Evocus’ Sonam Pama on evolution of women leaders - from caretakers to trailblazers

Adgully has consistently celebrated and acknowledged the accomplishments of women entrepreneurs and leaders in various sectors. One of our notable initiatives, W-SUITE, focuses on highlighting extraordinary women achievers in the Media & Entertainment, Advertising, Marketing, PR, and Communications industry. In this updated series, we aim to explore how women leaders adeptly manage their teams and overcome challenges in the dynamic landscape of their respective industries.

In an exclusive interaction with Adgully, Sonam Pama, Head of Marketing, Evocus highlights the women leaders in the premium beverage and wellness industry bring empathy, creativity, and attention to detail, driving innovation through consumer-centric, health-conscious solutions like Evocus black alkaline water. Their role is evolving from influencers to industry trailblazers, fostering inclusivity, sustainability, and personalized wellness experiences. Looking ahead, Evocus aims to expand globally through strategic partnerships, localized marketing, and digital-first strategies, redefining premium hydration and wellness for modern consumers.

From your perspective, what qualities set women leaders apart in the premium beverages and wellness industry, and how do you see these qualities driving innovation at Evocus?

From my perspective, women leaders in the premium beverages and wellness industry bring a unique blend of empathy, creativity, and attention to detail that sets them apart. These qualities enable them to deeply understand consumer needs, foster authentic connections, and craft innovative products that resonate with diverse audiences.

At Evocus, these strengths drive innovation in several ways. Empathy allows us to anticipate consumer desires, such as the growing demand for health-conscious and sustainable choices. Creativity fuels the development of unique offerings like black alkaline water and electrolytes, aligning with wellness trends. Attention to detail ensures not just product quality but also the way our brand is presented—through storytelling, design, and meaningful customer experiences.

Additionally, women leaders excel at collaboration and nurturing diverse teams, fostering an inclusive culture that encourages fresh perspectives and bold ideas. By leveraging these strengths, I aim to continue positioning Evocus as a leader in the premium beverages space, redefining hydration and wellness for the modern consumer.

How do you see the role of women evolving in the health and wellness sector, and what innovations do you believe women leaders are uniquely positioned to bring to this space?

The role of women in the health and wellness sector is evolving from traditional caretakers to trailblazers shaping the industry. As consumers, women have long influenced wellness trends, but now, as leaders, they are driving the conversation, setting benchmarks, and redefining the sector’s priorities. Women leaders bring a holistic approach to health and wellness, balancing science, empathy, and innovation to create solutions that resonate deeply with diverse audiences.

In my experience, women excel in understanding nuanced consumer behaviors, especially in areas like premium beverages and wellness. They are uniquely positioned to champion inclusivity, sustainability, and personalized wellness. Whether it’s developing clean-label products, integrating mental well-being into physical health, or leveraging storytelling to build authentic connections, women leaders add value by addressing emerging trends with creativity and purpose.

At Evocus, I’ve seen how such qualities can drive innovation, like introducing black alkaline water or electrolytes tailored to the modern, health-conscious consumer. As the wellness sector continues to grow, I believe women leaders will play a pivotal role in fostering collaboration, challenging norms, and creating products and experiences that align with the evolving definition of wellness.

Given the dynamic nature of the beverage and wellness industries, how do you balance your professional responsibilities with personal commitments, and what advice would you give to aspiring women leaders aiming for similar harmony?

Balancing professional responsibilities with personal commitments is something I approach with intention and a sense of fulfillment. While I don't have traditional family responsibilities, I make it a priority to take personal time and pursue my interests, particularly traveling and exploring the world. For me, these experiences are a source of inspiration and often help me return to work with fresh perspectives.

To aspiring women leaders, I encourage you to prioritize activities that recharge you, whether that’s exploring new places, picking up a hobby, or simply taking time for yourself. Your personal growth and well-being will ultimately fuel your success. Celebrate the journey, learn from your experiences, and remember that balance is a dynamic process that evolves as you do.

How do you foster the growth and development of the next generation of women leaders with Evocus and the broader wellness industry?

Throughout my career, I’ve had the privilege of learning from inspiring leaders , and I prioritize supporting the next generation of leaders, regardless of gender. At Evocus, I focus on creating an environment where everyone feels empowered to share their opinions, voice their perspectives, and contribute openly. Leadership is gender-neutral for me; it's about offering equal opportunities for growth and development. I encourage my team to take on challenging projects, lead initiatives, and step outside their comfort zones, all while supporting their unique leadership styles.

My goal is to empower these talented individuals to develop their own unique leadership styles while fostering their confidence and skills. By doing so, we not only support their personal growth but also contribute to shaping the future of the wellness industry with strong, capable leaders at the forefront.

Over the years, how have you seen the contributions and presence of women evolve in the wellness and premium beverage sectors, and what challenges still need to be addressed?

The contributions of women in the wellness and premium beverage sectors have evolved remarkably, with many women spearheading innovation, shaping consumer preferences, and influencing industry trends. Women have become vital drivers of growth and change, showcasing their expertise across various levels of the business.

However, challenges remain. Equal representation in leadership and decision-making roles is still an area that requires significant attention. The industry needs to foster an environment where opportunities are based on merit, ambition, and the desire to grow, rather than being influenced by gender. It’s essential to dismantle outdated stereotypes and create systems that value skills and potential above all else.

Organizations can play a pivotal role in this transformation by ensuring equal access to opportunities, mentorship, and leadership development. By cultivating a culture that rewards talent and effort, regardless of gender, the wellness and premium beverage sectors can truly achieve a balanced and equitable landscape, empowering all professionals to excel.

Can you share insights into Evocus's recent innovations, and how these products are shaping consumer expectations in hydration and wellness?

We have always been passionate about challenging the ordinary and redefining what hydration means for today’s health-conscious individuals. Evocus black alkaline water is a reflection of that vision, it’s not just a beverage, but a revolutionary step toward holistic wellness. What excites me most is seeing how this product has transformed the way people think about hydration. Consumers are now looking for more than just a drink to quench their thirst, they want functional benefits that align with their health and lifestyle goals.

With Evocus, we’re not just offering hydration, we’re offering a way of life that helps people detoxify, stay energized, and embrace wellness every day. It’s incredibly rewarding to witness how our innovations are shaping these evolving expectations and inspiring a shift toward a healthier, more conscious approach to living.

What is your vision for Evocus in the next five years, particularly in expanding the brand’s global footprint and driving innovation in the premium beverage and wellness industry?

My vision for Evocus is to position it as a global leader in the premium beverage and wellness industry by leveraging strategic partnerships and innovative marketing. Over the next five years, we aim to collaborate with like-minded brands, distributors, and retailers across key international markets to enhance our presence and reach. Partnerships with wellness-focused platforms, luxury hospitality chains, and fitness communities will be integral to driving brand visibility and resonance.

On the marketing front, we plan to adopt a hyper-localized approach for each market, creating campaigns that align with regional consumer preferences while maintaining our premium ethos. Digital-first strategies, influencer collaborations, and experiential marketing will play a pivotal role in building awareness and loyalty. Through these efforts, Evocus will not only expand its global footprint but also redefine how consumers perceive premium hydration and wellness solutions.

Also Read: Evocus appoints Pramod Joshi as Head of Retail Sales and Export