Any business has multiple facets to it and they all work together systemically. With the rapid growth of start-ups throughout the world, many corporations have recognized the value of back-office support services and are outsourcing them to companies that specialize in these. Being a back-office support service provider for more than half a decade, SHJ International Technologies offers high-quality, reliable, and affordable IT and back-office services to their customers. Apart from back-office clerical support, SHJ specializes in custom software development, website development and digital marketing. With a strategic leadership team to drive the business to its success, Anchal Garg, Director of Marketing, has had a huge role to play since the inception of the business. She has helped the business start over twice in the last six years due to loss a big portion of business and have made the business stand tall amidst the difficult situations. Anchal stands to be an all round entrepreneur who can handle various situations with a league of capabilities she has honed. All of this comes from the varied experiences she has gained over years. In an exclusive interview, Anchal shares her early experience and expertise, some of the major challenges she has faced so far and how she overcomes them, and much more.

Take us through your early educational journey and prior industry experience that you bring to the table.

I completed my early education from Dubai and pursued Engineering from BITS Pilani (Dubai Campus). Thereafter I pursued an MBA from IIM Calcutta. From campus, I joined Boston Consulting Group, where I had the opportunity to work across various functional domains and industry verticals. I also wanted some hands-on industry experience and moved to Godrej Industries as part of the corporate strategy team. I worked with Godrej Industries for two years before joining SHJ.

Throw some light on the various roles and responsibilities that you shoulder as the Director of marketing for SHJ International? What are your primary focus areas currently?

At SHJ, my role continues to evolve based on the changing needs of the business. I've had the good fortune of being involved in a wide range of responsibilities, including finance, recruitment, sales, lead generation, operations, client management, and so on. The most important aspect of my role has been grooming team members and developing structures and processes to increase the quality of our work, eliminate errors, and prepare us for the next stage of growth.

What are some of the most pressing business challenges that you face in your current role and how do you mitigate these challenges?

The most critical business challenge we face is hiring quality talent and retaining them. Business leaders frequently fall into the trap of centralized decision-making and an unwillingness to relinquish authority. This not only adds to their workload but also inhibits the team's or company's growth. It is critical to hire great personnel and train or nurture them to think and act independently. We use scientifically designed behavioral and technical assessment tools to help us, screen candidates. We also invest time, effort, and money in grooming and retaining key members of our team. We understand that their success is our success.

What has been the driving force behind your success as a business leader?

There were times when we were unsure how we would cover our bills beyond a few months. Finding wonderful mentors, not giving up, and keeping our heads up in a crisis scenario have all helped us overcome our lows. I look up to and is inspired by corporate titans such as Nitin Kamath and Indira Nooyi.

How do you foresee the Indian marketing industry evolving going forward? How do you align yourself with this periodic evolution as a marketer?

The Indian marketing industry is becoming more analytical and data-driven in its decision-making. Large sums of money were frequently spent on marketing without tracking or measuring effectiveness. With the expansion of numerous digital channels and changes in customer behavior, it is now possible to identify micro-segments and market to them individually, increasing ROI. Following industry leaders, networking, and reading are all quite beneficial in keeping up with the latest marketing trends.

What would be your advice to young women and girls who also aspire to become business leaders and entrepreneurs in the future?

Just take the plunge. There will never be a perfect time and you will never be fully prepared. You might make mistakes along the way, but learn from them and move on. It is also important to find mentors who can guide or help you as you run into day-to-day issues or bottlenecks. I decided to start since I was having difficulty fitting into the typical 9 to 5 schedule after having children. Being an entrepreneur has allowed me a lot of leeway in managing my workday and objectives.

Anchal Agrawal Garg,  Director- Marketing,  Shj International Technologies

Anchal is a well experienced director of marketing with expertise in various functional domains and industry verticals who is making a difference in SHJ International Technologies now, being an evident part of the leadership team.