Over the past decade, the building material industry has experienced a remarkable evolution, undergoing a transformative journey driven by rising customer awareness and digital adoption. Digital transformation played a pivotal role in this industry’s evolution, facilitating direct engagement with consumers and enabling brands to deliver personalized experiences.
The rise of online platforms allowed building material companies to connect with customers in real time, creating a dialogue that catered to individual needs. Through digital channels, brands could reach the right audience at the right time, leading to increased customer involvement and heightened brand loyalty.
The industry, once characterized by a generic code of communication, has now been flanked by brands with distinct personas, each catering to the preferences of the well-traveled and aspirational consumers of today. As a key participant in this journey, Charu Malhotra has witnessed and contributed to the reshaping of brands, adopting a zero-friction model to create an immersive and joyful purchase journey for customers involved in homebuilding.
The Innovative Model
Many legacy building material brands found themselves in need of a makeover to stay relevant in the dynamic market. Traditional imagery was replaced with fresh, contemporary visuals, appealing to the young and trendy millennials. To enhance the consumer experience, Charu worked on a zero-friction model for these brands, ensuring that customers were guided seamlessly through the purchase journey. This involved removing any obstacles that could hinder a customer’s decision-making process and providing relevant nudges and interventions at crucial touchpoints. By minimizing friction and facilitating a smooth transaction, brands elevated overall customer satisfaction and built lasting relationships.
Integrated marketing campaigns were rolled out to refresh and establish the premium imagery of building material brands. These campaigns utilized a mix of traditional and digital marketing channels to reach to a wider audience.
Recognizing the significance of social media in engaging millennials, Charu leveraged the power of digital platforms to drive high levels of engagement. The right content, coupled with strategic influencer partnerships, enabled brands to connect with their target audience authentically and fostered brand loyalty among their followers. This transformational journey helped in creating a genuine bond between the consumer and brands throughout the home-building process.
By cradling the customer through the purchase journey right from early stages of inspiration & research to final purchase, Charu and her team ensured that the experience was joyful, immersive, and memorable. “By staying attentive to evolving customer preferences and embracing innovation, we can ensure the industry’s continued growth and success in the years to come,” says Charu.
Leading Transformation
Throughout her tenure as a leader, Charu’s working style has been predominantly transformational, shaped by the dynamic nature and demands of the brands she has worked with. She firmly believes that no single leadership style fits all situations; instead, adaptability is key, and leaders must exhibit different styles depending on the specific needs of the hour.
“My leadership philosophy revolves around inspiring and motivating team members to unleash their full potential, pushing them to discover their best selves in terms of creativity and innovation. I firmly stand beside every member of my team, instilling confidence in their abilities and encouraging them to take calculated risks. Empowering my team members gives them the freedom to work and perform better” she says.
Charu is agile and quick to embrace new advancements and technologies in her field, allowing herself to stay ahead of the curve and dominate the market competition. Resilience and a positive mindset have been instrumental attributes that helped her steer through challenging situations.
She firmly believes that a leader’s primary responsibility is to inspire their team, instilling a sense of purpose and shared vision that drives them to go above and beyond. As a transformational leader, she pushes her team members to think outside the box and explore new ideas. By standing beside every team member, she provides unwavering support and instills confidence in their abilities. This empowerment leads to greater ownership and accountability, fostering a sense of responsibility for the team’s collective success.
“Empowering my team members extends beyond their daily tasks; I actively seek opportunities to help them scale up in their careers. Supporting their professional growth leads to higher job satisfaction and increased loyalty to the organization. I firmly believe that leadership styles must adapt to suit the specific needs of different situations. As a leader, my approach is not fixed, but rather fluid, depending on the unique circumstances at hand. In my arena of work, staying agile and embracing new advancements and technologies is paramount. This mindset enables me to leverage cutting-edge tools and methods, giving my team a competitive edge in the market,” shares Charu.
