Know thy Sister Concern was a winning idea from the Festival of Ideas that introduced employees of one company to employees of affiliated companies in order to instil in them a sense of understanding of the breadth of the Group that they work for. In what were fun and informal gatherings where employees of different Group companies switched places and thereby got a better understanding of the life and work of their ´sister concerns.´ For example, an Apeejay Tea employee spent time at Apeejay Shipping, while the Shipping employee found himself in the kitchen of The Park Hotel, and an Apeejay Real Estate employee went into the classroom of the Apeejay Institute of Hospitality, and so on.

The highpoint of this idea being executed was when many employees from various companies went aboard the APJ JAD, Apeejay Shipping´s massive bulk carrier, captained by winner Swarup Datta. On May 4, 2010, APJ JAD berthed for 2 days at the Haldia Port and employees from all over, who had kept their bags packed and ready, went through the tough clearing formalities at the Haldia Dock, felt the excitement of walking the gangway, got a tour of the entire vessel and then a massive celebrations lunch on the bridge. This was the first time ever that Apeejay Shipping´s bulk carrier had hosted so many people who were not its crew members!

Anindita Mukhopadhyay said, "It was an extremely thrilling experience, like visiting the Titanic⋅⋅⋅ "

Owing to the diversified nature and geographic spread of operations of the Group, Apeejay People who had never met now understood and respected each others work domains. We think Know thy Sister Concern was an extremely special idea.