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The importance of etiquette in business practices

Noor Anand Chawla

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With the economy in shambles, it has become doubly important to retain jobs and sustain entrepreneurial success. Nothing can ever truly guarantee success in business, as it is risky by its very definition, but by following certain practices, it is possible to rise above challenges swiftly. Having the knowledge of and practicing the correct etiquette in professional dealings, goes a long way in mitigating any issues one may face. CEO of The British School of Etiquette India, Niraalee Shah, recognized this glaring gap in the market and chose to impart knowledge to those who sought it, so they could proceed to become business leaders in India and the world.

Shah mastered the art of sales by selling bindis and mehendi cones in the local trains of Mumbai, as a student at Jai Hind College. She also studied Event Management on the side and garnered experience from doing the lowest to the highest-level jobs in the event management industry, before entering the space with her own brand—Niralee Shah Events and Exhibitions. Marriage and motherhood enforced a break in her career, but she bounced back quickly by beginning a packaging firm from home. With the promise of delivering quality products, she was able to go international, even providing her services to Nita Ambani at Antilia. That was when she felt the desire to become a leader in her own right.

“It was my dream to invest in India and create world leaders, and for this reason I took a course in The British School of Etiquette, United Kingdom in 2009,” she says recounting her interesting journey. Upon her return, she launched her own company in this sphere, called Image Building and Etiquette Mapping. Soon after, opportunity came calling as she was asked to join the team running The British School of Etiquette, and she jumped at the chance to follow her passion while also helping her fellow countrymen. In March of 2021, The British School of Etiquette India was launched, with the motive to make every single entrepreneur, founder or professional achieve the highest possible personal and professional success.

Shah found herself particularly attracted to the field of etiquette as a means of effective communication, whereby the enhancement of skills would lead to the correct branding and overall growth of the country. She believes her specialised training and the team she has put in place, has enabled The British School of Etiquette India to becomes market leaders in training and development, specialising in providing training to various sectors including corporate houses, educational institutions, the hospitality industry, luxury and retail stores, residential luxury homes, the aviation industry and the corporate sector. 

Etiquette is the essential X factor that helps one to build one’s brand image and presence in the corporate sector. Claiming that communication and interpersonal skills are sorely lacking in today’s generation of millennials, Shah believes those entering their careers for the first time, need to be taught the art of sending effective messages as well as the importance of listening and understanding underlying intonations, as every point is not always stated boldly and up front.

Having won numerous accolades such as the 40 under 40 title by Business Mint, Women Entrepreneur of the Year and Global Icon of the Year 2021, Shah is making a mark for herself and her brand. Her mission is to create 100 world leaders in India through their internationally accredited course at The British School of Etiquette India. “I would also like to penetrate Tier 2 and Tier 3 cities and make our courses available to them. I sincerely believe that everyone has the ability to master their skills for any profession, as long as they have the burning desire to succeed,” she says emphatically.

As with everything else, the pandemic affected Shah’s business as well. The in-person comprehensive training sessions came to a halt, but they quickly revamped their model, and began to offer online training courses instead. Through the virtual medium, they have been able to reach participants and clients globally. Anyone interested in participating in their courses, can register through their website www.thebritishschoolofetiquetteindia.com, in preparation to achieve assured professional success.

The writer is a lawyer who pens lifestyle articles for various publications and her website www.nooranandchawla.com. She can be reached on nooranand@gmail.com.

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