03 | Studying in India vs. Studying Abroad - with Nihaar Kuthiala

Nihaar Kuthiala |

Brand Manager, Adidas Group

Nihaar Kuthiala graduated from The Shri Ram School Aravali in 2013 and unlike most Edbrand alums, chose to remain in India, studying Eco Honours at Delhi University’s Lady Shri Ram College for Women. She is currently a Brand Manager at Adidas Group.

Arjun and Nihaar discuss the benefits and disadvantages of studying in India, the mentors that helped shape her approach and how she discovered her strengths that led her to brand management and marketing.

Episode Takeaways

Major

Nihaar studied Eco Honours at Delhi University’s prestigious Lady Shri Ram College for Women. Ever since early high school, Nihaar had been preparing to study abroad, and had only applied to LSR as a back up - a ‘let’s see’ option. She had already paid up for her admission into Singapore Management University when she got into LSR. Although hesitant at first, Nihaar was convinced by everyone around her to study at the coveted college.

Early Adjustment at LSR

The first few months were a culture shock. From studying at The Shri Ram School Aravali, a co-ed school, to an all girls college was an adjustment. She also had to get comfortable with the fact that she would continue to stay at home! Slowly, however, she was drawn in by the environment of the college -  the initiatives and clubs and the people that came from all over. Once she figured out how to connect with different people and get involved in different projects, she began to love the place. She came into her own and gained confidence.

Academics at LSR

How was the academics compared to a liberal arts education and the flexibility? Nihaar studied Economics, which is something that LSR focuses a lot on. Even internships and opportunities are geared towards Econ students. Compared to a liberal arts education, it was perhaps not as academically engaging. The teachers and the teaching style often felt archaic and uninviting. However, it was the extracurriculars, the leadership opportunities and internships etc. that kept her going. The academics at LSR has much room for improvement. They need to focus more on experiential learning rather than textbooks and exams. 

Career - Discovering Marketing

In school, Nihaar had the habit of committing half her winter and summer vacations to internships because she wanted to figure out her trajectory through a process of elimination. At LSR, on-campus placements tended to focus on students from Business Studies and Economics/Math backgrounds, which gave her an advantage. AB InBev came to recruit for an 11 month Global Management Training Program, and they caught her eye. The energy they brought as an innovative and progressive company felt like a great culture fit. Each of the 11 months, she was exposed to a new department. Marketing was where she instantly felt like she was able to add value to the team. It kept her on her feet, kept her fascinated. She was then hired for marketing at AB InBev, where she headed Experiential Marketing for the alcohol industry. The law restrictions on marketing alcoholic products helped her be creative with ways to engage the company’s audience. After 3 years, her passion for marketing had only grown, but she didn’t want to stay in just one place. Adidas came along and as sport had always been a big part of her life, it seemed like the perfect fit.

Her Mentors

Nihaar was always someone who sought mentorship. There is nothing more valuable than someone who is invested in your growth along with you. A senior from school, Ishita, was great at sports and academics, they had a good bond and Ishita was always someone she looked up to. In her second year of college, Ishita started her own venture and asked Nihaar if she wanted to help. Working with her for 3 months part time, doing field research and attending meetings etc. gave her a lot of experience.

At AB InBev, Vineet Sharma, the Brand Director for Buddweiser, was genuinely invested in new talent and wanted them to learn, allowing them to falter. He gave open and candid feedback in a friendly way. Even after he moved to another department, he would check in on her progress, which was invaluable.

Her dad has been one of her biggest mentors. He always encouraged her to remain out of her comfort zone. He ingrained in her that a balanced life is more important than focusing on one track. Nihaar still consults him on everything.

Advice for Students Interested in Marketing

You cannot just fall into it, if you’re interested in it, you should read up and seek practical experience before you study it. It’s important to know which aspect you want to focus on as marketing is very vast. Channels of marketing vary and so it’s important to explore. 

Her Three Strengths

Hardworking, Collaborative, Creative

Advice to students just graduating college or going into college

These are the most productive and energetic years of your life, a few months will not define what you’ll do later on. Take the initiative and make the effort to reach out to people and work on self development to be prepared for a different tomorrow. Everyone’s going through the same thing. Stay positive.