A Cut above Perfection
She joined L’Oreal in 1997 and worked her way up the success ladder. The company too has grown manifold in India since then and Smira’s role in writing its success story has been noteworthy.
Ahmad Shariq Khan | March 2016 Issue | The Dollar Business
SMIRA BAKSHI BUSINESS UNIT HEAD, INDIA Lancome & Kiehl’s, L’OrealThe leading French luxury brand L’Oreal recently celebrated its 18th anniversary in India. Of late, the company has made inroads into many newer markets across the country and has successfully enhanced its product offerings in India. Smira, who joined L’Oreal in 1997, has been playing an instrumental role in the strategy and execution of the company’s many new endeavours. When asked if she always had an interest in this glamorous world of fashion and styling, she says, “I have a degree in Cosmetology and an MBA in International Marketing & International Business, and the combination of the two makes this a perfect industry (for me) to be in!"
She feels that cosmetic priorities of women in India have changed drastically since L'Oreal first entered the country. "Marketing today is very different and challenging than it was before," she says.
In fact, her journey at L’oreal is a perfect example of a self-made, well-crafted success story and, hence, her advice to the budding entrepreneurs, especially women, is that "don't ever let somebody tell you you can't do something."
Her company is betting big on Make in India and she is hopeful that the government implements GST soon.
Smira believes that women are better at multitasking than men. "If you have the passion and you work hard towards achieving your goal, you will be successful. Don’t be afraid of change. Be a part of it,” she concludes.
TDB: How do you procure your raw material? Do you also import, if yes then what percentage of your sales in India is accounted for by imported products?
SB: At L’Oreal, we believe in sustainable business. We have a mix of products – we produce locally and also import some products. We believe in ethical beauty, transparency and moral responsibility. Whether it is raw material, formula or packaging we have and are working towards biodegradable natural based products. Even our formulae for shampoos work at easier rinsability so that the consumers could end up using less water. Our waste management focus, which is on lightweight, recycled, renewable material, bio plastic etc. is something which we believe in. Respect, Reduce, Replace is our mantra. Even at our factory, our water is recycled through a filtration plant.
TDB: What policy hurdles do you face when it comes to imports and exports?
SB: We mostly manufacture in India – 90% of our products are sold in the country. We have seen the ease of doing business in India greatly improve over the years and now look forward to the implementation of GST. 
TDB: Please tell us about some of your short term and long term professional and personal priorities.
SB: To give the Indian consumer the latest innovation in beauty with quality, the best formulations apart from giving her/him the best experience. I believe in giving back to society, and I have been doing it since I was a teenager, whether it is working with children with Down’s Syndrome or adopting street children and paying for their education, educating the house help, etc. Kiehl’s is currently working on a philanthropy project with 'Teach for India' whereby proceeds of the sales this month will go to the fund to educate children.
to success.