Kumar says that Idea's success has demolished the long-held belief that the Birlas can't run consumer businesses.

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Many Indians may view the prominence of Ambanis, Birlas and Tatas as part of the natural order of things.

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In a first for the Birlas, Kumar introduced a retirement policy and started hiring experienced executives from outside: Hindalco's Bhattacharya was a 28- year Unilever veteran when he joined Birla in 1999.

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While older business families such as the Tatas and Birlas have a long-established tradition of charity, the more recent wealth creators have yet to open their purses in a big way.

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