Attrition-hit durable firms say it's 'routine'

NEW DELHI: As if tight profit margins, slow category growth and rising input costs were not enough, there''s another factor that is adding to woes of consumer durables firms. Leading players are grappling with significant levels of attrition at the mid-management level.
Companies call this movement as "routine", often for better opportunities in other industries, while analysts say stiff targets set for executives could be taking toll.In any case, with the festive season round the corner, getting key personnel in crucial slots is also a challenge for these companies.
Whirlpool India has recently lost Manu Ahuja and Vinod Gial, both sales directors. Benoy Roychowdhary, Whirlpool''s V-P sales, has put in his papers. Sales heads of Whirlpool''s Lucknow and Bhubaneshwar branches — Prasoon Sharma and DS Harish — have also quit. A Whirlpool spokesman attributed the churn as ''routine''.
Electrolux Kelvinator Ltd (EKL) has lost R Ravi — GM (South & West) and Ravi Katiyal — head, washing machine unit. Nitin Dar, H Khetrapal and V C Sunil, heads of Electrolux''s Chennai, Chandigarh and Cochin branches respectively, have also quit. Electrolux officials said some of these people have been outplaced as part of the company''s restructuring and rightsizing exercise.
Said Ajay Kapila, V-P, EKL, "Industry is witnessing high levels of competitiveness. With the exception of some Indian firms, many players in the industry are young. So there''s enough opportunity to move."
LG Electronics has lost Arvind Krishnan — head of Chennai branch, N Mehta — head, corporate accounts, and Ajay Sharma — zonal manager, UP. And Korean rival Samsung has seen its share of attrition over the past few months too. Pavan Bhargav - Mumbai branch manager, RT Rajan — head (consumer electronics division), Shivaji Mohanta — Bangalore branch manager, and Rajiv Kenue — AC head, are among the senior executives who have quit recently.
Said R Zutshi, director, Samsung, "Most industries are witnessing churn. This is not restricted to durables industry."