and we decided to study the communication
pattern in this organisation by interviewing the employees of the
organisation.
Here is a broad overview and background of Tara Jewels Pvt Ltd as
a company :

Tara Jewels has a presence in countries across the globe such as India,
USA, Australia, Germany, China and Honduras through sales and
distribution offices, design studios or production units.
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Tara Jewels Limited is a public listed company since 2012 and an

integrated player in the jewelry industry with experience ranging from
designing to manufacturing and retailing of jewelry with a portfolio of
products that includes studded gold, platinum and silver jewelry. The
company has three manufacturing facilities spread across approximately
53,000 sq ft and is one of the largest studded jewelry exporters from India
since 2001. Tara Jewels has been a pioneer in jewelry manufacturing with
known patented technologies which have revolutionized jewelry
manufacturing to maximize productivity.

Tara Jewels growth can be attributed its range of over 50,000 designs that
cater to a diverse audience across over 20 countries in five continents. We
provide to retailers across Australia, Canada, China, New Zealand, Russia,
South Africa, the United States, the United Kingdom as well as the rest of
Europe. Our quality products and technical expertise have led Tara Jewels
to partnerships and co-branded initiatives with globally renowned retail
brands and internationally acclaimed celebrity designers. Through these
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associations Tara’s jewellery is sold not only through traditional retailers

but also through leading online jewellery retailers and television networks.

In mid-2006, Tara Jewels Holdings, Inc. established its first United States
diamond and gemstone wholesale jewelry division by partnering with M.
Fabrikant & Sons Inc., a respected name in the jewelry industry for more
than 100 years, to form Fabrikant-Tara International. Retailers and brand
owners trust Fabrikant-Tara to supply beautifully designed product at an
optimal price point, which have been well-received by consumers.

After experiencing success in manufacturing and international retail Tara

Jewels set up its India jewelry retail business in 2010 under the brand
name Tara Jewellers to offer customers certified diamond and hallmarked
gold jewellery exemplifying fine craftsmanship and exquisite designs. Tara
Jewellers currently operates company owned stores across Metros, Tier I,
Tier II and Tier III Indian cities.

About the Managing Director of the organisation and the key

managerial personnel.
Mr. Rajeev Sheth, is the Chairman and Managing Director of Tara
jewels Pvt.Ltd . He holds a graduate degree in commerce from
Mumbai University. He also holds a diploma in gemology from
Gemological Institute of America. Mr. Sheth has approximately 31
years of experience in the jewellery business. He started his career by
promoting Rose International and thereafter became the promoter and
managing director of Intergold India Limited from 1989 to 1999.

Mr. Ravindran M.P, is Chief Operating Officer of our Company. He

holds a post graduate degree in computer science and masters in
business administration in Systems Management from Mumbai
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University. He is in charge of customer service, trading and

outsourcing operations in our Company. He has approximately 21
years of experience in the areas of jewellery and engineering. Prior to
joining our Company, he was working with RB Jewellery
Corporation.
Mr. Tateos Tateossian is the group Senior Vice President –
Operations of our Company. He holds bachelor’s degree in
electronics engineering from Kliment Ohridski, Bulgaria. He joined
our Company on July 13, 2009. He is responsible for our planning,
production and quality assurance. Mr. Tateossian has approximately
36 years of experience in the field of jewellery manufacturing. Prior
to joining our Company, he had his own factory of jewellery
manufacturing at Florida.
Mr. Sajid Salim Sakarwalla is the Vice President – Diamond
Procurement of our Company. A Graduate Diamond from
Gemological Institute of America, he is also certified as an Accredited
Jewellery Professional from GIA. He holds graduation degree in
commerce from Mumbai University and a masters degree in
management studies (MMS-Finance) from Narsee Monjee Institute of
Management Studies, Mumbai University. He joined our Company on
October 11, 2002. He is in charge for overall diamond division of our
Company. Mr. Sakarwalla has over twelve years of experience in
diamonds, jewellery manufacturing, and banking and international
finance. Prior to joining our Company, he was working with
Commerzbank AG, Singapore.
Ms. Aarti Sheth Cooper is the Vice President - Business Development
(exports division) of our Company. She holds a bachelor of science
degree in international business and marketing from Drexel
University, Philadelphia and masters of science degree in
international employment relations and human resource management
from London School of Economics and Political Sciences. Ms. Sheth
has approximately 7 years of experience in the jewellery business.
She is responsible for the overall sales review, business development
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and strategic alliances management of our Company’s institutional

