The buzz around start-ups (especially in the tech sector) never fades, perhaps because Indian brains have contributed so substantially to the likes of Microsoft, Google et al that we expect the next IT biggie to be Indian in origin. In fact, according to IT industry observers such as Namrata Singh, start-ups in India are for the first time experiencing a robust support system consisting of angel investors, VC and PE firms along with service and product offerings which are affordable and customised to the industry.

HR firm dedicated to start-ups

Having said that, Singh also feel that the Indian industry needs to think originally when it comes to adapting western concepts to Indian markets. At present, perhaps being the rapidly developing country that we are, we suffer from a ‘Silicon valley' hangover that has us perceiving every technopreneur as the next Larry Page and his startup as a budding ‘Google'! Of course, this is also an outcome of a prevailing ‘make money quick' mentality!

Singh should know, as she applied her education -MBA and masters degree- in personnel management, human relations, labour law and labour welfare, as well as her four years experience of working with start-ups to launch an HR solutions firm solely dedicated to the service of start-ups that face a harrowing time in recruiting talented staff to further their operations.

A holistic approach to HR

What is interesting about Antfort Technologies - Singh's firm - is the fact that it has adopted a whole new approach to solve the HR problems plaguing start-ups. Says Singh, "We are a complete HR service and technology provider unlike most of our counterparts who essentially focus on hiring which is the ‘low hanging' fruit with lesser entry barriers and less domain expertise requirements."

Singh perceives it's focus on offering holistic solutions to a niche sector has helped Antfort build deeper relationships with its clients. This has worked to its advantage.

Today, Antfort is a small agile setup comprised of just six people - an eclectic bunch of recruiters, trainers and technology specialists. This medley of skills has enabled it to offer start-ups in-house built technology-based dashboards for HR processes. Antfort offers softwares as a service (SaaS) as most newbie companies neither require nor can afford a bulky enterprise solution to increase efficiencies in their everyday work processes.Antfort simultaneously functions as an ‘outsourced' HR department for start-ups. Its banquet of HR services includes recruitment, training and development, assessment and fitment, and consulting.

Valuable take on the HR scene applicable to start-ups

Interestingly, although Antfort specialises in top-level critical skill hiring, change management and process mapping, Singh has a very clear concept of what kind of talent is required at every level of a start-up. "The ecosystem that we exist in does not necessarily have readymade workforce so at the base level hiring we are essentially hiring for aptitude and learning skills," she explains while going on to describe mid-level hiring as a subset of attitude and hands-on experience. "The ‘can do' attitude becomes critical at this level. What we struggle with most at this level is the emotional quotient required to manage other people at this level. Younger managers bring their unique problems on the table especially related to team building and stability," says Singh.

What about the top level? Here, Singh believes relevant industry/business exposure becomes of paramount importance, even though we are increasingly seeing a trend of younger CEOs (below 35) moving towards technology startups from traditional FMCG and engineering backgrounds. She perceives young age as a definite advantage as far as today's startups are concerned - as youngsters are willing to take risks and grow in their chosen field.

Making the most of a first-movers advantage

If you think of it, the HR field is awash with firms offering HR solutions. Inspite of this competitive scenario, Singh points out that being the first firm to cater solely to start-ups, Antfort has still not faced much competition - "People are still waking up to the needs of the startups in the country. Perhaps they assume that the industry is still too nascent and unorganised at the moment to dabble full time with - 2010 is slated to be the year when the startup industry in the country will come of age and perhaps then the first mover advantage will hold us in good stead. Till then we plan to grow with the industry with stable scalable offerings."

Evidently, abiding by their decision to serve a niche sector and not get carried away in offering its solutions across cash-rich verticals like the retail, BPO or BFSI sectors has become Antfort's USP.

Further, even though it is a first-mover or perhaps because of that, Antfort has not had to make any special marketing effort so far and is rapidly growing, albeit organically. "Most of our business has come through referrals," says Singh, "which has been heartening and encouraging at the same time."

A woman CEO:

In Singh's view, women in the start-up industry mostly occupy operational roles while strategy is still the cornerstone of their male counterparts. Evidently then, she did not choose her work because it is well-suited to women entrepreneurs.

"I love the chaos and ambiguity of the start-up scene. At the same time, doing what I do gives me a great opportunity to interact with some of the most intelligent minds in the country; with passion and drive thrown in equal measure. That's a great set of peers and clients to work with," she replies.

So what is her take on being a woman CEO - doesn't that hinder her work in any way? "Gender doesn't necessarily make it easier or tougher although it does raise some questioning eyebrows! It has also been difficult making my family and friends accept my need to create something bigger and better than myself. The easy part is that when you're out with your peers and clients, you are mostly the only woman in the group so seeking attention is that much simpler! So I could say that my unique positioning does help open doors."

All said and done, Singh reminisces that the going has been a fun ride so far...so she can't complain. Well - we're sure the numerous start-ups she works aren't complaining either!  

Charu Bahri is an author, freelance writer, columnist and [part-time] manager - projects and information systems at J Watumull Global Hospital & Research Centre. More about her at http://charubahri.googlepages.com

Issue BG89 Aug 08  

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