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  • The Anatomy of a Winning PR Campaign: Key Elements for Success

    This article has been contributed by Sanya Bajaj, Founder, Column Inches.

    Brands use PR to stay in the public eye, whether they are startups trying to get noticed or established names looking for a refresh. Airbnb’s “We Accept” campaign stood out because it championed inclusivity in a way that connected with people worldwide. Fintech companies like Revolut do not just announce new products—they use PR to challenge traditional banks by being upfront and transparent. In healthcare, Pfizer demonstrated how PR builds trust, particularly during the COVID-19 vaccine rollout.

    Public relations is not just about crafting messages and sending them out. A successful PR campaign requires clear objectives, compelling storytelling, audience insight, and strategic execution. Some campaigns fade into the background, while others spark meaningful conversations, shift public perception, and even influence entire industries. The difference lies in understanding how communication and engagement truly work.

    Having Clear Goals 

    Many PR campaigns aim to “raise awareness” or “boost engagement,” but without specific, measurable goals, even the most creative efforts lack direction. PR should align with business strategy—whether it’s launching a product, managing a crisis, or improving a brand’s reputation. Defining success with clear benchmarks allows for better tracking, adjustments, and meaningful results beyond just visibility.

    Knowing Your Audience 

    A common mistake in PR is trying to appeal to everyone. The most effective campaigns start with understanding the target audience—what they care about, where they get their information, and how they prefer to interact with content. Brands that take the time to research, listen, and analyze trends can craft stories that truly connect, rather than just adding to the noise.

    Storytelling

    Authenticity is the foundation of great storytelling. A real story isn’t just a catchy slogan—it’s a narrative that feels personal and meaningful. People engage with brands that are transparent, emotionally compelling, and relatable. The best PR campaigns focus on telling genuine stories that evoke emotions, rather than simply broadcasting a message.

    Take, for example, a brand facing a crisis. Instead of issuing a generic apology, a company that shares its commitment to making things right—backed by real actions—will regain trust far faster than one that remains vague. Audiences appreciate honesty, and successful PR campaigns are built on genuine communication rather than spin.

    Media Relations

    Good PR isn’t just about having media contacts—it’s about delivering valuable content that resonates with journalists and their audiences. Reporters and influencers receive countless pitches every day, so it’s crucial to craft stories that stand out.

    Instead of blasting the same press release to every journalist, personalized outreach with a compelling angle that aligns with their interests is far more effective. PR teams that take the time to understand what reporters are looking for and how their publication covers specific topics increase their chances of getting coverage.

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    Consistency Across Channels Strengthens Your Message

    With digital media playing a significant role in PR, campaigns must work across multiple platforms. A press release, social media post, and blog article should reinforce each other, not send mixed signals.

    For instance, if a brand launches an environmental initiative, all messaging across its channels—website, social media, press releases—should consistently reflect the commitment, progress, and impact. Fragmented communication weakens credibility, while a unified message strengthens a brand’s position in the conversation.

    Content That Engages

    While eye-catching visuals help grab attention, real engagement comes from substance. Thought leadership, case studies, and valuable insights hold an audience’s attention long after the initial campaign launch.

    For example, a sustainability campaign that simply posts aesthetically pleasing images of eco-friendly products might get likes, but a campaign that shares in-depth insights—such as the impact of those products and real-world testimonials—will drive deeper engagement and brand loyalty.

    Timing

    A well-planned campaign can still fall flat if launched at the wrong time. PR teams must consider external factors such as industry trends, competitor moves, and current events. Being able to adjust and pivot when necessary ensures messages remain relevant.

    For example, launching a luxury product campaign during an economic downturn might not be well received. Alternatively, capitalizing on a positive industry shift can give a campaign more traction. Timing, when done strategically, can make a world of difference.

    Crisis Management

    Every brand faces challenges, and a strong PR strategy accounts for this. A crisis management plan doesn’t signal weakness—it demonstrates preparedness. Companies that respond late or poorly to crises often suffer long-term reputational damage, whereas those with a clear action plan can control the narrative and maintain trust.

    For example, when a food brand faces a recall, how it communicates makes all the difference. Brands that acknowledge the issue transparently, provide clear next steps, and show accountability tend to recover faster than those that dodge responsibility. In crisis PR, speed, honesty, and clarity are essential.

    Measuring Success

    PR effectiveness isn’t just about the number of headlines secured. Measuring sentiment, audience engagement, and tangible business outcomes provides a clearer picture of success. Brands that rely solely on vanity metrics, such as social media likes, miss the bigger picture.

    Instead, tracking audience perception shifts, changes in brand trust, and real-world impact helps PR teams refine their strategies and build more effective campaigns over time.

    PR is an Ongoing Effort, Not a One-Time Event

    Many companies approach PR as something they do when they need attention. The most successful brands understand that PR is a continuous process. Ongoing engagement with media, influencers, and stakeholders ensures that every campaign builds upon previous efforts.

    A brand that is consistently involved in industry conversations, supports its messaging with action, and remains visible beyond big announcements is far more likely to maintain credibility and influence. Rather than treating PR as an isolated effort, brands should see it as an evolving relationship with their audience.

    Conclusion

    Successful PR campaigns do not just capture attention—they create meaningful impact. Achieving that requires more than a well-crafted press release; it demands a clear strategy, a deep understanding of the audience, consistency in messaging, and a long-term commitment to relationship-building. In a world filled with information overload, the PR efforts that stand out are the ones that feel real, relevant, and engaging.

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  • Scaling a Food Business: Innovating with Tradition for Sustainable Growth

    This article has been contributed by Shaista Kausari, Founder, Mommylicious.

    The food sector faces a peculiar dilemma: expanding while ensuring stability, efficiency, and authenticity. Businesses are prone to losing their core values and compromising quality or adopting unsustainable practices while expanding to capture a wider market. However, merging innovation and tradition thoughtfully enables companies to build powerful, scalable brands that cater to the needs of modern consumers. Currently, growth in the food vertical is more than increasing production capacity, it also includes responsible practices and advanced technology that resonates with today’s mindful consumers.

    Food companies should maintain historical culinary methods with adjustments to transfer industry needs at once when consumers are looking for both authenticity and innovation. Activities that embrace efficiency that improves technology while maintaining the inheritance can lead to a competitive advantage, although massive production and rapid expansion can sometimes dilute traditional values. 

    Culinary Tradition Preservation

    Many food businesses are successful with a rooted foundation in culinary practices. Artisanal, regional, and family delicacies of the targeted area are the focal points. Authenticity creates consumer trust and serves as a backbone to the identity and reputation of a business. Maintaining roots while scaling up is however a challenge. Companies need to figure out ways to grow without altering their identity as that can greatly influence consumer trust and loyalty.

