Master of Makeover

Her new- age brands and peo­ple poli­cies are trans­form­ing the com­pany.

Business Today - - THE MOST POWERFUL WOMEN IN BUSINESS - By AJITA SHASHID­HAR

NIS­ABA GO­DREJ, the Ex­ec­u­tive Chair­per­son of the ` 10,000 crore Go­drej Con­sumer Prod­ucts, has been try­ing hard to change the over-100-year-old con­glom­er­ate’s old-econ­omy im­age to a con­tem­po­rary and vi­brant one whose prod­ucts ap­peal to the mil­len­ni­als. And she is not do­ing it by launch­ing new vari­ants of the soap that her com­pany has been making since 1918. The cat­e­gories she has en­tered are un­doubt­edly ex­ten­sions of the com­pany’s tra­di­tional per­sonal wash and hair colour busi­nesses, but now they cater to the new-age con­sumers. Be it crème-based hair colours, a wide range of sa­lon hair prod­ucts un­der the B-Blunt brand or the Good­knight Fab­ric Roll-on, Nis­aba has en­sured that her brands would res­onate with the cur­rent gen­er­a­tion. But brand in­no­va­tion is just one part of the trans­for­ma­tion story. Nis­aba is also ush­er­ing in a huge cul­ture change by at­tract­ing young tal­ent. Work­ing as the HR head of Go­drej In­dus­tries since 2009, she has been pitch­ing her non-hi­er­ar­chi­cal set-up that en­ables quick busi­ness de­ci­sions and faster growth op­por­tu­ni­ties – a stark con­trast to the ex­ist­ing MNC cul­ture of top-down for­mat and global dik­tats. Her strat­egy worked and she got se­nior pro­fes­sion­als on board. For in­stance, Nis­aba hired Bain & Com­pany Part­ner Vivek Gamb­hir as the Chief Strat­egy Of­fi­cer in 2009. Gamb­hir is now MD of the com­pany, which once again proves the suc­cess of Nis­aba’s makeover bid.

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