Leaders

Educated at Lady Shri Ram College, where she embraced its motto 'Sa Vidya Ya Vimuktaye' (knowledge liberates), Preeti attributes her Alma Mater to shaping her into a well-rounded individual prepared for life's challenges. Her journey from a time when communication was limited to a single phone at the hostel superintendent's office highlights her early independence and determination.

As India continues to champion women entrepreneurship and leadership, figures like Preeti Singh serve as inspirations, advocating not just for gender parity but for the recognition and celebration of merit and capability in all spheres of business and society. Let’s hear from her.

Could you share with us your previous industry experience that you bring to the table? What are some of the key areas of expertise you've developed as a finance leader?

I must confess, despite scoring full marks in my school math exams, this area was initially challenging for me until I transitioned from my roles in Marketing and Corporate environments. It was during this time, while managing my personal finances with some available time, that I realized the prevalent misdirection within the financial services industry, where employees often prioritize meeting monthly targets over genuine client interests.

Fortuitously, I connected with a childhood family friend, a respected figure in the industry known for their ethical practices and forward-thinking approach. Joining their venture, I quickly immersed myself in learning the intricacies of finance. To my surprise, I found myself deeply engaged in sifting through extensive financial advice on various platforms for hours on end—discovering a passion that would define my career thereafter.

My background in Marketing, PR, and Customer Services across diverse industries has been instrumental in enhancing the market presence of Citrus Advisors and our affiliated company, I CAN Financial solutions. Notably, our Transparent Customer-Oriented Online Investment Platform has expanded successfully beyond the Western region to encompass Northern India.

Today, as a finance leader, I am dedicated to instilling trust and a proactive approach in investment and financial management, ensuring reliability and a 'Can Do' spirit in all our endeavors.

Introduce us to Citrus Advisors. Tell us about the various responsibilities you shoulder as a Director at the firm.

Citrus Advisors, specializing in Asset Management and Portfolio Management Services, was founded in 2012 with a vision to strengthen corporate governance and expanded our capabilities across market cycles. Our sister company, I CAN Financial, offers a comprehensive range of investment, insurance, loans, and tax filing services through an innovative online platform and app. Within five years, I CAN Financial has risen to become a top 100 Mutual Fund distributor, earning numerous accolades annually.

Moving forward, our strategy includes expanding market presence, educating clients, and tailoring financial solutions to meet individual risk profiles and goals. We recently launched a Mutual Fund cum Stocks PMS Strategy offering customizable portfolio management options, ensuring cost-effectiveness and flexibility across various investment appetites—from safe to aggressive.

Throw light on the most significant professional milestones you have achieved throughout your professional journey. What has your success mantra been over the years?

From being the first woman in various pioneering roles, I've embraced my family's success mantra: 'Success is no accident; it is hard work, perseverance, learning, sacrifice, and loving what you do.' This philosophy has garnered me numerous awards and accolades. Highlights include achieving an 80 percent market share as Regional Manager at Ushafone, navigating challenging territories across the country in Telecom, and resolving strikes at Triveni Glass factories.

Throughout my corporate journey, I've consistently earned promotions, culminating in the Women Leaders Award for Max Bupa Health Insurance CSD in 2014. I've served on international company boards and established highly successful franchises for Citrus Advisors and I Can Financial. Mentoring startups and college graduates has been deeply rewarding, reflecting my commitment to fostering talent and driving sustainable growth.

How do you foresee women leaders’ representation evolving in the Indian finance landscape evolving going forward?

Looking ahead, the evolution of women leaders in the Indian finance landscape shows promising signs, with many having led prominent financial institutions, often hailing from LSR alumni. However, a concerning trend is the increasing dropout rate of women due to inadequate support systems balancing family responsibilities. Modern societal shifts away from joint families and shared responsibilities further hinder women's professional progress.

To address these challenges, initiatives like promoting women entrepreneurship, integrating financial education early on, and enhancing STEM education for girls are crucial. Encouraging financial modules in rural development and skill centers will empower women across all levels. Ultimately, cultivating more women finance managers and leaders will bring a balanced and compassionate perspective to the realm of finance.

 For aspiring women entrepreneurs and business leaders:

Work passionately and sustainably in your chosen field; success follows persistence and customer focus. Above all, invest your hard-earned money wisely.

Preeti Singh, Director, Citrus Advisors

Preeti Singh, Director at Citrus Advisors ventured into traditionally male-dominated sectors, such as steel, glass and telecom, where she made significant strides. Notably, she was among the first female Management Trainees in Tata Steel and the inaugural Lady Manager in the Indian glass industry. She serves as an inspiration, advocating not just for gender parity but for the recognition and celebration of merit and capability in all spheres of business and society.