Diageo India is among the country’s leading beverage alcohol companies with an outstanding collection of premium brands.
In an industry often perceived through a traditional lens, Pratiksha Gogoi, Assistant Manager, Customer Marketing at Diageo India, is not just building brands – she's reshaping perceptions. Her journey from a protected upbringing in Assam to navigating the dynamic Alcobev markets of Telangana reflects a powerful narrative of courage, capability, and breaking societal taboos.
Pratiksha's early life was a blend of academics and artistry. With a BSc in Mathematics and passion for music whilst playing for a band, her path seemed set. Yet, a deeper curiosity for management led her to pursuing an MBA at the Goa Institute of Management. It was here, during her final placements, that Diageo India beckoned.
"I wanted to take up this challenge so bad," Pratiksha recalls, reflecting on her decision. “Being in a different culture altogether and being in a commercial role that demands a lot of interactions - managing a team of on-ground people who are mostly familiar with the local language has been a big shift for me. When I now look at the bygone year, Diageo providing me this platform is one of the best things to have happened.” Her fascination with the Alcobev world wasn't new; college cultural fests, where she secured partnerships with major brands, had already shown Pratiksha the vibrant synergy between music, celebration, and the industry. "I had seen Alcobev being a very interesting field to work with," she notes, a connection she now sees come alive in Diageo's on-ground promotions and global campaigns.
As an Assistant Manager, Customer Marketing in Telangana, Pratiksha is at the heart of Diageo’s market activations, overseeing everything from McDowell’s to Johnnie Walker. Her work often takes her into the challenging environment of “permit rooms” - establishments where alcohol is consumed on-site, usually right beside retail outlets, in Telangana.
“It tends to be a predominantly male environment, often centred around drinking, and at times the conditions can be challenging,” Pratiksha explains. “When you step into such permit rooms as a woman, it’s uncommon to see others. The looks you receive can make it clear that your presence feels unusual to them.”
Hailing from a family of government employees, her decision to enter the Alcobev sector initially raised eyebrows. “My father is a doctor, my mother is a teacher, it was a very protective family environment,” she shares. While her family trusted Diageo, the cultural shift and the nature of the industry in a new state came with their own concerns.
Yet Pratiksha stands firm. “Challenges exist, yes. There are hurdles in this role that women have to face, but that cannot overshadow the fact that the capability lies within you.” For Pratiksha, it’s about proving that talent and determination transcend societal expectations. She also shares the hope that her journey shows at least one person that with confidence, and capability, you can carve your own space anywhere and show what’s possible.
With a year of profound learning, Pratiksha is eager to deepen her impact. "I want to keep this learning curve going on, and I want to see how brands connect with the consumers," she says. Her current role provides an invaluable on-ground perspective, which she plans to leverage as she aims for a future in brand marketing.
“The storytelling, the strategy that takes shape, and everything that goes into building a brand — bringing my on-ground commercial perspective into that space would help me immensely,” she explains, envisioning a transition where her market insights strengthen and enrich brand narratives.
Even before stepping into Diageo, I felt a strong sense of admiration for the company,” Pratiksha shares. “The night before my campus interview, I watched a talk-show conversation with Hina Nagarajan (then MD & CEO), and it left a lasting impact. Seeing women in influential leadership roles - from the CMO to the CHRO to our VP Customer Marketing, reaffirmed that Diageo is a place where capability is valued above societal perceptions.”
Pratiksha attributes her resilience to the strong support system at Diageo. She credits her manager, Neelkamal, State Customer Marketing Manager, for constantly pushing her beyond her comfort zone. “He has always asked us to step out of comfort zones and place ourselves in situations that force us to learn,” she shares. “With the right amount of support and the right amount of guidance, that’s what has helped me grow in this market on the ground.”
She also draws inspiration from Ashwath Bysani, Cluster Head for Telangana. “He is never just about putting people into tough situations - he is equally focused on helping them find solutions, which I feel reflects what true leadership looks like for the people he works with directly. That’s something I genuinely admire about him.”
And when it comes to encouragement, Ravi Varma, Senior General Manager, Corporate Affairs, has consistently created a positive, motivating environment that offers her new ways to think, learn, and grow.
Pratiksha Gogoi's journey is a powerful testament to the fact that with courage, conviction, and the right organizational support, women can not only enter but thrive in any industry, challenging norms and forging new paths. She embodies Diageo's commitment to diversity and inclusion, proving that true capability knows no bounds.