‘Communication is about articulating clear thoughts to drive change’

Women have played a huge role in shaping the communications industry, even if their stories haven't always been at front. The industry has several remarkable women whose talent shape our world, often blending empathy with innovation in ways that make communication more real, more inclusive, and more powerful for everyone.

In this feature, we have Asawari Sathaye, Director Communications and Patient Advocacy, OPPI India and the proud recipient of the 5^th edition of e4m PR & Corp Comm Women Achievers 2024 who is shaping the industry’s narrative, driving meaningful change, and creating positive impact. She was bestowed with the ‘Emerging Leader in Corp Comm’ award at the 5th edition of e4m PR & Corp Comm Women Achievers' Awards 2024.

Excerpts:

1. How has your journey been in the communications industry, and what have been your experiences and challenges as a woman leader?

My journey, which started with economics and strategy, has been unconventional. From consulting clients on go-to-market strategies to managing communications and handling investor relations at Voltas and Shoppers Stop, to shaping healthcare narratives at OPPI, I’ve thrived on being able to convey complex ideas through clear, strategic messaging. I feel challenges are a part and parcel of everyone’s growth, but I have always looked at challenges as opportunities to do even better. Opportunities for breaking stereotypes, asserting my voice at decision-making tables, being considered a valued partner, and ensuring that my empathy and high emotional intelligence are seen as strengths, not weaknesses. But each barrier also became a lesson in leadership and perseverance. Communication, to me, is about articulating clear thoughts to drive change. And when you can lead with purpose, confidence, and a team-spirit, people are receptive to your ideas.

2. What shifts and transformations have you observed for women in the workplace over the last few decades, and what do you think still needs improvement?

Over the last couple of decades, I’ve seen the landscape shift, although gradually, for women at work. On both the Government policy front and at how the corporate thought process is shifting. But that also got to do with more women taking up leadership roles. Companies getting counseled, policy shifts happening in India and across the globe on Diversity and Inclusion, on Maternity Leaves, on Flexible Working, on Hybrid Office set-ups.

There’s a greater acknowledgment of the value women bring to leadership, especially our collaborative style, emotional intelligence, and people-first approach. Today, more organizations are building policies around maternity, flexibility, and leadership development for women. There's also been a cultural shift; that has led to a mind-set shift; it's no longer taboo for women to be ambitious or aspire to top roles.

But let’s be honest—there’s still a long road ahead. Women continue to bear the brunt of unpaid care work, leading many to step away during crucial career-building years. Leadership pipelines remain thin, and boardrooms are still skewed. There’s also the silent tax women pay which is having to prove themselves more, speak louder to be heard, and walk the tightrope of likeability and assertiveness. We need systemic changes—policies that support women across life stages, female and male allies who advocate for equity, and a redefinition of leadership that’s more about authenticity, listening, and collaboration. Inclusion isn’t about fitting in, but about reshaping the space so no one has to be limited to either ambition or authenticity.

3. What are the most important skills and qualities that women leaders need to succeed in the PR and comms industry?

Leaders in PR and communications need a mix of strategic and structured thinking, articulation, clarity, adaptability, and emotional intelligence to thrive. It's not just about crafting messages, but about influencing perception, building trust, and navigating complexity with confidence. It is also very important to know more and build an in-depth knowledge of the industry/sector that one is working in. As PR leaders, its important to understand the business and the growth drivers, the numbers and your target audience. A wholistic knowledge of the industry, sector, and company will help in bringing that value to the table. This will help in driving engaging conversations with the leadership and build your credibility.

For women leaders especially, own your voice in the room, even when it feels uncomfortable. Resilience, visibility, and authenticity matter. Be on the top of your job everyday. I always say this to myself, be value additive, people should turn to you for all solutions. Stay curious, mentor others, and lead with purpose. The most successful women in PR don’t just manage narratives, but they shape conversations that drive lasting impact and create legacies for themselves and their brands.

4. What suggestions would you give to companies who want to attract and retain more women in leadership positions?

To attract and retain women leaders, companies need to move beyond symbolic tick mark gestured and focus on long-term, systemic change, which can start with the acknowledgement that women’s career paths often include non-linear journeys, and they may even need to step away for caregiving responsibilities. Back-to-work programs and proper mentorship are crucial. Flexibility is key and hybrid options, parental leave, and childcare support initiatives, mentorships, can help address the leaky pipeline overall. Additionally, ensuring that women are a part of visible, decision-making roles, teams, and are at the core of business strategy is also essential. Gender equity is not just a moral obligation, it’s a business imperative. Companies that create a safe space for women at all levels don’t just retain talent, they also build smarter, more resilient businesses.

5. What advice would you offer to young women who are starting their careers in the communications industry?

My first piece of advice, Own your story! This industry is powerful because it shapes perceptions, and your perspective is valuable. Be curious, ask questions, and don’t be afraid to take on assignments outside your comfort zone. You’ll face moments where you feel the need to go the extra mile to prove your worth, especially as a woman, but please know that you belong and deserve to be there. Continue to upskill and keep up with evolving trends. Find good mentors as they’ll help you navigate this tough industry. And also try to be a mentor to your peers and juniors, as that goes a long way. Build your knowledge, get to know more about your industry, clients you handle, research better, prepare better. Build attention to detail as a trait. And finally, build strong and credible relationships—with your team, media, mentors, and most importantly, yourself. Relationships will get your far in this industry, as well as your reputation.

6. Lastly, how do you feel as a winner of the 5th edition e4m PR & Corp Comm Women Achievers Awards 2024?

Winning the e4m PR & Corp Comm Women Achievers Award 2024 is both humbling and empowering. It represents not just a personal milestone, but a journey shaped by continuous learning, resilience, and meaningful collaboration. For someone who didn’t follow the traditional path into PR and communications, this recognition affirms that when you show up with purpose and integrity, your work truly speaks for itself. I’m especially grateful because this award highlights women who have broken molds and remained true to their voice. It’s a powerful reminder of how far we women have come, and how important it is to keep creating space for those who follow. I’m further motivated to continue mentoring, championing equity, and driving impact-led storytelling!