One-Woman Show

Job Profile: Saraf is responsible for all core operations in her
company, which is into importing consumables and accessories. She handles a team
of 10 people and takes part in all business decisions that includes material
sourcing, marketing, finance, administration, manpower management, etc. Apart
from that, Saraf is focusing on Nippon's own consumable band-Brel.

Background: Graduating from a housewife to a successful entrepreneur
was not an easy task for Saraf, especially since she had to look after her three
children. Getting married after completing graduation did not stop her from
nursing the ambition to run a business. She reminisced, “Once my children were
old enough to take care of themselves, I was all set to pursue my dream. My
husband gave me full support in fullfilling my ambition.”

Saraf joined her husband and Nippon in 2000, four years after the company
started.

Challenges: According to Saraf, the extreme dynamism in the IT
industry is itself the biggest challenge, since one has to keep pace with the
ever-changing trends. “Maintaining a healthy business consistently is a tough
job,” she said. “One has to be on their toes always,” she added.

Alka Saraf Director, Nippon Consumables, Kolkata

Initially when she joined the business, it was not a cakewalk for her. “I was
an absolute novice and didn't even know what a computer was,” said Saraf. She
gives the entire credit of her success to her husband, who has been the pillar
of strength for her.

Strengths: According to Saraf, her biggest strength was her confidence
and PR skills. Being outgoing in nature and her ability to handle people was of
great help. “I believe in utilizing any opportunity that comes my way in a right
manner, which has paid rich dividends for me,” she added.

Family: Saraf is very close to her family. While her eldest daughter
is now her confidant, Saraf dotes on her other daughter and youngest son. “My
husband is very broad-minded and supportive which is why managing my personal,
professional and social life together has never bothered me much in spite of
being in a nuclear family,” she said.

Hobbies: Spending time with her kids is her favorite time pass. “You
can't call it a hobby but it is the most fulfilling activity for me,” she said.
She also enjoys traveling. “Traveling for me is always a pleasure. I need to
travel five to six times a year for my job, and I simply enjoy it.” Saraf is
also an active member of the Lions Club and loves to deliver her social
responsibilities with equal passion.

Future Plans: Right now, establishing her three-year old brand, Brel,
is on the top of her priority list. “Branding is a tedious job and my objective
is to slowly establish Brel in the market and enhance its product offering,” she
revealed. She would also like to expand Nippon's business into other verticals,
like service and solution sectors.

Piyali Guha

piyalig@cybermedia.co.in