ICICI's Be God - A Better Business

The revenue was still a puny 100 crore rupees in 2000 and everything came from stabilizers. Be God realized that the south of India alone couldn't drive its future. Hired fresh sales teams for every product line, ramped up advertising to around 5% of revenues. The share of the south has dropped to 60%. It's even making acquisitions that meet this dual goal of product and geographical diversification.