Mumbai: India’s largest luxury car manufacturer Mercedes-Benz in association with Vogue celebrated the success of women with the launch of a specially crafted programme: She’s Mercedes. The programme highlights the accomplishments and successes of women and honors the multiple roles women play to make society better.
She’s Mercedes is an Inspiration Circle; a place where women can connect and exchange ideas, share experiences and learn from one another; a hub for sparking conversation, offering new perspectives and supporting ambitions.
Present at the launch of She’s Mercedes were distinguished women from diverse fraternities who have created a niche for themselves: India’s leading Fashion Designer Neeta Lulla, Pastry Chef, Founder of Theobroma, Kainaz Messman, and Alisha Abdullah, the country’s first female national racing champion.
Also present were Adhuna Bhabani – hair stylist and the co-host of BBLUNT, Aditi Kothari Desai, Head, Sales and Marketing, DSP BlackRock Investment Managers, Anupama Chopra, an Author, Journalist and a film critic and Preeta Sukhtankar – Founder of TheLabelLife.com.
Speaking on the momentous occasion, Roland Folger, MD & CEO, Mercedes-Benz India said, “Mercedes-Benz’s philosophy of the ‘best or nothing’ is a notion that was originally embodied by visionary automotive pioneer Bertha Benz. As the first person to undertake a long distance car ride, Bertha validated the concept of the automobile, thus laying the foundation for a whole new industry and paving the way for the Mercedes-Benz’s success story. The pioneering spirit of Mercedes-Benz. She’s Mercedes is a global initiative by the company to recognize and celebrate the accomplishments of women in all walks of life. We at Mercedes-Benz India would like to challenge the stereotype that success is usually male-driven. With our She’s Mercedes initiative, we want to recognize the successes of women in India and their determination to overcome all odds to become distinguished. The initiative is an innovative and special platform by which we would like to showcase our love, respect and care for women. It is our unique way of paying tribute to their achievements.”
The initiative consists of networking events, a print magazine and a digital hub, the primary aim being to create a dialogue: Embedded in a mix of formats, exceptional women from different fields and industries give us their personal insights into topics all around business and private life, as well as how to successfully balance the two.
The programme will provide an exclusive experience to female customers both on product level as well as in terms of being associated with brand. Exclusive invites will be shared with female customers to get an experience of product launches and various other events.
We have been witnessing a sharp surge in the trend of women dominating the Indian luxury industry. The journey of being the prime influencers to being end customers was quite swift. Women today wear the hat of the head of the family.
A recent survey conducted by industry body Associated Chambers of Commerce and Industry of India (ASSOCHAM) concluded that highly affluent women in India account for an overall market share of about 15 per cent. Much of the spike in sales of Mercedes Benz SUVs is courtesy women buyers – they find SUVs practical, comfortable and safe as their functionality appeals to them.
From an insignificant number couple of years ago, we have now witnessed women customers forming a significant 10-12 per cent of our customer base in India. These women patrons are mostly young successful professionals, entrepreneurs and they highly prefer our new design language.