Women exhibit entrepreneurial aptitude in their everyday lives: Vinay Subramanyam

Subramanyam, Head of Marketing – Britannia Industries, speaks about the brand’s startup initiative to empower around 10,000 women homemakers with skill development training

e4m by Anjali Thakur
Published: Mar 11, 2020 8:32 AM  | 3 min read
vinay subramanyam

Small and Medium Enterprises or SMEs are considered the engines of growth for a nation. They are one of the biggest drivers of female empowerment everywhere, especially in India. Keeping this in mind, Britannia Marie Gold has announced the launch of the second season of its annual 'Britannia Marie Gold My Startup' in partnership with National Skill Development Corporation (NSDC). The startup initiative provides financial assistance to homemakers with entrepreneurial ideas. Around 10,000 women homemakers from across the country will undergo this online certification course between April and June 2020.

The online training touches upon all key levers of entrepreneurship, helping homemakers become financially independent and transforming them into job creators.

Vinay Subramanyam, Head of Marketing, Britannia Industries said that the initiative aims to fulfil Indian women’s aspirations of embarking on an entrepreneurial journey and gaining financial independence. “We believe that homemakers are the drivers of growth for a country's success. They have uninhibited energy, endless love and limitless patience. They exhibit an entrepreneurial aptitude in their everyday lives. And yet they seek to do more and be more. This is the rationale for the Startup initiative,” he explained.

Subramanyam also shared Data from a nationwide survey conducted by the brand that also pointed out that skill development was a crucial need along with finances. “We found the perfect partner in National Skill Development Corporation (NSDC) to develop and deliver the requisite skills. Our partnership with NSDC will help build a vibrant ecosystem and facilitate micro-entrepreneurship amongst women,” he added.

When asked about the marketing mix for the brand, Subramanyam said Digital is one of the primary media for the brand to communicate with the audience. Digital media is very relevant in today’s times and one of the best mediums to engage with GenZ’ers and millennials. We have taken the popular platforms of YouTube, Facebook, and Instagram where our target audience is present in vast numbers and can also engage with us.”

With the advent of social media, consumer consumption has changed and Britannia has aimed to stay in line with the latest trends that are relevant to its TG, says Subramanyam. "Content on platforms like Facebook, Instagram, Youtube, Twitter has to be crafted to a connect with the millennials. Social media is an important element for us as a brand."

While the country has been roiled by the economic slump, the brand, Subramanyam said, has witnessed a double-digit growth. Commenting on the overall growth plans for 2020, he said: “Our focus will be on growing all our brands, strengthening brand love amongst relevant target audiences and continuing investing in category innovations.”

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