Leading the textile revolution in India with WFB Baird, Malayali knits well in linen

WFB Baird and Company Ltd., a textile manufacturing behemoth on the international scene, was founded in Ireland in 1912. 2005 saw Baird take a risky step forward, focusing on the vibrant Indian markets and establishing Kochi as its headquarters. The next years saw a great deal of adjustment and change, which culminated in the full localization of its leadership and activities in the early 2010s.

An extraordinary selection of a woman without prior textile experience as CEO ushered in a new era for WFB Baird and Company Ltd. in India. Equipped with an unwavering determination and a talent for managing huge businesses, Suchitra Menon exceeded all expectations.

Suchitra declares, “I’m a chartered accountant.” “I had never led a textile company before 2011,” the author says. Not materials, but numbers ruled my universe.

However, she joined the company in 2011 and rose to the position of CEO in 2013, demonstrating that talent and a strong work ethic can overcome any obstacle. She is now the Indian CEO of Baird’s India business with the longest tenure.

Suchitra started her career at Baird as the head of finance. Despite being from Kozhikode, I have spent the last 21 years working in Kochi. Suchitra continues, “I led Harrisons Malayalam Ltd’s corporate finance department from 2005 to 2011 before joining Baird.

She explains how she found herself with the Baird job offer, saying, “I decided to try it out after seeing this job opening.” For me, the work was intriguing, and the fact that it’s in a different industry was the cherry on top.

Soon after, encouraged by the head of the firm, she left the world of finance and entered the sales division. Suchitra eventually developed a love for the product and the market despite her initial resistance. “Sustainability is personified by linen. She says, “It’s a premium, natural summer fabric that spoke to me.” Her sales expertise was enlightening and unlocked doors both within and beyond the country.

With Suchitra becoming CEO, Baird made a big move toward having a fully Indian-managed staff in the Cochin Special Economic Zone.

Overcoming industry prejudices and becoming an expert in the textile sector were only two of the many obstacles along the way. A number of circumstances worked against me. I work in a field that is dominated by men, to start with. Secondly, my upbringing was non-technical and my family was not in the textile industry. So it was hard at first to interact with the guys at the plant. At first, they were hesitant to work with me. But after a year or two, I was able to break the ice,” she adds, adding that the tremendous support she had from the other women in the organization is what kept her going.

Under her direction, Baird has promoted an inclusive and liberated culture, honoring the achievements of women via measures like increased maternity leave. Her love of fabric and fashion led her to join Baird, and since then, the company’s Indian branch has excelled at major occasions like Lakme Fashion Week.

With operations in Poland, India, and Ireland, WFB Baird & Co. Ltd. is able to provide the world’s most prestigious designers, brands, and retailers with premium Irish linen.