Tips For Women Professionals To Succeed In FMCG

Women professionals in FMCG must be good with numbers and know who they are dealing with

According to a report by IBF, the Consumer Durables/FMCG market is going to be US $ 33.4 billion in 2015. The market is expected to double at a CAGR of 14.8 per cent to reach US $12.5 billion in FY15 from US $6.3 billion in FY10.

“Driven by growing consumption in rural and semi-urban areas, the fast-moving consumer goods (FMCG) market is set to double from US $ 14.7 billion in 2008-09 to US $ 30 billion in 2014, in order to become the fourth largest sector in the economy with a market size in excess of US $14.7 billion,’’ said Srikanth Rengarajan, executive director and president, ManpowerGroup India in the bi-annual RecruiteX report.

With most companies planning massive expansion in future, there is a huge demand for professionals across roles and experience categories. However, the emphasis is more on support functions. Rahul Nene, managing partner, Unoresource mentioned in TimesJobs.com RecruiteX that rapid expansion in terms of front-end core players and improved market penetration, can be achieved if one’s back-end departments such as HR, IT and technical staffing are firmly in place.

All these support functions offer immense opportunities for women professionals in the FMCG sector. Anuradha Aggarwal, Category Director, Biscuits, Cadbury India Ltd, a part of Mondelēz International shares few tips for women professionals to chart a successful career in the industry…

• Get into the trenches early, and return often. The real world is in the market. You have to be there, learning the ropes from the sales people in the early stages, figuring out where your product really sells, who sells it and to whom. There is no substitute for hands-on experience, and if it means learning better bladder control, do it!

• Get to know your customer. Just because most FMCG brands in India target women and you are one, does not mean you know what they want. Spend time with the consumer; get to know her/him.

• Make numbers your best friends. So many young girls I meet say that they want to be in the FMCG sector as they love people. The same girls also often confess to not liking numbers. A large part of managing an FMCG brand is analysing market trends, figuring out consumer behaviour traits and reviewing reams of data. It’s important to be good at it.

• Follow through with rigour. A bright mind and a sharp wit will get you in, but survival in the FMCG world is reserved for those who do the – i’s and cross the – t’s. The brightest ideas fail if not backed up by a thorough execution plan. The devil is in the detail.

• Be the person that you would want to work with. People come to work inspired by purpose, but work for people who inspire them. Be a great team player and you may be a great leader someday.

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