The FICCI and Pricewaterhouse Cooper report in 2007 for Entertainment Industry had projected , the industry to grow from 850 million to 1 trillion in the financial year 2010-2011. As reported in Business Magazine, the global market for cosmetics and toiletries ingredients which was estimated to be around $14.7 billion in 2005, with growth of the ingredients was expected to be around 5% per year through 2010. As stated there the factors contributing to this steady growth include improvements in the global economy, particularly in developing countries, and the introduction of new consumer-friendly products. According to Global Cosmetic Industry Business Magazine, In end-user segments, colour cosmetics have the highest average annual growth rate. They had a growth from $2,586.9 million in 2005 to $3,351.7 million in 2010.
This fast growing sector with such an humongous valuation, receives a stimulus through the beauty and glamour pageant. Every year we have fresh talent infused as the beauty queens who endorse the product and services to create a greater circulation in this glamour and entertainment industry. We made our effort to know the ‘Queen-Makers’ which stimulates growth through out the vertical . We interviewed Ritika Ramtri , the pageant coach on talent identification and grooming success for this glamour industry . Ritika is an MBAwith HR form Symbiosis . She worked in HR , Personality Development Training and wrote articles for The Times of India and other national dailies. She runs ‘The Tiara’, India’s first Pageant Coaching School which have been churning success stories every year. She have trained numerous talents who have become Miss India, including Neha Hinge, Pooja Chopra, Amrita Thapar and many more. Here we take a look to understand how a talent is managed to be pruned for success on an international platform. According to Freakonomics ‘The incentives are the corner stone for modern life’. Hence it interests us to find out how such an incentive impacts in a complete behavioural management in the talent.
CiteHR : How do you identify a winning talent ?
Ritika: The core set of values are easy to indentify. In just first few minutes we know who can be a winner in a pageant. It’s a rare combination of intellect, believes and determination which requires to be worked upon. But it has to be intrinsic. This pattern of behaviour is embedded in a human being, as a facilitator, I nurture them according to the international standards. The winning talent would draw their energies out of the preparation and never exhaust at a pressure situation. Furthermore, during training it all lies in offering a very personal touch and pay a close attention to every small need of the talent.
CiteHR: It’s been continuous success for your talents since past few pageants. You have winners almost every year from ‘The Tiara’. What builds in this success?
Ritika: Well, when we accept the admission of a talent we take an in-depth interview to understand the core belief. We have sessions with their parents and guardians to realise the family support and interest towards the talent’s success. Often we do to reject application if we don’t find the talent a right fit for the training. This year one out of every three contestant at the Miss India pageant was from The Tiara. This is what we work for. We believe in bringing winners from every talent we groom. Infact, when we offer free training for six months to the topper in every batch. This is the support and token of appreciation we bring in to strengthen them.
CiteHR : How do you instil ethical decision making in them? It normal for them to lose sight of their integrity and get blinded to seek opportunity and fame.
Ritika : That’s a focus which we build, I guess you should find it in all our students. We strongly train them to value themselves for what they are and not compromise on their believes.
CiteHR : Finally this glamour vertical that you build your talent is very volatile and short lived. How do you bring in a long term perspective in them?
Ritika : When I train a talent, I become their coach for life. They are a continuous success stories for me . You can see how they never stop working on themselves and set new goals to achieve. I help them work on a very new level and rediscover themselves.
We congratulate Ritika and wish her all the success in the years to come. In the introspection we find that the holographic nature of talent management remains identical across verticals. The time available to prepare for a success may vary, but it’s interesting to find that the propensity to succeed requires same strategies in every domain.