    Scaling in the food industry is particularly challenging in regard to replicating traditional cooking methods on a large scale. Some heritage brands have resolved this issue by collaborating with local producers where both parties can benefit by providing premium ingredients with transparency on both on what is provided. Others have incorporated small batch production techniques with their larger production facilities. They preserve quality without compromising on the core brand identity. Slow cooking, stone grinding, and fermentation can be maintained while scaling up the production while still ensuring the brand’s unique textures and flavors are kept untouched.

    Along with production processes, storytelling is vital in protecting authenticity. Customers appreciate understanding the source of their food, its cultural significance, and the measures taken to maintain its traditions. Companies that explain their history and core values to the target market often strengthen emotional bonds and customer loyalty. Companies can use their history as a marketing tool to guarantee that growth does not come with the loss of identity.

    Optimizing the Supply Chain

    Food waste, storage control and sourcing of components are just a few logical problems that arise as the food business grows. The supply chain can lead to inconsistent products, delays and unnecessary waste, which can all damage a brand’s reputation. The upheaval of the supply chain has made it more important than ever to create a strong, effective system for companies that can be changed over time, especially after global crises.

    Technology integration supply chain is one of the best strategies for adaptation. Businesses can reduce overproduction and food waste by using forecast systems operated by artificial intelligence (AI) to provide better prediction. In addition, foods are traced from farm to table quickly, ensuring moral purchasing and openness. Companies can avoid excessive warehouses and guarantee that the products reach customers, while they are still fresh by using intelligent inventory management solutions.

    In addition to technology, companies should prefer moral and local purchases to improve the efficiency of the supply chain. In addition to ensuring that companies have access to high-quality fresh material, collaboration with local farmers and suppliers reduces the carbon footprint related to transport. Today, many customers are actively seeking companies that prefer morally and sustainable production, and thus favorable for local procurement of business operations as well as brand positioning. In addition, the use of durable packaging options helps reduce waste and match the brand with environmentally friendly principles.

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    Leveraging Technology for Growth

    Modern technology is crucial to the development of the food industry because it helps companies improve consumers’ satisfaction, cut waste and streamline procedures. There are several opportunities for food companies to streamline procedures without waiving the main values ​​such as automation, artificial intelligence and data-driven decisions. However, the mystery is to use technology to increase the tradition instead of replacing it.

    The food industry is already changing due to AI-controlled solutions that help companies check inventory, increase the customer’s involvement and customize menuids. For example, to maximize revenues and guarantee the customer’s happiness, intelligent pricing models can dynamically change costs in response to demand. Automatic inventory systems track warehouses in real time, preventing reduction or overstall. Business machines can also predict demand patterns by implementing them after behavior, which helps improve their production and procurement options.

    Innovation focusing on stability is one of the most exciting areas for technological development in the food sector. In order to reduce the environmental impact of traditional food production, companies look at alternative components such as one-cell protein production, plant-based alternatives and laboratory-drawn proteins. In order to meet environmental consumer requirements, some companies also invest in carbon plate production methods, integrating permanent agricultural practices and renewable energy sources. However, companies should ensure that their technology fits the needs of the real world. To use Stat-Art-art views without examining their viability thoroughly created errors for some companies, which highlight the importance of strategic implementation.

    Embracing Ethical Production and Sustainable Sourcing

    Today’s consumers prioritize high stability while acting. Businesses that do not use organic production techniques and moral sourcing and risk becoming obsolete as an awareness of food waste and climate change. In addition to being social duties, the use of durable sourcing and production methods provides food companies that want to increase competitive management.

    One of the best ways for food companies to have a good impact, it is that the material must be a constant source of ingredients. This emphasizes using zero-mill production techniques, reducing solo use of plastic addiction and using purchasing components from durable farms. In addition, businesses may include the reintroduction of food waste to create new goods. Companies that successfully incorporate stability in their operations often find that consumers find it attractive, which promotes long-term growth and brand loyalty.

    Balancing Tradition and Modern Consumer Preferences

    Food companies should meet consumers’ expectations by preserving their authenticity. Today’s consumers seek facilities, health benefits, moral thoughts and authenticity. Food producers must find out how to be loyal to the inheritance by embracing modern trends to remain competitive. Health-conscious changes in classical food are an effective way to turn this balance. To live with health trends, many companies add to plant-based alternatives, cut down sugar and sodium and add super foods to their products. In addition, some companies combine classic recipes with modern components to produce inevitable fusion foods that are more consumed. Transparent marketing also plays an important role in maintaining self -confidence, such businesses that communicate their commitment to both tradition and innovation, and often gain loyalty to both traditionalists and modern consumers.

    Engaging Communities and Preserving Culture

    An effective strategy to preserve authenticity as you grow is to interact with local communities. Establishing relationships with farmers, craftsmen and neighborhood organizations helps traditional food companies stay close to their roots, which is important to their success. In addition to improving the image of the company, supportive societal-based activities promote long-term trade stability.

    Companies can strengthen the relationship for their cultural heritage by working with local craftsmen, keeping cultural workshops and buying from local farms. To ensure that their details come from both the company and the areas in which they operate, many rich businesses include community participation in their development plan.

    Conclusion

    Increasing a food business while maintaining stability and inheritance is a difficult but meaningful commitment. Companies can increase authenticity without giving up their basic principles by preserving the culinary tradition, maximizing the efficiency of the supply chain, using modern technology and using environmental practices. Finding the ideal balance between innovation and tradition will determine the future of the food industry. The businesses they do earlier for authenticity, quality and moral development will be rich in the market and help create more durable and culturally diverse food scenes.

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  • Scaling a Business While Raising Kids: Productivity Hacks for Mompreneurs

    This article has been contributed by Purba Mazumdar, Founder & CEO, JoGenii.

    Running a business is like raising a child—both require patience, resilience, and a whole lot of multitasking. As a mom of two and an entrepreneur building my startup for the last five years after a 15-year corporate career, I’ve had my fair share of struggles balancing Zoom calls with school drop-offs, product launches with bedtime stories, and investor meetings with sudden toddler meltdowns. 

    If you’re a mompreneur, you know the challenge is real. But here’s the good news: It’s absolutely possible to scale your business while being an engaged and present parent. It’s not about doing it all—it’s about doing what truly matters. Over the years, I’ve learned to optimize my time, delegate effectively, and leverage technology to keep my business growing while still being there for my kids. Here’s how you can do the same.

    1. Time Blocking: Your Secret Weapon for Sanity

    One of the biggest shifts I made was ditching the never-ending to-do list and adopting time blocking. Instead of working in reactive mode (constantly responding to emails, calls, and unexpected interruptions), I proactively schedule my day into dedicated blocks of time.

