 And this is why I'm facing the hijra right now. It is the air conditioner song, and is it warm inside here? Or is it just me? I don't know. Anyway, let's turn on the heat. This song is involved with this audience's concern. We have in the house the keynote speaker, Dr. Arvind Khan, who I first met to my show in Rainier City. This was in 2005, reminded me. I remember that. And since then, you would have preferred to be the father of the machine in Honoree, also rank as far as brigadier is concerned, by the armed federal forces. You built a company, literally, taking the hypothesis of where doctors are ruled by certain regulations in terms of not advertising specifically, considering that we're talking about the out-of-home of us tonight. But you managed to spread awareness lifestyle disease as a concern, once which, if not checked in time, can lead life to a great thing. And I think you've done that fairly well, considering the fact that Dr. Lal Bhattas has literally become synonymous to diagnostic procedures in the country. You have, I think, 1,500 odd centers here also, and it is one of the largest. Also, in Asia, and I think specifically, in tier two and tier three cities, you see these boards of Dr. Lal Bhattas literally, you know, all across while you're driving down from Delhi to wherever you're going. And it's a great privilege and honour for you to be here, and you would like to hear the story of how your father in 1949 actually started this and what your challenges were and what's your message to the out-of-home linear industry. We'd love now to go cross, please. It's my proud privilege to be here today and I would especially like to thank Mr. Anurad Bhattra, Mrs. Subbanath Radha, who created the first time like nothing else in 2005 in a very new show. And Mrs. Surya Menke Radha will be inviting me here today. It is a great pleasure to be here. Today we have this keynote and this on creating India's most trusted and valued pathology lab network. That is my story. Talking about my profession, pathology, it is by definition the study of disease of the human body. Since we are living in a world where medicine has completely become an evidence waste, it is no surprise that all doctors be it a neurologist, a neurosurgeon, an ophthalmologist, an ENT surgeon, a gastroenterologist, a cardiologist, a nephrologist, a urologist, or a skin specialist all have to rely on the pathologist's report. As an example, a patient coming to a physician for complaints of fever of a few days duration could be suffering from any of the following. Or viral fever like dengue fever, swine flu, hepatitis, typhoid fever, autoimmune disease like SLE or leukemia or urinary tract infection or what is the most common infectious disease in our family, tuberculosis. It is for the pathologists to take appropriate samples from the patient and taste them and establish the diagnosis so that the physician can give the great report and the patient might become free from infection or whatever he was suffering from. A complete different scenario could be that of a lady who has been married for over two years and goes to her obstetrician or gynecologist and complains of not getting pregnant. What we call our jargon as infertility. The obstetrician or gynecologist tests like special x-rays, CT scans, ultrasound, various blood tests and in the blood tests she also orders a few hormones and a hormone by the name of proactin is found to be very high. A diagnosis of pituitary tumor in the brain is established known as proactinoma and is confirmed by a CT scan also. The lady is started on a ground known as pro-cryptin and a few months later the lady delivers a healthy baby. Therefore, it is not at all surprising for you to understand now that about 70% of all medical decisions are taken on the basis of lab tests. Our name is synonymous with primordial testing in India and we run our healthcare business with a lot of passion vision and discipline. We bring to the table very strong value for the past 67 years giving quality quality services to millions of our countrymen every year in most parts of the country and we would now like to extend that to the rest of the people in all parts of the country especially living in tier 3 and tier 4 towns. We believe in total quality management known as EQM which means that we must give the test right the first time and we must give the right every night. We run our business with a lot of conscience and with strong moral ethics. We are by training compassionate and if much needed human touch and the same best quality to our patient be it the President of India or a rickshaw pull around the streets. We have driven by a feeling of care empathy for our patients and thus we were able to pack the life of nearly 10 million patients in clients last year. We consider it our moral duty to remove the health of our people by taking the leap to make high quality and innovative diagnostic accessible to our people at a full level crisis. Now on my story for me personally the battle to become a doctor soon began after the realization at the age of 15 where I was the best in it NCC Navy in modern school Arakango Road New Delhi that I could not join the National Defense Academy to