Leveraging Technology and Creativity for Innovation
In today’s fast-paced and ever-evolving marketing landscape, businesses must continually adapt and innovate to capture the attention of modern audiences. The key to successful marketing, shares Charu, lies in exploring unique and fresh ideas that resonate with consumers and create meaningful connections. Leveraging cutting-edge technologies and data-driven strategies, marketers can craft personalized experiences and foster deeper engagement.
Data-driven marketing has revolutionized the way brands interact with consumers. By harnessing the power of data analytics, marketers can gain valuable insights into consumer behavior, preferences, and purchasing patterns. This data can be utilized to create highly personalized and targeted communication across the marketing funnel.
From personalized email campaigns and tailored product recommendations to customized social media content, new age marketing ensures that consumers receive messages that resonate with their individual interests and needs. This level of personalization fosters stronger brand-consumer relationships, leading to higher engagement and increased brand loyalty.
“In the digital age, consumers crave immersive experiences that go beyond traditional marketing methods. Augmented Reality (AR) and Virtual Reality (VR) technologies offer an innovative way to engage audiences, allowing them to interact with products and experiences in a virtual environment.
AR/VR visualizers enable consumers to visualize products in their own spaces, such as trying on virtual clothing or previewing furniture in their homes. This interactive and experiential approach enhances the consumer’s understanding of the product, leading to more informed purchase decisions,” says Charu.
In the fast-paced and competitive world of marketing, embracing new-age strategies is essential to capture the attention of modern audiences. Social listening tools provide valuable insights into consumer behavior and sentiments, guiding targeted marketing efforts. CRM-based marketing leverages customer data to identify upsell and cross-sell opportunities, increasing customer loyalty and profitability. Lastly, app-based influencer marketing harnesses the power of social media influencers to expand brand reach and credibility.
By integrating these innovative strategies into their marketing campaigns, businesses can stay ahead of the curve, create meaningful connections with their target audience, and achieve long-term success in the dynamic world of modern marketing, suggests Charu.
Engaging with Customers
Today consumers are confused as they deal with information overload. For brands, it is crucial to engage with the consumer with accurate data points at every step of his purchase journey, or else he will drop out of the funnel, hence it’s important to innovate to stay competitive.
The consumer today is looking at unique experiences so it is important to engage with the consumer with the right nudges during his decision-making journey with the help of immersive tools. The whole gamut of tools like voice search and AI tools such as voice and smart assistance is helping interact with the consumer and gain the required information/knowledge as and when required at his discretion.
“Innovation in AI and data analytics by leveraging customer data & predictive algorithms we as marketers can anticipate customer needs and preferences resulting in tailored marketing messages,” says Charu.
Being a Woman, and a Leader
Women, suggests Charu, can develop and showcase various traits that contribute to a successful career. While these traits are not exclusive to women, they can be particularly impactful in helping women navigate their professional journeys and overcome challenges. Successful women often embrace lifelong learning, seeking out opportunities to acquire new skills and knowledge to stay competitive in their fields. Women may possess different combinations of traits that contribute to their achievements.
Believing in oneself and one’s abilities is crucial for success. Confidence helps women take on challenges, seek opportunities, and make decisions with conviction. Resilience allows women to bounce back from setbacks and persevere in the face of obstacles or criticism. It enables them to stay focused on their goals and continue progressing in their careers.
Another key trait, per Charu, is being adaptable which allows women to stay relevant and navigate shifting industry landscapes. Strategic thinking involves analyzing situations, setting goals, and devising plans to achieve objectives. Women who can think strategically can make well-informed decisions that drive their careers forward. Taking initiative and being proactive in seeking new opportunities and responsibilities can lead to career advancement and recognition. Leadership qualities, such as inspiring others, motivating teams, and guiding projects, are valuable traits for women pursuing managerial or executive roles.
Breaking Barriers
Women leaders in corporate settings often face various barriers and challenges that can hinder their career advancement and leadership opportunities. While it is not obvious but gender biases still exist in a corporate environment, reveals Charu. The stereotype of people in the organization leads to perceptions that women are less competent or less suitable for leadership roles. These biases result in women being overlooked for promotions or leadership opportunities.
