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    Non-IT firms to turn a bigger employer for women

    Non-IT industries have the chance to become a bigger employer for women in India – reveals AVTAR Group’s annual research report Viewport 2017.

    Non-IT firms to turn a bigger employer for women
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    FMCG hiring rates of women at entry levels is 21% lower than IT/ITES and Pharma’s is 11% lower than IT/ITES and this could be because 30% of entry level roles in these industries are sales based and women are overlooked for these positions. 

    According to the findings of the report, the universal challenge of women’s workforce participation in sales among Non-IT industries can be addressed with SUPTHAA Competency Model that emerged from the study. This year’s study states that, SUPTHAA – Survive, Urgency, Prospecting, Target Decision Makers, Hearing, Authoritativeness and Approval will shape the Indian gender diversity space by challenging stereotypes of women entering sales function. 

    The findings of Viewport is a result of a survey conducted among 25 large organizations and 250 Senior Women Leaders to identify critical factors that can address the challenge of increasing women’s workforce participation in India. Fourteen competencies emerged as critical skills in the survey of which the listed seven competencies (SUPTHAA) were rated highest by the participants on a scale of 1 to 5. 

    Commenting on the findings of the study, Dr Saundarya Rajesh, Founder – President, AVTAR Group, stated “Intelligent pursuit of gender balance is critical for organisations in times such as these. While the IT/ITES sector is near balance at entry levels, the hiring rates for women in industries such as FMCG and Pharma at entry levels are far below that of IT counterparts. With a third of entry level positions being sales roles, women not being absorbed for these positions is a huge opportunity missed. The fact that only a miniscule proportion of the senior echelons of sales in India are women is an undesirable consequence. 250 senior women in sales contributed to our latest research study that establishes the 7-skill competency model for women to build careers in sales - SUPTHAA. By opening the doors of this relatively uncharted territory for women -SALES, the non-IT segment in the country can make its pursuit of gender balance - more intentional, more intelligent.” 

    The study was undertaken on two key social samples relevant to the cause – senior leaders in sales from Corporate India and Successful Women Professionals in sales to get a 360-degree view of the perception. In consultation with experts, 14 key competencies were identified that help women build successful career in sales. Following which a subsequent survey was conducted to understand the seven key factors leading to SUPTHAA Competency model.

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