V. Shankar’s Post

What is your company’s mission? A clear and inspiring corporate mission that rises above day-to-day activities is essential for long-term success. When I founded CAMS, we were deliberate about this. While the daily tasks ranged from repetitive to intellectual, we anchored our efforts in a mission: to bring Mutual Funds to the Indian retail investor. I firmly believed then—and still do—that Mutual Funds are the best way for retail investors to participate in the capital markets. This mission shaped our journey. At a time when Mutual Funds were largely misunderstood, and skepticism about them ran high in a Fixed Deposit-dominated environment, we took on the challenge. We evangelized Mutual Funds across Tier 2 and Tier 3 towns, tirelessly engaging with brokers and distributors to build awareness and trust. It was hard work, requiring significant investment and effort, but it was always clear why we were doing it. We embedded this mission into the DNA of the company. Every employee, regardless of their role, understood that their work contributed to a larger national goal. This sense of purpose created a culture where people stayed, often for decades, and our clients recognized us as true “missionaries” in the Mutual Fund space. However, I’ve always believed that a mission alone isn’t enough. Stakeholders—whether employees or clients—must be rewarded for their contributions. While monetary rewards are crucial, the satisfaction of being part of a meaningful journey is also a powerful motivator. I worry that when employee compensation or company valuation becomes the sole focus, challenges inevitably follow. Just as companies should compete on price PLUS quality, their retention strategies should focus on compensation PLUS work satisfaction. A strong mission doesn’t just inspire—it sustains. What’s yours?