retail clients in the United States of America. She also plays an active
role in managing product development for all the US markets. Ms.
Sheth was a director of a Company from August 10, 2006 till August
1, 2012.
Mr. Chander Gurnani is the General Manager-finance of our
Company. He is a qualified Chartered Accountant. He joined our
Company on August 28, 2000. He is responsible for managing
finance and tax matters of our Company. Mr. Gurnani has
approximately 12 years of experience in the field of accounts and
finance. Prior to joining our Company, he was working with C.B
Chhajed and Company.
Mr. Pravin Patil is the General Manager-human resources and
administration of our Company. He holds master’s degree in labour
studies and also a graduation degree in law from Mumbai University.
He joined our Company on July 1, 2004. He is responsible for human
resources and administrative division of our Company. Mr. Patil has
approximately 21 years of experience in the area of human resource
and administration in hospitality and jewellery industry. Prior to
joining our Company, he was working with International Gold Private
Limited.
Mr. Vishal Adhyapak is the General Manager-information technology
of our Company. He holds diploma in mechanical engineering from
Mumbai University. He joined our Company on February 12, 2003.
He is in overall in charge of information technology division of our
Company. Mr. Adhyapak has approximately 12 years of experience in
his field. Prior to joining our Company he was working with M/s
Jewellery Solutions.
Mrs. Nivedita Nayak is the Company Secretary and Compliance
Officer of our Company. She is Associate member of the Institute of
Company Secretaries of India. She also holds degree in Bachelor of
Law and Bachelor of Commerce from Mumbai University. She joined
our Company from December 22, 2014. She is responsible for
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handling all Company Secretarial and Legal matters of our Company.

She has experience of around five years in the field of Secretarial and
Legal. Prior to joining our Company she has worked with Balaji
Motion Pictures Ltd and Whistling Woods International Limited.
Key Managerial Personnel – International
Mr. Jeffrey Shlakman is the President-Merchandising and product
development of our Company. He holds a degree in architecture and
graduated from The Cooper Union. He is responsible for providing
creative direction to our design and merchandising team. He also has
direct sales responsibilities. He has 31 years of experience in diamond
and jewellery manufacturing business. Prior to joining our Company,
Mr. Shlakman was the senior vice president of merchandising at
Andin International.
Key Managerial Personnel of our Subsidiaries
Ms. Ambica Singh is the Chief Operating Officer of our subsidiary
Fabrikant Tara International LLC, and the newest addition to our team
(joined july 2014). She has over 28 years of experience in
increasingly responsible roles within the jewelry industry. In her past
positions she has worked with SERVICE MECHANDISE (for 23
years), Cosmopolitan Gems and most recently at Universal Pacific /
Pluczenik Diamonds, where she was the creator for the squiggle
diamond journey pendant used in the DPS/ DTC commercial. As
Chief Operating Officer, Ambica is responsible for the overall
leadership of the FTI office and its performance and staff, along with
key productivity areas such as inventory control, dilution monitoring
and identifying efficiencies and savings.
Mr. Stuart Marcus is the Vice President-Sales of our Subsidiary
Fabrikant-Tara International LLC. He holds a bachelor of arts degree
in marketing from the Northeastern University, Boston. He is
responsible for diamond fashion and bridal sales to many of our
accounts. Mr. Marcus has approximately 29 years of experience in
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jewellery and four years in table top merchandise. Prior to joining our
Company, he was working with Direct Partners as a founding partner.

In order to obtain an actual practical view or opinion into the

communication pattern in the organisation with respect to business
transactions or other matters we firstly need to understand business
communication.

Here are some of the basic concepts of business communication that

are involved in an organisation:

a. Business communication involves constant flow of information.

Feedback is integral part of business communication.
Organizations these days are verly large and involve large
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number of people. There are various levels of hierarchy in an

organization. Greater the number of levels, the more difficult is
the job of managing the organization. Communication here
plays a very important role in process of directing and
controlling the people in the oragnization. Immediate feedback
can be obtained and misunderstandings if any can be avoided.
There should be effective communication between superiors and
subordinated in an organization, between organization and
society at large (for example between management and trade
unions). It is essential for success and growth of an organization.
Communication gaps should not occur in any organization.

b. Business Communication is goal oriented. The rules, regulations

and policies of a company have to be communicated to people
within and outside the organization. Business Communication is
regulated by certain rules and norms. In early times, business
communication was limited to paper-work, telephone calls etc.
But now with advent of technology, we have cell phones, video
conferencing, emails, satellite communication to support
business communication. Effective business communication
helps in building goodwill of an organization.

Business Communication can be of two types:

1. Oral Communication - An oral communication can be formal or

informal. Generally business communication is a formal means
of communication, like : meetings, interviews, group discussion,
speeches etc. An example of Informal business communication
would be - Grapevine.
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2. Written Communication - Written means of business

communication includes - agenda, reports, manuals etc.