    • Mornings for Deep Work: Immediately after dropping the kids to school, I get in two hours of focused work—strategy planning, writing, or high-priority tasks that need my full attention. With my coffee in hand and the house still quiet, this is my golden time.
    • Afternoons for Meetings & Collaboration: I schedule calls and team discussions when my energy is lower but engagement is key. I’ve even had brainstorming sessions while folding laundry—efficiency at its best!
    • Evenings for Family & Personal Growth: Once the kids are home, I switch gears to spend quality time with them, followed by a bit of self-care or learning before bed.

    By setting clear boundaries, I don’t feel guilty about working when I need to, and I’m fully present with my kids when it’s their time.

    2. The Power of Saying ‘No’

    When I first started, I said yes to everything—every networking event, every collaboration, and every “quick chat” request. It was exhausting. The turning point? Learning to say ‘no’ strategically.

    Now, I evaluate every opportunity through these three questions:

    • Does this align with my business goals? If not, it’s a no.
    • Will this have a direct ROI (return on investment) in terms of growth, revenue, or learning? If not, it’s a no.
    • Does this fit within my current bandwidth without sacrificing my health or family time? If not, it’s a no.

    This has helped me free up time for what truly matters—both in business and in motherhood.

    3. Delegation: Stop Being the Bottleneck

    As moms, we tend to believe we need to do everything ourselves. In business, this mindset will slow you down. Learning to delegate was a game-changer for me.

    • At Work: I hired associates for administrative tasks, outsourced social media scheduling, and empowered my team to take ownership of projects. The moment I stopped micromanaging, I saw my business grow faster.
    • At Home: I accepted that I don’t need to be the one doing all the laundry, cooking every meal, or handling every school project. We hired a nanny and a maid for cooking and cleaning, and I involve my kids in age-appropriate chores. My eight-year-old loves “helping” whenever we ask him, whether it is organizing his bookshelf, folding the laundry, wiping the dishes after I have washed them and so much more!

    Delegation isn’t about offloading work; it’s about trusting others so you can focus on your zone of genius.

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    4. Leveraging Technology for Efficiency

    The right tools can cut your workload in half. Here are a few game-changers I swear by:

    • Project Management: Trello and Asana keep my business tasks organized and help my team stay on track. I think of my home tasks also as mini-projects to tackle them better.
    • Automations: Zapier helps automate repetitive tasks like sending follow-up emails or updating customer databases.
    • Scheduling: Calendly eliminates the back-and-forth of booking meetings.
    • Finance Management: QuickBooks simplifies accounting and invoicing, so I’m not scrambling at tax time.
    • Kids’ Routine Apps: I have used gotten my husband also to sync all of the kids’ school events, extra-curricular activities, homework and even our coffee-time together on Google Calendar. This helps us together coordinate family schedules, so we don’t miss important events, whether at home, the office or school. No more last-minute “Mom, did you sign my permission slip?” moments!

    Technology isn’t about replacing human effort but optimizing it so you can focus on high-impact activities.

    5. The 80/20 Rule: Focus on What Moves the Needle

    Not all tasks are created equal. The 80/20 rule (Pareto Principle) states that 80% of your results come from 20% of your efforts. I apply this principle to both my business and personal life.

    • In Business: I identify the 20% of activities that drive revenue and growth (e.g., sales calls, partnerships, product development) and prioritize those.
    • At Home: I focus on the 20% of parenting moments that create the strongest bonds—quality one-on-one time, meaningful conversations, and being present during important milestones.

    By focusing on the high-impact 20%, I get better results with optimum effort.

    6. Creating a Support System: You Don’t Have to Do It Alone

    It took me a long time to accept that asking for help is not a weakness—it’s a strength. I built a solid support system that includes:

    • A strong team at work that I trust and empower.
    • My husband who is an equal partner and parent.
    • Family and friends who step in when needed, whether it’s babysitting for an important meeting or just offering a listening ear.
    • A network of fellow mompreneurs who understand the struggles and can offer advice and encouragement.

    Entrepreneurship can be lonely, but it doesn’t have to be if you intentionally build a support network.

    7. Mindset: Progress Over Perfection

    The truth is, there’s no such thing as “having it all together.” Some days, my business thrives but the laundry piles up. Other days, I spend extra time with my kids, and emails go unanswered for a few hours. And that’s okay.

    I’ve learned to embrace progress over perfection. Growth happens in small, consistent steps, not in perfect balance every single day.

    Final Thoughts

    Scaling a business while raising kids is no easy feat, but it’s 100% possible with the right strategies in place. By managing your time effectively, setting boundaries, leveraging technology, and building a support system, you can grow your business without sacrificing precious moments with your family.

    Remember, you’re not just running a business—you’re building a legacy for your children to see what’s possible. And that, in itself, is a superpower.

    Here’s to thriving as a mompreneur!

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  • How AI-Powered Health Platforms Are Transforming Personal Wellness

    This article has been contributed by Ruchika Gupta, CEO, Health Click Away.

    There is a general agreement that Artificial Intelligence (AI) is going to revolutionise every aspect of our lives. Health, wellness and fitness is one area where we can expect significant developments driven by AI. The biggest change we are going to see is the level of personalised recommendations that AI allows the platforms to deliver to its users. This is made possible by AI-driven analytics.

    Imagine a health and fitness app that tracks your fitness and diet progress in real time and adapts the recommendations accordingly instead of sending out a static set of plans shared on a weekly basis. That is what Artificial Intelligence (AI) brings to the table – real-time insights, adaptability and customization. 

    Health and fitness apps are really nothing new, and many have been using it for years. These apps are a treasure trove of personal data that haven’t been leveraged to the fullest to deliver optimum results for the users. In most cases,, the fitness, diet, and health data are filled in manually. These sit in siloes without giving any meaningful insights that the coaches and nutritionists can use to make a positive difference in the user’s health and fitness journey. 

    This is where AI can make a difference for the better. AI, when integrated into a health platform, can bring in a change for the better in health, wellness and fitness – making it more meaningful and effective. AI-powered health platforms are transforming personal wellness by providing highly personalized insights, data analysis through real-time monitoring,, and proactive health recommendations. These platforms are enabling individuals to take a more proactive approach to managing their health through customized nutrition plans, tailored workout routines, and early detection of potential health concerns. 

    AI Is Revolutionising the Sports Industry

    AI is now driving a significant amount of development in the sports and fitness industry. It is in fact, revolutionising the way a sportsperson trains, boosts endurance and enhances performance. It is bringing in considerable improvements in player performance analysis, injury prevention, game strategy development, fan engagement, and even refereeing decisions. By delivering more data-driven insights, AI-powered sports platforms are enabling advanced analytics and real-time tracking capabilities for optimized decision-making across all levels of sports. 

