Being the third largest in the world, Indian Retail employs only 7 per cent women of the total retail employees. It seems there is a total emptiness in the industry when it comes to counting the number of women leaders positioned at higher ranks. Yet, these 7 per cent women leaders in Retail scripted a power packed performance story.
We have entrepreneurs’ including Richa Kar, Suchi Mukherji, Radhika Agarwal, Shubhra Chadda from eRetail who have made their own ways into the segment by conceiving, bringing and establishing brands like Zivame, Limeroad, Shopclues and Chumbak. In Real Estate too, we have women leaders including Priyanka Mantri, Uzma Irfan, Benu Sehgal, Dinaz Madhukar, Pushpa Bector helming their respective mall businesses. Also, women C-level executives like Shriti Malhotra and Rachna Agarwal brought remarkable growth to their brands by introducing best practices in their respective businesses. Not to forget contributions from Retail Entrepreneurs like Roheena Nagpal, Mira Kulkarni, Anita Dongre (AND), who have made the Retail industry proud.
Moreover, retail experts have indentified their consumers as ‘she’ across categories like fashion, grocery, beauty and wellness, jewellery and the likes.
What brands are doing today?
Saluting this very spirit of women leaders and women consumers, brands too have come up with their own ways of celebrating the day with equal spirit and vigour. For example, Easyday, a chain of supermarkets has organised a creative workshop today exclusively designed for women to educate them on important safety and security tips. The workshop has been conducted with a strong vision to make a significant difference in the society by educating women to handle complex situations. Organised across 210 Easyday stores, the programme witnessed participation from women from all age-groups across various cities and towns.
The specialty retailer Titan Raga has brought a new campaign titled ‘BreakTheBias’, conceptualised by Ogilvy & Mather that highlights the issue of gender biasness at workplaces. The film leaves the audience with a very powerful message - ‘Change the way you look at a woman’s success. She is unstoppable now.’
Online fashion retailers, Myntra and Jabong have also launched their Twitter contests to engage audience wherein they are inviting female consumers to participate. Here women can post their pictures by breaking fashion stereotypes to win exclusive merchandises.
Likewise, Landmark group’s retail brand Lifestyle has started a social media contest titled #MyBestMe on Women’s Day at 11am. In the form of gratifications, the brand is offering free dresses, footwear and handbags.
Another brand Holii has launched all month long celebration with an exquisite limited edition of silk scarf worth INR1500 free with every bag.
Clearly, such occasions connect brands with a wider consumer base and enhance their business model.