Shashank Srivastava on how Maruti Suzuki is amplifying the voices of women

In an insightful conversation with Adgully, Shashank Srivastava, Senior Executive Officer, Marketing & Sales, Maruti Suzuki India, provides valuable insights into the rationale behind ‘Arena Journeys’, the significance of collaborating with female directors, and the evolving trends in women buyers within the automotive landscape. His words paint a compelling picture of Maruti Suzuki’s dedication to driving positive change, both within the industry and society at large.

‘Arena Journeys’ is not merely a marketing tactic, but a heartfelt endeavour to amplify the voices of women and celebrate their unique experiences. Through this initiative, Maruti Suzuki aims to create a platform where women can share their stories, aspirations, and triumphs, thereby fostering a sense of community and empowerment.

Emphasising the intrinsic connection between mobility and human experience, Srivastava said, “At Maruti Suzuki, we believe that mobility extends far beyond mere transportation. It is about enabling freedom, empowerment, and opportunities for everyone, regardless of gender.” With this ethos in mind, Maruti Suzuki embarked on a journey to celebrate the stories of women and their relationship with cars through the ‘Arena Journeys’ project.

The initiative, Srivastava explained, aims to delve into the multifaceted roles that cars play in women’s lives. “Cars are not just machines; they are vessels of memories, aspirations, and empowerment. Through ‘Arena Journeys’, we seek to capture the essence of these stories and share them with the world,” he added.

Collaborating with four renowned female directors, Maruti Suzuki endeavours to bring diverse perspectives and experiences to the forefront. With directors like Alankrita Shrivastava, Tanuja Chandra, Shilpi Dasgupta, and Tahira Kashyap at the helm, ‘Arena Journeys’ promises to offer a rich tapestry of narratives.

The decision to partner with female directors was deliberate, Srivastava said, elaborating, “We wanted to ensure that these stories are told authentically, with empathy and understanding. And who better to understand the nuances of women’s experiences than women themselves?”

Delving further, Srivastava shared insights into the changing landscape of women buyers in the automotive industry. “We have observed significant trends in recent years. There has been a marked increase in the volume of purchases by women, reflecting a broader demographic engaging with cars,” he noted.

Citing statistics, he revealed that Maruti Suzuki has sold 9 lakh Arena vehicles to women buyers, indicating a substantial market segment. “The preferences of women buyers have also evolved,” Srivastava said, adding, “There is a growing preference for trust in the brand, with many women opting for Maruti Suzuki due to its reliability and reputation.” He highlighted the importance of understanding these trends and adapting to meet the changing needs of consumers. “As an industry leader, it is crucial for us to stay ahead of the curve and anticipate the evolving preferences of our customers,” he emphasised.

Beyond sales figures and market trends, Srivastava highlighted the broader societal impact of Maruti Suzuki’s initiatives. He said, “Our commitment to promoting gender equality extends beyond business metrics. By empowering women and providing opportunities for their participation, we aim to contribute to a more inclusive and equitable society.” He spoke passionately about Maruti Suzuki’s efforts to foster gender diversity within its workforce, with thousands of women employed across various roles.

“Inclusivity is not just a buzzword; it is a fundamental principle that guides everything we do,” Srivastava emphasised, adding, “From our manufacturing facilities to our dealership showrooms, we strive to create an environment where everyone feels valued and respected.” He highlighted Maruti Suzuki’s initiatives to provide skill development and training programs for women, enabling them to excel in traditionally male-dominated fields.