Gender bias won’t be gone unless we change conditioning at the core: Neeja Shah Goswami

Adgully has consistently celebrated and acknowledged the accomplishments of women entrepreneurs and leaders in various sectors. One of our notable initiatives, W-SUITE, focuses on highlighting extraordinary women achievers in the Media & Entertainment, Advertising, Marketing, PR, and Communications industry. In this updated series, we aim to explore how women leaders adeptly manage their teams and overcome challenges in the dynamic landscape of their respective industries.

In an exclusive interaction with Adgully, Neeja Shah Goswami, CEO, Whiskers India, who is responsible for the sales, marketing, and distribution strategies of the brand and their execution, recounts the journey of Whiskers from a regional men's grooming products brand to a nationally recognized unisex grooming products brand. She has been actively working with popular television personality, actor, VJ, and youth icon Rannvijay Singha, who is the face of Whiskers. She speaks about the strategies she employs to push people out of their comfort zones to reach the utmost potential of the brand, about being a workaholic and devoting a few hours every week to enhance her skills via reading.

Sharing her views on gender bias, Neeja Shah Goswami reveals how she loves to surprise those who doubt her. Further, she points out how diversity, equality, and inclusivity are embedded within the DNA of Whiskers, which deploys ingenious marketing strategies for augmenting the customer experience. She also noted how there is an increasing demand for eco-friendly and sustainable products in the luxury lifestyle grooming products industry, given the rising awareness surrounding environmental issues. She concludes by focussing on the importance for aspiring women leaders to develop a resilient approach to learn from setbacks and drive the business towards growth.

Could you take us through your journey of building Whiskers from a regional organization to a brand that is recognized nationally, navigating the sales, marketing, development, and distribution strategies?

I took Whiskers, which is a premium quality unisex grooming products brand under my wings to expand its business nationwide. I am accountable for the brand’s sales, marketing, and distribution strategies along with their implementation. To expand the presence of Whiskers, I have been coming up with innovative media and market mix to reach out to different demographics of India. In addition to this, I have been responsible for making decisions for Whiskers’ various new product lines and increasing its product categories to work towards making Whiskers reach newer heights of expansion. When I started, Whiskers was a regional men’s grooming products brand available across the city of Ahmedabad. We decided to partner with MTV Roadies fame celebrity, Rannvijay Singha by making him the face of our brand. This collaboration further aided in making Whiskers a nationally recognized brand as the youth and Gen Z easily connected with him and started to take notice of the brand. I have been actively engaging with Rannvijay to ensure a continuous drive for Whiskers’ advancement and future growth.

What are the challenges that you have faced as part of your role as the CEO of Whiskers and how have you overcome them?

As a CEO initially, there was a lot of resistance to breaking the traditional mindsets of people on staff and with colleagues, because I wanted to change a lot of things such as traditional accounting, production plans, inventory management, warehousing, staff, and systematic reports. I had to implement a lot of systems and automation to get transparency, which was pushing everyone out of their comfort zone. But I guess that’s my responsibility to push people out of their comfort zone, introduce them to their potential, and guide them toward the brand’s potential.

How do you effectively maintain a balance between your professional responsibilities and personal well-being as well as your family obligations?

I have a routine and I try to stick to that. I try my best not to bring my work while I am with family, and if I have to, then I make sure I schedule it where each of it can have my undivided attention. So, work and family are something I have learned to balance. Personal wellbeing is a constant practice. Being a workaholic, I have to constantly push myself for personal hours every day, whether it’s meditation, walking, or exercise. I do spend a good few hours every week learning and updating new skills through reading, etc.

What are your views and observations on gender bias in the professional world and how have you as a woman leader prevailed over barriers related to gender bias in the same?

I don’t think gender bias will be completely gone unless we can change the conditioning at the core. I look at myself as a leader or entrepreneur, but the world is constantly analyzing me as a woman leader and that includes every employee, supplier, and client. But I love to be underestimated and then keep surprising those who doubt me.

What are the strategies you employ to motivate, mentor, or inspire your team members to give their best and overcome challenges? How do you foster an environment of employee well-being, support, and positive work culture within your organization?