Charu too has experienced the so-called invisible glass ceiling which is a phenomenon that prevents women from reaching the highest levels of leadership within an organization, despite their qualifications and achievements. The journey was not easy however she handled it well with a lot of resilience and self-determination. What matters here is how assertively you can put forward your thoughts and ideations in the board room amidst a male-dominated work place with a go-getter attitude.
“As a woman, you are expected to be a good wife, a good mother a good homemaker along with being a thorough professional, a great coworker, and a humble mentor. Work-Life Balance is the biggest challenge that most women leaders struggle to deal with. Whether it is Balancing leadership responsibilities in the office or personal commitments with family; all of it can be a daunting task day in and day out. Being a mother to two teenagers I have strived to strike some work-life balance but it has been challenging,” shares Charu.
Promoting gender diversity, fostering an inclusive workplace culture, and implementing policies that support work-life balance are critical steps in breaking down these barriers and ensuring equal opportunities for women leaders in corporate settings, suggests Charu.
Embracing Gender Diversity as an Organization
Gender diversity in leadership is not just a matter of social justice; it is a strategic advantage that can significantly impact a company’s success and innovation. Companies that prioritize and embrace gender diversity in leadership positions stand to benefit from a multitude of advantages. In this article, we will explore the numerous reasons why companies can reap significant rewards by having more women in leadership roles.
Women, often bring different viewpoints and experiences to the table, enriching the decision-making processes within an organization. Gender diversity in leadership helps to avoid groupthink, a phenomenon where the desire for consensus and conformity stifles creativity and innovation. By encouraging diverse perspectives, companies can foster an environment that stimulates innovative solutions to complex problems.
Women in leadership positions serve as a think tank, igniting enhanced creativity, engagement, and innovation. A diverse leadership team benefits from a broader range of ideas and approaches, leading to greater creativity and ingenuity in problem-solving. This creative synergy can drive the organization to new heights of success and competitiveness.
“Women have proven to be phenomenal managers, adept at building strong relationships with employees and encouraging a positive team environment. Their ability to empathize and communicate effectively often fosters an atmosphere of trust and mutual respect. This nurturing leadership style reduces turnover and enhances employee satisfaction, contributing to a productive and cohesive workforce,” says Charu.
Organizations that value gender diversity and inclusivity tend to enjoy a positive reputation among consumers and investors. A diverse leadership team demonstrates a commitment to fairness and equal opportunities, resonating with stakeholders and fostering brand loyalty. This positive image can lead to increased customer support and investment interest, creating a virtuous cycle of growth.
Balancing the Scales
Taking care of oneself and maintaining good mental health is essential for any leader, regardless of gender. As a woman leader, Charu recognizes the importance of establishing clear boundaries between work and personal life. She allocates time for self-care, family, and hobbies to avoid burnout and maintain a healthy work-life balance. Incorporating mindfulness techniques and meditation into her daily routines helps reduce stress and improves her focus, allowing her to lead with clarity and composure.
“In my pursuit of self-care, I find solace in activities that rejuvenate my mind, body, and soul. Yoga and swimming sessions with my kids serve as energy boosters, providing moments of relaxation and connection. During break sessions, I indulge in soulful music, which allows me to unwind and re-energize. Another stress-busting activity for me is cooking up a delicious meal after a hectic day of work and travel. Preparing a meal not only nourishes my body but also feeds my soul with the joy of creation,” shares Charu.
Delegating tasks and empowering her team members are vital aspects of Charu’s leadership style. She trusts and supports her team, giving them the autonomy and responsibility to excel in their roles. This approach fosters a positive work environment, enhances team morale, and reduces the burden on the leader. By empowering her team members, Charu encourages their growth and development, fostering a sense of ownership and accountability.
Recognizing the significance of adequate rest and sleep, she maintains discipline by ensuring she gets the recommended 8 hours of sleep each night. “Sufficient sleep is essential for mental and physical well-being, enabling me to approach each day with renewed energy and focus. It also serves as a preventive measure against burnout and enhances my ability to lead effectively. Practicing gratitude is a conscious effort I make to cultivate a positive mindset. I acknowledge and appreciate the positive aspects of both life and work. Expressing gratitude not only boosts my well-being but also strengthens my relationships with colleagues and team members,” she shares.
