They are changing the rules of the game in every area, so why should start-ups treat designations and job descriptions any differently? In Gurgaon, Mobikwik has a Chief Happiness Officer (HR Managers are old-school). Another business card that merits full points for creativity: Jack of Jugaad.
The founder and CEO of this online wallet service provider (which stores your credit card information along with shipping addresses and more), Bipin Preet Singh offers an explanation for this. "I started this company in my flat. We all worked from two tables in my drawing room. So it never occurred to me that we are going to build lot of processes or hierarchy in the organization."
The informality that comes with a garage-shop mentality has extended to job profiles. Traditional is yawn. Abhinav Choudhary, an IIT Delhi graduate was among the founders of a start-up four years ago. He is CEO - but the "E" stands for "Everything" not "Executive". This sort of lingo, he says, makes the mood lighter in interviews, allowing him to draw younger candidates.
"The work is serious responsibility," he says, "but along with that there is something new on offer."
Garima Gulati Bhutani, Mobikwik's Chief Happiness Officer, says the title isn't fluffy. "After discussion we decided on this because we wanted to have a broader role wherein a person can be placed such that whosoever has any issues can walk to the HR and talk, so HR didn't make sense." A rose by any other name? Get over it, Shakespeare.