Despite rapid changes and growing competition in the realm of business, women leaders have risen as pioneers, reshaping traditional paradigms and pushing boundaries to forge the path for the future. Their exceptional contributions not only steer companies toward prosperity but also serve as a compelling source of inspiration for burgeoning business enthusiasts worldwide.
The pivotal role that women leaders play in reforming businesses and defying age-old norms underscores their ability to convey a powerful message to a new generation of leaders, igniting the flame of curiosity and encouraging them to challenge the existing landscape with fresh perspectives and unwavering determination.
This week, IMAGES Business of Fashion takes a closer look at the business journey and professional growth of Rashmi Shukla, Business Head and Senior Vice President, Jaypore, Aditya Birla Fashion and Retail Limited (ABFRL).
About Rashmi Shukla
Rashmi Shukla has over two decades of experience across the Fashion and Lifestyle spectrum. She is highly passionate about building purposeful businesses and nurturing winning teams. Additionally, she is also a creative thinker with an entrepreneurial mindset and believes in keeping a larger social fabric at the center of every business decision, making sure it has a positive net impact on the environment, society, and stakeholders at large.
Education Profile and Career History
- Rashmi Shukla is an Alumna of the National Institute of Fashion Technology (NIFT), Delhi
- In terms of her professional career, Rashmi’s association with Aditya Birla Fashion and Retail Limited (ABFRL) spans over two decades. She started her career as a product manager, where she led the growth of various functional verticals like merchandising, marketing, retail, and brand. She also has rich experience in brand management, P&L accountability, consumer centricity, and strategic planning.
- Currently, she spearheads Jaypore, one of ABFRL’s key endeavors to bring India’s most beautiful artisanal finds to the global consumer.
Her Aspirations
Speaking to us about her aspirations in business, Rashmi Shukla said, “I wish to relentlessly nurture and grow Indian crafts across the country and unleash and celebrate the rich cultural heritage that defines our nation’s fabric. At Jaypore, the team as a whole aspires to foster a sense of community and empowerment among our artisans, ensuring fair remuneration and continuous skill development.”
Additionally, she spoke about her strengths saying, “Staying agile, adaptable, and resilient has helped me professionally.”
Game-Changing Retail Technologies
Rashmi Shukla’s top 3 game-changing technologies are –
- Augmented Reality (AR)
- Artificial Intelligence (AI)
- Efficient No Contact Payment Solutions
Skills that Helped Her Succeed in the Industry
Speaking about some core skills that added value to her business in fashion retail she said, “A discerning eye for design is a must. Understanding your brand, its aesthetics, and design values and then integrating them with your product range is a skill that anyone who works in the fashion and lifestyle business should try to build.”
“Keeping the customer at the center of every decision you make is also key. The customer today, is making informed choices and is expecting their purchase to fulfill more than just one need. People are seeking a story, a meaning, and a purpose that draws them towards a product at a store or online. Shift in the market from fast fashion to slow craft and conscious choices has given me an opportunity to gather some great lessons,” she added.
Changes Led by Rashmi Shukla
Speaking about the changes she brought about at Jaypore, Rashmi said, “One of my core focuses as Jaypore’s Business Head has been to expand our retail and category footprint. We have introduced Home and Menswear in addition to Womenswear and Jewellery post my joining the business. The goal is to offer a memorable shopping experience that allows customers to fully immerse themselves in the realm of craftsmanship and heritage. From just 1 store in 2018, we now have 20 stores in some of India’s most popular malls and at some of the most valued high-street locations. We are all geared up and will be crossing the 50-store milestone soon.”
