Minu Alexander, a dynamic professional with over 23 years of experience in retail, merchandising, and e-commerce, driving business growth and leading diverse teams. A key leader at Alshaya, she champions inclusion, innovation, and customer-centric excellence, contributing to H&M's expansion across nine countries and multiple markets.

In a recent conversation with Global Woman Leader Magazine, Minu shared her insights on diversity's role in shaping consumer expectations, its impact on innovation and competitiveness, and strategies for fostering multicultural teams while empowering women leaders in evolving organizational landscapes.

How do you see the role of diversity influencing the evolution of consumer expectations, and how can industry leaders ensure their teams mirror these diverse needs to stay ahead in the market?

Diversity plays a crucial role in shaping consumer expectations in the evolving retail fashion landscape. Increasing diversity does not, by itself, increase effectiveness; what matters is how an organization harnesses diversity, and whether it’s willing to reshape its power structure. As a leader with more than 20 years of experience in the retail industry, I have seen firsthand how diverse perspectives drive innovation and creativity. I have also seen how our organization has evolved, especially in the last 5 years. The core values of Alshaya of Think Big, Act Small and Be You, along with its Employer Value Proposition of 'Belong, Discover and Grow' resonates with my own values. I appreciate the diverse nature of the business and its people and love working with the 100+ nationalities and the Inclusion and Diversity that Alshaya Group puts at the forefront of everything we do. To stay ahead, we had to foster an inclusive culture that values different viewpoints. We achieved this by recruiting talent from various backgrounds and ensuring that their teams reflect the diverse needs of their customer base. By doing so, we can create services that resonate with a broader audience, ultimately driving growth and success.

In this evolving environment, businesses must be adept at understanding and adapting to the diverse needs of their customers.

The ability to cater to these varied expectations is essential not only for maintaining a competitive edge but also for creating long-term customer loyalty. On the other hand, the rise of younger generations, including Millennials and Gen Z, poses other challenges, as these generations often prioritise digital engagement, sustainability and social responsibility. These priorities can influence their purchasing decisions and how they interact with brands and thereby it is important that we have a workforce that is covers genders, ages and are adaptable in working in a multi-cultural environment.

What is the most underappreciated aspect of leading a diverse team? How can industry leaders create an environment that amplifies the strengths of a multicultural workforce?

One of the most underappreciated aspects of leading a diverse team is the richness of ideas and perspectives that come from different cultural backgrounds. I believe that embracing this diversity can lead to innovative solutions and a more dynamic work environment. To amplify the strengths of a multicultural workforce, it promotes open communication, encourages collaboration, and provides opportunities for cross-cultural training. By creating an inclusive environment where everyone feels valued and heard, leaders can harness the full potential of their diverse teams. We are very proud at Alshaya H&M that we are a team of 65+ nationalities across 9 countries, our team is rich in diversity and ideas.

Leading a diverse team is not as I would say for the ‘faint hearted’.  It requires a lot of courage, curiosity and commitment.  It takes extra effort to bring people together and to believe in each other.  However, if you finally manage to ‘crack the code’ what you get out it is a synergy that you only experience with a super cohesive and high performing workforce.

How do you view diversity as not just a moral obligation but a competitive advantage? Could you share any examples from the broader retail industry where diversity directly sparked innovation or new business opportunities?

Diversity is a significant competitive advantage. I have witnessed how diverse teams can drive innovation and open new business opportunities. For example, in the retail industry, companies that embrace diversity are better positioned to understand and meet the needs of a diverse customer base. This can lead to the development of unique products and services that cater to different market segments. Additionally, diverse teams bring fresh perspectives that can inspire creative solutions and drive business growth.

I would also like to re-iterate what I read recently in an article published by HBR that intrigued me.

“The case for establishing a truly diverse workforce, at all organizational levels, grows more compelling each year….The financial impact—as proven by multiple studies—makes this a no-brainer.” “The business case is clear: When women are at the table, the discussion is richer, the decision-making process is better, and the organization is stronger.”

These rallying cries for more diversity in companies, from recent statements by CEOs, are representative of what we hear from business leaders around the world. They have three things in common: All articulate a business case for hiring more women or people of color; all demonstrate good intentions; and none of the claims is actually supported by robust research findings.”

What are the biggest barriers that organizations face when building diverse leadership pipelines? How can current leaders actively break down those barriers?

One of the biggest barriers to building diverse leadership pipelines is the lack of representation and mentorship opportunities for underrepresented groups. In industries like retail and fashion, where leadership roles have traditionally been less diverse, it is essential for current leaders to actively promote diversity and inclusion. This can be achieved by implementing mentorship programs, providing leadership training, and creating a supportive environment that encourages diverse talent to thrive. By breaking down these barriers, leaders can build a more inclusive and dynamic leadership pipeline.

In 2023 I was privileged to be nominated by the Alshaya Group to participate in a Women’s Leadership program called ‘NBK Rise; organized by the NBK Group.  I was very impressed by the quality of the program, topics covered and the engagement level in this cohort and this is exactly what every organization needs.  Unless organizations don’t make it an absolute priority to mentor, coach and educate and take special efforts to enhance the Women workforce, it’s going to be challenging to provide a good foundation of Women Leaders who can be a part of that boardroom.

And I would also add by saying perhaps to achieve this diverse workforce is easier in the fashion industry than other fields like banking, systems and engineering industry where there is a real dearth of women leaders.  But the key is for organizations to make the effort to grow younger talent and giving them the tools to make sure they can upskill themselves to one day grow into able leaders.

How do you view the current landscape of women in leadership roles across industries? What needs to change at an organizational level to ensure that the next generation of women leaders thrives in diverse business environments?

As a woman leader with 20 years of experience, I have seen significant progress in the representation of women in leadership roles across industries. However, there is still much work to be done. To ensure that the next generation of women leaders thrives, organizations need to create a culture of inclusion and support. This includes providing mentorship and sponsorship opportunities, implementing policies that promote work-life balance, and addressing unconscious biases that may hinder women's advancement. By fostering an environment where women can succeed, organizations can benefit from the diverse perspectives and talents that women bring to the table. Very proud to be one of two female leaders at Alshaya Group and this shows Alshaya Group’s commitment to support female leaders in the business. One of my favorite quotes by HH Sheikha Fatima bint Mubarak, Chairwoman of the General Women’s Union “A woman today is no longer bound by her traditional role at home, as wider horizons are open before her; now she is an active member of society.”