Mallika Srinivasan, whom her colleagues describe as someone with a natural instinct for marketing, has inordinate respect for the views of the end-users, and spares no expense for a chance to listen to them. On her trips to rural areas, she always makes it a point to stop at tea shops and get into conversations with people. A Business Line story says: Every morning she gets a stream of text messages from distributors on rainfall in their respective areas. “They say the devil is in the detail, but God is in the detail too,” she said.  Article