Leaders
Jaya Hiranandani Marwah: Leading With Strategic Stewardship In Automotive Excellence
Jaya Hiranandani Marwah
CMO, CEID Consultant & Engineering
Renewable resources hold significance for their capacity to substitute finite, non-renewable resources in energy production. Moreover, these resources present cleaner energy alternatives compared to non-renewable sources like coal and fossil fuels. CCEPL - CEID Consultants & Engineering is a vibrant project development company focused on identifying, prospecting and promoting Biogas, Solar, Hydel, and Petrochemical based technologies to meet the growing demand for energy in India. Jaya Hiranandani Marwah, Chief Marketing Officer at CCEPL stands as a crucial beacon of hope and innovation within the organization, contributing significantly to the company's daily ascent towards success.
During an exclusive interview, Jaya provided us with insights into her career journey and shared valuable perspectives on the industry.
What key aspects of your life and professional journey do you aim to emphasize in the article?
Embarking on my professional journey, my academic pursuits include studies at Hari Sewa Girls’ Vidyalaya, earning a BA in Economics from Maharaja Sayajirao University of Vadodara, and an MBA with majors in Finance and Marketing from D Y Patil University in Pune. With a robust 26 years career predominantly in the automobile industry, I started as a Sales Executive and swiftly ascended the ranks to Assistant General Manager within two years. Taking a sabbatical for family priorities, I returned to the workforce and climbed the corporate ladder from AGM to Sr. General Manager to Asst Vice President in a four-year span. Seeking new challenges, I transitioned to different leadership, holding positions like Vice President & Sr. Vice President for a total of six years. My career trajectory took a turn in 2021 when I joined CCEPL as the Chief Marketing Officer, specializing in Biogas plants.
Describe the areas of expertise you have cultivated throughout your years in the automotive industry.
Initially, in my early leadership role, I assumed a comprehensive array of responsibilities, overseeing tasks ranging from accounts and invoicing to sales strategies and team management. Opting to forgo additional compensation, I immersed myself in various aspects of dealership operations to gain a holistic understanding. Transitioning to CCEPL - CEID Consultancy and Engineering in 2021 as Chief Marketing Officer, I became part of a company which pays attention to available biodegradable substrate in the regions, demonstrate successfully the renewable energy model, and co-operate with the farmer in a symbiosis manner.
With a mission to re-establish the ecological balance to target sustainable development by streamlining different energy sources, Ongoing projects including collaborations with IOCL & GAIL underscore our dedication to sustainable solutions.
In today's automotive industry, prioritizing after-sales service is way forward to have sustained sales & customer satisfaction year after year
What are the different duties and responsibilities you undertake in your role as the company's Chief Marketing Officer?
As the Chief Marketing Officer, my primary responsibility involves overseeing the marketing initiatives of the company, whether within Maharashtra, throughout India, or globally. When a potential customer expresses interest in establishing a biogas plant, the process involves several key steps. Initially, we present the customer with a portfolio, followed by an evaluation by our technical team to assess their readiness with Land availability, feedstock and a substantial investment. Upon confirming their willingness, we establish an initial connection, providing Commercial fees for their consideration. Subsequently, we assess the feasibility of the chosen location and explore financial aspects, including the customer's financial security. We also coordinate with banks for additional fund requirement. Throughout this process, my role is to monitor team’s interaction with the customers, understand their requirements, helping them for getting several Govt NOCs and evaluate their preparedness for the investment and liaise with all divisional heads to ensure a smooth transition.
From your perspective, what are the key challenges you face in your current position, and how do you navigate these obstacles to ensure success?
I perceive this as digital world and particularly post-COVID, the industry has transformed into a fully digital landscape. Previously, interactions were predominantly in person and my background comes from an era where personal meetings were the norm and technology wasn't as prevalent. Adapting to this digital age became imperative for survival. Pre-COVID, the dynamics were different and physical presence was crucial. However, post-COVID scenario allows us to conduct business from anywhere, whether it's within the office, city, country or any part of the world. As someone from a finance background, the transition posed a considerable challenge, given my prior exposure. Nevertheless, I have successfully navigated this shift through continuous learning from family and various sources. Overcoming this challenge was essential for professional growth and now after 26 years of experience, I am well-versed with the digital workings of companies.
How do you predict the Indian automotive industry will change in 2024, and which trends will have the most significant impact?
Today's customers surpass dealership employees in knowledge, with specific preferences for car models, variants, features and colors. Extensive online research means they won't settle for less. Emphasizing the importance of excellent service, building trust, politeness, and empathy is crucial, as 50 out of 100 customers can be swayed through effective engagement. The automotive industry is shifting towards a service-oriented model, where after-sales service and stay connected with customers approach are pivotal for survival. The current generation seeks tech-savvy cars, therefore making innovation in vehicle technology is imperative for dealership success. Affluent double-income households prioritize high-tech cars, willing to pay a premium for desirable features influenced by international trends.
Jaya Hiranandani Marwah, CMO, CEID Consultant And Engineering
Jaya Hiranandani Marwah is an adept professional with a proven ability to identify business opportunities and revenue models, devise strategic marketing plans & secure profitable clients. She has a track record of enhancing operational effectiveness by implementing diverse marketing activities for robust brand visibility and showcasing strong leadership and organizational skills.