    The AI-powered platform for sports can be used by both the coach and the sportsperson to analyse the game, movements and opponents play in real-time. Such platforms deliver true insights that can transform a sportsperson’s game by providing a highly personalised training, fitness and nutrition plan. The app can track the sports and fitness enthusiast’s movements and monitor heart rate, state of exertion and fatigue to optimise their training plan. It helps the coaches to refine the fitness and training strategies and refine the sportsperson’s techniques.

    AI is seen to be having a major impact on the sports industry by making accessible data-driven insights and optimising decision-making across all levels of sports through advanced analytics and real-time tracking capabilities powered by AI algorithms. 

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    Enabling Personalized Coaching Through AI Technologies

    The innovations driven by AI have the potential to transform sports events like athletics, cricket, football, and so on – improving the way sports persons train, perform and recover. Coaches can use AI-driven platforms to study a player’s performance around factors like gait pattern, speed, fatigue and endurance levels. It can help a coach develop recommendations for personal wellness management, performance levels, fitness and exercise routines and right nutrition. In fact, such platforms can be used to put in place hyper-personalised training plans for each player to prevent muscle fatigue, prevent injury and boost stamina. 

    AI-powered platforms enable the coaches to offer specialised programmes to the sportsperson and fitness enthusiasts. They can track workout intensity, technique and results in real-time to make data-driven changes to the fitness programs. Coaches can keep a check on the sportspersons’ muscle fatigue, recovery rate and strength levels. With this they can create diet and workout programs to meet the person’s health needs. 

    When coaches use an AI-powered fitness platform, they can save time by automating the tracking and fitness planning for the users. Since they get AI-driven insights, the coaches are able to deliver more accurate fitness results and avoid overtraining risks and injuries. Moreover, sportspeople can boost their performance based on the insights they receive from AI-driven data. AI also allows coaches and fitness experts to offer virtual training modes and feedback. 

    Smart Nutrition and Benefits for Athletes and Fitness Enthusiasts

    Many fitness enthusiasts, when starting out their fitness journey, tend to take up with any diet fad that they may have read or heard about. Most times, the diet they tend to follow does not deliver the required nutrition for optimal performance. Even regular fitness apps are not easy when it comes to managing diet and nutrition plans since the user has to manually log in every data around food. In most cases, they are given generic nutrition advice and diet plans. 

    With AI, the app can analyse the user preference, dietary restrictions, nutrition needs and health goals to create tailored meal plans. With AI meal-planning is made easy – highly personalised diet plans are created for the individual based on their weight loss and nutrition plan. Apps with AI nutrition assistants also help users keep to the diet plan by suggesting healthier food alternatives based on the nutrition needs. AI-powered platforms also have capabilities for food recognition, where they can log the calories automatically based on photos for the meals uploaded by the users. This obviously helps fitness enthusiasts and sports persons to track their calorie intake and adjust their meal plans accordingly – the best bit is that it can all be done with the click of a button. 

    Data-Driven Fitness Plans Promote a Healthier Lifestyle

    Based on the way data is collected and analysed by an AI-powered health platform, it is right to say that it can be used to lead a healthier, wellness-first lifestyle. This starts with personalised health plans. AI algorithms in the platforms study individual health data like activity levels, diet, sleep patterns, and genetic information to develop a customised health and fitness plan with recommendations for the right diet and nutrition and workout routines based on specific wellness goals. Users can improve their diet habits by opting for nutrition coaching led by AI algorithms. Based on dietary intake and weight goals, the AI-powered health platform can advise meal plans, nutrient balance and improved eating habits. 

    Another aspect in which AI-driven health platforms can help a user is in sleep optimisation. A user can log in their sleeping habits, which the AI analyses to suggest adjustments to sleep routines for improved sleep quality. Mental health is another area which can be supported by these platforms. Besides getting support from actual therapists registered on the app, the user can also take the help of virtual assistants to get guidance of managing stress, anxiety, depression and such. 

    The AI-powered health platforms are highly convenient to use because of automated systems, increased accessibility and user-friendly interfaces. We find that AI is increasingly becoming pervasive in sports, fitness and wellness sectors because of the hyper-personalisation it offers. 

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  • The Branding Play Most Overlook—And It’s Gen Z, Not AI

    This article has been contributed by Sohini Sen, Associate Director – Marketing & Communications, Captain Fresh.

    Looking For The Face Of Your Next Campaign? They Work for You. As Gen Z Enters the Workforce, Ignoring These Digital Native Storytellers Could Cost Brands Big.

    Imagine this: You have signed Lionel Messi as your global brand ambassador.

    Messi’s face was everywhere, with millions poured in, but when Byju’s brand was mentioned, it was the employees’ voices that echoed

    This was the reality of India’s once most loved startup around late 2022 and 2023. Of course, there were many other factors at play behind BYJUS’ subsequent doomsday descent. But one truth stood bare: the glitz of a contractual brand ambassador cannot outshine the raw voices of people on the payroll.

    Most brands still miss out on this organic, high-trust branding-building asset—their own people. 

    Especially in younger companies, employer branding is solely HR’s headache, who have too many other critical ailments like attrition, compensation, and compliance to manage. Meanwhile, we marketers prefer exchanging lists with our agencies, scouting for the next brand-safe influencer with the right audience affinity, the highest engagement rates, and the best fit for brand ethos.

    Ergo, a cost-effective, high-authentic brand-building tool waits patiently to be unleashed.

    The Indian Divide: Silent Achievers vs. Confident Storytellers

    Karm karo, phal ki chinta mat karo. (English translation: Do your work, do not worry about the fruits of your actions.) Many of us grew up with this verse etched into our minds. 

    This reflects a broader Indian mindset—one that values humility, modesty and restraint from overt self-promotion. One could argue that this tempers the adoption of employee-driven brand advocacy as a potent marketing channel when compared to the West. 

    While working for and with international companies, one thing was loud and clear: employees don’t just solve problems; they own their milestones and vocalize their sentiments. And, why shouldn’t they?

    Humility is not equal to silence. If that were the case, Tata Group’s marketing team would have shut shop, and those skippable in-stream ads of NGOs seeking donations on YouTube would not have escaped the wrath of cancel culture. 

    The most socially savvy generation in India is shifting the cultural equation. How far along are marketers in keeping up?

    The Z Zeitgeist: Marketing’s Favourite Obsession

    The golden audience or an overhyped distraction—most STP (segmentation, targeting, positioning) discussions these days seem to circle back here.

    Generational cutoffs have always been blurry. For now, let’s go with the Oxford definition: Gen Zs are those born between the late 1990s and early 2010s. If you are on a call with your creative team of 8, quite possibly, two of the on-screen members are Gen Zers, and this number is set to double by the next decade, as per a Snap Inc. and BCG report1.

