“Women have always been at par in terms of their talent and will to perform any tasks”

We, at Adgully, have always saluted and honoured women managers and leaders across diverse fields. W-SUITE is a special initiative from Adgully that has been turning the spotlight on some of the most remarkable women achievers in M&E, Advertising & Marketing, PR & Communication industry. In the refurbished series, we seek to find out how women leaders have been managing their teams and work as well as how they have been navigating through the toughest and most challenging times brought about by the global pandemic.

Richa Singh, MD India, Natural Diamond Council, has a vision for the consumer to create memories that can be passed on generations along with heirloom pieces. With a career spanning 23 years in marketing, advertising, branding, category building of beauty and luxury products, she is truly an expert at all things women.

In conversation with Adgully, Richa Singh, MD India, Natural Diamond Council, speaks about breaking the glass ceiling as a woman in the corporate world, paving the way for women to grow beyond middle management, and more.

How do you think the role and scope of women leaders has widened in the post-pandemic world?

There are more opportunities today with a hybrid work style, which allows them to manage both work and home. Besides work streams became more efficient as people worked from their comfort space.

The rapid transition to digital, an uncertain economic landscape, charting unknown waters, working from home – how have you been navigating during the COVID-19 times? How are you maintaining work-life balance in the new normal?

The downside is that the divide between work and life has blurred so the real challenge is to maintain a balance. As we work from home, we have to make a conscious effort to shut down our work at a specific time each day. The days have changed too, coffee breaks have changed to kitchen checks. Conventional norms of being a working mother have been rehashed for this situation. Taking breaks from work and spending time with my children in between calls is the way I make sure homework has been completed and food eaten. The kids have been very resilient about the situation and by now they realise when mom is “Zoomed” out and needs a breather. As a family, we all stretch ourselves to maximum capacity and step in as and when required so as to keep the wheels of the household in motion.

Multiple studies have shown how women leaders performed better during the COVID-19 crisis. According to you, what makes women the best in crisis management?

The ability to multi-task and balance different areas of life, while compartmentalising.

What are the five most effective lessons that you have learned as a woman leader?

Breaking the glass ceiling as a woman in the corporate world is something I have always worked around. Though I would also say that I have the privilege of working with peers who have extended their support across situations.

Gender sensitivity and inclusion in the new normal – how can organisations effectively encourage and groom women leaders in challenging times?

Women have always been at par in terms of their talent and will to perform any tasks. We are an all-women team, so we understand the challenges that we all face. There is empathy. Allowing people the freedom to take time off when they need is a great way to groom future leaders. Most women drop out when they have kids, so allowing them the freedom and leeway to be mothers and career women is the key to ensuring more women break the glass ceiling and grow beyond middle management.

What are your views and observations on content consumption by the viewers during these times?

Digital channels is the future, but people are looking for both fantasy and content rooted in reality. Hinglish, Korean, German, Israeli – there are no more borders in content consumption. Subtitles and OTT platforms are allowing us to experience cultures and content from across the globe, which is reflecting in the lifestyles that we adopt today.

How are influencers playing a part in engagement with the audience?

Influencers continue to drive desirability for a brand, and their opinion matters.

What are your vision and mission for 2022?

I am looking forward to seeing more women as the top leaders for brands. Companies are growing and there will be an online transformation. There is going to be a digital transformation and the pandemic has already initiated it. Brands will be capitalising on it.