Page 111 - NITI - Navigating Indian Traditions in Industry

efficiently.

• Evening Ragas for Relaxation and Reflection: At the end of the workday, evening
Ragas such as Yaman or Bhimpalasi can be used to help employees unwind and
reflect on their achievements. This practice not only reduces stress but also prepares
the mind for a peaceful transition from work to personal time.

6.6.2 Enhancing Brand Identity through Music
Gandharva Veda also offers insights into how sound can be used to enhance brand
identity and customer experience. By integrating Indian classical music into their brand
strategy, companies can create a unique and culturally rich experience that resonates
with both employees and customers.

• Creating a Unique Brand Sound: Just as visual branding elements like logos and
color schemes are carefully designed to reflect a company’s values and identity, the
auditory experience of a brand can also be crafted using principles from Gandharva
Veda. For example, a company might choose to incorporate specific Ragas into its
customer service hold music, in-store playlists, or promotional videos. This creates a
consistent and memorable sound identity that reinforces the brand’s cultural heritage
and values.

• Music in Customer Interaction Spaces: In customer-facing spaces, such as lobbies,
retail stores, and hospitality venues, the use of Gandharva Veda-inspired music can
enhance the customer experience by creating an ambiance that is both welcoming and
reflective of the brand’s identity. This not only differentiates the brand in a competitive
market but also builds a deeper emotional connection with customers.

6.6.3 Transforming Corporate Culture through Sound (Case study of Bajaj
FinServ)

Beyond enhancing the physical environment and brand identity, the principles of
Gandharva Veda can be used to transform corporate culture by fostering a sense of
unity and shared purpose among employees.

• Townhall Sessions with Sangeet Sandhya: In line with the traditional practice of
Sangeet Sandhya, Bajaj FinServ conducts ‘Confluence’ sessions, which are modern
interpretations of these gatherings. These sessions foster open communication and
collective engagement among employees, using music as a medium to create a
cohesive and energized corporate culture.
• Employee Development through Guru-Shishya Parampara: The ancient tradition
of Guru-Shishya Parampara, where knowledge is passed from teacher to student,
is reflected in Bajaj FinServ’s employee development initiatives. Through tailored
learning opportunities, transparent career progression, and mentoring programs,

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