Engineering A Legacy In Spirits

In a world where career paths are often dictated by convention, Rashi Singh chose to carve her own. From engineering classrooms dominated by men to boardrooms shaping India’s premium whisky market, her journey is one of bold decisions and unwavering ambition. Now as the Category Lead (Indian Whisky) at Suntory Global Spirits, Rashi isn’t just building brands; she’s reshaping narratives, mentoring future leaders, and proving that success belongs to those who dare to dream beyond expectations.

At a time when India witnessed economic turmoil in the form of recession and demonetisation, Rashi Singh, a marketing and engineering graduate, took a step back to reassess her career. This led to a revelation of sorts. The one sector that she saw with undiminished returns was the alcoholic beverages and that was what led to a new path and the opening of new doors. After a decade’s experience in core marketing and revenue management roles across industries like automobile and telecom, she decided to foray into the spirits sector, which she now describes as her “calling”.

“It was a very fortunate turn of events that saw me identify a sector unperturbed by any global or national disturbances – the evergrowing alcoholic beverage sector in India,” she recalls.

Since her tenure in the industry, she led several brands and portfolios of premium spirits, before she started to head the Indian whisky business for Suntory, driving its growth in a dynamic market.

Call of Karma

Coming from a family of doctors, Rashi’s life was expected to follow a path dedicated to curing lives. Those were the years when the medical profession was considered the most respectable choice for women. But her logical and analytical mindset pushed her to break away from societal and familial expectations. She held her ground and rooted for a career in engineering, which at the time, less than 5 percent of women were pursuing across the country. “Going against the waves always comes with initial backlash before it starts to pay off in the long term,” she says.

Determined to carve her own path, Rashi navigated through challenging environments, including four rigorous years at a prestigious engineering institute in Lucknow, where 95 percent of students were men. She faced an uphill battle against gender biases and societal norms. The struggles were not just academic but also personal—where male students had unrestricted freedom, she and her fellow female students were subjected to strict hostel curfews, confined for 12 hours each day.

Despite these hurdles, Rashi’s resilience and vision propelled her forward. Her ability to stand her ground in the face of adversity set the stage for a remarkable career, proving that defying norms and challenging the status quo can lead to extraordinary success.

Sipping On Change

When it comes to the alcoholic beverage industry, women have been reshaping the industry by not just driving business, but also contributing to consumption in a big way. Future growth is expected to come through breaking the taboo around alcohol consumption, especially by women. This shift in preferences has fuelled the rise of categories like wine and white spirits.

One change a core marketer like Rashi would love to see is heavy dependence on alternate or extension businesses. “While irresponsible product marketing needs to be under check, the marketing rules under the extensions businesses under strict financial guardrails limits to what a new brand can achieve, and thus weakens the overall marketing strategy against the established brands,” she elaborates.

Beyond Boardroom

In a sector like alcoholic beverages that demands a presence beyond traditional office hours, balancing professional and personal space becomes a challenge over time. Recognising this, many leading companies have now introduced policies aimed at providing employees with greater comfort and flexibility, benefitting both men and women equally.

Initiatives such as flexible work options, inclusivity programmes, comprehensive leave policies, and well-being initiatives have helped foster a more balanced work environment. “Effectively ensuring the health and well-being of employees isn’t just a priority but should be a way of life within an organisation, and Suntory Global Spirits has ingrained that in their culture,” Rashi says.

Having lived in over seven cities in less than 10 years, Rashi possesses a deep cultural connection across all four zones of India. When not immersed in work, she fuels her adventurous spirit through snowboarding—an escape that keeps her energised and inspired.

Quick Shots 

🌸 One word to describe your drive
Fire

🌸 An accomplishment you are most proud of
Championing my snowboarding game

🌸 A person who inspires you the most
My father

🌸 Your go-to mantra for tough days
Nothing is permanent

🌸 If not in your current role, what would you be doing?
Gardening in farms away from the city

🌸 Legacy you want to leave behind
Stress is something to pass on to others, not to own

🌸 One drink that describes you
A shot of Laphroaig

🌸 Early bird or night owl
Early bird

Moments of Exuberance

Aspiration is what drives Rashi ahead. “At Suntory Global Spirits, we work hard but we aspire higher,” she says. The company’s ‘Yatte Minahare’ spirit encourages individuals to embrace failure when it comes, but never fear it. “Hence, against every business goal that we work towards, we put an ambition that’s bold and beyond what’s expected. I gave myself a goal to over-deliver on the organisation’s biggest business priority—placing the brand on a fast-track growth trajectory and putting India on the global radar,” she says. This trajectory is what she categorises as “sheer achievement” on both professional and personal front.

Beyond business, mentoring young talent has been one of the most fulfilling aspects of Rashi’s journey. She has observed that the new generation of professionals approaches ambition and career growth differently from the past. “While it’s only as much as core business, delivery goals comprise of, I urge the upcoming generation to measure success not only by their annual appraisals, but also by measuring small successes across smaller campaigns and projects,” she points out.

Instilling confidence is key to shaping future industry leaders. Rashi believes that one of the biggest challenges fresh talent faces is trusting their own instincts and standing by their convictions, especially when competing with highly experienced professionals. “One long-term goal I have defined for myself is to develop young leaders and empower them with confidence in their vision. If I can instill this confidence in at least three fresh minds every year, that will be my definition of success,” she shares.