New and improved:Tanya Dubash
November 11, 2010Tanya 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.
Tanya handles the group's marketing initiatives and also heads the marketing council, which comprises the heads of marketing of all group companies. It's a role the Harvard Business School alumnus seems to relish. "I enjoy communicating," says Dubash, adding that "taking hard people decisions" is still something she is not comfortable with. The Godrejs, including Dubash, won't talk about succession plans but insiders say that she will have a key role to play once patriarch Adi Godrej hangs up his boots.
Still, if not a full-time businesswoman, what would Tanya like to be? "Hypothetically, I would have liked to be a psychologist or… a teacher."