Anupam Dutta: Growth Strategist For People-Driven Business Success
Anupam Dutta
Chief Customer Acquisition Officer
The valuable nuggets from this maven reap win-win situations for both people and organizations. The following excerpt is an exclusive conversation between Anupam Dutta and CEO Insights.
Take us through your professional journey and learnings.
I started my career with the FMCG Industry and worked with some major brands such as Nestle, Parle Agro, Fri to Lay, Cadbury, and Agro Tech Foods for over fifteen years. I grew from a frontline salesperson to a Regional Sales Manager, having also essayed Pan India and International roles during this period. Subsequently, I moved to the Life Insurance industry and worked for over a decade with TATA AIA life Insurance where I headed several business verticals such as Direct Marketing, Agency Channel, Corporate Insurance, Rural & Micro Insurance, and proprietary Direct Sales. My last assignment was that of the Chief Direct Distribution Officer in the company.
After a very brief stint in the real estate industry in Dubai and SUD Life in India, I moved to the Travel and Leisure Industry with Sterling Holiday Resorts.
With Sterling Holiday Resorts, yet again, I have had the opportunity of being "comfortable being uncomfortable" given that this was another new industry for me. My habit of trying to recognize patterns and learning on the go was of immense help to me. The fact that Sterling encourages innovation & diversity of thought was a huge bonus as well.
What philosophy drives you today
as a leader?
Leadership is about being there when the team needs you the most, taking the hard knocks yourself while paving the way for people to succeed. The other key aspects are clarity of thought, capability to plan and execute at scale & above all being the hardest working member in the team. Every thing else, to my mind, is overrated.
How do you help Sterling Holiday execute its vision of making holidays an active part of the Indian consumer's lifestyle? What is your USP?
Holidays and vacations have become a huge part of an Indian consumer's lifestyle, thanks to the rigorous marketing and promotion initiatives by the industry over the years. The realization of the need for a balanced life and much needed breaks at frequent intervals among Indian customers was recognized by Sterling Holiday at a very early stage.
Our USP is not just our plush resorts situated in noteworthy destinations, but also how seriously we take our patron's `Holidays'.
Offering curated choices for a well-spent vacation that includes discoveries and experiences (D&E) about the destinations, culture, food, art, etc. is a key element in our itinerary, and this is not just for members but also FITs and corporates on an offsite, picnics, groups for social events, etc. With 500 plus D& E's across India, it makes us a go-to brand for an authentic holiday.
Lately, customer satisfaction and customer experience have become a crucial points to grow in the market. We are also one of the few Indian brands to have 25 plus of our resorts in the top 5lists on Trip Advisor, for the respective destinations.
How has been your response to the challenges posed by the Covid-affected market and the need for new strategies? How would you describe your role in tackling those challenges?
Covid-19 has affected a lot of travel plans for Indians particularly, leave alone the havoc that it wreaked on the spending power of people. This
Leadership is about being there when the team needs you the most, taking the hard knocks yourself while paving the way for people to succeed. The other key aspects are clarity of thought, capability to plan and execute at scale & above all being the hardest working member in the team. Every thing else, to my mind, is overrated.
Leadership is about being there when the team needs you the most, taking the hard knocks yourself while paving the way for people to succeed
How do you help Sterling Holiday execute its vision of making holidays an active part of the Indian consumer's lifestyle? What is your USP?
Holidays and vacations have become a huge part of an Indian consumer's lifestyle, thanks to the rigorous marketing and promotion initiatives by the industry over the years. The realization of the need for a balanced life and much needed breaks at frequent intervals among Indian customers was recognized by Sterling Holiday at a very early stage.
Our USP is not just our plush resorts situated in noteworthy destinations, but also how seriously we take our patron's `Holidays'.
Offering curated choices for a well-spent vacation that includes discoveries and experiences (D&E) about the destinations, culture, food, art, etc. is a key element in our itinerary, and this is not just for members but also FITs and corporates on an offsite, picnics, groups for social events, etc. With 500 plus D& E's across India, it makes us a go-to brand for an authentic holiday.
