Incredible Eve

Since its inception, the male-dominated hospitality industry's vaunted warmth has been synonymous with women. Has the passage of time bent gender roles to favour the female? Express Hospitality explores

A while ago, Taj Hotels ran an advertising campaign - 'She's the Taj' - hailing the spirit of the woman in hospitality. Conceptualised by their enterprising advertising agency, the campaign captured her essence - warm, caring, intuitive and hospitable. Interestingly, more women were working at the Taj Hotels at that time than in other Tata group companies.

The campaign, undoubtedly, was a runaway success. This brings us to the conclusion, albeit a hasty one, that Eve's importance in hospitality establishments is sacrosanct, given her contribution in perception and actuality. But is this true? As we celebrate women in this issue, and give her where credit is due, we see her evolution over the years.

Noted Canadian feminist and mayor of Ottawa, Charlotte Whitton, once said, "Whatever women do they must do twice as well as men to be thought of as half as good. Luckily, this is not difficult." This statement, however, might not hold true today with men realising and accepting the fact that women contribute on par with, or, in many cases, more than men in any field of work. This could well be true in the case of hospitality, which has women emerging competing on equal grounds with men in all departments. Gone are the days where women in hospitality would be holding fort at the front desk or managing housekeeping operations. Women nowadays are exploring unconventional roles and are emerging as winners in their chosen profession.

The evolution

Gender parity, equal opportunity, maternity benefits, and equitable pay scales - while some of the aforementioned have changed as more women entered the work force; some factors were taken care of with evolving labour laws. When Taj Mahal Palace Hotel threw open its doors in 1903, followed suit by the EIH owned Oberoi Hotels a few decades later, women and hospitality were two polarities that never seemed destined to meet. Primarily, because the industry's inability to project itself as a socially acceptable profession. Did independence actually free minds of these shackles? Apparently not. An industry veteran recounting the 60s and the 70s decades said that not only was it a task to get women to work in the industry, but also to retain them afterwards. She says that women, literally, had to be convinced that this was a perfectly respectable and worthy profession to choose as a career. The thought behind this long drawn process was, the veteran says, to showcase hospitality then as a viable alternative to accepted professions such as teaching, nursing, and medicine or secretarial work.

Those were trying times. Dignity of labour aside, it was necessary to make the working environment safe and run in-house training programmes as there were hardly any hotel management schools. Lack of women in the workforce was exacerbated with very few of them enrolling into hotel management schools, which in turn stymied opportunities for professional growth. The female-to-male ratio was shocking back then, and thankfully, has improved tremendously. Consider this, an interviewee, who over two decades ago studied at IHM, said that at that time, there were only nine girls in a batch of 115, and only two of them are still in the industry today.

Currently, the situation has improved tremendously. The industry's image has changed from one that was looked down upon for a woman to pursue a career, for varied reasons, into a coveted one, as much as any other services career. However, the path is not strewn with rose petals. With marriage and motherhood being predictable speed bumps, women gave their careers a backseat. Another interviewee says that a while ago, 90 per cent women, especially in the middle management or front line, would leave the industry after getting married. Thankfully, this possibility is buried six-feet under in most cases today.

What started off as a male dominated industry is slowly but surely embracing women into its fold. Women have moved to unconventional roles in hotel spas, kitchens, and as DJs and bartenders too. Feels Harinder Singh, general manager, The Grand Ashok, "Society has changed over the years. Earlier people would not give women a chance. Though the mindset has not changed, women are opting for other professions, but it's still a man's world." This is evident with the limited number of women occupying top management roles in the industry. "If I have to present any idea or innovation to a male colleague, I have to ensure that it is thoroughly substantiated with facts. Men generally accept ideas put forth by men more easily than those by women," laments Singh.

The catalyst

Today, preferred job roles are changing - from managerial to operational roles. Eve is no longer limiting her options to housekeeping, front office and guest relations but is treading into bartending, spas and the kitchen too, while sales and marketing continue to find favour and hopefully the situation will remain the same in the future. Women generally avoid operation-heavy departments that involve physically strenuous tasks and late hours. Overall, in terms of numbers, the ladies are yet to catch up with their male counterparts. Also, there is an emerging trend that departmental heads such as housekeeping continue to be dominated by women, but with outsourcing of staff and given the nature of the job; men staff the department.

According to Shatbhi Basu, mixologist, beverage consultant and director, Stir Academy of Bartending, women are still hesitant to experiment and break away from stereotypical roles. "Those women who do are brave women who are not afraid to follow their passion," she says. Aishwarya Mudaliyar, assistant manager, training, The Park, Bangalore, adds, "There is one section of this very society to whom Sunitha Williams' space foray is a matter of pride. But another section will not allow their own daughters to live their dreams. It will take time, but the change will take place. The problem is that we live in a society where we worry more about what others will think than doing what we want to do." However, exceptions do exist.

