To begin, I was pleasantly surprised by the induction program at the Aditya Birla Group. We were hosted for two days at the Four Seasons, Mumbai where I had the opportunity to meet with the senior leaders of the company, learn about the company’s history and culture, and interact with fellow interns. The induction program set the tone for my internship and helped me understand the organization’s values and expectations.

There are about 80 interns from different institutes like the Indian Institutes of Management (IIMs), Xavier School of Management (XLRI), Management Development Institute (MDI), and the Tata School of Social Sciences (TISS) who were chosen to be part of Aditya Birla’s flagship Leadership Associate Program (LEAP) and Human Resources Leadership Program (HRLP). The LEAP program which I am a part of is a general management program for candidates with 0 to 36 months of full-time work experience. Each of us is assigned to different verticals across companies within the conglomerate.

After an exciting two days of induction, we were sent off to our respective locations. I have been assigned to the Grasim Textiles domestic division with its office in Andheri, Mumbai. My project is to help set up the digital and social media presence of a newly acquired international fabric brand. The brand specializes in high-quality cotton fabrics for men and has primarily operated in the B2B sector, while also having a notable presence in the retail market. They are now focused on expanding their B2C operations. The project involved conducting extensive market research and taking an active role in day-to-day marketing operations.

As part of my internship, I am spending a significant amount of time on the ground visiting local fabric markets across Mumbai and talking to retailers. These are wholesale and retail markets spread across the city, from the famous Mangaldas Market in South Mumbai to the bustling trade centres of Bandra, Kurla, and Santacruz. It is an eye-opening experience to see the wide variety of fabrics available in the market and to understand the different factors that influence retailers’ purchasing decisions. I am also observing how consumers interact with fabrics and how they make their purchasing decisions. During one of the visits, I interacted with retailers to discuss their concerns and challenges. It helped me gain a deeper understanding of the Indian fabric market and the challenges involved in introducing a new fabric brand in the country. It also helped me identify opportunities for the brand to differentiate itself from its competitors and create a unique position in the market.

I closely worked with the team to design the communication aligned with the brand’s persona that resonates with the target audience. We’re working on developing a range of concepts, including videos, images, and blog posts, that showcase the brand’s unique selling points and highlight its commitment to quality and sustainability.