Demings Award

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Explaining the TQM process at Sundaram Clayton, Venu Srinivasan, managing director, (and also chairman and managing director of sister company, TVS Motor - another Deming recipient - ) says, "It is a company-wide effort at continuous quality improvement of all processes, products and services through total employee involvement, that results in increasing customer satisfaction and loyalty, and improved business results."
Interestingly, the TVS group adapted to the TQM concepts and assimilated them in its own 'TVS culture' to the extent that the auditors from JUSE commended the TQM practices in the group as 'TVS TQM'.
JUSE also examines whether the medal challenger, as the applicant is referred to, has established 'challenging customer-oriented business objectives and strategies under clear leadership' and precisely how TQM was implemented to achieve them. JUSE also assesses whether the company has scored 'outstanding achievement' in its business objectives and strategies after implementing TQM.
According to JUSE, TQM is a set of systematic activities carried out by the entireorganisation to achieve effectively its objectives to provide products or services at a quality that satisfies customers at the appropriate time and price. And the shortest way to Deming is to undertake only those activities that are really necessary for its business and which are unique to its business and scale.
For all the TVS group winners, it was a hard grind before they won the Deming. However, it has been worth it all as the benefits have helped beef up the top and bottom lines of each of the recipients.
"The award certainly puts the company on a higher pedestal straightaway," remarks SBL's chairman and managing director, K Mahesh. "Though many companies outside India are not familiar with the Deming prize, they know that it is the highest recognition in a company's quest for total quality."
Adds Srinivasan, "TVS Motor experienced significant increase in sales after receiving the

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