Few businesses of any kind today are as fiercely competitive as those that provide communication. People in virtually every corner of the globe expect technology and service of the highest levels, as careers and social lives increasingly rely on IT advances and continually expanding opportunities to transmit ideas, information, finances, and virtual commodities ranging from songs to commercial video applications. The communications company not in step with the latest evolutions in the field is the company not likely to be in the market for very long.

That is, in today’s world, common knowledge. What sets Dhiraagu apart is an altogether different kind of priority. Dhiraagu does fully understand the need to be state-of-the-art, of course; the company could not have achieved its level of success otherwise, since the best team is still only as good as the product it provides. Then, and not surprisingly, quality of product tends to inspire a similar quality of staff. People generally feel better about their work when they know they are delivering the best, and feeling better usually translates to excellent, committed performance. Dhiraagu, however, places its key emphasis on something other than product or services. For this firm, there is simply no more valuable asset than the people who make it what it is. In following their lead, as it were, Dhiraagu ensures its own, continued success.

The concept of viewing staff as a priority within a business is a relatively new one. Business models of generations past often treated employees as disposable components, and rarely saw any advantage to fostering working conditions and offering multiple benefits unless compelled to by law. There were always, it was widely felt, others who would be happy to step in and take the job rejected by the dissatisfied employee. Then, and remarkably late in the commercial game, business began to realize a few inescapable facts. For one thing, it costs a great deal of money to bring in and properly train new people. For another, the atmosphere and working environment of a business visibly suffers when the people are unhappy, and this invariably hurts the business itself. Also, and perhaps most importantly, in treating every single employee with respect, and as an individual capable of greatly improving the business in ways large and small, a company then enables a working situation both civilized and highly constructive. Investing in the people means something of an effort for a business, but the rewards, as Dhiraagu has discovered, are immeasurable.

The list of benefits Dhiraagu offers to its associates is lengthy, and many of them can be found within the practices of other firms. Medical benefits, for example, are hardly new items in progressive companies. It is the philosophy behind the Dhiraagu benefits package, however, that is what matters. Listed, they may appear to be dry, uninteresting inducements, but there is a guiding spirit behind their presence that makes all the difference. A business will typically assert, for instance, that it promotes advancement within the ranks, then seemingly render such advancement extremely difficult for the employee. At Dhiraagu, the belief is that an active encouragement of advancement brings out the best in people. The logic is basic: the associate who wants to move up in the company because they believe they have something valuable to offer is already a unique and valuable employee. Such people are assets no company can afford to overlook, and Dhiraagu remains committed to promoting such growth.

Then, no list of benefits can properly convey the humane and genuinely caring creed Dhiraagu exercises in its relations with its people, and this very much includes an understanding that work is not the most important thing in a person’s life. Dhiraagu is not embarrassed to claim that its workforce is, in a sense, a family, because the company is absolutely intent on respecting what family means to its people. It knows that, in honoring the personal lives and responsibilities of its people, it generates the same kind of authentic relationship. This is why the Dhiraagu social events are unfailingly popular; they are not about any pretense of commitment to employees, but are enjoyed as the real celebrations of diversity and humanity the company prizes in its people.

Similarly, Dhiraagu has found that the very elementary practice of recognizing excellence in associates generates a good deal more of the same. This fortunate result was not, incidentally, the reason behind the company’s decision to reward employees. No strategic meeting was held wherein research was pointed to as demonstrating economic advantages to bolstering individual performance, or merely giving credit where it is due. Rather, the company felt from the start that great work deserves to be singled out. It was, and is, that simple. That this encourages others is a benefit Dhiraagu is happy to enjoy because it completely relies on the benefit to its people. This is particularly noticeable when the company hosts its gala recognition celebrations. These events serve to reinforce the company philosophy, while allowing for a truly fun evening for all the people who have worked so hard for Dhiraagu over the year. Awards are presented, applause is freely – and loudly – given, and the feeling of unity between all the associates of the company, regardless of rank, wins the day. Ultimately, no person with Dhiraagu doubts that the company is there for them, and happy to have them in the Dhiraagu team.

Staff recognition and encouragement are, as noted, fairly common corporate agendas today. Nonetheless, few companies invest them with the genuine spirit that Dhiraagu maintains at its core. The company understands and happily accepts one basic principle, above all: product aside, it is nothing without the contributions of each and every associate and employee. In a very real sense, Dhiraagu owes its continued and growing success to a kind of reverse policy, in that the company exists for the people within it. By “following their lead” and demonstrating a true appreciation of who and what they are, Dhiraagu becomes the top-flight, successful, and very unified organization all concerned wish it to be.