The hotel's kitchen is one instance. Today, the department is seeing an influx of women occupying various positions, and it is performance rather than gender which counts. Sarika Kamble, sous chef at Ista, Bangalore says, "I opted for the kitchen because I am a foodie. In college there were very few women chefs. But I knew what I was getting into and was mentally prepared for it." Though Kamble agrees that the kitchen is known for its 'colourful' language, she has never felt awkward working amongst men. "In most places there was a young team with me, except, perhaps at the Taj. But at the end of the day it was my performance that mattered, and the impression and outlook towards me as a chef changed. At the end of the day, it is hard work that matters," she explains. She adds that women nowadays are being encouraged to think out of the box. "When I go to colleges to train students, a lot of girls are inspired. At present women constitute atleast 33 per cent of employees in the industry. This is a good sign," she points out. Interestingly, she says that it is new companies which are more open to women opting for different roles.

It is not only the opportunity of employment, but also other qualitative factors which encourages women to use their professional skills in the industry. For Rita Rendell, beautician at the spa in The Park, Bangalore, the opportunity of meeting people of all nationalities at work was lucrative enough for her to join the hospitality industry after completing her beautician's course.

But a moot question is that in this traditionally male-dominated industry, has there been a lack of role models due to the limited number of women in power in the first place? Moreover, what had pushed women into this industry? A few have inherited the family legacy, but this doesn't discount the effort and sheer hard work put in by them. Others recall that it was circumstances that compelled them to work, and the rest opted for hospitality as their first choice. But it is acceptance of reality and a passion towards their work that results in a superlative performance.

Who were the people who supported these women in trying times? The majority say that what motivates them to keep to their job is a supportive and understanding family, proving that inspiration comes no further than from home. Parents and in-laws provide an important safety net for women in a professional world freighted with strife, and act as emotional anchors who repose faith in them. This support also extends to them when they wish to start a family. Unfortunately, the concept of crèches, prevalent in the West, hasn't found its way into India yet, to substitute for family reliance. So even though women get maternity leave, the future puts them in a bind. Other crucial factors that add to their success, women say, are self-belief and passion about work. Multi-tasking to balance family and professional life is a fact that sets them aglow, a hallmark of good fortune.

Scenario today

What determines success? Gender, age or performance? While each gender brings an aspect of itself to the table, in positions of power, gender is irrelevant; the industry echoes almost unanimously. Women say that the only thing that matters is performance, on an equal scale. If there is no discrimination, then neither exist favourites. In fact, one interviewee has said that while gender was not a cause of discrimination to her, age was a factor that acted against her. With the country's demographics skewed towards the youth, experience loses its significance.

After intensive training in the hospitality industry, employees find themselves equipped to face challenges in other industries as well. Be it the banking industry, BPOs, teaching, HR, or telecom, women trained in hospitality have left their footprints everywhere. Mudaliyar feels that this is because the industry moulds the employee to have a customer orientation, a quality which is sought for in all industries.

For Kamble, the biggest challenge has been getting people to accept her in the kitchen. "Being a girl, my colleagues were initially a bit apprehensive, but I have strived to ensure that my gender does not become a barrier," she explains. Due to the nature of the industry, it also entails working late hours, or nights even, in some cases. The Karnataka Government recently decided to withdraw the Karnataka Shops and Commercial Establishment's Act, 1961, which banned women from working in hotels and other commercial establishments post 8 pm. This was after an earlier amendment of the Act, which had made employment of women working at night a punishable offence. The withdrawal of the act had been proposed after this amendment was opposed by women's organisation's and trade bodies, on the grounds that it was in violation of Article 21, or a citizen's fundamental right. If the Amendment had been imposed, many women working late hours in the hospitality industry would have found it difficult, or in fact, impossible to continue working.

Consequently, the need to protect women employees is paramount. Hotel companies like Taj provide pick-up and drop facilities to lady employees. Bhavana Alvares, executive housekeeper, the Taj West End, says, "Timings are the only challenge. But working with a company like the Taj, a balance is created as far as late hours are concerned. As long as the company you are working for has stringent security measures in place, it is safe to work late hours." However many hotels also provide flexible timings. "Many companies related to hospitality have made timings suitable for women. Working hours are more flexible, and working mothers can take advantage of this," explains Mudaliyar. However timings have not been a deterrent. "I did night shifts earlier. The kitchen is a demanding work place and everything from stores to the menu has to be taken care of. However, I have never asked for flexi-timings as I never felt the need for it. When you talk about equality, then you cannot complain about late nights or early morning shifts," says Kamble.

The key to success

For all these women, success is moving beyond one's gender. "I don't think I have done anything outstanding. I have done all that I have in my professional capacity. I chose to tread on the untried path and broke some barriers. Anyone can do that provided she enjoys challenges and has the passion," feels Basu. According to Mudaliyar, the key is the ability to fight one's own battles. "Success, one needs to understand is not what others think of you, it's what you think of yourself," she concludes. The determination and dedication to carry on, coupled with support from family and organisations in which these women work in have helped them tread the unconventional path.

International chains are bringing global policies to India - policies discouraging harassment, introducing professional conduct practices to protect the interests of the workers, ensuring equality in pay scales, and even car drop policies at late hours. This spells a limitless sky for Eve. But the hallowed pathways of hospitality's highest echelons will do just as well.