Leaders

Communication is a constant theme across several different industries, and it doesn't matter if you're involved in engineering, cryptography, or the laser industry. Being able to communicate effectively transcends the boundaries between these professions. Marketing is just as essential in the heavy industry; therefore, Communication professionals must have the flexibility and creativity to adjust to diverse industries. Without a transparent marketing strategy, companies in this highly competitive sector would be hard-pressed to grow revenues and cultivate a large following. Light Mechanics is rapidly growing under the influence of Shipra Sinha, leading the Marketing and Corporate Communication department as a state-of-the-art laser machine manufacturing company situated in the Silicon Valley of India, Bangalore, with eight branches worldwide. Shipra Sinha is a well-known, experienced communication professional in the Indian Laser Industry. She has briefly branded her company "Light Mechanics" as the most popular laser solutions provider in the Indian EV and Battery domain, inviting new audiences into the brand with unexpected collaborations.

Tell us some important features about your marketing and sales professional expertise.

Being into the laser industry, mainly driven by technology, and heading Marketing and Communications for Light Mechanics, my expertise lies in my ability to think strategically, understand the market, create, communicate and drive strong marketing campaigns that resonate with my target audience. I believe in engaging, understanding pain points, and educating and helping my clients with relevant solutions to fix their problems. Over time I ensure to form a business Transparency are upheld on both ends. Being socially active with my target buyers keeps my content and marketing strategies creative as the Indian laser industry seeks more awareness and expertise from the manufacturers. A content-based solid marketing strategy helps me get my prospects' attention and move them into the buying cycle.

How has been your journey as the Head of Marketing & Corporate Communication with Light Mechanics? Also, tell us about your current roles and responsibilities.

I started my journey with a dream to position Light Mechanics as a leading player in Laser Technology in EV Battery and Powertrain Industry. We were technically ready with our solutions when the EV  boom happened and got the "First Mover Advantage" in the Indian EV Battery Welding Domain. It took a lot of hard work, persistence, sacrifice, studies, and sleepless nights for me and my team to make this possible. In the process, I got the opportunity to meet and interact with the most significant industry conglomerates. I made sure to learn something from each interaction I had with them. This journey gave me the appreciation, recognition, and opportunity of a lifetime. My roles and responsibilities are mainly focused on facilitating the growth and revenue of my company by creating a marketing strategy that drives brand awareness and demand generation for our laser-based solutions. Also, it includes strategic and tactical decision-making that clears roadblocks and drives competitive growth with strong brand positioning.

"If you believe in yourself the world will believe in you. Keep going and keep rocking"

What are some of the most pressing business challenges you encounter as a marketing professional? How do you successfully mitigate these challenges?

Today's industry is constantly bombarded with content, making customers feel overwhelmed. I often realize that few brands lack the right story, positioning, rich and impressive content, and a human-relatable voice to engage buyers. These problems result in business communications not hitting the right note. As a marketing professional, I ensure that the content I create or the conversations I have with my prospects strike the right message at every touch point they have with me or my company. I mainly focus on technical and content-based marketing as the industry buyers are eager for a trusted advisor due to their lack of awareness of laser technology and its applications.

What are some of the most significant milestones you have achieved throughout your professional journey? What has been the driving force behind your success as a business leader?

I believe I am among the very few females who have made a mark in the Indian Laser Industry, which is dominated mainly by our male counterparts. Being part of an organization that trusts me, breeds my passion, and makes me feel empowered to make critical business decisions drives me towards success as a business leader and a brighter future.

How do you keep yourself well aligned with the evolving industry trends and technology?

The EV industry is evolving at an incredible speed with uncertainty and technological changes. Awareness of the trends and changes affecting your business, customers, and industry can keep you well ahead of the curve. I spend around 1-2 hours daily reading news, articles, and research papers on Laser technology to keep track of its evolution and technical advancements. Networking and discussing with my customers and industry colleagues keep me well informed on evolving industry trends and enlightens me with new ideas. I firmly believe that your habits shape your identity".