A leading name in the hospitality industry, Ms. Sarika Bulsara is the force to reckon with behind the wellknown Fariyas Hotels & Resorts. She is the General Manager of Sales and Marketing at this five-decade-old hospitality brand synonymous with excellent & luxurious stay experiences that provide value for money. A member of the Indian Women in Hospitality in Revenue Forum, Ms. Sarika Bulsara recently engaged in an exclusive interview with Women Entrepreneur.

Giving a peek into her journey to the top in the maledominated hospitality industry, here’s the highlight from the interaction with Sarika.

Take Us Through Your Early Educational Journey And Experience That Led You Towards The Hospitality Industry?

I completed my Bachelor's in Commerce and later went on to pursue a Masters in Marketing. At the beginning of my career in the hospitality industry, I started as an Accounts Assistant, but I had a keen interest in Client Servicing. Due to this, I was transferred to in-house sales, I realized my true passion lies in Sales & Marketing. That moment changed my career trajectory forever.

Today, my expertise is in driving growth, traffic regulation, business development, marketing, strategic planning, budgeting, and forecasting.

All this happened after I became a mother, a precarious situation that prompts many women to quit their jobs but it was a new beginning for me as a mother as well as in my career. Balancing work and home, I ensured to put my best foot forward at work.

Tell Us About The Roles And Responsibilities That You Shoulder As The Gm Of Sales & Marketing.

My role is a demanding & satisfying role that also mandates a lot of fortitude. Being a mother makes one adept at multitasking bydefault, so I juggle multiple teams, client meetings & brainstorming sessions.

The responsibilities are a mix of everything from budget forecasting to people management, revenue management to planning & analysis. Apart from these, I manage all marketing & internal communications. Getting deeply involved in client needs & expectations is another area of my interest so we can provide the best value to our customers.

What Are Some Of The Most Pressing Business Challenges That You Face In Your Current Role?

There are quite a few, but I like to see every challenge as a great business opportunity. I am both realistic & optimistic.

One of the main challenges is hiring based on quality and not quantity. Retaining talent is the next big task & I believe the best way to address these issues is through employee engagement activities, addressing the work-life balance conundrum, and investing well in training programs. A dedicated workforce will ensure a steady revenue generation at all times.

Also, the client expectation keeps changing with changing market scenarios. So, you must constantly be in sync with these ebbs and flows.

"I always aimed to grow Into the woman who sat as A member of the core team. I have been able to do that Because of my constant Drive to grow and learn"

The last challenge would be maintaining an untarnished online reputation and managing customer feedback effectively on the ubiquitous social media, which has become the fulcrum of marketing today.

What Has Been The Driving Force Behind Your Success As A Leader? Also, How Do You Foresee The Indian Hospitality Industry Evolving In The Near Future?

Ascending the organizational pyramid has been an adventurous journey filled with many trade-offs in my personal life. But, today, I look back at my journey fondly, as the challenges I faced made me a better person, both at home & at work. It is the greatest joy when you love what you do & do what you love. But we need more women representatives in the top management positions in the Indian hospitality industry.

 As far as the evolution of this industry is concerned, we are limping back to normalcy this year, after the pandemic. The domestic hospitality market looks the most lucrative as people are keen on short & relaxing staycations. We expect a major boom in this sector soon, as more people embark on uber luxurious stay experiences.

Considering these scenarios, Fariyas is looking to expand and explore some attractive opportunities in the franchise market. Along with Fariyas Resort Lonavla and Fariyas Hotel Mumbai, We are also excited to launch a new property near the Mumbai International Airport soon.

Drawing From Your Experience As A Successful Business Leader, What Is Your Advice To Young Women And Girls Aspiring To Become Leaders And Entrepreneurs?

Honestly, if I have to speak from the arc of my career, then hard work alone is never the answer. I recommend being focused and determined, developing an enterprising mindset and a never-say-die spirit. All these can help you get noticed, so you earn your seat at the table. Shut the noise & map your goals from time to time & work towards them with unwavering passion. Being passionate about work and life, The sky is the limit.

Sarika Bulsara, Gm Of Sales & Marketing, Fariyas Hotels & Resorts

Sareika Bulsara after completing graduation ventured into the hospitality industry. She started as an accounts manager but soon found her calling in sales and marketing. She bags years of experience and a deep understanding of the ins and outs of the hospitality industry.

Educational Qualification:

• Masters in Marketing

Headquarter & Other Office Locations:

• Colaba, Lonavala, Bandra (Sales and marketing office)

A Business Leader You Admire:

• Member in the forum for Indian women in Hospitality & forum for Revenue Management