Destiny's Daughters

Destiny's Daughters
8 Sep, 2007, 0000 hrs IST, By: Mini Chandran-Kurian for Economic Times

Sometimes all it takes is for someone to gently turn you by the shoulder, and set you on the right path. And when that person is your father, the last vestiges of uncertainty leave you. You begin your journey with head held high, never looking back, touched by an inner radiance that illuminates the journey ahead, translating intangible aspirations into very tangible achievements.

One could call them destiny’s children — Schauna, Alisha and Nadia — daughters of Prakash Chauhan of Parle Agro Pvt. Ltd. While Schauna is the CEO of the company and handles day-to-day operations, new project development and human resource development areas, Nadia is director – marketing, and handles everything from nceptualising the product to advertising, marketing and sales; and the serene, waif-like Alisha handles the health and fitness venture of the company.

Even as the sun gathers strength in the early morning, and cars begin to collect in resigned rows at Mumbai’s traffic signals, the clock has already begun ticking in the quiet spacious interiors of the Parle corporate office. Small leafy plants at the windows block out the chaos without, while setting the tone for the peace within. Its barely 8.15 am. Schauna, Nadia and Alisha are already at work. The day stretches ahead, encompassing the whole gamut of meetings — dealer meets, brainstorming sessions and decision-making.

“There was never any question of us doing anything else,” says Schauna firmly. Her eyes bright with emotion, she remembers that her very first steps were taken in her father’s office. “So many happy memories of my childhood are connected with this organisation. I came in eight years ago, at a time when the parent company was undergoing major changes such as Coke purchasing the Thums Up brand.

My years at Kodaikanal International School, and then summer school at University of California in LA, and later at Business School Lausanne, Switzerland, did much to mould me, yet it was my father who was my true mentor. Initially, I was bursting with new ideas, but it was he who cautioned me that I had to master the fundamentals first.”

Nadia, the youngest and perhaps the most precocious, says candidly, “We were never afraid to ask ‘stupid’ questions. The point is, our father believes in us.” She goes on nostalgically, “One of the things I remember about my childhood, is that at the annual Diwali Laxmi Puja at the factory, where normally only the male members of the family preside, my father would insist on us daughters taking pride of place. Recently, some well-wisher told my mother that I was doing so well, despite me being a girl, and my mother replied promptly that it was because I was a girl that I was doing so well!”

“The gender thing never posed a problem for us,” reiterates Alisha. “Our parents always expected us to maximise our potential. When I wanted to start something a little different from what the family was already into, my parents supported me 100 per cent. I’ve always had this abiding interest in holistic health — I love volleyball, squash, horse-riding and hiking.” Alisha feels that this segment has not been exploited enough in India. “It is a largely disorganised sector, so I hope I can make a mark here.”

Despite the initial difficulties in setting up a new venture, the idea took root and bloomed in a 6000 sq. feet state-of-the-art gymnasium named V3 (she prefers to call it a fitness commune) in Malad, Mumbai, with highly qualified personnel, power yoga, Taichi, Schwinn Cycling, juice bar and the rest of it! “The response has been terrific,” beams Alisha. “Expansion plans are on the anvil.”

What is striking is the undeniable bond between the three sisters, a palpable level of connection that communicates itself distinctly and sets the rhythm for a harmonious working relationship. “That is because we have distinctly defined areas of operation,” clarifies Nadia. “Of course, we do have disagreements, but then the one responsible for that particular department will take the final call.” Schauna stresses that there are hardly any conflict areas, as their goal is the same — the betterment of the company.

Nadia adds mischievously, “Oh there is one more thing that we have in common — we are great gigglers! You should see us together, when we are not at work. And yes, all three of us have married highly creative people!” While Schauna’s dream man turned out to be actor Bikram Saluja, Alisha married the well-known architect Riyhad Kundanmal, and Nadia tied the knot with advertising whiz Raj Kurup. Has it been difficult balancing work and marriage? “Not at all” emphasises Nadia, who has just been on a hectic tour for the launch of Parle Agro’s new confectionery line. “I speak for all of us when I say that work is the top priority.”

So what are the strengths each of them brings to the job? Schauna replies, “I’m very structured. Whatever the task before me, I get into the tiniest detail. Only after I have decided on the course of action, do I act. In fact, I’m not a spontaneous person. My sisters always tease me saying that didi will get a joke only after two days!”

Nadia makes it a point to update herself constantly on the latest trends in marketing. She reminisces, “Even as a child, my father would have me sit in on marketing sessions, and they would bounce ideas off me, because I was their target consumer then. I grew up with the knowledge that a brand must be nurtured constantly.” Alisha, to whom both Schauna and Nadia give credit for being the best listener of the three, is seen as caring and warm, and totally committed to the family’s values.

Clearly here is a fine coalescing of intellect and grit, three young minds that work as one — razor-sharp and focused, drawing sustenance from their roots even as they race boldly into the future.