become a fighter pilot in the Navy. I did not have biology as a subject in school as I had to the second belief that by standing the alternative subject in the drawing I would be able to better charge the course of a ship in this case an aircraft carrier. I also had a cranky belief you are aware that boys on the ending teams have been very very originated that boys who studied biology were not men and boys who studied ours were in fact in between many women that's what I used to think. So my own transformation from man to a boy started in light earnest and I truly hated standing biology. I remember asking my biology teacher in an exam that he should tell me as a special case the beginning of the grade number and the ending of the grade number that had the answer to a particular question because I had memorized almost the entire book by K. C. Ratha. I had obviously no to the nature of the question he was had the answer. For this interstation he gave me interest in my years and my indivisibility to anything medical probably started when I was an little boy I used to be focused as to why my father would kill the rabbits with whom I loved playing with house on Arwan Road that also had my father's biology laboratory. This I learned later was carried out to sacrifice the money rabbit for selling its ovaries after injecting it with the lady's urine for the then only available pregnancy test to become a long way now a lady in the pharmacy of her own house in the road bathroom can test herself for a pregnancy. I took over the lab in the year 1977 after the untimely death of my father. At that particular point of time I was lectured in psychology in the armed forces ready for college where I was also the warden of Dwyer's hospital but at that time when I joined my father's psychology practice I started to pride myself in believing that I knew everything that was needed to know in psychology. You can imagine my mother's disbelief where I'm taking over the ring of the lab I discovered the shortcuts and cutting the borders that were taking place so it was no surprise that my first couple of years in private practice were completely spent in correct in making correct testing protocols and preparing home-cruel reagents for biochemistry and other tests. This involved ordering raw material from abroad that was not easy in India because India provided itself to restricting all imports at saving of valuable water exchange. Using for time in the first time in a private lab a single pad, metal and electronic balance a sensitive pH meter installing very sensitive spectrophotometers single-core damper simulation counters permitting dangerous radioactive material by mouth and many such mundane laboratory tools that started my indoctrination in the beautiful world of private pathology practice. Now it is slightly more technical but these are the game changes in my life. To my mind in 1981 was a game changer with the introduction of thyroid tests in a private laboratory for the first time in India and thus the introduction of the first and also the first automated biochemistry organiser in northern India were the real game changers in health care industry. Now you don't even know about the thyroid test but believe to me it was not easy the first time. In 1982 the creation of Parkinson's folks and the introduction of franchising for the first time in health care in the world that is of connection centers and the current number as well as that is about 1500 plus. In 1986 I introduced the first computerized dedicated lab information management system known as LINZ for the first time in India the lab when I joined was testing about 30 patients a day and by 1986 the workload had gone up to 60 patients a day and relatedness up to 15,000 patients in a single day and thus here as I mentioned earlier we tested nearly 10 million patients this required the services at that time in 1986 two typists who would continue to bang on their typewriters and turn to onwards. The day one of the typists was absent all hell would break loose thus the first software program was written for a lab in India. Thus we were able to fully computerize our lab operations we did not have to type the reference pages because the normal lab is on the right hand side and the abnormal ones would automatically get highlighted this was the second game changer in the lab of the line in India. In 1989 we were the first private lab in India to start each IV or age testing. Secondly the introduction of the second generation auto-realizer known as DMITRT717 was the next game changer in the industry and became the first lab in India, Middle East and South East Asia to install such a chemistry auto-realizer. This instrument revolutionized lab testing in India. The instrument had a speed of 660 samples in one hour this was also the first such instrument supplied between West Europe and Japan including Africa with this we also produced a unique blood collection system by a vacuum tube so it was vacuumed in us for the first time in India till then we were using sedative needle which you must have seen in your test. The next game changer was 1994 Corning clinical laboratories now one of the first laboratories invited me to the USA to