Workaholic Tuesdays: Meet Manisha Sangani, the only woman in the Indian watch industry

It all started while Manisha and her husband Shailesh lived in the US. They owned quite a few Fossil watches and decided to bring the brand into India. Fossil was doing well in our country and a few years later the group decided to set up a subsidiary of their own. What did this translate to? Manisha's business was going away! “We realised that we had built a product that was not known in India into a brand. We had worked so hard for something we did not own and so we decided to create our own brand, Aspen.” 

With 315 employees and no funds, Manisha negotiated with the Fossil group and convinced them not to withdraw their business overnight. “I negotiated with Fossil and they agreed to give us three years with 35% loss of distribution every year". During this time I built Aspen to cover the loss of turnover. We tend to think that women take the back seat, but actually we're very strong. The choice of the brand name Aspen reflects this resilience in women. The aspen tree stands tall against the harshest winters and the strongest of summers. It doesn't shed its leaves as much as other trees do; they just change colour. Similarly, women can always accept adversity and adjust accordingly,” believes Manisha. That’s the reason ASPEN has two categories; the Power Bold (strong) and the Feminine Exclusive (empathizing soft) 

Manisha comes from a conservative Gujarati home and being the oldest daughter in a joint family with seven sisters (cousins included), her family planned on getting her married at an early age. “But I was different. While I was still studying, I started working with one of my uncles who owned Hakoba Mills, where I learnt sales and accounting. My father and grandfather didn't object because I was working within the family. Through recommendations I began to work outside the family; my father and grandfather saw that I was different,” she shares. Money was never the driving force, but it was more about ambition and making a mark. She studied German and was soon interpreting on-board cruise liners at Naval Dockyard for Munira Chudasama, Nana Chudasama's wife. 

“My experience taught me how to sell. I learnt that people may like something they see, but when they buy, they prefer a mix of two or three things in one, because they can afford only one or two. They don't want to buy something that's common. I kept all this in mind while starting Aspen. Indian women love colour, a little flamboyance and jewellery. So I merged Italian jewels, Austrian crystals and I created a watch-cum-jewellery piece, which is versatile and affordable. I created attractive, unique products that would still conform to everyday life and would not stand out outrageously. Inspiration for my designs comes from my travels and from things around me. I take bits from here and there and make it my own,” explains Manisha whose dream is to create a gold diamond watch.

“I had a great relationship with organised retail–Shoppers' Stop, Lifestyle, Pantaloons. But when I got into the watch industry, selling to independent stores was a challenge. There are a lot of small watch stores and they were uncomfortable with a woman trying to sell. Firstly, they would look at me as a woman. Secondly, they would look at me as Shailesh Sangani's wife. But I was firm and followed certain rules that I set for myself. I would finish my meetings by 6 30 pm. I was clear about what I wanted and would always be prepared for meetings. I cut out business dinners and made sure I was back at the hotel with an evening to myself. In the beginning, these few rules really helped; they respected me, because it was pure work with my expectations and budget set beforehand. Now they already know me and treat me as one of the gang.”

But everything was not smooth sailing. As a woman, the biggest challenge for her was finance. “Garnering finance and getting the required working capital is a lot more difficult for women than men, because we tend to network less. I would let the finance part be handled by others. But while I was in Harvard, I realised for the first time that if I am running the business, I need to be a part of the finances. After attending a few bankers' meetings, I learnt that things are changing. In the last one and half years, there's a whole lot about women entrepreneurship. This year, I plan to manage my own finances. Now it's my baby and I can run it.”

Managing work and home is not a problem for Manisha. “I've always involved my family in my work and so my husband, mother and kids get excited with every new step that I take. I've been lucky to have great support from my mother, kids and husband. I've never held anything to myself. I'm very open about teaching everyone. Before my mum came to live with me, I had good home staff and I had things planned and stuck to the refrigerator –I would have a whole week's menu planned. My kids always say that even though I am a working mum, they feel we've had a better rapport and I am more like their friend,” shares Manisha. 

Manisha's who lives by the mottos, 'Feel good and live life to the best' and 'Time is on my side', believes that there is no such thing as 'a bad time'. She believes that all women are entrepreneurs, but we tend to say there's so much to do at home and we feel guilty. 

Aspen started out as an all-women's brand, but currently 20% of the range caters to men, But I want to keep Aspen for women. It is a women-centric brand, after all. Aspen encourages young Indian women to be brave and take their own decisions. My own story is about being brave and courageous, It's just the conviction within you.