Riddhi Anilkumar, Marketing Manager at BPS Middle East shares her views on how “Accelerate Action” can become a reality, her journey in the UAE and what inspires her
What are your views on this year’s IWD theme “Accelerate action”, how can we truly achieve diversity and inclusion in the workplace?
Riddhi Anilkumar: As someone who’s been raised, lived and worked in the UAE, I’m fortunate to have had access to education, opportunities and leadership roles without facing the barriers many women still fight globally. That’s why this year’s theme – “Accelerate Action” – feels like a privilege.
But as the theme rightly suggests, it’s about taking real action – not just defining broad policies, but shifting mindsets within companies and people alike. Because let’s be honest – having a seat at the table doesn’t always mean having a voice.
As a female marketeer in tech for over a decade, I’ve witnessed first-hand how our leadership styles are often misinterpreted. Assertive becomes aggressive, Affirmative becomes blunt and Confidence becomes bossy. These subtle biases (even when unintentional) create invisible barriers to true inclusion. Whether we’re analytical, bold or direct, our leadership styles are fresh assets, not threats or anomalies.
Honestly, real inclusion can really happen when diversity becomes a norm and not some sort of yearly campaign/ target that requires a grand celebration to serve as reminder for equality.
Can you share your journey into the tech world and what inspired you to pursue this? Where did it all start?
Riddhi Anilkumar: Fun fact: Marketing wasn’t my first love – I aspired to become a renowned choreographer or, believe it or not, an auditor (because balance and back up). But as fate would have it, I landed in tech marketing and let’s just say, it’s the plot twist I never knew I needed.
The creative soul in me craved a space to build, design, and innovate, while my urge to constantly challenge myself needed something ever-evolving and unpredictable. Enter tech marketing – the chaotic yet creative playground where both my left and right brain could finally shake hands.
As conventional as it may sound, what really hooked me was the complexity because marketing software and services that aren’t tangible really forces you to think beyond the obvious. Every campaign is like solving a puzzle; one where data, insights, creativity, and technology are all rolled into one and that thrill of bringing something to life that not only turns heads but also turns into revenue? That’s the kind of plot twist I’ll gladly choose over and over again.
Who would you consider your role model, someone who consistently inspires you?
Riddhi Anilkumar: I don’t really believe in role models in the conventional sense. For me, the real competition has always been the person I was yesterday. Every day is about pushing my own boundaries, testing limits I didn’t know existed and discovering versions of myself I haven’t met yet. That’s the kind of growth that excites me…the kind where I constantly raise my own bar instead of chasing someone else’s.
But, as compelling as that sounds, it’s far from easy. That’s where I draw strength from my parents. Growing up in the Emirates, I watched them hustle day in and day out to give us the life they never had and all without a hint of hesitation or complaint. Sustaining a family in this fast-paced city is no small feat and their perseverance in the face of uncertainty taught me the value of resilience. Every win in my career carries a piece of their struggle and when my own journey gets tough, it’s their unshakable grit and unwavering spirit that reminds me to keep moving forward.
Rapid Fire (Let’s get to know you more)
- Dinner with a famous personality, who would it be? Harlan Coben – the absolute mastermind author for crime and murder mysteries
- One skill you wish you could learn instantly? Mimicking as many accents as there are
- Android or Apple? 😃Apple
- WhatsApp or Telegram? WhatsApp
- Phone call or text message/email? 50:50
- Beaches or Mountains? Mountains
- Coffee or Tea? Neither
- Early Bird or Night owl? Night owl
- Books or Movies? Movies
- Winter or Summer? Winter
- Online shopping or in-store shopping? In-store shopping
What advice would you give to women starting off their careers, aspiring to enter the tech/ business world?
Riddhi Anilkumar: If you’re a woman stepping into the tech or business world, the first piece of advice I’d give you is this – you’re not here to outshine men, break ceilings for applause, or prove your worth to anyone. The fact that you’re here, ready to take that first step, is proof enough. Own that.
Know that technology will evolve faster than your weekend plans and that’s exactly why continuous learning isn’t optional – it’s survival tactic 101. Stay curious, ask questions, upgrade your skills because your relevance is your responsibility. But beyond that, create your own milestones and don’t let someone else’s social media highlight reel trick you into doubting your pace. Your only real competition is the fear or doubt that holds you back. Celebrate every small win, no matter how insignificant it may seem – because if you don’t cheer for yourself, who will? And when you believe in something – fight for it even if you stand alone. If you succeed, you move closer to the person you want to become. If you fail, you learn and that’s still a win. Either way, you’re unstoppable.
