In this insightful interview, Vasudha Jajoo Pahwa, Vice President of Corporate Affairs at Bry-Air, Pahwa Group, shares her experiences in leading corporate strategy and navigating the challenges of a global business.
With a focus on innovation and sustainability, she provides a glimpse into the company’s forward-thinking approach and its commitment to excellence.
Vasudha, thank you for joining us today! You hold a pivotal role as Vice President of Corporate Affairs at Bry-Air. Can you share a bit about your career journey and what led you to this position at Pahwa Group?
Vasudha Jajoo Pahwa: Thank you for the interaction opportunity. My journey to Bry-Air can be attributed to the academic grounding coupled with diverse professional experiences I have gained over the years.
Having pursued BSc in Finance and Accounting from New York University’s Stern School of Business, it played a pivotal role in establishing my strong foundation in business strategy and financial management.
Prior to joining Bry-Air, I had the opportunity to work with some leading global companies across various industries.
My experience at KPMG, Cedar Management Consulting International, Good Earth Luxury Lifestyle Retail, and BMW shaped my understanding of corporate affairs, marketing, and HR, which have immensely contributed to my approach at Bry-Air.
Delving into the expertise I have gained over the years, at Pahwa Group I am vested with the responsibility to spearhead corporate affairs, focusing on driving strategic initiatives in marketing, branding, & human resources.
Invoking the learning and exposure imbibed through my previous roles, I work towards bringing new, innovative strategies to the table for steering the growth and leadership positioning of the company.
You play a crucial role in shaping the corporate Affairs of Bry-Air. What are some of the key strategic initiatives that you’ve championed to drive the company’s growth and success?
Vasudha Jajoo Pahwa: At Bry-Air, we diligently work towards strengthening our core competencies while also innovating for the future. Elaborating on the same, listing a few strategic initiatives that have been implemented by me:
Strong Brand Positioning: Leveraging digital marketing, webinars, and lead nurturing, we work towards shaping and maintaining the company’s reputation and public image.
This has immensely contributed to positioning Bry-Air as an industry leader and giving mileage to the endeavour; we are continuously involved in communicating our expertise to achieve the overarching goal of long-term branding and further elevating the positioning of the brand.
Digital Marketing: At Pahwa Group, we readily employ SEO, SEM, and social media to harness their benefits for amplifying our online visibility and enhancing our engagement with the target audience.
Through the approach, we aspire to build a strong top-of-the-mind recall value amongst the audience aimed at ensuring they seek services and products from Bry-Air whenever they search for air treatment solutions.
Webinars & Thought Leadership: Given the potential of educational webinars and expert discussions in building trust around the brand, we actively participate in such events to position Bry-Air as an industry leader by showcasing our expertise in the field.
CRM & Lead Nurturing: Making use of CRM systems, we personalize customer interactions. We send tailored emails and follow up on leads, that help in converting prospective consumers into long-term clients.
Employer Branding: At Pahwa Group, we depict Bry-Air’s workplace culture, growth opportunities, and values through our recruitment efforts. Along similar lines, while attracting top talents, we differentiate ourselves from others by highlighting what makes us unique.
Employee Engagement: Fostering a positive and inclusive work environment is at the core of our existence. We are closely involved in organizing recognition programs and diversity initiatives to keep our team motivated and engaged.
Marketing and stakeholder engagement are critical to the company’s brand and growth. How do you ensure that Bry-Air’s message resonates with its diverse stakeholders, including customers and partners?
Vasudha Jajoo Pahwa: Over the years of experience in the industry, I have realized that understanding the unique needs and values of each stakeholder group is key to devising successful marketing and driving stakeholder engagement in the process.
Incorporating the strategy into our communication, we take a holistic approach to fortify engagement with the stakeholders.
Personalized messaging: Perceiving the unique demands of different stakeholders, we tailor our communication according to the specific needs of the audience.
Likewise, for reaching out to the customers, we focus on delivering value with the help of product performance and sustainability. Similarly, in the case of partners, we emphasize collaboration and mutual growth aimed at highlighting our operational efficiency for achieving long-term strategic vision.
Data-driven decision: We use market analytics and customer feedback to refine our messaging and ensure we’re consistently delivering relevant content across multiple channels.
This includes selecting the right channels, whether print or digital, to reach our target audience effectively. We also use HubSpot to monitor and track customer behaviours through their activity, enabling us to make data-informed decisions and optimize our marketing efforts.
Impactful storytelling: For driving authenticity of our brand, we share success stories that demonstrate how our products and services positively impact both businesses and the environment.
Given the technical nature of our products and the complexity of our industry, we ensure these stories are contextualized in a way that resonates with our target audience. This helps stakeholders connect with our brand on a deeper level and see the real-world value of our solutions.