While we were studying about the communication process of

this organisation we found that the organisation mainly
communicated through memos, Microsoft outlook and also
through established policies and procedures.
One of the examples of the organisations commitment to strict
adherence to policy is the Vigil Mechanism/ whistleblower
policy of the organisation.
Here is an excerpt from the detailed policy which is provided to
all the members of the organisation:

POLICY In compliance of the above requirements, TARA

JEWELS LIMITED, (TJL), being a Listed Company has
established a Vigil (Whistle Blower) Mechanism and formulated
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a Policy in order to provide a framework for responsible and

secure whistle blowing/vigil mechanism.
POLICY OBJECTIVES
The Vigil (Whistle Blower) Mechanism aims to provide a
channel to the Directors and employees to report genuine
concerns about unethical behaviour, actual or suspected fraud or
violation of the Codes of Conduct or policy.
The Company is committed to adhere to the highest standards of
ethical, moral and legal conduct of business operations and in
order to maintain these standards, the Company encourages its
employees who have genuine concerns about suspected
misconduct to come forward and express these concerns without
fear of punishment or unfair treatment.
The mechanism provides for adequate safeguards against
victimization of Directors and employees to avail of the
mechanism and also provide for direct access to the Chairman of
the Audit Committee in exceptional cases.
This neither releases employees from their duty of
confidentiality in the course of their work nor can it be used as a
route for raising malicious or unfounded allegations about a
personal situation.

This is one of the excerpts from a detailed policy, similarly in

this manner there are hundreds of policies related to investor
relations, consumer care etc .Also procedural aspects related to
communication are strictly adhered to . As the organisation is
very vast and has a commendable international presence the
communication patterns or the policies may slightly vary from
country to country depending upon the host country’s
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government policies ,culture and other factors which change due

to deflecting time zones .
During our research we also managed to interview the Group
General Manager of Human Resources Mr. Pravin Patil and
asked him a few questions about the organisation and he
graciously offered us an overview of the communication pattern
in the organisation:

‘Communication is very essential function to run any

organisation efficiently. Primarily in Tara Jewels Limited, we
have Downward Communication, Upward Communication and
Inter-departmental Communication apart from other means of
communication.
Downward Communication: In the entire departments Staff
Briefing meeting are scheduled on daily basis in which the tasks
are assigned by the Manager to all members in the meeting. We
use Notice Board and Loud Speaker Announcement for
Downward Communication.
Upward Communication: In Tara Jewels Limited, there is
well defined hierarchy of employees. Subordinate employees
passes on the contents of communication to his /her immediate
superior and this process goes on in upward direction. At Tara
jewels Ltd we have a effective “Suggestion Scheme” for upward
communication and employees are suitably rewarded on regular
basis to encourage effective Suggestion Scheme. In upward
communication we follow some of the procedural aspects which
are summerised as under:
PROCEDURAL ASPECT FOLLOWED IN TARA JEWELS
LIMITED WITH RESPECT TO UPWARD
COMMUNICATION:
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a. No place for autocratic attitude

b. Proper grievance handling procedure
c. Reward suitably on regular basis to the employees who are
using Suggestion Scheme.
d. Built such a work culture where we show confidence on
subordinates and the approach of the Management is
participative.
e. Sharing of relevant information is a common practice
f. The Managers should know and find out about other
department’s needs
g. We tell everyone to give context of communication
h. Everyone should have mutual and common understanding
and language
i. Managers should get involved in other department’s
processes.
j. Everyone should acknowledge each other’s role in the
success of a topic
k. The managers should encourage feedback
l. We have Employee Manual and we share the information
of the same to new employees at the time of induction

He also discussed with us about a very important topic of grapevine

communication. He emphasised about the disadvantages of this type
of communication and also some positive aspects. He said that
“Grapevine communication is not detrimental to the organisation
unless the talks are general or fun related which can be extremely
important as there should be an environment of trust or
belongingness in an organisation. We as human resource managers
always hope and try to inculcate a sense of family and unity amongst
the employees . We routinely plan screenings , sports events to
encourage informal communication in our organisation as that is the
only way in which the employees will learn to work together
effectively in formal situations. This also acts as a way to improve
personal relations amongst the employees. But this sometimes is a
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threat to the effective functioning of the organisation as this tends to

undermine the chain of authority in some situations. It also leads to a
message sometimes being wrongly interpreted . A gossip chain is
created where an employee only communicates information to certain
trustworthy persons who can be relied upon according to him .This
sometimes creates a rift amongst the employees and gives rise to an
air of untrustworthiness ,secrecy in the organisation. It also gives rise
to office politics which can be very fatal to the organisation. The only
way an organisation can succeed is when a person subordinates his
individual interests for the greater good of the organisation .
Therefore I feel Grapevine communication should be kept in check in
an organisation to avoid such things .”
While researching we also observed that the employees were very
courteous to their superiors and polite to their juniors. There was no
air of superiority displayed by senior officials and communication
was carried smoothly using Microsoft outlook or mobile phones. Also
the management here was quite cooperative in terms of
accommodating a new employee. Also we found that the organisation
emphasises strictly on policy and procedure which is followed duly
by the employees .
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Conclusion: Therefore we obtained a broad overview of the

communication system in this particular organisation and had
conversations on important topics with the concerned officials .
Therefore while submitting this report we would like to thank the
organisation for allowing us to conduct the research and the
employees for providing us with their valuable time.
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