Interview with Armaiti Irani from Nobel Hygiene Pvt. Ltd.

With 5+ years of experience in the digital arena, Armaiti is currently leading digital and e-commerce for RIO Heavy Flow Pads, Friends Adult Diapers & Teddyy Baby Diapers. She has a passion for technology and a love for brand building and is always on the lookout for new ways in which brands could integrate into the ever-evolving customer journey.

Further, Let us hear from her,

Hello and Welcome Armaiti!

Let us begin with your unique story, could you please share that with us?

Sure, I started my journey as a social media intern at Foxy Moron during my second year of BMM where I got a taste of working on big brands such as Go Cheese, Garnier, Enamor etc. In 2015, I applied for a full-time position at Schbang to handle the social media for similar clients, but there was something new in store for me there. I joined Schbang as a Web Project Management Executive, with absolutely no knowledge of how websites worked but the will to always learn. In four years and six months of my tenure with them, I headed the Web Project Management team with seven executives, three designers and developers under me. Now, I knew how the social media world worked. I also got to know how to generate revenue via eCommerce sites. This gave me the confidence to apply to Nobel Hygiene, where I now lead the Digital Marketing operations for three brands. Friends Adult Diapers (India’s No1 adult Diaper Brand), RIO Heavy Flow Pads (1st ones to show Red blood in India & 3rd in the world) and Teddyy Baby Diapers (Largest Indian Baby Diaper brand). Managing the social media of brands which are high on taboo has been a challenging experience but a delightful one, as with every day ending I know my product is making someone’s life a little bit easier than it was. LinkedIn Profile

According to you, what is the best way to start the day?

I would say with a cup of coffee, but that is not what you are here for. I usually spend the first 1 hour of my morning aligning my tasks for the day, along with it, I browse through what the competitors are up to and catch up on the industry articles, case studies and benchmarks.

Who is or has been your inspiration?

With every phase of life, one’s aspirations change and so could the person you look up to. I believe there is a quality to look up to in each person and so, I look up to specific qualities in different people such as hard work, passion, loyalty etc.

What makes digital marketing different from traditional marketing?

When a brand invests time and money into their campaigns, they want to know that if they are working. Digital marketing makes it easier than traditional marketing to track campaigns, which allows them to adapt and drive better results. While there are marketers who feel that Traditional marketing is crucial and indispensable for holistic brand building. The Coronavirus crisis, almost proved overnight that a digital-first approach is a key and that, it is not only cost-friendly but also allows two-way communication with the audience. Besides, in a world where everyone is hooked to their phones and social media, reaching them online is indispensable.

What are your three favourite digital marketing tools?

  • Google Analytics
  • Zoho CRM
  • Hotjar

How would you define success in your career?

Success, to me, is not a large overarching theme that is attained in one sweep, one happy day. For me, it is a constant process that happens every day in the little details. It can be as small as a post going viral or an intern taking away something good from working with you.

What is your biggest dream in life?

My biggest dream is to start a sustainability farm in a community that could benefit from my foresight, planning and zeal for empathetic learning.

What is worth spending more on to get the best?

Education & Health.

Lastly, would you like to say something to our readers?

Now more than ever as workspaces capsize into our homes, it is important to get our work-life balance right. Our desire to succeed professionally can often push us to set aside our well-being but, it’s important to remember that physical, emotional and mental well-being is as important, if not more.

Thank you, we truly appreciate your valuable time spent with us.

Thank you

Wishing you the best in all your future endeavours.

Wish you the same


Deepak Kanakaraju