Eesha Chaturvedi
Class of 2014
Associate Manager - Fashion, Myntra.com

 

Previous Occupation: Sr. Executive - ECommerce
Present Occupation: Associate manager – Fashion @ Myntra.com
Sector: E-Commerce/Retail
Work Experience: 3.5 years
Interests – Professional/Personal:
Professional:Consumer behavior in E-retail, Sociological and behavioral aspects of Fashion
Fashion and consumer behavior
Personal: Reading, Swimming , Photography, Painting

Can you tell us a little about your family background/ history?
My father is a surgeon and my mother an interior designer, based out of Firozabad in Uttar Pradesh.

Briefly describe your personal and professional achievements (including recent awards/ special projects).
On a personal level, I think my biggest achievement is that i have become a much more open and humble person, much more resilient, and much better equipped to handle any crisis.
Professionally, Its a little too early to be able to map out any big achievements for me, but being given charge of a big independent project, that too involving a never-done-before concept really has thrilled me.

Tell us about your profile pre-ISB, and recap your professional life after ISB, including your career progression.
I am a Bachelor of Fashion Technology from NIFT Bangalore, post which I have studied Fashion Marketing from University of the Arts, London. On coming back from London, I chose to work in the apparel industry, handling many roles at various points in time. I worked as a merchandiser, moving on to business development, to retail operations and retail operations management, and eventually to the area that was to be my passion: E-Retailing of apparel and fashion industry through the lens of E-Commerce.
I graduated from ISB almost 6 months ago, and have since been working with Myntra.com as a part of their fashion strategy team. A unique role in its way, my job combines elements of strategy and marketing. I am currently heading a project that deals with the Fashion Influencer strategy for Myntra.

Describe your fondest memory of ISB.
There are so many, it is extremely difficult to single out one fond memory. The rush to the class, the onslaught of assignments, the countless parties, evenings with friends: every single memory is extremely dear to me.
However, being a part of Solstice 2013 team, and getting the event organized was one of the best (and hectic!) things I did at ISB. Running around with walkie talkies in our hand, running around the whole campus getting things organized, and finally the joy of being a part of a successful event.. was quite a moment. Not to mention, the friendships I developed then are the ones I treasure above all.

In your personal life, how have you changed post-ISB? Do you see yourself doing something differently because you went to ISB? What has left a lasting impression?
ISB has definitely made a lasting impression on the way I see life now.I am much more resilient, much calmer, and much more confident. I am able to look at any situation with a much more balanced perspective, and I am able to understand the position/situations of those around me as well. Also, I think I learnt how to balance work and life only while at ISB, and I am able to work harder and play much harder now. I am also a lot less judgmental and a lot more humble after my stint at ISB.
 
How do you think ISB has contributed to your career growth?
ISB has made a very strong contribution to my career growth. I am currently working in my dream company, doing a job that I immensely enjoy, and always wanted to do. I am, also, able to do the job much better than I ever could earlier. My whole perspective of looking at problems has changed (for the better!) after ISB. I am also taken a lot more seriously on a professional level. Most importantly I think, I am able to look at business from a very holistic angle now.

If you have to sum up ISB in one word:
Happiness

What was the main highlight of your programme at the ISB?
I learnt to make the Tradeoffs that worked for me. Rather than trying to be everywhere and do everything, I learnt how to prioritize based on what I really wanted to do, and what had to be done. I also learnt the virtue of humility, big time!

Word of advice for the current class?
You will never get this year again, make the most of it. Whether academic or personal, your experiences here will both be eye openers, and the best memories you will ever have. Make the most of the stellar academic opportunities and the experience of getting to know people. Be open and mingle with your classmates, get to know them, and make as many friends as you can.

What was your favourite course/ class at ISB and why?
Competitive Strategy. Being taught by professor Prashant Kale was a joy in itself, with his insights and his ability to lend frameworks to what I always thought were fuzzy, subjective problems. I gained a lot in terms of understanding the whats, and the hows of solving complex problems with no wrong answers. The course also taught me to attack these problems in a much more informed and structured way.

Was there anyone during your time at ISB who acted as a mentor for you? Tell us a little about this relationship and why it was valuable.
I had been assigned an alum as a mentor-Mr. Mrigank Sinha. The relationship I developed was extremely valuable, from insights on how to manage my life at ISB, to making that perfect resume, to handling the placement pressure, to understanding the implications of the choices at ISB. Whenever I got a little lost or confused, Mrigank always had a sound and practical piece of advice for me. It was very comforting to be able to turn to someone for guidance, someone who’s been there and done that, and understands all the pressures and the situations that I was experiencing. In fact, I am still in touch with my mentor at ISB, and still turn to him for advice and help.

What are the areas in which you can contribute to ISB?
I can contribute the most to ISB by being a good and sincere professional at work, but would also like to contribute on many other fronts: being involved in the events organized by ISB either through sponsorships for School events or by being an active member of the alumni community. I feel very attached to ISB, and would always be open to contribute to ISB in any way possible, whatever that may be.

What do you enjoy most about your current career position?
I am doing exactly what I always wanted to do: That in itself is exciting. There are a lot of things happening that have never been done before in the industry not only nationally, but also globally, and I enjoy tackling problems that do not have a reference solution at hand. The world of online fashion and shopping is changing at a rapid rate every day, and I enjoy working in a fast paced environment that encourages open thinking and tackling challenges that are unique to the Indian consumer.

What is the next new thing in the industry or vertical you are working in? Any trends that you can see?
As I see it, the face of Online retail is changing rapidly, and has major impacts on many other businesses. The intense competition between the existing portals is already benefitting the consumer like never before. I also feel that the E-retail industry is moving from being a convenience solution to an aspirational solution. Content and influencer marketing are now a major focus, along with complete solutions rather than just a single product. Also, the age of generalism is on its way out: any E-commerce portal that wishes to survive will have to carve out a space in the market in terms of their positioning, and cannot rely on good logistics and consumer support alone.

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