    In a country that is still growing, each generation necessarily surpasses the previous one, making Gen Z the largest in India today. To put this into perspective, there are more Gen Zers in India than the entire population of the US.

    Here’s why that matters: Unlike its traditionally restrained predecessors, Gen Z is vocal. This means brand narratives—online or through word of mouth—will gradually get impacted or even shaped by Gen Z employees.

    Their instinct is to create, react, and amplify, sometimes rationally and sometimes in a herd mentality. They will inevitably talk about the brands they associate with: the wins, the gaps, the culture, and the contradictions.

    We, as brand custodians, need to have a plan of action now to harness these voices strategically (or remain spectators as it unfolds chaotically).

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    People Ambassadors: The Overlooked Brand Asset

    If it costs less, maybe it is not that effective. Perhaps this is why most brands have never truly invested in nurturing this marketing channel.

    Gartner’s Annual CMO Spend Survey2 revealed that marketing budgets in 2024 dropped to 7.7% of overall company revenue from 9.1% in 2023 and 9.5% in the year before. As the economic slump continues, one would expect us to do more with even fewer. 

    Employee-generated content acts as a force multiplier, expanding reach without incremental costs. Forbes says that sales teams using their social handles can outsell peers by 76% and convert leads more effectively.

    View employees through the influencer lens ,because the same rules apply.

    • Choose the objective. Not all stories can be told by all people. Decide if this is the right channel for your campaign. If yes—
    • Find the right voices. Identify employees who fit the brand archetype, naturally engage, and can create content.
    • Give them the podium. Encourage them to share their authentic experiences, not make-believe scripts to parrot. 
    • Reward their impact. The ‘invoice’ equivalent here is rewards and recognition, fuelling continuity and creating FOMO for others to join.

    Create guided autonomy: control the narrative without controlling the voices.

    Too many employees talking everywhere can raise compliance concerns. 

    If this fear is curtailing your intent, create frameworks and playbooks within which employees can create and share. 

    Nailing the creator-channel mix: Let the story find its stage.

    As of Jan 2025, LinkedIn hosts 1+ billion users and 69+ million companies4. Employees posting on social receive 8x more engagement on the same content when shared from company pages5.

    With over 148 million users, India has the second-largest user base (first being the US with over 234 million)4. Does this mean LinkedIn is the only channel? That is a myth from the past. 

    Think: Volvo. What is the first word that comes to your mind? Buses? Trucks? Volvo also has an IT solutions arm. Beyond traditional advertising, it nurtures a community in Stack Overflow focused on its tech play and the people behind it. Essentially, it is a marketing channel for their IT story. 

    The Next Frontier of Influence

    All said and done, how does one wake their employees from slumber and nudge them—not with rules, but with a story they want to be part of?

    Here’s the thing: Personal branding isn’t vanity. It’s value. 

    A research paper from the National Library of Medicine6 published: “Personal branding leads to greater career satisfaction, fully mediated by perceived employability.” But you don’t need a research paper to confirm what you already know: when employees build their personal brands, they win—and so does the company. 

    The next generation will naturally embrace it. If we wait for them to figure it out, we’ll have missed the moment.

    We live in a world where authenticity trumps advertising. Influence is decentralized. And, human stories sell more products than polished ads. This has been a fundamental reason behind the meteoric rise of influencer marketing. As vines start to wrap around this channel too, who do you think will be the next most authentic brand storytellers?

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  • How Entrepreneurs Are Stronger With Varied Career Experiences

    This article has been contributed by Yashna Garg, Founder, YuGap Wellness.

    Most perceive entrepreneurship as a journey requiring unwavering commitment to a particular area of interest. Nevertheless, people who have previously worked in diverse fields tend to show greater versatility in leadership as compared to others. Such is the case for someone trained in entrepreneurship. A diverse career will help them integrate different functional areas, which is critical in fostering creativity and innovation in today’s rapidly changing business world. Let us discuss the importance and impact of having Entrepreneurs with diverse experiences. 

    Diverse Experience Improves Adaptability

    Entrepreneurs who have worked in multiple roles in various industries develop greater adaptability. Changing from one industry to another necessitates acquiring relevant skills, understanding different market systems, and adjusting to distinct organizational cultures. In the context of entrepreneurship, this is one of the most valuable traits to have since a lot changes with technology, economy, and consumer behavior. 

    It is interesting to know that Howard Schultz, previously Starbucks’ CEO, moved from a sales background in Shultz Business College to becoming one of the most well-known names in the coffee industry. Schultz’s ability to adapt, as well as his extensive knowledge in sales and other fields, made him cover the world under one iconic brand name. 

    Innovation and Creativity Across Disciplines

    Having a range of experience in different fields increases creativity as one is liable to approach problem-solving in different ways. The ability to connect dots between totally different sectors has the potential to offer great solutions. For instance, an interior designer moving to the wellness industry may incorporate aesthetic principles into product design, packaging, and branding so that both style and function are present. 

    According to research done by Harvard Business Review, it was found that business people who have worked in multiple industries have a 22% greater chance of implementing their novel concept in comparison to a similar business with an intra-industry focus.

    Leaning Into Adversity

    Particular setbacks in one’s career or industry are inevitable; however, with every challenge comes an opportunity to learn. Facing different types of professional challenges helps entrepreneurs become more resilien,t which prepares them for the uncertainties that come with running a business. Exposure to different industries also helps individuals to be competent at solving problems in a more effective way.

    Deep Customer Empathy and Strong Emotional Intelligence

    Working as an entrepreneur does possess single-handed advantages, but a great deal of professionally diverse experience greatly increases one’s potential to understand behavior across different customer groups. People who have worked in different sectors or even different positions have high emotional intelligence because they have worked with many different teams and clients. This has to be understood in order to develop effective products and services responsibly.

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    Broad Experience Fosters Deep Insights

    Different experiences and exposure tend to change the approaches in which an entrepreneur makes decisions, making them more strategic. Understanding other business models besides their own gives them a broader view of how different industries operate. This in turn helps reinforce strategic decisions that correspond with market needs, business objectives, and industry growth.

    Filling The Void Between Knowledge and Ingenuity

    An innovation has resulted from knowledge incorporation across a variety of fields. Entrepreneurs who possess knowledge from multiple domains are likely to be innovation-driven and gap-oriented phenomena. For example, a person who has both a technology and automotive engineering background may enhance the planning and production of vehicles through the application of modern electronics.

    Did you know that Elon Musk previously studied physics, software, and automobile engineering? He, therefore, possesses the knowledge to merge gaps in electric automotive engineering, space travel, and renewable energy technologies through Tesla, SpaceX, and SolarCity, respectively.

