Lalitha Kirsnan is a Singaporean who ventured to the Gold Coast in 2006 to pursue a higher education. Enamoured by the city’s charm, she chose to make it her permanent residence, embracing the Gold Coast as her home. For the past 12 years, Lalitha has been working as a Sessional Academic for the Department of Marketing at Griffith University.
When the Covid-19 pandemic emerged in 2020, Lalitha’s teaching hours were unfortunately affected. Seizing the opportunity to explore new avenues, she then joined her husband at his digital marketing agency. Engaging with numerous female clients, Lalitha couldn’t help but notice the shared struggles they faced in promoting their businesses. This realisation fueled her determination to establish her own venture, Masala Collective.
Masala Collective stands as a mindful marketing academy dedicated to empowering women entrepreneurs. The agency’s mission is to guide them through the intricacies of marketing, starting from the foundations and fostering a conscious approach.
Can you please explain the concept of ‘mindful marketing’?
At the core of the mindful marketing approach lies a deep sense of consciousness. It starts with recognizing one’s soul purpose and intertwining it harmoniously with one’s business vision and brand values. I strongly advocate for authenticity and conducting business in a manner that upholds our soul purpose without compromise. From this foundation, the next crucial step involves carefully selecting appropriate marketing channels and devising strategies that effectively draw the right audience to our brand.
Essentially, the key lies in ensuring alignment between one’s soul purpose, business vision, brand values and the clientele one seeks to attract. By thoughtfully harmonising these elements, we create a strong and meaningful brand.
Why do you think it’s so important for us to practise mindfulness, not just in our personal but also professional lives?
In today’s digital era, we are inundated with noise and distractions that can easily lead us astray, causing a loss of direction and purpose. This phenomenon became especially evident during the onset of the Covid-19 pandemic, and its effects continue to be felt. It was during this time that I observed conscious brands pivoting to the online space to promote their offerings, but many resorted to what I call “aggressive marketing” tactics.
The online landscape became saturated with relentless sales promotions and overwhelming email spam. The prevailing message seemed to be, “Look at me! Look at what I have to offer! It’s amazing!” Undoubtedly, these brands have excellent products and services to offer, but when approached from a place of fear and insecurity, such aggressive tactics tend to attract the wrong audience.
I often share with my clients the importance of not seeking customer loyalty solely through sales promotions. I advise them that relying on discounts alone will result in customers who are easily swayed by a better deal from a competitor. Instead, our aim should be to cultivate a community of brand ambassadors who authentically advocate for our brands, even when we’re not present. This is how we build a loyal clientele, but it requires a mindful approach to business.
Therefore, it is crucial to infuse mindfulness into our professional endeavours. By operating from a place of consciousness and authenticity, we can foster deeper connections, trust, and loyalty with our target audience. Mindfulness allows us to align our actions and messaging with our core values, attracting individuals who genuinely resonate with our brand. In this way, we create a meaningful and sustainable business that goes beyond short-term sales promotions.
How has being a Sessional Academic at Griffith University helped you in your business?
Being a Sessional Academic at Griffith University has been immensely beneficial to my business. One aspect that my clients truly appreciate is the theoretical and research insights I bring to their ventures. When I engage with clients, I begin by mindfully delving into their brand values and meticulously uncovering the ideal customer persona for their specific needs. This ability to unpack and analyse these crucial elements stems from my extensive experience teaching Consumer Psychology and Market Research, as well as my background as a mixed-method researcher.
Clients often express their surprise at the tangible benefits this knowledge brings to their businesses. They had not previously realised the practical applications and impact that such expertise can have. In fact, my role as a Sessional Academic at Griffith University stands as one of my key unique factors. By leveraging my academic background and applying it directly to real-world scenarios, I am able to offer clients a different perspective that goes beyond surface-level tactics. This integration of theory and practice instils confidence in my clients and helps them make informed decisions that align with their business objectives.
As a WoC migrant and founder, what were some of the toughest challenges you had to overcome in both life and in business?
One of the driving factors behind my decision to make Australia my permanent home was the discrimination I faced back in my home country as a minority. Unlike my friends from other cultural backgrounds, I encountered greater difficulty in securing employment opportunities. Being a person of colour, I often endured hurtful slurs and derogatory remarks. However,upon moving to Australia, I discovered a haven where I did not experience racism in my initial workplaces, such as Seaworld and Griffith University.Perhaps the presence of diverse staff members from various backgrounds and ethnicities contributed to this welcoming environment.
However, it was when I joined my husband’s digital marketing agency that I felt acutely aware of my status as a person of colour. Participating in networking groups to promote our business, I found myself to be the only person of colour in the group. While it wasn’t necessarily overt racism, I felt a distinct sense of not fitting in. Attending networking events targeted towards women entrepreneurs yielded similar results, with a lack of representation for women of colour. Despite my efforts to offer my services, I received little response or acknowledgment. This loneliness and isolation became a significant catalyst for the creation of Masala Collective.
Masala Collective serves as a platform for women of colour entrepreneurs, providing a space where they can find support for their business and marketing needs, and most importantly, a sense of belonging. I realised that if existing networking groups were not willing to provide me with opportunities, I would take matters into my own hands and create them myself. This led me to embark on extensive research into women of colour entrepreneur networks in Australia and Singapore. Through my determined efforts, I have connected with like-minded women and formed meaningful relationships that offer mutual support and empowerment.
What do you think were the most valuable lessons you’ve learnt from overcoming those challenges?
Two significant lessons stand out. The first is the recognition that if something is clearly not working for me, it is essential to accept that reality and gracefully move forward. Despite my best efforts within various business networking groups predominantly composed of Australian individuals, I could sense that the more I tried, the less progress I made. Embracing this realization, I chose to make peace with the situation and pivot. Once I shifted my focus towards connecting with women of colour entrepreneurs in Australia and Singapore, my life began to undergo a positive transformation.
The second valuable lesson I learned was to reject limiting beliefs. It is crucial not to let setbacks or unmet expectations define our worth or potential for success. Just because things did not unfold as initially anticipated does not diminish our abilities or readiness for achievement. On the contrary, these moments should serve as a driving force to push ourselves further and embrace the opportunities that lie ahead.
What are 3 tips you would give to a WoC looking to start their own business?
First and foremost, embark on the journey of unravelling your soul purpose. It is important to engage in a business that aligns with the core essence of your being. This introspective exploration is essential because the ultimate goal is to create a business that brings joy and fulfilment to your soul.
Secondly, it is imperative to conduct thorough research to validate your business idea with your target audience. Merely assuming that a product or service will resonate with them is not sufficient. You need to ascertain the demand for your offering, its ability to address your target audience’s needs, and its potential to generate substantial revenue. Utilise techniques such as surveys or engaging in discussions with your intended audience to gather invaluable insights.
Third, adopt a mindset of planning your business as if you were preparing it for sale. Although this may seem counterintuitive initially, allow me to elucidate the rationale behind this approach. As solopreneurs, we often find ourselves single-handedly managing every aspect without clearly defined systems in place. However, envision if someone were to acquire your business in the future—what would they seek? They would desire a well-structured system that facilitates a smooth transition. By adopting the perspective of a prospective buyer, implement robust systems that enhance your business management capabilities, ultimately leading to increased efficiency and scalability.
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