Bikaji’s recipe for success: Neha Rao on innovation, inclusivity & women empowerment

Bikaji Foods International Limited has been a pioneer in bringing authentic Indian flavours to households across the globe. Founded in the late 1980s by Shivratan Agarwal, Bikaji emerged as a visionary brand, combining traditional recipes with cutting-edge technology to produce ethnic snacks at scale. Today, Bikaji stands as a leader in the packaged food industry, upholding the essence of Aslee Parampara, while continuously innovating to cater to modern consumers.

At the helm of the brand’s marketing endeavours is Neha Rao, Vice President – Marketing, Bikaji Foods International Limited, an industry veteran with over 15 years of experience in building and executing strategic brand campaigns across FMCG and media sectors. Rao has played a pivotal role in driving Bikaji’s growth trajectory, both in India and international markets.

In this exclusive interaction with Adgully, Neha Rao shares insights into her journey in the FMCG industry, Bikaji’s marketing strategies, its commitment to inclusivity, and the evolving role of AI in consumer engagement. She also sheds light on Bikaji’s initiatives for empowering women, and more.

Could you share your journey in the FMCG industry? What inspired you to pursue a career in marketing?

I have had the privilege of being with Bikaji for over three years, and it has been an exceptionally rewarding journey. From the successful launch of our IPO to pursuing our vision of making Bikaji a household name both in India and abroad, we are committed to delivering the highest quality and value to our stakeholders. My interest in the dynamic fields of branding and marketing was sparked by the Post Graduate Programme at the Mudra Institute of Communications (MICA) in Ahmedabad.

⁠What have been some of the defining moments in your career that shaped your leadership style?

At the outset of my career, I had the privilege of working with the distinguished media professional, Mr Raj Nayak. I can confidently assert that much of the knowledge and insights I gained from him have significantly contributed to my growth as a leader. Through his guidance, I learned the importance of building strong relationships, prioritizing customer needs, and understanding the fundamentals of repeat business. Mr Nayak is one of the most approachable, empowering, and empathetic leaders from whom I have had the honor of learning, and I remain deeply grateful for the opportunity to have worked alongside him.

How has Bikaji Foods celebrated women’s achievements this International Women’s Day? Could you share any recent product innovations or marketing campaigns that highlight or empower women?

At Bikaji, nearly 50% of our workforce consists of women, making every day at work a celebration of Women’s Day. One of the initiatives we take great pride in is our handmade papad range. Bikaji is the second-largest producer of handmade papad in the country, empowering over 5,000 women in and around the city of Bikaner through this line of business.

What are the various marketing strategies that the brand has come up recently under your leadership? Have they been successful?

In 2023, we launched a brand campaign featuring Amitabh Bachchan, promoting a range of our products and categories. The campaign was highly successful and was well-received by the audience. In 2024, we introduced our first-ever consumer offer, ‘Bikaji Khao London Jao’, which generated significant engagement from our loyal customers and also attracted new trials for the brand.

How do you see AI shaping the future of marketing in the FMCG industry, and how is Bikaji leveraging AI to enhance consumer engagement and business strategy?

AI is increasingly playing a pivotal role in helping marketers make more informed decisions, plan campaigns more effectively, and manage ROI at scale. It is undoubtedly a valuable asset to the marketing function, and we are eager to integrate it across various touchpoints.

How does Bikaji incorporate inclusivity and diversity in its branding and consumer engagement strategies?

We are a mass brand, targeted towards anyone who craves authentic flavours and ethnic food. Therefore, inclusivity is in our DNA. Through research, we have found that the lady of the house is the primary decision-maker when it comes to our category, and as a result, she is always our primary consumer.

What challenges have you faced as a woman leader in the FMCG sector, and how have you overcome them? How have these experiences influenced your approach to leadership, team management, and business strategy?

We are a mass-market brand, catering to those who seek authentic flavours and ethnic cuisine. Inclusivity is therefore inherent to our identity. Our research has shown that the primary decision-maker in our category is typically the lady of the house, making her our core consumer.

Have you encountered biases or stereotypes in the industry? If so, how have you tackled them?

I would be lying if I said no, but I genuinely believe that this is one place where my work speaks for itself. I am committed to always doing the right thing and, as such, I am outspoken on issues that are close to my heart, including gender parity. I lead the POSH Committee at Bikaji and work closely with mid-level leaders to mentor and prepare them for their next roles.

What is your vision for the future of women in leadership roles within the FMCG industry? What initiatives do you think companies should take to ensure more women rise to leadership positions?

As a woman in a leadership role, I would, of course, be delighted to see more women in the workforce and a higher percentage of women leaders on corporate boards. As long as companies provide equal opportunities and create a safe and inclusive environment for women, we will undoubtedly witness a positive shift in the number of women leaders in corporate India.