The W Suite | Adapting to change is not sacrifice: Charulata Ravi Kumar

With a rapidly evolving business and economic landscape there is a dire requirement of fresh thinking, new skill sets, greater flexibility & adaptability, more collaboration as well as the ability to think on one’s feet.

Gone are the days when the thinking was more on the lines of get a man to do this job. Diversity in the workforce has become a necessity today, and more so in the leadership positions. It can’t be denied that women bring a high level of creativity and empathy while solving problems and handling crises. Women leaders bring to the table a different level of dexterity.

There are way too many trend-setters and convention-breakers today. And we don’t have to look far, as there are several inspiring women leaders in the Indian advertising and media industry, who have achieved much and paved the way for many to follow.

AdGully proudly presents ‘The W-Suite’ (taken from the C-Suite), our feature series, wherein we are featuring interactions with influential women leaders in India, who share some deep insights on what being a woman leader means in India’s business landscape, the mantras to succeed, achieving work-life balance, pay parity and much more. The initial plan was to have one comprehensive report, however, the response has been so overwhelming that we have decided to create a series out of this, wherein we will feature one woman leader at a time over the next few weeks.

Charulata Ravi Kumar took charge as CEO at Razorfish India in 2014. Her two-decade career includes stints with WPP, 141 London, and the MullenLowe networks in India, West Asia and Europe. Kumar has also established her own successful innovation and leadership skills consultancy, Coffee Kettle.

Ravi Kumar has been a consultant and regular columnist for The Indian Express. She is also a jury member at the Aditya Birla Financial Services Leadership Excellence Awards and the Tata Innovations Awards.

What defines a woman leader in today’s ecosystem?
The need to have more women in leadership position is a given. I would like to view this from a point of view of a leader and not give it a gender colour, but I would also add that ‘Being a woman’ defines a woman in today’s ecosystem.

Why do you think a smaller percentage of women than men reach thetop of their professions?
There is a growing trend of women reaching the top and you will only see it continue. Women are ambitious and many organisations such as our own are highly supportive of this. As the number of women in the workforce grows, this number will grow too. The trend is more significant here than the absolute numbers.

Do you think women leaders are still scrutinised as much for style as for substance?
There is a growing discussion about the impact women are making to the world, rather than only their style. If you make impact with great style that’s a bonus, many of our own and world leaders are also known for their style statements. And style is not about fashion. It is about making a statement of your own and is a reflection of your inner confidence.

Do you think the leadership effectiveness of women is higher than men? Why?
The ‘leading style of women’ is highly effective. And I have often seen many men adopt it too. It’s about striking that fine balance that brings out the best.

Women leaders in the 80’s and 90’s and women leaders today – what are the key differences? And what are the things that haven’t changed much?
The world of the 80’s and 90’s and thereafter were two different worlds, the generations were different too. While there were political women leaders, corporate and business leadership was few. With the economy opening up post 1991, India witnessed a shift in mindset that also resulted in a business culture shift, leading to more opportunities for women and also a greater need for the nation to become more diverse. Women like to pursue excellence and this continues to be the driving force – as a home maker and/or a professional. Perhaps, the one difference from the 80s to 90s is that women seek out this excellence not just for themselves and their family, but also where they lead.

How do you maintain a balance between career goals and family responsibilities? How frequently do you have to sacrifice one for the other?
Where there is a will, there is a way. It’s not easy, but not impossible. If you give both aspects of your life 300 per cent, then there is no question of sacrifice. What some may see as sacrifice is perhaps a new way of living. Adapting to change is not sacrifice.

Do you think pay parity exists in our corporates today across levels? What about pay parity at the leadership levels?
Pay parity continues to be a challenge in some organisations in certain sectors. And this needs the attention of policymakers and organisation governance. At the absolute top leadership levels, this tends to get evened out to a large extent. The intent of women to strive for excellence and not chase the greed for money should not be misconstrued as their supine acceptance of this disparity.

What would be your advice to women aiming for the C-suite?
Never compromise on excellence. And lead like a woman.

What, according to you, are the 3 important lessons new women leaders need to learn?

  • As a woman you will face many challenges. Don’t give up and don’t compromise.
  • Focus on your goals and connect all dots to ensure that they converge to your ambition.
  • Believe in yourself.
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