India, Inc. grooming itself to perfection

KOLKATA: Corporate grooming appears to be getting popular across India Inc. Such endeavours are visible among both the top and mid-level management employees. Companies are pumping in big moneys to transform the image of their employees.

Air Sahara, Indian, TCS, Ariba, Spice Telecom, Essel Group, Taj Group Of Hotels, Apeejay Surrendra Group, Claridges Hotel are employing image consultants for grooming top-level professionals. This was indicated by image consulting firms Elite School and VLCC.

Demand for corporate grooming appears to be growing in IT, retail, banking, telecom, management consultancy, airlines and hospitality. According to HR analysts, corporate spends on employee grooming has risen in the past one year.

“Companies allocate 15-18% of their training budgets for such activities and even appoint overseas consultants for brass,” said E Balaji, COO, Ma Foi Management Consultants.

“Corporate heads realise they are a brand and their appearance is their logo and positioning statement. An image consultant helps them look better and teaches them what their appearance speaks of them,” said Renu Dalal Jain, MD of Flair Consulting.

A corporate grooming programme entails modules on presentation skills, business and social etiquette, body language, confidence building, stress management, cross-cultural awareness, time management and communication skills.

In the past, stars and politicians availed of these services. “We are on board with four MNCs to provide them all necessary support round the year,” said Jojo Khandelwal, head (corporate grooming), The Elite School.

Frances Bodington, president of the Federation of Image Consultants, told ET: “Employees should present themselves in a way that project their brand values in an appropriate way.

Employees in India-based firms need to compete on a global scale with their counterparts, who receive sales, communication and etiquette training from their firms,” said Ms Jain.

UK-based Image consultants charge Rs 10,000-1,00,000 per corporate consultation, depending on the number of staff in each session. Charges for overseas consultants can rise to Rs 50,000 per person per session.