visit their biggest retail world lab in New Jersey and visit the recording headquarters in New York State we became partners for the first time we could send to America sophisticated blood tests that were not available in India and that through our challenging the Indian mission in the Philippines converted them in US dollars thanks to the new liberalization of the Indian economy by Dr. Manmohan Singh and sent them to the USA. In 1998 the third largest laboratory in Australia known as famous laboratory in India. I gave up to take operation head on by creating more labs and collection centers this is the story similar to that of McDonald's entering Philippines and being beaten there by the local fast food chain known as Jolly Beans you can see it was another David and Goliath story. Then in 1999 we became the first Indian lab to install at that point of time the world's most prestigious triple T lab software or LISP. It gave us an interview for the first time at a through bio-directed interface wherein the diagnostic machine would directly talk to the computer, the central computer it also gave us the connectivity between other labs and hospital labs though the software was in Unix and the database was unified 2000, its uniqueness was truly amazing. Later in the year 2012 we had another upgrade of the lab information management system and we changed it to a new head mode as it solids. In 2003 we had to reject an offer of 50 verson JV with the largest labs in the world known as Quest Diagnosis of the Indian India. Again we retrieved the game and in fact many people would know that Quest Diagnosis which is the world's largest lab chain is listed in India. In 2005 with which every part was required 26 verson JV and invested 28 crores in our business. Also in 2005 cooperating of the business by a national of C00 Oman Chandra a former IIM M. Ravad graduate and X Sender Sanctiver Monsanto and Land Maxi. In 2010 opening of Asia's biggest laboratory having recovered an area of 85,000 square feet and growing in New Delhi. And finally from 2000 verson JV we are currently operating the HUB and scope mod by organising 172 labs all over India more than 1550 connection centers and picking up samples from another 7000 pick up points which include later hospitals like Melanta Max and many more all over India and testing 50,000 patients in a day. Now I would like to share some experience with you that what are the qualities which I feel are important into becoming a successful individual. The first thing is that as Indians we always fail failure. So in my opinion by and large many Indians are afraid to fail and therefore one of the best policies we as Indians have in mind is that if you don't work at all you cannot win. This is a stark contrast to the most successful people in the western countries that even trying and ultimately success comes. Remember that in every failure there is a very strong learning that will prevail you to success in your next venture. My mantra in life has been to research, plan and then execute and this mantra will normally not hit you down but there can be times when you may feel that the world has come crushing on you. I think every individual in the life has had this feeling. Thomas Alva Edison the noted inventor of God knows how many things in the world was also the inventor of the electric bulb but I bet you don't know that before he hit the bulb going for the first time he had failed 10,000 times. Next I would like to say that we Indians are very intelligent individually but I keep telling everyone that collectively we could not have gathered a bigger bunch of fools. For this I will tell you a story of Sir Kruel Sena who noted to the back group and politicians who said in a very old edition of film magazine Filmfare were asked by a reader in the question answers column. He was asked name any people who be like this. To this short will answer I, me and myself as if we did not like any both of us. This about the entire story of us Indians who like ourselves so much that we become incompatible to work as a team. I would like to emphasize that teamwork is what is going to get you and our country ahead in these time lines when the world economy keeps going in the recession. If you are an interlocutor fundamentalist worker of teamwork only then will our country or your company go to greater heights. When you have become the CEO of the member of one such company and you have automatically made your position next to great visionaries like Jack Welch and Ryan Moody as well. So everything is possible in India. Now I would like to talk about being an athlete but a corporate athlete. Since I am a medical doctor and my company sees nearly 15,000 patients in a day I see a fair number of patients in what we call non-communicable diseases or NCDs. India is now recognized as being the diabetic capital of the world with approximately 6.5 crore India suffering from diabetes 18 crore India suffering from high blood pressure and of 3 crores suffering from heart disease another 28 lakhs suffering from cancer crores suffering from obesity, lakhs suffering from kidney and liver disease. Even the government of India has woken up at this time in the new budget they have