[eebill] just sit back and enjoy

[Rajesh R.]

(ROCE is Return on Capital Employed)

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Goenka now shifts to another family business: the ultra-expensive GD Goenka
schools. (The new school at Gurgaon has a fees of Rs 14,00,000 for boarders.
People can even pay in dollars.) “It’s an interesting business,” he says.
“What’s the ROCE,” I am eager to know. “I don’t know. But once your brand is
established, you just sit back and enjoy. You don’t have to do anything,” he
replies.