In the captivating expanse of Ladakh, situated in the northernmost reaches of India, a vibrant hub has emerged for both intrepid adventurers and culture enthusiasts. Its rugged landscapes, crystalline lakes, and ancient monasteries exert a magnetic pull on travelers worldwide.

Within this burgeoning tourism sector, women have assumed a central role, not just as business owners but also as cultural emissaries. Whether managing guesthouses and homestays, guiding trekking ventures, or preserving traditional handicrafts, Ladakhi women are shattering barriers and fostering empowerment through tourism. On the occasion of International Women’s Day, Siddharth Mala, Correspondent, ObserveNow Media, engaged in a conversation with Rigzin Lachic, Founder of Dolkar and General Secretary of the All Ladakh Hotel and Guest House Association, exploring her journey in advancing women’s empowerment.

Rigzin reflected on her journey, expressing that how each summer when she used return to Ladakh, her grandparents questioned if her education would benefit their homeland. Despite studying in various parts of India and working in Tokyo and Delhi, she never felt fully satisfied. Her longing for more meaningful work led her to create “Dolkhar,” named after her grandmother, with the intention of preserving the land as her grandmother envisioned, as an integral part of the ecosystem. Motivated by her admiration for Ladakhi traditions and the imperative of sustainable development, she entered the hospitality industry, inspired by the elders’ sustainable practices and the necessity of integrating traditional methods amidst tourism growth.

Below are some edited excerpts from the interview:

How do you envision your venture contributing to breaking down societal barriers and empowering women to take on leadership roles and pursue their aspirations in Ladakh?

Ladakh has a lot of incredible women making great strides professionally. The culture in the valley has been kinder to women than in most other places I know. Having said that- there is no denying that it still takes a lot for a woman to break out of archetypes that have been set for her. For instance, when Dolkhar was in its construction phase people often asked if there was an elder person involved before making decisions. The idea of a woman overseeing construction was so alien to people. We might not be able to correlate a woman being on a construction site every day and making every decision along the way to how it inspired women around but it surely got the idea slightly closer to being “normal”, acceptable or in a few cases even respected in people’s minds and Dolkhar is also a woman-led company that has some great female talent in its repertoire and in an industry that still has a significant imbalance in its gender ratio.

“Hatti”- your initiative to support local artisans, sounds fascinating. What challenges have you faced in promoting their work, and what strategies are you employing to overcome them?
“Hatti,” a social enterprise that empowers local artisans and showcases Ladakh’s rich metal, ceramic, wood, and textile crafts. This initiative is a reflection Dolkhar’s multidimensional approach to cultural preservation and sustainable development. While interacting with the artisans- whether to create a platform for them or to purchase their products for Dolkhar, the biggest challenge was to make them realise the value of their own skills and products. To create a sense of pride within them. For instance, the weavers weren’t very confident about me keeping their rugs and carpets in the villas. Once it was all done, they visited Dolkhar and they had a new sense of pride and ever since they have been creating products for a range custom orders- some even for hotels outside of Ladakh.

In your opinion, how can sustainable tourism contribute to the long-term well-being of Ladakh’s environment and communities?

Ladakh’s economy lies heavily on tourism and as of today it is unfortunately extractive in nature. Given the ecologically sensitive nature of the valley and the great strain on the environment tourists and conventional tourism practices put on it- I can say to a certainty that Ladakh will face severe natural challenges if we don’t adopt sustainable methods of tourism- methods that allow regeneration!

So, in my opinion, if the objective is a healthy continuum, regenerative and sustainable tourism is not just a contributor but the only way forward for Ladakh.
Our approach at Dolkhar constantly seeks innovative and sustainable solutions that align with the larger ecosystem. We strive to minimise our impact while maximising positive contributions to the local environment and culture, ensuring we adapt alongside evolving needs. The ways of working involve conscious choices of reducing consumption, using natural materials, creating a zero-waste kitchen, and employing passive solar heating methods. Central to everything always remains a profound respect for the ecosystem, environment, local communities, and our rich culture.

Reflecting on your journey so far, what are the key lessons you’ve learned about entrepreneurship and cultural preservation in Ladakh?

The Ladakh region has had a profound impact on me, shaping my vision for the future of Dolkhar. I envision a sustainable travel industry in the Indian Himalayas, recognising the region’s vulnerability to climate change and embracing practices that respect the environment, culture, and people.  Entrepreneurship comes with a huge amount of responsibility, and realising the impact of our work on the environment, economy and community is key while making any decisions. No impact, however small is significant, every small decision contributes to the larger impact we strive to achieve.

Ladakhi people as a collective need to take more pride in our culture, traditional wisdom and practices and then we can look to the world to embrace it.
Adding elements that are more relatable to the world and integrating it with our culture Dolkhar enables us to take Ladakh to a larger audience.

What advice would you give to other aspiring entrepreneurs, especially women, who are looking to make a positive impact through their ventures?

I just want to say to all the young women reading this today that, you must dream big because you are so much more than you think you are and you can achieve so much more than you imagine you can achieve!

In all the chaos you must remember to believe in yourself, to rise above all the voices that say you cannot and try, as much as you can, to operate outside of the need for external validation.

For when you do need support though, there are always people, especially women, walking the same “road not taken”- all you need to do is reach out and of course, when the time comes, be part of a larger support network for as many on the same path!

As a woman leader in the marketing industry, my advice to aspiring women professionals aiming for leadership roles in B2B marketing is to break free from conventional thinking, especially in the digital era. Don’t allow anyone to hold you back with outdated norms or slow-track your progress, shared Nitu Sharma, Head of Marketing, Iron Mountain India in an interactive conversation with ObserveNow.

