Anupama Gupta brings over 20 years of retail leadership, blending expertise in merchandising, operations, and strategic growth. Instrumental in expanding Good Earth’s footprint, she champions Indian heritage through luxury retail and hospitality, while driving innovation, international expansion, and curated customer experiences.
In an insightful interaction with Women Entrepreneurs Review Magazine, Anupama Gupta shares her insights on the evolving role of women leaders in India’s luxury and beauty retail sector, addressing brand legacy, sustainability, inclusivity, and the unique impact of women on culture and strategy.
In the current landscape of the Indian retail industry, particularly in luxury and beauty, how have you seen the role of women leaders evolve, and what shifts do you expect in the next five years?
I remember the day I walked into my first job in an organized retail set up, in the early 1990’s, eager to prove myself in the yet nascent industry & a field dominated by men. Little did I know that this was just the beginning of a journey wherein I would be denied opportunities, face biases & self-doubt. While it was a bold choice, I realized soon enough that women are gifted to bring a unique set of insights and intuition to the table, giving them an edge to lead and guide consumer insights & patterns. This is particularly evident in the luxury and beauty segments, where a women's interest & observations of consumer preferences led by understanding of everyday lifestyle and trends, have proven to be a major asset.
The retail industry in India has undergone a seismic shift over the past three decades, and women are now recognized as equally capable if not more so, than their male counterparts in driving business growth and success. However, despite their proven capabilities, women's representation in leadership positions within the Indian retail industry remains dismally low. This scenario is not only a missed opportunity for businesses but also a reflection of the societal and cultural barriers faced by women leaders.
Going ahead, I would hope to see a significant rise in women's representation in retail leadership. This shift however will have to be driven by increasing awareness about the benefits of diversity and inclusion and by growing the recognition of women's contributions to a business’s success.
As a woman leader in retail, how do you balance staying true to a brand’s legacy while adapting to ever-changing consumer trends and the increasing emphasis on sustainability and inclusivity?
At Good Earth we see ourselves as a part of India’s living heritage - adding something to what has gone before us and making it relevant in the contemporary context. Good Earth is a conduit – between old and new, past and present, craft and urban consumers, between east and west. We see every brand touchpoint as a channel to further this message, to share and celebrate the diversity India’s living traditions and cultural heritage with the modern world, whether it is through our store experiences, our design language, our products celebrating India’s flora and fauna, our storytelling that shares this knowledge, the colors we use, the way we name our products or our work culture. Our entire ethos is built around this one central idea.
Our focus on sustainability is not because of a trend. It has been prevalent ever since we started business in 1996. We have a 3-pronged approach. Sustaining culture i.e. championing traditional Indian wisdom through product innovations, sustaining crafts as we continue to support artisans across India and give them work over long term and hence sustain both their passion for the craft and their livelihoods. Finally, of course Sustaining the planet via mindful interventions of the use of pure, natural and local materials.
This has been our brand legacy and it forms the centre stage of every decision we take.
Given the fast-paced growth of organized retail, how do you ensure that women leaders within your organization are empowered, and what unique strategies do you employ to support their development?
At Good Earth, we endorse the eastern perspective of management – culture, collaboration and connection-based and from that comes the circle of trust. We trust our women leaders to contribute their best and hence there is flexibility to tailor own career depending on your aspirations while allowing time for personal commitments. Such intangible benefits allow them to lead fuller lives at home and bring that satisfaction to the work place.
These further fuels a very high-level stability & loyalty with a gentler pace of functioning whether it is in product cycles or work-life balance…because creativity of beautiful things & ideas comes out of the same.
What do you believe is the most pressing challenge women entrepreneurs face today in the retail sector, and how can the industry adapt to remove these barriers?
While there exist many government policies that support women entrepreneurs to secure loans and access to funding, one of the most pressing challenges I believe women entrepreneurs continue to face, is the struggle to balance personal and professional responsibilities. Many women are expected to take on caregiving roles for their families, which can make it difficult to dedicate time and energy to their businesses specially in retail as it’s a very dynamic and time-consuming sector on a daily basis.
It's essential to create a supportive ecosystem that acknowledges and addresses the unique challenges in a woman’s work life. It's time to drive this change through a defined policy framework backed by the government. Providing opportunities for networking, mentorship and guidance, subsidised childcare /parenting support, and training opportunities can be a game-changer for women. Such initiatives can help level the playing field for women entrepreneurs and enable them to reach their full potential.
In your experience, how do women leaders bring a distinct approach to shaping company culture and strategy in luxury retail, and what differences do you see in consumer behavior as a result?
Inherently being the nurturers & caregivers, women leaders tend to prioritize emotional connection, empathy and personalization, which resonates deeply with not just luxury consumers but also the internal teams at work.
Women in luxury retail often focus on creating an immersive brand experience that transcends mere transactions. They emphasize on storytelling, sensory details and bespoke services that cultivate strong emotional bonds between the brand and its customers. Their ability to connect with consumers, understand their needs, and develop targeted strategies has become a key differentiator in the industry. Prioritization of sustainability, social responsibility, and philanthropy also stems from a woman being at the helm and this resonates with consumers and employees alike, who value these aspects in today’s age.
What the company gains with this approach, is consumers and employees with high levels of brand loyalty and engagement. These after all, are a company’s largest and most valuable assets.
How do you foresee technology, e-commerce, and omnichannel strategies influencing the future of women-led businesses in Indian retail, especially in luxury and beauty?
The retail industry in India in general continues to change rapidly with shopping at our fingertips and customer delight at the forefront. Technology, e-commerce, and omnichannel strategies will continue to revolutionize luxury retail by offering unparalleled convenience to shop. Mobile apps continue to play a crucial role, with every luxury brand offering a quick and easy app experience that enables seamless & efficient buying, personalized recommendations and exclusive access to products and services. These apps will rule the luxury retail space, while social media and influencer marketing will drive brand awareness.
Overall, luxury & beauty retail will become more accessible, personalized, and experiential. And, of course, because women are notorious for their meticulous, thoroughly researched, and impulsive shopping habits, these tech advances will undoubtedly fuel exhaustive product research & spontaneous purchases.