“Taking care of oneself is not a luxury but a necessity for effective leadership. By prioritizing self-care and mental well-being, I believe I can enhance my ability to navigate challenges, make sound decisions, and lead with authenticity and resilience. Maintaining good mental health is crucial for managing stress, building emotional intelligence, and fostering healthy relationships in the workplace.
Leading with authenticity means being true to myself and my values, allowing me to connect with others on a deeper level. I recognize that as a woman leader, I may face unique challenges in a traditionally male-dominated field. However, I believe that my authenticity and self-assurance help break barriers and inspire other women to pursue leadership roles fearlessly. By sharing my experiences and successes, I aim to empower and support other aspiring female leaders in their career journeys,” says Charu.
Supporting Women in the Organization
Charu opines that supporting other women in organizations is essential for fostering a positive and inclusive work environment. Women in leadership positions can offer guidance and mentorship to younger or less experienced colleagues. Sharing insights, and advice, and providing a safe space for asking questions can be tremendously valuable in career development.
“They can encourage collaboration and teamwork among female colleagues. By working together, women can leverage each other’s strengths and create a supportive network. Acknowledging each other’s successes helps build a positive and encouraging atmosphere. A woman leader can also support other women by advocating for their advancement and growth within the organization and recommend them for challenging projects or leadership roles when appropriate,” suggests Charu.
It is also relatively easier for a woman leader to offer constructive feedback in a supportive and constructive manner to her colleagues as she would understand the context and situation better. Balancing work & personal life can be easier and it encourages healthy wellbeing.
“We must understand that supporting other women is not about exclusion or favoritism; it’s about creating an inclusive and empowering work culture where everyone can thrive. By uplifting and empowering one another, women can collectively work towards breaking down barriers and achieving greater success in their organizations,” she asserts.
The Way Ahead for the Industry
The building material industry has been witnessing a remarkable transformation in the past decade, as it has shifted from a commodity-based industry to a brand-driven phenomenon. This evolution has been primarily influenced by the changing aspirations and needs of consumers. In the past, products such as paints, tiles, bath-ware, cement, and steel were considered purely functional, with little emphasis on branding. However, with the advent of new marketing strategies, companies and consumers both have experienced a significant shift in the marketing landscape and it will continue to evolve with evolving technologies.
Charu feels that the widespread adoption of digital technology has facilitated more involved purchases. Brands will now have to develop multiple touchpoints to connect with consumers, and interventions such as chatbots, conversational AI, and data analytics-driven predictive algorithms will be playing a pivotal role in enhancing their buying journey. Also, in this era where consumers are also overwhelmed with loads of information, brands in building material industry will have to provide personalized communication to consumers more than ever now.
The meaning of homes will continue to evolve as personal spaces reflecting personal choices and personas and hence consumers will now seek more than just functional products,
with a sense of comfort, aesthetics, and well-being in their living spaces. This change will further fuel the transformation of the marketing landscape in the building material industry.
“Brands that understand the changing consumer behavior and will provide relevant nudges at key touchpoints will emerge as leaders in this dynamic industry. Ultimately, the goal is to establish a strong mind share, which translates into increased market share for building material brands. The changing marketing landscape in this industry will largely be driven by empathy, technological advancements, and an understanding of consumer needs, as it will continue to evolve rapidly to create a more engaging and fulfilling experience for the consumers,” concludes Charu.
Quote 1: “Our commitment to providing an immersive and joyful experience for customers will remain at the forefront of building material marketing strategies.”
Quote 2: “By fostering creativity and innovation, encouraging calculated risk-taking, and providing unwavering support, I instill confidence in my team to excel in their roles and scale up in their careers.”
Quote 3: “Promoting gender diversity in leadership is not only a matter of fairness and equality; it is a strategic imperative.”
Quote 4: “As I continue on my leadership journey, I am committed to inspiring my team to reach their highest potential and fostering an environment of innovation and growth.”
