Home >> Marketing >> Article

Guest Column: The glass ceiling is only built to be broken: Pooja Pathak, Media Mantra

08-March-2017
Font Size   16
Guest Column: The glass ceiling is only built to be broken: Pooja Pathak, Media Mantra

On International Women’s Day today, the director of Media Mantra makes a strong case for women entrepreneurs.

“Only when I stepped up for myself, I saw a change in the world around and wondered why I didn’t earlier take off the ground”- Pooja Pathak

Before the 20th century, women were largely operating businesses as a way to supplement income. They were perceived as home makers with little to do with the economy or commerce and the term ‘entrepreneur’ was only reserved for men.

However, since the turn of the century, the status of women in India has enormously changed, largely due to growing industrialisation, globalisation, and social legislation. Moreover, the spread of education and awareness, have played a major role in encouraging women to shift from kitchens to higher level of professional activities. Today, women business owners demonstrate extraordinary economic prowess worldwide with one in 11 women (8.9 percent) involved in entrepreneurship across the globe, according to the Global Entrepreneurship Monitor (GEM).

This trend is gaining ground in India too with women progressively putting their steps at par with men in the business showground. Women are increasingly striding in the corporate world, breaking through the barriers of social compliance to become successful entrepreneurs, with one of the most prominent fields being Public Relations. As per a recent report released by BNP Paribas, currently, India ranks on top for the highest percentage of women entrepreneurs. Therefore, it won’t be incorrect to say that a golden era for women entrepreneurship has begun that will lionise each effort in trade.

Now, let’s see what difference women can bring to the table:

A blend of emotional and practical approach

Women bring a mix of emotional intelligence and practical diligence at work. This deep blend not only conveys empathy but also the perfect amalgamation of street smarts and poise of steel. Consumers have evolved with time, forgoing brute display of power for a successful campaign done with finesse. It is often stated that a softer touch is needed to balance a hard-hitting effort and women entrepreneurs understand the psyche and accordingly mould efforts to ensure the best outcome.

Increased productivity through positive reinforcement

Women entrepreneurs are found to be better leaders and are known to get work done in an effective manner. Often productivity plummets due to lesser acknowledgement and a decreased rate of reinforcement. Women entrepreneurs are found to be more proactive and in-tune with the exact requirements of employees and the client, working on a well-woven system to maintain the balance. Through positive reinforcements and a knack for handling numerous issues with tact, women are experts in this arena.

Multitasking effortlessly

Since time immemorial, women are known to hunt and also nurture. Therefore, juggling between multiple tasks comes naturally to them. In this competitive era of satisfying needs and garnering attention, women have the perfect ability and potential to boost operations to an optimal level, fuelling growth and success like never before. They are known to annihilate competition by undertaking diverse responsibilities under their expansive wings.

Conclusion

Over the past few years the status of women in India has been subject to many great changes. They have remarkably changed self-perception and also how society perceives women. Today, the world has witnessed a sea of change with the influx of women participation in leadership roles.

On this Women’s Day, I would like to urge women to go beyond the confines of the house in order to explore the professional world; after all, the glass ceiling is only built to be broken.

(The author is Director, Media Mantra)

Disclaimer: The views expressed here are solely those of the author and do not in any way represent the views of exchange4media.com

Tags Pooja Pathak Media Mantra

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

He spent 13 years at HT; his previous stints include Whirlpool, Procter & Gamble and Godrej

The case study explains in detail the people strategy executed at GroupM to ensure its talent is digitally charged and is data-centric.

As Zee Telugu completes 13 years, Anuradha Gudur tells us about the channel’s journey