A Rebel With A Cause

American actor James Dean’s career lasted a mere five years. But he is a legend because he acted in a film called ‘Rebel Without a Cause’. Rebel is the key word here. In the case of Prarrthona Pal Chowdhury, Director (Regulatory Affairs), Moët Hennessy India, she was a rebel with a cause because despite coming from a family of teetotallers, she decided to join the alcoholic beverages industry. Since then, she has been chalking up one accolade after another in her bid to finally get the government, the consumer and the manufacturer on one page so as to make alcohol-related policies work in favour of all.

Passion has the power to change a person’s life and, above all, the choice of a career. This is evident from the life of Prarrthona Pal Chowdhury who accumulated several years of rich experience in commercial and administrative roles and then jumped the fence to enter the regulatory sector of the alcoholic beverages industry. Why? Well, in her words, it seemed to beckon to her. And, of course, it was the new-found passion that made her do it. “My journey and passion for the alcohol industry makes me come home every time I leave the trade,” is how she puts it.

Prarrthona’s resume is impressive. Currently serving as Director of Regulatory Affairs at Moët Hennessy India, LVMH’s Wines and Spirits Division, she has over two decades of marketing and sales experience, including managing strategic alliances for Devyani International and leading TWG Tea and Rémy Cointreau’s Indian operations. A graduate from Presidency College, Kolkata and an IIM Calcutta alumnus, she holds certifications as a whisky ambassador and WSET Level 2 in spirits, Level 3 in wines, along with a postgraduate degree in business management from ICFAI and in digital marketing and communication from MICA.

Further, she has received training in ‘luxury business’ from ESSEC Business School in Paris and is a Cochran Fellow in the United States Department of Agriculture on Wine, Spirits and Beer. Well, that’s certainly something that would leave a recruiter out of breath. After all this, transitioning into regulatory affairs seemed like a natural fit, given the unique perspective gained from her past experience. “My ability to empathise with the challenges faced by colleagues in a regulated environment positions me as an invaluable asset in solving those issues,” she says.

Being Unapologetic

Prarrthona comes from a family of teetotallers. “My mother was a school teacher and my father was a company secretary. Joining the alcohol beverages industry was itself a bold decision back then. I was rebellious and unapologetic,” she says.

In a traditionally maledominated industry, she became a part of a new generation of female entrepreneurs who are making waves in India’s alcoholic beverages space. From premium artisanal rum to sustainable mead, these women are blending their passion with innovation to create unique homegrown brands. “I was lucky to have worked under the leadership of some great women leaders,” Prarrthona states.

Work-Life Balance

As to how Prarrthona is able to achieve the fine balance between a hectic professional life and family, she presents a unique perspective. “The debate of work-life balance is for the man. For women, it is always juggling of priorities. You can try to balance if you have the time but we don’t have the time. So, we just about manage to juggle priorities,” she says.

On a personal front, Prarrthona is a doting mother of a very handsome son and she makes sure that she finds time for him amidst the pressures of work.

The Unsung Force

Prarrthona says that regulatory affairs is like oxygen – you don’t feel fulfilled or thankful just because you are breathing and living. But the absence of oxygen will make you realise how important it is for your life and existence. “There are fulfilling moments every day,” she says with a note of optimism that flows in like fresh air. According to her, a person needs to look for the fulfilling moments, find them and celebrate the small successes and celebrate every day.

“As mentioned earlier, regulatory affairs works for the industry at large while we still work for our individual companies. We strengthen each other, we work together – we are the industry. We stand committed together,” is how she defines her work.

Quick Shots

🌸 One word to describe your drive
Passion

🌸 An accomplishment you are most proud of
my son is my biggest accomplishment

🌸 A person who inspires you the most
Bikram Basu, he inspires and keeps me glued to the industry. Jagbir Singh Sidhu, his strategic move from Commercial to Regulatory and back to Commercial inspires me to achieve excellence in ‘Regulatory’

🌸 Your go-to mantra for tough days
Get up, dress up, show up!

🌸 If not in your current role, what would you be doing?
I would be selling alcohol

🌸 Legacy you want to leave behind
Long way to go still but may answer after 10 more years

🌸 One drink that describes you
Drink neat, no dilutions, no distractions

🌸 Early bird or night owl
Early bird

🌸 Go-to power song
Ekla Cholo Re’ by Kabiguru Rabindranath Tagore 

Next Step

A big vision binds all those who stand to achieve something in the realm of regulatory affairs. The common goal is ‘One India – One Policy for Alcohol’. About 70 percent of what a customer pays for drinks goes to the state governments. The cost of bringing an alcohol brand to the market is even higher than its cost of production. This is all done to regulate the consumption of alcohol considering the health of the consumers, yet the government keeps on getting more money from the industry as the levies increase and so does the percentage of drinkers year after year.

Prarrthona aspires to strike a balance here so that the state, the consumer and the industry benefit, and not just a single entity.