Women in Management

Namita Chowdhary is an adjunct faculty in Marketing at PSB. After nearly two decades in marketing and brand building for the tobacco and liquor industry, she and Vishal formed a brand consulting practice. An alumnus of FMS, Delhi, Namita has been instrumental in successful launches of some Healthcare Service brands.

In this interview she talks about her journey in the big crazy world of brand building in premium luxury categories.

Ø What made you take up marketing of tobacco and liquor products in your career?

In my very first interaction with the Marketing Team at Godfrey Phillips I found the place highly energetic and creative. GPI had an international tie-up with Phillip Morris, US. The mindset in India operations was very dynamic and I found the prospect of Marketing Life Style product very exciting.

I had the wonderful opportunity to create a new Brand Promotion Cell. As part of the Marketing department the Cell was responsible for creating consumer contact programmes, brand building activities, advertising and PR. Had a great team and leadership support to create concepts like Four Square White Water Challenge, Red & White Bravery Awards, Four Square Theatre, Rothmans Club, Jaisalmer programme etc

Liquor was a natural progression from Cigarettes in a way. It had lot of common grounds. The time was right, multinationals were entering India. Got a chance to be part of start-up team of Seagram and revolutionize the Industry with FMCG practices and business philosophy

Ø What was the reaction of people close to you – family, friends and relatives?

My father has always been very encouraging and ambitious for his girls. He is a great believer of ‘woman power’. He has instilled a deep sense of self reliance and confidence in us. He was really proud of me being one of the first (and very few) senior woman manager in the men’s industry and the recognition that it brought.

My husband is my biggest strength and support. Like a rock he has always stood by me. He is my intellectual and creative mind-partner. Professionally we learn a lot from each other. On personal front he not only made all the adjustments to my travel, late event hours, and chaotic deadlines but also boosted my confidence to take on more.

My daughters are my soul- mates. They take pride in my work and never ever grudged on my commitments or timelines. I feel my work has some what helped make them more responsible and independent girls.

Ø What were some of the professional gains from the experience of marketing such fine products?

I come from the experience of working in regulated industry. It’s a challenge that makes you an exceptionally creative thinker. The products are lifestyle products with strong brand identifications. Brand Building is critical. This created a very sharp focus on Branding issues, Advertising and deep understanding of Consumer Insights.

I was also lucky often to work with significant marketing budgets and at a scale that any marketing professional will die for!

Ø As a woman manager, what was your experience – support, discrimination, bias or prejudice?

I have thoroughly enjoyed every bit of my work and the work environment. Both at GPI & Seagram I was always ‘One of the Men’ as far as work is concerned. I have worked extensively with Paan walas, Liquor shops, bars on one hand and 5 star hotels, prestigious clubs, fashion events on the other. In my last assignment I was heading both Sales & Marketing for Groupe Pernod Ricard, a French Liquor Company that bought over Seagram in worldwide acquisition.

I have always maintained that if you are confident & earnest in your work then gender is never an issue. I have done all kinds of daring work in my profession but tried to keep certain dignity and honesty of purpose. In fact I can say that being part of a very small select group of women managers in these industries was a privilege and I would not like to have it any other way.

Ø How was it to make a transition from the corporate world to your own consulting practice?

Brand Parenting, set up in October, 2001, is a boutique Consulting Company focused on creating winning brand strategies for its clients. The partners collectively have over 30 years of experience across different industries. HealthCare and Lifestyle products are two major focus areas.

The objective is to offer this rich resource and cross-industry knowledge to both mid size and big size companies. We act as extended Marketing Arm of the client and work both on assignment and/or retainer-ship basis.

The transition to Brand Parenting has acted as an intellectual catalyst. With an opportunity to work for different products, one is always learning something new. There is never a dull moment. New brands, new products, new industries! In the process of working with different companies, one also gets a chance to observe the corporate dynamics more closely. You also learn to work with people with varied backgrounds, culture and competences.

Ø What have been the high points of being on your own?

Flexibility & Creative Freedom! Professionally work is more stimulating and varied. Personally now I have chance to experiment and experience new things in life. I am more conscious and aware as a person. I have time for myself. Yoga has added a new dimension to my life. I am a trained Yoga teacher helping others in enhancing their total wellbeing.

Ø From experience to teaching – any challenges?

Yes of course. I have had to go back to text books!

At Pearl School of Business we have a very dynamic approach to learning. Both our BBA & MBA programmes are driven by real life experiences and integration of different study streams. This has obviously given me a chance to share nuggets of my industry experience and build a theoretical context to the same.

Another welcome challenge has been the challenge to keep students’ enthusiasm sparkling and nurture their personality and confidence to be winners in the real business world