Lately, customer satisfaction and customer experience have become a crucial points to grow in the market. We are also one of the few Indian brands to have 25 plus of our resorts in the top 5lists on Trip Advisor, for the respective destinations.
How has been your response to the challenges posed by the Covid-affected market and the need for new strategies? How would you describe your role in tackling those challenges?
Covid-19 has affected a lot of travel plans for Indians particularly, leave alone the havoc that it wreaked on the spending power of people. This
was coupled with a slew of sanitization and protective measures that hospitality brands had to quickly adapt.
On the time share side, we were quick to predict this and launch Sterling Vantage a versatile point based membership plan designed to perfectly suit the millennial lifestyle. It is ideal for those who missed their holidays and wanted something for a shorter duration. It is also the perfect choice to gift your loved ones a holiday as it locks in their holidays for the next 10 years at the current price and they get to enjoy their vacations without the worry of annual price inflations or surges.
Under such situations, it is crucial to think out of the box. Gather what the audience is feeling about the product and quickly adapt.
In your professional journey so far, which are the milestones that bestowed you with utmost satisfaction?
Achievements have been many, but none were achieved without help from a peer or a friend or a team that would never let their leader down no matter what the odds. Milestones, to me, are just that milestones that get covered by the sands of time. These things come and go! I derive utmost satisfaction in seeing my teammates grow in their careers and to see them lead a good life.
Going forward, what are the changes in market behavior that you anticipate, and what are the opportunities that you foresee as a leader?
Going forward, the hospitality and travel industry will see a shift in how travelers spend their holidays. Discoveries and experiences will take the centre stage with unmatched customer satisfaction. Many holiday trends that we witnessed during the pandemic will become a norm in the long run. Trends such as weekend getaways to drive to destinations that are not more than 4 to 8 hours of drive time, exotic and unexplored local destinations, advanced hygiene protocols, minimal contact support, and stay cations will see many takers in the near future.
Anupam Dutta, Chief Customer Acquisition Officer, Sterling Holiday Resorts
Success Mantra"My mantra for success is old fashioned develop a simple business model,hire horses for courses, communicate clearly, delegate and empower, intervene not intrude, review regularly, and let success "happen". Take the fall and let the team bask in the glory!"
On the time share side, we were quick to predict this and launch Sterling Vantage a versatile point based membership plan designed to perfectly suit the millennial lifestyle. It is ideal for those who missed their holidays and wanted something for a shorter duration. It is also the perfect choice to gift your loved ones a holiday as it locks in their holidays for the next 10 years at the current price and they get to enjoy their vacations without the worry of annual price inflations or surges.
Under such situations, it is crucial to think out of the box. Gather what the audience is feeling about the product and quickly adapt.
In your professional journey so far, which are the milestones that bestowed you with utmost satisfaction?
Achievements have been many, but none were achieved without help from a peer or a friend or a team that would never let their leader down no matter what the odds. Milestones, to me, are just that milestones that get covered by the sands of time. These things come and go! I derive utmost satisfaction in seeing my teammates grow in their careers and to see them lead a good life.
Going forward, what are the changes in market behavior that you anticipate, and what are the opportunities that you foresee as a leader?
Going forward, the hospitality and travel industry will see a shift in how travelers spend their holidays. Discoveries and experiences will take the centre stage with unmatched customer satisfaction. Many holiday trends that we witnessed during the pandemic will become a norm in the long run. Trends such as weekend getaways to drive to destinations that are not more than 4 to 8 hours of drive time, exotic and unexplored local destinations, advanced hygiene protocols, minimal contact support, and stay cations will see many takers in the near future.
Anupam Dutta, Chief Customer Acquisition Officer, Sterling Holiday Resorts
Success Mantra"My mantra for success is old fashioned develop a simple business model,hire horses for courses, communicate clearly, delegate and empower, intervene not intrude, review regularly, and let success "happen". Take the fall and let the team bask in the glory!"