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My Journey Through Lala Land From Salesman to CEO

Author Name: BD Nathani | Format: Paperback | Genre : Biographies & Autobiographies | Other Details

If you were to imagine a lala, would you see an unruly looking man looking over his accounts or a well-groomed man in a three-piece suit?

If you saw the former, it is likely because in a country where the majority of small and medium businesses are family-owned, lala is seen as a derogatory term for an unprofessional leader or owner of a business. In My Journey Through Lala Land, a memoir of a humble salesman and a marketing genius, BD Nathani dispels the myths associated with traditional family-owned businesses. Whether he worked for a Gujju lala or a Baniya lala, the author describes how most traditional family business owners he worked with built successful businesses strategically. Besides, they also enabled him to launch one of the most well-known international footwear and lifestyle brands in India, including Lotto, New Balance and Hi-Tec. 

The book also tells the true tale of how the author built and grew Woodland from a small footwear company based in Karol Bagh to an international brand with the help of a visionary family business owner. However, in the beginning, the going was not hunky-dory. The author who always dreamt of travelling the world began by selling a cough syrup. 

The book, thus, is an excellent read for not only middle rung managers but also management students who wish to know what makes a brand successful. 

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BD Nathani

BD Nathani has four decades of experience in Sales, Marketing and Retail across different footwear and lifestyle brands. Born on May 10, 1951, the Delhi-based author started his career in 1978 as a sales executive and went on to launch the most successful products in footwear and apparel, including Woodland, Lotto, Disney, Hi-Tec, New Balance and Crocs. 

Nathani has also worked as a consultant for Adidas and Liberty Shoes. He specializes in Strategic Brand Management, Wholesale/Distribution Management, Advertising and Promotions, and Public Relations. He has won several awards in his career, including the CSR Super Brain Super Personality Award (1999), Top Ranker Excellence Award by Jindal Global Business School, Excellence in Marketing (2015), Dr APJ Abdul Kalam Award and Marketing Trendsetter (2017).

After retiring from the industry, he has been associated with the education sector. He has been associated with BIMTECH and ITS, and as a visiting and guest faculty at Institute of Management and Technology, Footwear Design and Development Institute, Pearl Academy, Asian Business School, and Bhartiya Vidyapeeth University, New Delhi. He has also been a keynote speaker, chief guest and guest of honour at numerous events, conferences, seminars and conclaves. 

The author is currently Adjunct Professor (Marketing) at Jaipuria Institute of Management, Noida, where he has been instrumental in conducting the Annual Retail Conference and panel discussions. He is associated with the Management Development Programme and E-Cell. He is also a marketing consultant to Animation International Pvt Ltd.