GuruKool: A Unique Retail Frontline Training Initiative

Abstract

GuruKool was spearheaded by Sanjay Jog, Chief People Officer, Future Group, in April 2006 as a unique training initiative for frontline sales personnel in the retail businesses of the Future Group. Unlike usual training programmes that provide specific skill based inputs to enhance performance, GuruKool was targeted at enhancing the overall self-esteem of participants. This case study presents details related to GuruKool programme design as well as the problems associated with 'internally marketing' a fairly unique programme. Case details cover aspects of the relational service orientation of 'non-marketers' within an organization and the conflicting perspectives of various 'parties'– both, direct and indirect, involved in GuruKool's design and implementation.