Every industry is in a constant competition to adapt to the newer generation and their needs. The automotive industry is one of such fastest sectors that need to come up and make its place with newer technologies, fancy products for latest styles and client expectations. According to Alisha Firoz Inamdar, MD at Roughtaar Automotive, Indians have always treated vehicles as a part of their family and hence her company with their inbuilt love for the client’s vehicle work to provide end-to-end services to restore the beauty and shine of a vehicle.

“We are not a wholesale market or a retail outlet where the customer walks in, buys a product and never comes back. It is a full circle of trust, where we educate the client on his vehicle's needs and post treatment maintenance and the difference between the vehicle's needs and the customer’s wants,” says Alisha.

Alisha, over the years has garnered professional experience as a Social Media and Content Head, Quality Inspector, Client relationship manager and financial analyst. To know more about Alisha and Roughtaar Automotive, kindly peruse the exclusive conversation of her with Women Entrepreneur India.

Take Us Through Your Journey That Led You Into The World Of Business And Automotive?
Well, my educational journey is quite a journey! I did my schooling from Delhi Public School in Jeddah, Saudi Arabia. I’d always wanted to be in the field of communication, so post that I did graduation in (back then called) Bachelors of Mass Media from Thakur College of Science and Commerce in Kandivali. My college days were actually the game changing days for me, as back in Saudi Arabia we had very little exposure to the real world. The sudden exposure to the Bombay lifestyle helped me create a vision for myself. Quarterly college fests and inter-departmental fests and activities gave birth to the leader in me, which I was unaware of in my days of schooling. After my graduation, I got my admission on scholarship in Manchester Metropolitan University, UK, and that was my golden opportunity to carve the best out of myself.

Give Us A Brief Overview Of Roughtaar Automotive.
Roughtaar automotive is a collective project of automotive experts and enthusiasts who believe in giving the utmost priority to vehicle care and maintenance. A one stop destination for a four wheeler driver and enthusiast that caters to all the needs starting from a regular wash to fancy coating to accidental repairs and accessories.

Roughtaar Automotive is also India’s first ever Turtle Wax Car Care Studio. The US based brand marked its entry in India in 2019 with its DIY (do it yourself) products, and in 2020 when we decided to move out of a premium brand for business expansion and newer products, we partnered with Turtle Wax as their authorized Car Care Studio. Turtle Wax has been the pioneer of car waxes and polishes. As Interior and Exterior detailing and paint protection has to be a part of the services offered, we have mastered the Ceramic Coating with 10H Hydro+ Ceramic Coating.

“We are not a wholesale market or a retail outlet where the customer walks in, buys a product and never comes back. It is a full circle of trust, where we educate the client on his vehicle's needs and post treatment maintenance and the difference between the vehicle's needs and the customer’s wants”

How Do You Keep Yourself Well Aligned With Changes Taking Place Within The Industry?
The changes taking place in the industry are because of the leaders like us making different moves to survive and reach the stop, but to answer the question right – the right kind of reading, understanding and enforcing makes it easy for us to align according to the industry changes. Though being on the top seat of the battle, you will never find me sitting in front of the laptop screen for more than an hour. I’m constantly on the shop-floor, making sure that the qualities of services are not compromised.

Tell Us Your Opinion Regarding Representation Of Women In Top Leadership Roles.
I know and understand the automotive industry is a male ‘dominant’ industry, but let’s not confuse domination with leadership. I’m a woman and have 27 men working under me. My customer facilitator is a female; my accounts team coordinator was a female; my regional manager from Turtle Wax is a female. In fact, the world’s most desired vehicle leads with a woman’s name – ‘MERCEDEZ – BENZ’. The opinion that needs rectification is that women are no more in need of sympathy, empathy or recognition. They are leading their ways with their chin ups and crown tight!

What Is The Roadmap Set For Roughtaar Automotive?
As we are one of the industry experts of the spa segment, we are now looking forward to setting up an in-house paint booth in our locations in Viman Nagar and Aundh. However, due to the Covid19 and its mutants, we are unable to make a strategic move owing to the financial losses that occurred during the 2020 and 2021 lockdown. However, the quest to bring up new stuff for our clients has always been and will continue to be our top priority!

Alisha Firoz Inamdar, MD, Roughtaar Automotive
Alisha with her transformative and strategic approach leads the team at Roughtaar Automotive to cater all the needs of a vehicle.