After earning my MBA, I began my career in sales at Next Education to gain a better understanding of customer needs and the realities of sales. This experience prepared me well for my next position in Marketing & Strategy at Kolte Patil, where I specialized in real estate marketing starting in 2016. Since then, I have been dedicated to continuously learning and adapting to stay on top of industry trends and developments.

What are some key business lessons you learned through your prior industry experience which empower you as a business leader today?

My industry experience has taught me several key business lessons that I apply as a business leader today. Firstly, I have learned that it is essential to be a lifelong learner and to learn from everyone, regardless of their position. It is important to remain curious and open-minded and to believe that knowledge-sharing increases learning. Secondly, change is inevitable, and it is critical to be agile and adaptable to stay ahead. In my experience, I have had to adapt to significant changes in the real estate industry, such as the implementation of RERA and the shift to online sales during the COVID-19 pandemic. Embracing these were essential to overcome the challenges and make progress in the industry. Thirdly, keeping an open mind and being a good listener are crucial for success. Accepting ideas from anyone, regardless of their status, can lead to innovative solutions.

Introduce Tata Realty and Infrastructure. Throw some light on the different responsibilities you shoulder as the Brand & Digital Head of the firm.

Tata Realty and Infrastructure (TRIL) is a great company to work for.. The senior management at TATA trusts and believes in their employees, allowing them to speak their minds, and rewarding them for their hard work and dedication. In TRIL, there are always opportunities for growth and learning, as long as you are willing to put in the effort.

As a team, we collaborate to achieve our common goals and approach failures as an opportunity for growth. Our success is not just because of one individual, but it's a collective effort that we all contribute to. It's an honor to be part of such a team, and we've even been awarded the Super Squad twice because of our team's hard work and dedication. As brand head the responsibilities extend beyond project launches; achieving ROI, innovative marketing, offline advertising, content marketing to mentoring and upskilling & re-skilling of team and more.

“My success formula includes never stop learning, collaborating with colleagues, networking, socializing, and being agile in adapting to changes”

As a branding and marketing leader, what are the most significant challenges you face? How do you overcome these obstacles?

One of the primary challenges is balancing the marketing budget with the targeted ROI. Sometimes, there may not be sufficient funds for brand building, but it is crucial to justify the investment to senior management. The key to overcoming these challenges is to understand your project and responsibilities, be prompt, be a subject matter expert, think innovative, work like a team, and monitor the budget outflow regularly. If a medium is not performing well, the budget should be strategically reshuffled by exploring available alternatives to achieve the desired ROI. Ultimately, the decision-making process should involve the team, and everyone should reach an agreement on a course of action. Working together as a team to achieve a goal is more enjoyable, and successes and failures are owned up and dealt with together.

Can you share with us the three significant achievements you've attained in your professional journey? And what has been your formula for success?

First, I was promoted to Brand Head for the North & East region. Second, I was honored with the Women's Icon Award by Realty+. And third, I received the Superstar of the Year and Super Squad of the Year awards for two consecutive years, 2021 and 2022, and I'm hoping to achieve a hat-trick this year. Also, my first international launch in Maldives was a significant milestone for me.

My success formula includes never stopping learning, collaborating with colleagues, networking and socializing, and being agile in adapting to changes.

What are your predictions for the future of branding and marketing in India? Which industry trends do you think will have the greatest impact in the years to come?

The Indian branding and marketing landscape is expected to undergo significant changes in the coming years due to the increasing prominence of digital media. As the next generation of consumers is highly tech-savvy, businesses will need to adapt to their needs by designing products that cater to their preferences. Therefore, it is important to be prepared for these technological changes and gear up accordingly. We should be ready for the PHYGITAL way of selling ; A sales cycle that involves both the physical as well as digital touch point.

Ishita Bhattacharya, Brand & Digital Head, Tata Realty & Infrastructure

Ishita Bhattacharya, the Brand & Digital Head of Tata Realty and Infrastructure (North & East Region & Maldives), is an exemplary businesswoman who has been playing a pivotal role in empowering and promoting the real estate industry through digital branding.