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Aster Retail UAE (A): Connecting Employe...

Varkkey, Biju, Tri...

Case

Aster Retail UAE (A): Connecting Employees, Customers and Business Results

Varkkey, Biju; Trivedi, Bhumi

IIMA-HRM0244 | Published March 12, 2020 | 33 pages Case

Collection: Indian Institute of Management, Ahmedabad

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Aster Retail (AR) is the retail pharmacy division of Aster Dr Moopen's Healthcare (ADMH) Group. The group delivers healthcare services across the Middle East, India and the Far East with a portfolio of hospitals, clinics, diagnostic centres and retail pharmacies. AR, under the leadership of Chief Executive Officer (CEO), Jobilal Vavachan, is well known for its people-centric approach, unique culture and innovative human resource (HR) practices. AR has won multiple awards for HR practices, service quality and business performance. In a recent corporate restructuring, "Aster Primary Care" was carved out, combining the group's Clinics and Retail businesses. The case discusses the evolution of ARs' HR journey and the challenge to integrate culturally diverse businesses, without compromising ADMH values and promise, "We'll Treat You Well."

Understanding the framework created by Aster Retail to imbibe company values in employees and creating a work culture surrounded by continuous learning and development to deliver exceptional services to the end customer. What made AR successful in winning of employees and how could the HR transform employee loyalty and commitment into delivering excellent customer care. Analyzing AR's approach of motivating front line by creating initiatives and opportunities to showcase creative ideas and exploring new ways of driving performance. With the creation of Aster Primary Care (APC), de-constructing the challenges coming its way and how Jobilal and team plan to outshine them.