There’s a quiet confidence about Shaifali Gautam that doesn’t demand attention, it earns it. As the Chief Marketing Officer at CaratLane, she carries both sparkle and substance in equal measure. Her journey through India’s ever-evolving marketing landscape is not one of overnight success or noise; it’s a story of consistency, empathy, and a deep understanding of people, both as consumers and as humans.
When she speaks about her early years in marketing, there is a gentle nostalgia in her tone. “When I started my career almost two decades ago, marketing was all about long-term brand building and creating legacies,” she recalled. “But the digital shift changed everything. Suddenly, you could see the entire consumer funnel, from awareness to purchase to post-sale engagement. It brought the whole journey alive.”
That realisation, she said, was a defining moment, the point where marketing stopped being a function and became a living system. “It was like unlocking a new dimension,” she smiled.
For someone who has spent years navigating leadership in an industry often framed by stereotypes, Gautam’s perspective feels refreshingly calm. “I’ve actually been lucky,” she said. “I never got boxed in by the ‘too soft’ or ‘too tough’ tags. For me, leadership has always been about creating a culture where everyone, whether a vendor, team member, or peer, feels like a partner. When everyone has an equal voice, the stereotyping doesn’t even exist.”
Jewellry, the world she now lives and breathes, adds another layer to her understanding of women and identity. “In India, Jewellry isn’t just something women wear. It’s generational, emotional, cultural, deeply rooted in our stories,” she said. “But what’s beautiful today is how younger consumers are redefining it. They’re buying jewelry not just for weddings or occasions, but as an act of self-expression.”
At CaratLane, that belief took form in one of her most heartfelt campaigns, Wear Your Wins. “It made me reflect on how I looked at my own achievements,” she said softly. “We, as women, often wait for someone else to acknowledge us. This campaign was about changing that, about celebrating the little victories, the quiet wins, the ones we earn for ourselves.”
Those reflections, she admitted, deepened during her years leading large teams. “When I started managing bigger teams, I began approaching people, especially other women, with more empathy,” she said. “Women never operate in a single universe; they’re constantly balancing multiple roles. It’s incredible how they bring that perspective to work.”
At CaratLane, inclusivity isn’t just an HR metric, it’s a value lived daily. “At our stores, we literally have a 50-50 gender ratio,” she said proudly. “In fact, our numbers are among the best in the Tata Group, even better than Titan’s.”
But she’s also candid about the unseen truths. “When we once asked men and women to rate their contribution to the business, women rated themselves 8% lower on average. They tend to underplay their impact, and that needs to change,” she said.
Her definition of empowerment is simple yet profound: “Security,” she said. “Not just safety, but the security of equal pay, equal opportunity, equal empathy.”
There’s a story that perfectly captures her leadership style. “We were hiring a woman for a merchandising role that required travel. Everything was finalised when HR told me she’d just found out she was pregnant,” Gautam recalled. “The conversation lasted 30 seconds. I said, ‘That’s fine, go ahead and roll out the offer.’ These are the moments that define who we are as leaders.”
As a single mother, her philosophy on work-life balance is refreshingly unorthodox. “I’ve never believed in the term,” she said with a smile. “Work is life, and life is work. I’ve built an ecosystem where both coexist beautifully. I’ve taken my son on several business trips, and never once felt guilty. I give my home and my work equal importance.”
Her son is now growing up with that same independence she saw in her mother.
“My mom got married at 17, went on to do her PhD in Economics while raising three kids, and that too without any help,” she said. “Watching her taught me that independence- financial, emotional, psychological- is non-negotiable. Compared to her, I’ve had it easy.”
Two mentors, she said, have also left a lasting mark. “Prashant, my boss at Aditya Birla Group, taught me humility. I was fiery, impatient, he taught me empathy,” she recalled. “And Atul, our COO at CaratLane, reminds me every day that leadership is about approachability. He spends half his day talking to the most junior people in the company, and that kind of humility is rare.”
If she could speak to her younger self, Gautam would tell her three things: “Lead with clarity. Respect everyone’s space. And when your team grows wings, let them fly. Guard them, but don’t clip them.”
Her days begin early, by 5 a.m., she’s up and getting her son ready for school before heading to the gym. “That one hour in the morning is my time,” she said. “It keeps me grounded.” Weekends are for drives, tennis matches, and long swims. “I may not rest much,” she laughed, “but I rest well in my mind.”
When asked what legacy she hopes to leave, she thought for a moment before replying: “I want women in marketing to stay agile, stay curious. Marketing is both art and science, be obsessed with your consumer, but never lose your humility. Rise, and let others thrive.”
Before signing off, she left us with a glimpse of her hidden side. “I’m like an iceberg,” she smiled. “People see the visible tip, but below that, there’s constant research, reading, connecting. I even have a friend who gives me five news updates every evening while I drive back. I’m just- inquisitive.”
And perhaps that’s the secret to her brilliance, not perfection, but curiosity. Not balance, but harmony. Not leading from the top, but walking alongside. In every way that matters, Gautam Gautam doesn’t just wear her wins, she inspires others to discover their own.