    Entrepreneurial Leadership and Human Resource Management

    Having knowledge of different sectors implies having dealt with various industries, which enables an entrepreneur to adopt several leadership approaches, such as participative ones. The exposure enables the formation of the employee’s teams as well as the expansion of their motivation. They also master the art of communication with employees, stakeholders, and even clients, and therefore, such employees maintain a healthy working atmosphere.

    Getting Ready for What Is to Come

    Alongside the development of business proprietorship, there will be a growing necessity of multifaceted work experiences. Entrepreneurship in the future will most certainly be given to individuals who adapt, think outside the box, and integrate knowledge from multiple fields to foster innovation. Entrepreneurs in the making need to step out of their comfort zones and pursue experiences that enhance, broaden, and deepen their skills and viewpoints.

    Final Thoughts

    Acquiring lots of experiences has its own challenges, however, good focusing on a particular field and being an expert on it can prove to be invaluable. But for an entrepreneur who has years of experience in various fields, overcoming challenges to outperform competitors is much easier to accomplish. Such entrepreneurs have the edge of knowing how to adapt and apply forward-looking approaches for business success. For somebody who wants to become an entrepreneur, having varied professional experiences will be the most useful for them in the future.

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  • Breaking Barriers: Women in the Digital Age-Redefining Leadership, Innovation, and Work Culture

    This article has been contributed by Aastha Mahawar, Chief Operating Officer (COO), Skill Bud.

    The world is going through rapid transformation, and technology is at the centre of it. Especially with the ongoing developments in the field of information technologies, innovation, leadership and opportunities are being reconceptualised, and women are actively involved in it. Women are not only active players in this technological era but are also deeply involved, from founding a startup to joining a boardroom meeting.

    In the past, women had limitations to certain opportunities, especially when it came to technology and management. Today, they are removing these barriers and trying to open a place for themselves in professions that have long been in the hands of men. 

    Women in the Digital age are redefining Leadership by being at the top positions in the world’s biggest firms, being startup market innovators, and creating products that change the world. Their journey is not only about achieving the goals, but here we are getting to learn about the kind of spirit one has to display, the kind of vision one has to envision, and the power of inclusion. 

    The global era is driven by innovation, leadership, and opportunities, and women are at the forefront—taking charge and making bold strides in the digital revolution. While they were left in the cold with regard to important roles, they are now inventors and transformers. Their journey is not just about achievements but about vision, resilience, and inclusion—qualities that are shaping the future of leadership.

    Women as Leaders: A New Approach

    Ironically, leadership is not strictly about the strict rules and following a structural pattern. Women in the digital age lead with flexibility, teamwork, and emotional intelligence. Some of the leading influential women have demonstrated this innovation in leadership through the use of digital platforms, such as Sheryl Sandberg, Susan Wojcicki, and Whitney Wolfe Herd.

    There is evidence that the presence of women in leadership positions in a given organization increases its profitability and efficiency in making sound decisions. Most of them possess strategic thinking abilities accompanied by people skills, which fosters working relations based on trust. 

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    Women Driving Digital Innovation

    Leading technology-driven businesses, starting innovative startups, and transforming industries—women are first in digital transformation. Their impact is indisputable in several fields:

    • Tech Startups: Women are spearheading this surge of new businesses in the fields of AI, banking, and health technology.

    Reshma Saujani started Girls Who Code using artificial intelligence and coding, therefore helping young women into the computer industry.

    Women are bringing about reforms in data protection and cybersecurity, therefore ensuring safer digital settings.

    • Finance & Fintech: Female-led fintech startups are offering more readily available financial services, especially in underdeveloped areas.

    These advances, despite certain challenges. The STEM (science, technology, engineering, and mathematics) sector still lacks female representation; finance is still a key challenge; just a small fraction of venture capital funds go to women entrepreneurs.

    Overcoming these obstacles will mostly rely on mentoring initiatives, educational programs, and more financial availability. Still, women repeatedly prove that a diverse and inclusive digital ecosystem is more creative, successful, and innovative.

    Changing Work Culture for the Better

    Modern technology enables work transformation, which provides women with increased scheduling opportunities. Female workers benefit from remote employment opportunities alongside digital teamwork and self-employment because they need better flexibility to balance their work and household responsibilities. Through modern technology, women now have the freedom to work beyond office structures in various roles that suit their changing schedules, life conditions, and family needs.

    Corporate organizations demonstrate their commitment to work-life balance through implemented programs designed to assist parents and their children. Gender-inclusive organizational policies foster better employee satisfaction and stronger talent retention and they deliver increased productivity to organizations. These organizational changes create benefits for women although they primarily enhance business competitiveness and innovation.

    Overcoming Challenges

    The current situation shows gradual improvement, yet success requires additional efforts. There still exist substantial problems in the workplace because men earn 18% more than women, and women experience discrimination in promotions and rarely occupy executive positions. The tech industry shows that women earn 18% less than their male colleagues, while executive leadership positions in the Fortune 500 companies amount to only 10% female presence.

    Several organizations, together with government institutions, have established initiatives to solve these gaps. The governments of Iceland, alongside large organizations such as Salesforce, dedicate funds to remediate gender pay differences through structured equal-pay initiatives. Additional companies should establish open salary information alongside formal mentoring activities and leadership candidate searches that aim to attract female candidates.

    A Future Led by Women

    It is not often that women wait for an opportunity to be given to them—they make it on their own. They are shattering ceilings and walls in offices, tech spaces, and firms, showing that the future is at their fingertips.

    This is not only evolution but a revolution in the sphere of technology. The future is technology and it belongs to the non-conforming and non-traditional women of the world more than anyone else.

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  • Role of Women in Shaping Consumer Trends

    This article has been contributed by Ms. Waseka Syeda, Brand Manager, RedoQ. 

    As March 8th, globally celebrated as Women’s Day, approaches, it is important to recognise the role women play in shaping consumer trends. Globally, they make up a significant portion of the consumer base, yet their needs are often overlooked in business strategies and product development. Despite their growing economic influence, many brands fail to fully understand their preferences, leading to a disconnect between supply and demand. However, recent shifts in market dynamics have spurred the rise of women-led businesses that prioritise female consumers. These companies recognise the importance of catering to real needs rather than perceived ones, setting a new standard for market engagement. 

    Understanding the Demography and its Issues

    Women make up half the population of the globe. Yet, when surveys are conducted on their consumption habits and inclinations, a large percentage complain that brands do not really understand them or their requirements. The issue becomes glaringly obvious once we look at the executive makeup of such companies. While a lot of the mid-level managers are women, their presence drastically drops as we go higher up, which essentially means that major decisions and strategies are made with very little to no input from women.