said that they will be introducing a program in which 2 lakh more kidney patients will be given dialysis. By now you must have heard of people in their 20s and 30s dying from heart disease diabetic or cancer. Please remember that a healthy mind is a healthy body and previously a healthy body is a healthy mind. All the diseases that are included in the term NCDs or non-primitive diseases have a genetic element which broadly means that your parents have a large hand in passing you all these genes to make you thrown to these diseases. My dear ladies and gentlemen please remember that you can change everything in the world but you cannot change your parents In other words, you will do sweet nothing about the diabetes high blood pressure coronary artery disease or cancer genes that your parents have passed on to you. But the other great element of practice given to these full-fledged diseases are purely due to yourselves because of your altered lifestyle. Thus these diseases are also known as lifestyle diseases whose advent is purely in your hands. Therefore, I implore all of you not to all bring to these so-called lifestyle diseases. For this, you should have an exercise or a minimum of around 45 minutes every day at least 5 days a week. Once you have joined business or you are already in business you should think of either playing simple walking, jogging or swimming or any other activity which burns up calories. You would be basically surprised to know that all long-distance runners and other athletes secrete large numbers of quantities of hormones in the brain known as beta endorphins. This is a morphine-like alkaloid and gives you a natural high. Morphine gives you a high. This is secreted in your own brain known as beta endorphins and it gives you a high. So, if you are a divine sportsman to be dogal persons who do not prove that I like everybody, just imagine if you say, oh, me, the dog is sitting who was standing here is a very dogal man. So now you can see that not only regular exercise can keep you all healthy and from ever-fabulous diseases but also keep you mentally alert and capable of generating great ideas and taking your companies to even greater heights. So the next question I would like to ask for you is, how did we transform from a family business to a coverage entity? And now, by the way, I want to mention that we went public about two and a half months back and our public issue as we waited as one of the best IPOs in the last five years we started off at 550 rupees a share and really 24 hours down to 50% now daily even today and about 929-30 rupees. Siddhartha, what it is for me to undertake at this point in time is what you would definitely want to know is despite the fact that you have grown from where you've grown and you understood exactly what you were done what were the challenges for you to have actually come here in terms of advertising considering that doctors, as professionals and hospitals use the advertising medium and how you leverage the auto industry specifically. Yeah, so doctors are not supposed to advertise they can pass on a goodness I told you about non-communicable diseases, etc. But we have to do we're bringing awareness and, you know, education so what we have to do is we have to make patient literature and this helps us in, you know, diving the disease is important rich and simple content and it is available with us with the address on how the patient must go where he has to go. Secondly this information literature is very focused and it's high utilization and it's very practically specific input for example, you know, cardiac disease is one cancer of the other or high blood pressure and diabetes. Customers find an easy correlation of the symptoms and further call to action to help them in getting a test done and we also have to give these information editors rules and rules, instructions to help the customer change their lives, advocate, and engineer. Then we have the second part of analyzing known as preventive package promotion through favorable insertions and these are traditional but most effective way of promotion almost half the cost in the abandonment of giving up to a very favorable result. And the next point here is that we use this to promote again lifestyle diseases and how to cut them down and preventive packages promotion. Also this acts as a reminder for customers, relevant customers get a push for their testing. This also helps the peer pressure from building up in the family to go for regular testing as it is has a high share of life most of us Indians we don't want to over test because whatever will happen should happen or will happen but that's not the right way. Outdoor media as Swara told you especially in UP in Gehar you can put up big boards I have seen boards on the way to Rani K, Nani Harle etc of doctors in India so and so is the neurosurgeon etc and those retro boards etc and this helps in building brand and product majority get used for product promotion also it's a mass media promotion where multiple eyeballs can tell the community can tell the communication to get noticed and finally it helps to improve the brand recall majorly we have used it for a new location branch thank you very much