One of the main strategies I employ to inspire my team at Whiskers is to constantly encourage them to work in a team and provide tasks that require teamwork. This activity aids in building rapport between my team members. I also make sure to support the team who work tirelessly to fulfill our vision.

I believe leadership does not just involve mere task delegation, it involves taking accountability and driving tasks to completion, even if it requires personal involvement to meet the deadlines. Thus, I make sure to set an example for my team and be there for them whenever they are faced with any challenges.

Diversity, Equality, and Inclusivity are integral values that every organization strives to uphold. How does Whiskers as a unisex luxury lifestyle grooming brand promote and advocate these values within its organisational structure?

At Whiskers, our commitment to diversity, equality, and inclusivity is not just a statement but a guiding principle embedded within our organizational DNA. We actively promote and advocate for these values through various initiatives and practices. Firstly, we prioritize diversity in our hiring processes, actively seeking out talent from diverse backgrounds and communities. We believe that diversity fuels creativity and innovation, enriching our brand and enhancing our ability to serve a wide range of customers.

Secondly, we foster an inclusive work environment where every team member feels valued, respected, and empowered to contribute their unique perspectives. Additionally, we regularly review our policies and practices to identify and address any barriers to equality and inclusion. This includes implementing flexible work arrangements like working from home, offering comprehensive benefits packages, and providing resources for professional development and advancement opportunities.

Overall, diversity, equality, and inclusivity are fundamental principles that guide our actions and decisions every day. We are committed to creating a culture where everyone feels seen, heard, and valued, both within our organization and in the broader community.

What is the target group of Whiskers and what are the marketing strategies that it deploys to reach its target consumers effectively?

The primary target group of Whiskers has been Gen Z, although we have seen that acceptability is through different age groups, which can be seen as an add-on to our target audience. We have tailored our marketing strategies to attract the Gen Z audience. All our marketing campaigns have been curated keeping the needs and likes of Gen Z. We have built a comprehensive marketing strategy revolving around strategic development, efficient marketing, clever distribution, constant product innovation, and improving the overall consumer experience. One such strategy involves the naming of the product lines of Whiskers. The fragrance range named Satan, Blood, and Ronin is inspired by the “Villian” theme as popular characters like Joker in the Batman series are revered by Gen Z. The story behind their naming was that Satan is the counterpart of God, who is after Blood and his best warrior is Ronin.

What are the trends in the luxury lifestyle grooming products industry currently and how important is grooming for boosting self-confidence for women and for their overall professional development?

In the luxury lifestyle grooming products industry, several trends are currently shaping the landscape. Firstly, there’s a growing demand for sustainable and eco-friendly products, driven by consumer awareness of environmental issues. Secondly, gender-neutral/ unisex grooming products are gaining traction, with Gen Z consumers seeking products that align with their values. Additionally, there’s an increasing emphasis on wellness and self-care, with products designed to promote both physical and mental well-being.

Grooming plays a crucial role in boosting self-confidence for women and contributes significantly to their overall professional development. A well-groomed appearance not only enhances one’s physical attractiveness but also communicates professionalism, attention to detail, and self-respect. Moreover, the act of grooming can be empowering, providing women with a sense of control and confidence in their appearance, which translates into greater confidence in their professional endeavours.

What, according to you, are the major challenges facing women and women leaders in the professional world today and what are some ways to successfully navigate through them?

Women today are skilled and reliable, but they are always judged for being too ambitious if they choose work over family or kids or whatever. If we stop judging her for the choices she makes for her professions, we will be able to use a big talent pool waiting to explode. Instead of over-burning themselves by being a multitasker, women should try to give designated hours to work and family. For that, our work environments also need to be more respectful of everyone’s personal or family time. We need to narrow our focus and practice work while we work in an environment.

What advice would you like to give to budding women leaders willing to overcome challenges and contribute positively to their organizations?

The advice I would like to convey to budding women entrepreneurs is to believe in themselves and recognize their inherent strengths and capabilities by pushing themselves out of their comfort zones. By embracing their unique strengths and abilities, women leaders can inspire others and create a more inclusive and supportive environment to positively contribute towards the growth of their organization. The most important thing to remember is not to be afraid to take risks, as it is not about making flawless decisions, but about resilience in learning from setbacks and rising from rock bottom situations to steer the business forward.