Tanya Dubash ,
42, Executive Director & President, Marketing, Godrej Group
(New on BT's Most Powerful list)
Back in 2007, the family that runs the Rs 12,000-crore Godrej group realised that they were facing a problem. The 113-year-old business house received feedback that Gen-Y was no longer identifying itself with the Godrej brand name.
If they did, that association was restricted to traditional products like locks and cupboards. As Godrej group Chairman Adi Godrej told BT in a recent interview: "We got reactions like 'It's my parents' brand', 'It's my grandparents' brand.'"
Tanya Dubash, Adi Godrej's eldest daughter and Executive Director & President, Marketing, for the group, was given the task of fixing that perception. Three years down the line, the group has a vibrant new logo and, according to Dubash, the Godrej portfolio of products has gained market share across audited categories by at least 10 per cent. It was a litmus test for 42-year-old Tanya, who had started off in the family business way back in 1993 as a brand manager with Godrej Soaps.
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