#ObserveNowChangeMakers: From a nuclear physicist to a beer marketer meet Ramita Chaudhuri

A woman who has a degree in Nuclear Physics is now the chief Marketer of an Alcohol Beverage brand in India. Even as we write the sentence something seems odd about it. But a beautiful, unique and happy kind of odd. Meet Ramita Chaudhuri, Chief Marketer Mahou India. Ramita feels the only way to make a change in the world is to come forward and be the change you want to see . She uses her scientific approach to creativity and is out there to make a change for herself. And hopes to be a role model for many girls and women who want to work in a traditionally unconventional industry. A story is worthy to be shared this Woman’s day. 


In an exclusive interview with ObserveNow, Ramita talks to us about her career shifts, challenges, and stereotypes of working in an unconventional industry and her message to all you beautiful ladies out there. 


Edited Excerpts from her interview:


Q- You have a very interesting degree yet a completely different job role. How did this happen? 


Yes, I did masters in nuclear physics from Kolkata. However, the creativity in me couldn’t stop but unleash itself and that’s how I shifted into the world of advertising and marketing. The journey has only grown better since then. Moving into media domain and then into alco-bev industry basically the shifts that weren’t co-related have helped me gain experience across diverse sectors. Having said that, the learnings have only increased and this cross-functional experience has helped me to become a well-rounded professional. The balance of having knowledge of science along with the creative side got me into the world of marketing, where I could use a scientific approach to creativity.


Q- How difficult is it to be a woman selling a beer in India? 


I would say that it is more of a stereotype that women cannot work in some industries - alco-bev being one. While I understand the set of challenges that exist for women, it is also up to us to challenge and break this stereotype. With more and more women coming to the forefront and taking charge of their careers, the gender parity will improve and we will have many more role models to inspire the young girls out there to take charge and work in traditionally unconventional businesses.


Q- Tell us a little about your brand and its specialities


Mahou India is a 100% subsidiary of Spanish brewing major, Mahou Group, a Spanish-owned family company. We are a market leader in Spain and the firm's history dates back more than 128 years, beginning with the birth of Mahou in 1890. 


India is the first country for Mahou Group where it has a fully owned subsidiary outside of Spain. The company has its brewery located in Bhiwadi, Rajasthan and it is one of eleven breweries it operates in, eight of which are in Spain and two in the USA.


We have been in India for approximately 5 years now with Mahou 5 Star, Mahou Clásica in the premium category and Dare Devil and Dare Devil Royal Export in the semi-premium category. The brands have done well and we recently launched a new product - Mahou Maestra Wheat which is the first Spanish wheat beer to be made in India. It is the perfect fusion of Spanish and Indian ethos because of the mixture of its tangy hints and fruity feeling of Sevillian (Spanish) orange peel and the herbal spicy notes of Himalayan organic coriander. Both Spanish and Indian tapas are an awesome combination with  Mahou Maestra Wheat.


Q- Tell us about your biggest achievement in life? 


1. Becoming a Multi-Talented Maverick Persona. Leader – Provider – Nurturer as well a Creative Soul.

2. #RomiSmileAgent – humble effort in trying to spread smile – within & around self 


Q- What is the easiest and the most difficult thing about marketing a niche product like beer? 


Looking at the recent scenario in India, there has been an increase in disposable income, urbanization and growing youth (millennial) population with the rising acceptance of social drinking. This has helped in the growth of both the beer market and brands like us since people are open to trying new brands. Marketing to millennials has its own set of challenges but it is indeed very interesting. In order to market a lifestyle product like beer, it is important to keep the lifestyle and culture of people in mind – and create marketing campaigns basis those insights. 


Being a 128-year-old Spanish beer brand, we want to create a beer-loving culture where people enjoy beer responsibly. We want consumers to enjoy Mahou Cervezas (beers) the Spanish way! In Spain, beer is enjoyed in small glasses called “cañas” always accompanied by small bites of food called “tapas”. This is very similar to our snacking habits in India here and we want to create the same culture here in India. We are introducing not only the taste of Mahou in India but also the culture associated with Mahou in Spain – such as Cañas and Tapas, organizing events and activations to promote this Spanish lifestyle of food and beer in a social context. 


Q- Name two women you look up to and why? 


Mother Teresa for her angelic touch in our lives based on love and compassion. The dedication of her life for serving others than self. And Janshi ki Rani Lakshmibai – the warrior queen – a mother, leader, fearless selfless role model of power and purpose!


Q- Your message to young girls this women's day? 


Never give up. Be true to yourself – your purpose – give it all you have. There is nothing called a  Man’s job and a Woman’s job. We are equal partners and we just need to believe and act accordingly. Be a provider – a nurturer – a creator – an example by leading from the front! Believe that you can and you will. Don’t wait for someone to come and help you grow. You are the master of your own destiny. And most importantly stay humble, full of gratitude and go on to take the world with a smile. Be a #smileagent  

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