    The good news is that this scarcity has caused a push in the right direction over the last decade with more women-led businesses cropping up. These enterprises are operating with the philosophy of “By the women, for the women.” For example, two Indian brands, namely Bliss Club and Fair and Equal (FAE) Beauty, have taken over the market with their premium quality products tailored to fit women’s needs. Most women have struggled with the lack of proper pockets in their clothing. Bliss Club understood this struggle, and founder Minu Margaret offered leggings and activewear with functional pockets in different sizes. Similarly, FAE Beauty has focussed on inclusivity as they are creating cosmetics suited for the Indian skin tone.

    These companies are aligned and attuned to understanding women’s requirements and their values. Understanding the driving force behind women’s purchasing decisions helps in building a blueprint for marketing strategy. This includes women’s consumption and expenditure habits, which are often influenced by factors such as quality or social responsibilities. For example, most women prefer high-quality items when it comes to kitchenware. Furthermore, with more social consciousness, women prefer to support companies that practice ethical ways of manufacturing, such as fair wages and sustainability.

    Contrary to popular belief, women tend to be cautious consumers compared to the other half of the population. According to the Lifestyles Survey of the Euromonitor International Voice of the Consumer conducted in 2023, 46.3% of females look at deals before making a purchase and go for value for money products. Reportedly, women have a lesser percentage of debt and a higher percentage of savings. They also tend to be the larger spenders on a daily basis, and actively contribute towards the majority of the household purchasing decisions. Therefore, sales and marketing gimmicks for upselling everyday items, such as soaps and razors, by packaging them in women-specific labels and imposing the Pink Tax do not justify the unnecessary financial burden it causes, especially when women are already struggling with a wage gap at the workplace.

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    Industry Booms

    In 2009, Johnson & Johnson spent twice the industry standard average (~4%) of their budget on Consumer Research & Development. This gave the company a unique edge over its competitors as it had a data-backed understanding of its female customers. The insight from the research benefitted them greatly. For example, they launched a line of baby products to aid sleeping babies. The product line was created based on the data acquired from a clinical study conducted with a paediatric sleep expert at the Children’s Hospital of Philadelphia. This established a precedence for the fulfilment of women’s requirements instead of tokenism, and for the first time, discovered the untapped potential of female consumers.

    This situation highlights a basic economics lesson: where there’s demand, supply follows. The issue isn’t a lack of products for women, but that the market is saturated with products aimed at fulfilling assumed requirements of women. A very small set of industries caters to women’s true needs today. These include the Beauty, Fitness, Apparel, and Healthcare industries. These industries have identified the requirements over the years, and developed and implemented curated strategies that align with women’s needs. As a result, these industries contributed around $6.3 trillion towards the global GDP in 2023. 

    However, this consciousness of companies catering to females is not limited to merely industries of Beauty, Fitness, Apparel, and Healthcare. As more women gain financial independence and experience freedom of purchase, other sectors like Tech and services are going to see dedicated product developments for women. 

    The Future is Female

    Understanding women’s consumption patterns and financial behaviour is essential for brands aiming to build lasting connections and drive sustainable growth. It is important that companies and brands stay in sync and updated with female consumer trends to meet their demands with real-time solutions and supply. This way, brands can form a loyal and lasting consumer base with women and become the key to sustained market growth.

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  • Why Spiritual Tech Startups are Booming and the Future of Well-Being

    This article has been contributed by Anesha Nath and Henna Vij, Co-founders, Cosmofynd. 

    Spirituality has been an intrinsic part of human experience for millennia. With the takeover of the industrial age from 1870, humans started seeing life as a series of predictable checkpoints: you do this and you get that. This approach seemed to be building a dream world- shiny, polished, and everything looking picture perfect. Until…there were cracks. Cracks that questioned the very foundation of the system, with staggering phenomenons like: 

    Lone Wolf 

    8.2 billion people, and still no one to talk to. Loneliness is now a deafening global crisis. The WHO calls it a public health concern. Recent surveys show that over 1 in 5 people worldwide (23%) frequently feel lonely. Experts expect this percentage to grow by 2030 if current social trends continue. More connections, yet less belonging. 

    Depression to Disability 

    You meet someone and exchange words, but something feels off. They’re there, but their presence is thin. Like a dimly lit room, something inside them isn’t shining the way it should. They aren’t diagnosed with anything, but you sense the heaviness in their energy. That’s low depressive energy. Depression already ranks among the top causes of disability worldwide (that means it affects day-to-day functioning). Approximately 5% of adults globally (about 280 million people) currently suffer from depression. 

    Empty Vessel 

    Trade is thriving. Cultural exchange is at an all-time high. The world is bursting with opportunities- career, travel, entertainment, endless possibilities. And yet…something feels missing. Many wake up with an ache they can’t name. A dull void that no achievement, no paycheck, no vacation seems to fill. It’s not really about having more. People soon realized that it was now about being more. But how? 

    Surveys of young adults highlight that over half of Gen Z and Millennials (58%) report having little or no sense of purpose or meaning in their lives. 

    Numbers say it all 

    No doubt, these figures crack open a wide variety of problem statements- some niche, some massive- for the market to solve.

    • The spirituality products and services market is valued at USD 180.18 billion and is expected to grow to USD 249.03 billion by 2032, with a CAGR of 4.4%. The rising consumer interest is here to stay. And for startups, the playground couldn’t be wider. 
    • The global market for spiritual wellness applications was valued at approximately USD 2.16 billion in 2024. Projections suggest a robust growth rate with a CAGR of 14.6% from 2025 to 2030. 
    • 70% of U.S. adults describe themselves as spiritual in some way, including 22% who are spiritual but not religious. 

    The shift is fuelled by a decline in organized religion, a rise in alternative spiritual paths, and a growing demand for holistic mental health solutions. 

    Space for spirituality and tech 

    Remember when spirituality meant dropping everything and heading to an ashram? The wisdom that transformed Steve Jobs in India or the meditation practices grounding tech leaders like Marc Benioff once required a complete life pause. Now? That’s changing fast. 

    Tech is democratizing these transformative experiences. Ray Dalio calls his 40+ years of meditation “the single most important reason” for his success. These aren’t fringe practices anymore. They’re essential tools for modern living, delivered through our devices. 

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    Key Market Opportunities 

    The market is more ready than ever for startups and innovators at the intersection of technology, spirituality, and wellness. Those who do it right will see massive growth by 2031. Here are a few places to start:

    Spiritual Tech Market Landscape
    Spiritual Tech Market Landscape

    Culture-Inspired Digital Experiences 

    The global nature of the mental health crisis means solutions need to resonate across cultures. Look around your home, community, and country. What were some cultural practices that quietly disappeared? What rituals that once anchored people are now lost in the rush of modern life? Bring them back. Digitally. 

    Prayer and devotion apps like Hallow (for Christian prayer) and AppsForBharat’s Sri Mandir (a digital Hindu temple experience) have seen massive traction. They allow users to engage in worship, scripture, and rituals virtually. Especially among diaspora communities and youth, who may not have access to traditional spaces of worship. 