In your experience, what are the key factors that contribute to building an engaged and high-performing team, particularly in a technical and industrial sector like Bry-Air’s?
Vasudha Jajoo Pahwa: Leadership, trust, and empowerment are the three pillars that play a significant role in building a high-performance team. Imbibing the same into our practice, at Bry-Air we ensure:
Cross-Functional Collaboration: Encouraging a collaborative culture, we encourage teams from R&D, marketing, and operations to work in tandem with each other.
This approach facilitates the active participation of individuals, persuading them to share their expertise that works in favour of aligning everyone with the broader goal of the company.
Continuous Learning: In an ever-evolving industry like ours, fostering a culture of continuous learning and development is essential.
We invest in training programs and professional development opportunities to keep our team abreast of the latest trends and technologies and help them stay ahead of the competition in the market.
Recognition and Empowerment: Recognizing team achievements, inculcating a sense of ownership, and empowering employees to take initiatives are essential for keeping their morale high and enhancing their performance.
Resonate with Company Values: Ensuring that each team member understands and aligns with Bry-Air’s core values — innovation, sustainability, and customer-centricity — helps create a unified, focused, and engaged workforce.
Given the complex and competitive nature of the industries Bry-Air serves, what have been some of the biggest challenges you’ve faced in your role, and how did you overcome them?
Vasudha Jajoo Pahwa: Given the complex and competitive nature of the industries Bry-Air serves, one of the biggest challenges I have faced has been communicating the technical aspects of our products in a way that resonates with our audience.
As I mentioned earlier, our products are highly technical, and it’s crucial to contextualize them in a way that not only captures attention but also demonstrates their real-world value to businesses and the environment.
Another challenge we have encountered is the shift in how people consume content. With shrinking attention spans, long-form content is unable to engage the audience as effectively as it used to do earlier.
People now prefer more immediate and visually engaging formats, particularly video content. To overcome this, we have adapted by creating shorter, more impactful videos that showcase our solutions in action.
These videos are designed to be both informative and engaging, making it easier for our audience to understand the value we bring.
Additionally, we’ve embraced a more user-centric approach across our social media channels. Rather than just promoting products, our posts focus on raising awareness, telling relevant stories, and putting the user experience at the forefront.
Through these efforts, we ensure that our messaging is not only clear but also meaningful, helping stakeholders connect with our brand on a deeper level.
You have a diverse skill set that spans marketing, HR, and corporate strategy. What advice would you give to women aspiring to take on similar multifaceted roles in corporate leadership?
Vasudha Jajoo Pahwa: Delving into the experiences I have gained throughout my journey, I would advise women aspiring to take on multifaceted corporate leadership roles to be very agile and adaptive. In addition to this, they should also don certain qualities to excel in their endeavours.
Embrace learning as a continuous process: Exhibiting a wide array of skill sets is invaluable. However, when coupled with continuous learning, it can help achieve the unattainable. People should not be afraid of stepping outside their comfort zone and gaining expertise in different areas.
Cultivate unique perspective: Women bring diverse perspectives to leadership roles, especially in areas like communication and emotional intelligence. This can play a pivotal role in fostering strong relationships and promoting more inclusive leadership styles in the organization.
Seek mentorship: Residing in leadership roles can be very challenging; therefore, taking help and support from mentors can go a long way in receiving the necessary guidance to successfully navigate the tough terrain.
Confidence and Resilience: Having faith in oneself is key to overcoming any form of challenges and excelling in leadership roles. Women should invoke their innate abilities to face setbacks confidently and emerge victorious in every situation.
What are the key initiatives you’re excited about in the next year for Bry-Air? Are there any major projects or developments in the works that you’re particularly looking forward to?
Vasudha Jajoo Pahwa: I’m really excited about several key initiatives for Bry-Air in the coming year. One of the most significant is the continued development of our Bry-Air Learning & Development Institute (BALI), which has been a cornerstone of our employee growth since 2000.
As part of our renewed focus, we are now collaborating with renowned institutes and trainers to provide various training programs across levels and functions in the company.
We are particularly looking forward to integrating AI-driven tools into various functions ranging from Operations to Aftersales to make our departments more efficient and agile.
Additionally, we are in the process of incorporating a world-class HRMS (Human Resource Management System) and PMS (Performance Management System).
These systems will improve employee experience, streamline performance reviews, and enable data-driven HR practices, helping us build a stronger, more engaged workforce.
Another area we’re focusing on is enhancing our public relations (PR) strategy. We plan to leverage PR channels more effectively to engage with our target audience and potential customers.
By strengthening our PR outreach, we aim to build stronger brand recognition and establish deeper connections with key stakeholders in the industries we serve.
Vasudha Jajoo Pahwa’s leadership continues to shape Bry-Air’s success. Her vision for growth, sustainability, and innovation ensures that the Pahwa Group remains a key player in the global market.
