MUMBAI: Former IPAN president Rajiv Desai who made his exit to start his own independent communications outfit intermittently named 'Comma'- the full form being communications management, explains why this move and his future plans on this initiative.
 
 
Desai explains that the public relations industry at large has evolved to a stage where it needs to take a frog leap. According to him, the communications industry needs to get specialised whereby different strategies need to be put into use for different sectors of the industry. For instance the HRD sector has its own ways and the banking sector needs to be dealt with very differently.
 
 
In his early days, Desai started a paper called India tribune in the US, which he says is still flourishing. His return to India saw the set up of IPAN. Comma will be Desai's third start-up. Speaking on the same, Desai says, " This is my third set up. Comma means making sense of jumbled words; it also means a pause which therefore signifies continuity."
 
 
Desai has some big plans lined up, the details of which he is not ready to reveal as yet. But he feels his experience in the communications industry will definitely help him in good stead.