VITIKA S. BANERJEE
An Inspiring Business Leader Influencing The Entrepreneurial World
In the era of modernization, businesses prefer outsourcing the marketing aspect of their organizations to attain expert strategies for their marketing goals. The major advantage of consulting firms are solutions based on innovation and specialization that tremendously assist businesses to increase their pace of growth. Numerous organizations are offering varied solutions in the particular domain but, the Fourth Dimension Experience (4DXP for short) brings a unique advantage to its clients.
Conceptualized in 2014 under the leadership of Ms. Vitika S. Banerjee, the Director, 4DXP is a specialist Strategic Marketing consultancy firm influencing SMEs and startup businesses to extract compelling market and consumer insights to develop market-entry, NPD, and Go-to-Market strategies.
STAR OF THE SHOW
Ms. Vitika is an entrepreneur who is impacting the world of brands and business with her strategic marketing skills and expertise. She was identified as ‘Most Influential Global Marketing Leader’ by the World Marketing Congress in November 2019 and awarded the ‘Women Entrepreneurs Achiever Award’ by Delhi Management Association. Ms. Vitika is a published author in the business press and has served as a guest faculty at IIFT and IMI.
Before the inception of her entrepreneurial journey, she was contributing her knowledge at one of the largest retail chain stores company in India as a CMO. Soon she started introspecting herself on what she was learning and what she was returning. In no time, she realized that she had become very comfortable in her current role. Also, she found that her learning had become limited and stagnant, and that was when she decided to make a career shift.
Initially, Ms. Vitika was unsure regarding the future while submitting her resignation as numerous ideas and thoughts were running in her mind. But, she had a clear plan to leave a salaried-time bound and content restricted corporate employment. In no time, she started the next phase of her career in September 2014 as a strategic marketing consultant by founding the strategic consulting firm Fourth Dimension Experience Inc.
During that time, she also experienced personal pain watching her children struggle with engaging in outdoor activities surrounded by the deadly haze of pollution in Gurgaon and Delhi NCR. While the worsening climatic conditions were threatening the health of her children, there were limited options available for children to sweat it out indoors.
Unlike adults, children could not attend gyms, yoga, and other fitness classes but, there was a need to find something to assure their health and well-being. Hence, Ms. Vitika joined her friend and partner to incorporate Future Fit LLP, an indoor weather-controlled fitness center offering diverse fitness routines through Gymnastics for school-going children in the age group of 4 to 14 years.
FASHION STYLE
Ms. Vitika completely agrees with Coco Chanel’s statement, “Fashion fades but, style never goes out of fashion.” She has a classic style and is very particular about her outfit and physical appearance as she likes to be appropriately dressed for every occasion. On an official engagement such as a seminar and a Zoom meeting, she makes it a point to be dressed formally. However, when it is family time and during social interactions, she prefers comfortable and casual outfits only.
A large section of her formal wear, be it Indian ethnic suits or business suits, are custom-tailored. For Sarees,Ms. Vitika likes to shop at Fabindia, Nalli, and Byloom.
EXCEPTIONAL LEADERSHIP
Dolly Parton quotes, “If your actions create a legacy that inspires others to dream more, then you are an excellent leader.” The team of Ms. Vitika finds her collaborative, communicative, and inspirational personality who keeps encouraging them to achieve desired results. She believes that good ideas can come from anywhere, and hence, she encourages open dialogue. Ms. Vitika promotes discussions and debates and makes everyone understand that a healthy debate on a business issue is the only way to find creative and out-of-the-box solutions.
Ms. Vitika efficiently fulfills the responsibility of inspiring employees, which results in making them constantly strive to achieve even more and climb the ladder of success throughout the organization. She also keeps them inspired by challenging them and empowering them to help them overcome those challenges.
Under the aegis of 4DXP, she leads the National Marketing Council, where she contributes her time and resources pro bono to give back to the marketing fraternity to promote good marketing practices as well as promoting diversity at the workplace for women.
OUTLOOK ON FEMALE ENTREPRENEURSHIP
2021 has brought numerous opportunities in terms of democratizing the workspace in the context of mobility and time. It has also put immense pressure on women as the primary person of taking care of the family. With work from home and online schooling implemented across the globe, women have had to service the demands of the family 24×7.
But, the emerging technologies have given wings to many women to participate in the formal corporate space as individual contributors. Also, it has provided an excellent platform for women to give air to their talents and entrepreneurial abilities by helping them reach clients using online modes.
Ms. Vitika has a special message to all women entrepreneurs out there, “Believe you can reach anywhere you want to go but, never underestimate the effort required to get there.” She has a strong belief in working hard with complete passion. “Remember, hard work beats talent when talent does not work hard,” she adds.
4DXP: A ONE-STOP SOLUTION FOR MARKETING STRATEGIES
Most of the consulting firms have large teams where work gets delegated to the junior members, which impacts the quality of output to a certain extent. But, at 4DXP, Ms. Vitika brings 20+ years of professional experience to undertake each assignment herself by taking responsibility for the quality of output.
FUTURE ENDEAVOURS
Ms. Vitika has a perception that in the coming years, organizations will be looking for personalization of their propositions to the target audience, where the ‘one size fits all’ approach will not work anymore. Hence, a specialist and personalized approach to brand development will become critical for market success. Therefore, Ms. Vitika is tremendously optimistic about the future of 4DXP, which is positioned perfectly to address the needs of both small start-ups as well as well-established brands.
She quotes, “Innovation is where imagination meets ambition.” she adds further that innovation on its own has no meaning if it does not help the business grow and not make an organization more profitable in the long run.
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