Below are the Edited Excerpts from the interview:

In today’s rapidly evolving digital landscape, how do you see the role of B2B marketing evolving, especially in light of the growing emphasis on personalized and data-driven strategies?

In today’s rapidly evolving digital landscape, the role of B2B marketing has undergone significant transformation. We’ve shifted from traditional mass marketing approaches to more personalized and targeted strategies, thanks to the digital revolution in the industry. Marketers can no longer afford to drop the ball when it comes to leveraging vast data for decision-making.

The emphasis on personalized and data-driven strategies has elevated the importance of marketing within businesses. Brand building, which had previously taken a backseat to sales, is now in the spotlight once again. Marketing is increasingly viewed as a pivotal function within organizations, with the responsibility to drive campaigns and navigate uncertainty by defining strategies for success in this new landscape.

These changes present exciting opportunities for emerging marketing leaders to unleash their creativity and experiment with innovative approaches.

Diversity, equity, and inclusion (DEI) are increasingly recognized as critical components of successful marketing strategies. How do you ensure that your team embraces diversity in both its composition and its approach to reaching diverse audiences in the B2B space?

Ensuring diversity within our team is paramount in crafting successful marketing strategies. Just as our customer base is diverse, our approach to reaching them must reflect this diversity.

Thoughtful hiring practices play a crucial role in fostering diversity within our teams. By building teams where each member complements one another, we can create an environment rich in diverse perspectives. Encouraging individuals from various cultures and backgrounds to join our team further enhances this diversity.

Marketing isn’t just about campaigns; it’s about a series of events that require a multitude of perspectives to connect the dots between the strategic business goal and financial outcomes envisioned.

By embracing diversity, we gain the ability to think like our customers rather than simply marketers. This diversity not only brings meaningfulness to our brand but also ensures that our approach resonates with a broad spectrum of audiences. When powered by diversity and inclusion, our marketing efforts become more effective and impactful. 

Content marketing continues to be a cornerstone of B2B marketing efforts. Could you share some insights into how your team navigates the challenge of creating compelling and engaging content that resonates with B2B audiences in a crowded digital environment?

In navigating the challenge of creating compelling content in a crowded digital environment, our approach revolves around simplicity and understanding our brand’s DNA. We’ve learned that impactful content doesn’t always require extravagant efforts; with the rise of content marketing in the digital sphere, creativity can thrive even without extensive financial backing.

Once we grasp the essence of our brand, generating engaging content that resonates with our B2B audience becomes more intuitive. An effective strategy involves immersing ourselves in the customer journey and engaging directly with touchpoint individuals. By soliciting feedback firsthand, we gain valuable insights into enhancing the customer experience with minimal effort.

As a woman leader in the marketing industry, what advice would you offer to other aspiring women professionals aiming to break into leadership roles in B2B marketing? How have your own experiences shaped your approach to leadership in this field?

As a woman leader in the marketing industry, my advice to aspiring women professionals aiming for leadership roles in B2B marketing is to break free from conventional thinking, especially in the digital era. Don’t allow anyone to hold you back with outdated norms or slow-track your progress.

If you have a vision, pursue it boldly and seek out those who are willing to support and empower you. Embrace opportunities to experiment and ignite the spark that fuels your leadership journey. Be courageous in challenging unwritten norms and redefining what’s possible, rather than waiting for opportunities to come to you.

“Empowering women isn’t just the right thing to do, it’s the smart thing to do. When women succeed, nations are more safe, secure, and prosperous.” – Barack Obama

In a society where women were once worshiped and empowered in the form of Goddess Durga, Lakshmi and Saraswati, it’s essential to recognize the shift that has occurred over time, leading to the need for reinvigorated efforts toward strengthening women’s roles and presence. Despite historical reverence, many cultures have seen a decline in the practical empowerment of women, often due to systemic inequalities and entrenched gender biases. Strengthening women in our contemporary society demands a multifaceted approach.

I feel education plays a crucial role in ensuring that women and girls have equal access to quality education, and empowers them to make informed choices about their lives and careers. Education is a foundational step towards economic independence and a powerful tool against discrimination.

Also providing platforms for women to voice their experiences and struggles is crucial. When women lead and participate in discussions on issues affecting them, society is more likely to address these issues effectively. We need a society where we can strengthen women’s empowerment and work towards a culture that not only worships women in theory but also genuinely empowers them in every aspect of life.

Author: Dr. Sujata Shahi, Vice Chancellor, IILM University, Gurugram, Haryana

Disclaimer: The views expressed in this article are solely those of the author and do not necessarily reflect the opinions or policies of ObserveNow Media. The author is solely responsible for ensuring the accuracy, completeness, and validity of the information presented, encouraging readers to independently verify and seek professional advice if needed.

New Delhi: SAP has recently announced the appointment of Manish Prasad as the President and Managing Director for the Indian Subcontinent. This strategic move, effective March 6, 2024, reflects SAP’s commitment to strong leadership in the region. Manish Prasad, bringing over 26 years of leadership experience, takes the reins from Kulmeet Bawa, who has transitioned to a global role for SAP Business Technology Platform.

Manish’s journey with SAP is noteworthy, having rejoined the company in 2021 as the Head of Industries. Prior to this, he served as Head of Consulting and Services – Sales for India, a position he held for two years until 2019 when he joined Wipro as the India Business Head. This seasoned professional has demonstrated his prowess in various capacities, contributing significantly to the success of companies such as Accenture, Wipro, Dell, IBM, and Tata Steel throughout his distinguished career.

With a rich professional history encompassing key roles in diverse sectors, Manish Prasad is well-equipped to steer SAP’s operations in the Indian Subcontinent. His appointment marks a pivotal moment in SAP’s leadership landscape and underscores the importance of experienced leadership in driving business solutions and technology advancements in the region.