    Spiritual and Mental Wellness SuperApp 

    The fragmented wellness landscape has users juggling multiple apps – one for meditation, another for mood tracking, and yet another for community support. A superapp integrating mental, physical, and spiritual wellness could be just the need of the hour. Depression, loneliness, and existential emptiness require multi-faceted solutions, not isolated fixes. 

    Wearable Tech for Spiritual Well-Being 

    Your body speaks before your mind catches up. Stress, anxiety, burnout- it all shows up in your heart rate, breath, body pain, and mental fog. Wearable devices could track- 

    ● Heart rate variability to detect stress levels in real time. 

    ● Breathing patterns, suggesting when to slow down and reset. 

    ● Spiritual rhythms, offering mantras, affirmations, or guided prayers exactly when needed. 

    Spilling the secrets – Growth tactics for startups 

    The spiritual tech startups that move fast, think smart, and build where the gaps are widest will define the next decade. 

    1. Asia is the Growth Engine 

    With its deep spiritual heritage and booming digital adoption, Asia is a goldmine for spiritual tech. India’s Vedic sciences, China’s feng shui, and Japan’s Zen-based wellness are ripe for digitization. While Western markets explore, Asia already believes that startups that bridge this gap will scale faster than anywhere else.

    2. Subscription Models Keep Users Engaged 

    Recurring models like AI-powered daily guidance or exclusive member communities ensure consistent engagement. The longer a user stays, the deeper they connect, making retention your strongest growth metric. 

    3. High-Ticket Coaching 

    Celebrity-level spiritual mentors were once out of reach, but tech changes that. Platforms for personal coaching, live retreats, and 1:1 premium programs can now scale without losing exclusivity. People will pay for deep, transformational experiences. Make packages that are accessible and powerful

    Beyond the bottom line 

    This isn’t just another market trend though, and shouldn’t be looked at as one. It addresses fundamental human needs that our hyper-connected yet spiritually undernourished world has created. As we seek meaning beyond material success and connection beyond social media, spiritual tech startups are creating solutions that bridge ancient wisdom with modern life. 

    For entrepreneurs entering this space, the projections are certainly compelling. But those who succeed here will be driven by purpose-driven profit to create real transformations in the lives of innumerable people for ‘good.’ 

    In the words of spiritual teacher Ram Dass: “We’re all just walking each other home.”

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  • Leading Differently: How Women in Leadership Are Redefining Work, Culture, and Creativity

    This article has been contributed by Apoorva Deep, Co-Founder, itch.

    “I used to think leadership meant having all the answers. Until I realized that asking the right questions is where real leadership begins.”

    The Unseen Strength: Why Women Lead Differently

    When I stepped into my first leadership role, I wasn’t the most experienced person in the room. I wasn’t the loudest, either. But I was given the responsibility because of something less tangible, my emotional intelligence. At first, I wondered if that was just a polite way of saying I lacked the hard skills. But I soon realized that leadership isn’t just about knowing, it’s about learning, adapting, and having the courage to step up even when you don’t have all the answers.

    I am glad I was trusted to lead because of whatever my mentors saw in me back then, and my takeaway is, “One shouldn’t wait until they feel ‘fully ready’ to lead. I’ve seen women step into uncertainty and figure things out, and we bring an acute awareness of people, dynamics, and growth. That ability to navigate the unknown? That’s power.

    The Unspoken Reality: Power, Negotiation, and Gender

    I’ve sat in enough meetings to know this: negotiation shifts when you’re a woman at the table. Money discussions carry a different weight. Sometimes it’s a subtle shift in tone, sometimes it’s a joke that shouldn’t be a joke at all, one that implies you should tread carefully, not push too hard.

    But here’s the truth: Women don’t just negotiate for themselves; we negotiate for change. And that requires strength. It requires knowing when to push back, when to call out bias, and when to let your work speak so loudly that no one dares to question your place at the table.

    I’ve learned to respond in ways that don’t just deflect but shift the power dynamics, sometimes with a sharp joke, sometimes with an unapologetic statement. Because leadership isn’t just about strategy; it’s about resilience.

    Fear Is the Death of Potential: A Different Way to Lead

    Many leadership models thrive on control, on dictating outcomes, on ensuring predictability. But I believe in a different approach. One that values trust over micromanagement, and autonomy over rigid oversight.

    I don’t believe in workplaces that breed fear. Fear suffocates creativity, kills initiative, and makes people shrink. I’ve seen how people thrive when they’re given trust, when they’re made to feel accountable rather than policed. My leadership isn’t about enforcing perfection, it’s about pushing for progress.

    Excellence, for me, isn’t about being flawless. It’s about being fearless. It’s about striving for originality, for impact, for something that leaves the room changed when you walk out.

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    The Founder’s Paradox: There Is No Balance, Only Choice.

    No one warns you about what it actually means to run your own business. No one tells you how deeply it will demand you, not just your time, but your energy, your mental bandwidth, your capacity to stretch beyond what you thought was possible.

    The first few months (I think it is going to be years) of building something from scratch feel like a free fall. You don’t realize how much it will consume you until you’re already in too deep. Work needs you constantly, but life outside of work doesn’t stop either. And some days, navigating both feels impossible.

    The biggest lesson? Balance is a myth. The real skill is knowing what to prioritize and when. It’s understanding that leadership isn’t just about keeping everything afloat; it’s about making hard choices, about being kind to yourself when you can’t do it all, and about letting go of the unrealistic expectations of having it ‘all figured out.’

    The Women Who Lead Differently

    Some women make leadership look effortless. My business partner, Surbhi, is one of them. She listens with intent, leads with quiet strength, and finds clarity in chaos. She doesn’t dominate a room, she anchors it. And that’s the kind of leadership that stays with people long after the meeting ends.

    Another woman who has shaped my thinking is Africa Brooke. I first heard her on a podcast, and I’ve been hooked ever since. Her perspectives on authenticity, leadership, and balancing EQ with IQ resonate deeply. Women like her remind me that leadership isn’t about fitting into a mold; it’s about defining your own space and owning it fully.

    Leading Differently Is Leading Powerfully

    Women don’t lead differently because we have to. We lead differently because we bring something rare to the table…perspective. We see what others don’t, we sense what’s unspoken, and we lead with a depth that balances intuition and intellect.

    The future of leadership isn’t about gender, it’s about impact. But until the world stops seeing leadership through a narrow lens, women will continue to redefine success on our own terms.

    So, if you’re a woman stepping into leadership, here’s my message to you: Own your voice. Set the tone. Build the workplace you wish existed. Lead in a way that feels undeniably yours. Because the best leaders aren’t the ones who conform…they’re the ones who create.

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