With nearly three decades of experience in the Animal Nutrition and Poultry Industry, Ms. Sandhya Shetty exemplifies passion, perseverance, and leadership. Her career began in the pharmaceutical sector with Norris Medicines as a Medical Representative at Mangalore HQ before transitioning into Animal Nutrition. Over the years, she has contributed to esteemed organizations such as Vetcare, Provimi, Lotus Farms, and Cargill in various roles. These experiences allowed her to gain invaluable industry insights and collaborate with visionary leaders who have shaped the poultry sector.
Currently, Sandhya serves as Vice President – HR at Noveltech, a Goldman Sachs-owned company. Over the years, she has taken on key roles across Marketing Administration, Product Management, Customer Relationship Management, Corporate Communication, Sales Force Effectiveness, and Business HR. Her contributions have significantly driven organizational growth, people development, and strategic transformation.
Academically, she holds a Science degree from St. Aloysius, an MBA in Marketing from Symbiosis and an Executive MBA in HR from IIM Kolkata. Her unwavering commitment to innovation, leadership, and mentorship makes her a vital force in the poultry industry.
As part of Poultry Creations ‘Pioneering Women in the Poultry Industry’ feature, we had the privilege of interviewing Sandhya Shetty to gain insights into her journey, challenges, and vision for the future.
Welcoming Women to the Poultry Industry: A Call to Make a Difference
The poultry industry offers vast opportunities beyond farming—spanning innovation, technology and sustainability…Sandhya
Poultry Creations: Your journey in the animal nutrition and poultry industry spans nearly three decades. What inspired you to transition from the pharmaceutical sector to this industry?
Sandhya: Back in 1995, I would call it the nascent era of poultry in India. The Animal Nutrition & Poultry industry was not as organized as it is today. When I moved to Bangalore in search of a Sales Representative job in this industry, I realized that companies were reluctant to hire women for sales roles due to security concerns and the necessity of working in rural areas. Despite these barriers, I was determined to break through. During my job search, I had the opportunity to face an interview with Mr. O.P. Singh, a name that needs no introduction in the poultry industry. The interview process was challenging and rigorous, but it was a turning point in my career. He saw potential in me and assured me that while the journey was tough, it would also be rewarding, offering me a career filled with exposure and growth.
My transition from pharmaceuticals to animal nutrition was not just a career shift; it was a bold step into an industry. The lack of structured opportunities made it even more challenging, but I saw this as an opportunity to learn, adapt, and prove my capabilities by joining a sales-supportive role.
Over the years, I have worked with leading organizations like Vetcare, Provimi, Lotus Farms, and Cargill. Each role shaped my understanding of nutrition, poultry management, and business strategy. Working closely with visionary leaders helped me develop a deep industry perspective and navigate the evolving landscape.
Today, as Vice President – HR at Noveltech, I look back at my journey with immense pride. My experiences across Sales & Marketing Administration, Product Management, Customer Relationship Management, Sales Force Effectiveness, Corporate Communication and Business HR have allowed me to contribute significantly to organizational growth and people development.
The journey was never easy, but the passion, perseverance, and mentorship I received helped me carve a niche in the poultry industry. Looking ahead, I remain committed to innovation, leadership, and mentorship, ensuring that more talented individuals, especially women, find their place in this dynamic field.
Poultry Creations: Having worked across various domains such as Product Management, CRM, Sales Force Effectiveness, and HR, which role has been the most challenging and rewarding for you?
Sandhya: Each role I have taken on has come with its own set of challenges and rewards. However, the two roles stand out as the most challenging and fulfilling:
Sales Force Effectiveness (SFE) and Business HR.
Sales Force Effectiveness: Driving Revenue and Business Growth
My time in SFE was particularly interesting as it directly influenced revenue-generating teams. In both animal nutrition and pharmaceuticals, the sales force is the backbone of the business, determining market penetration, customer relationships, and revenue growth.
A key challenge was ensuring the sales team provided value-based solutions rather than just selling products. This requires:
– Implementing structured training programs to enhance product knowledge.
– Standardizing sales processes for better market penetration.
– Introducing performance metrics to improve sales productivity.
– Bridging the gap between marketing and sales for seamless execution.
By introducing Sales Force Automation, these efforts translated into higher efficiency, improved customer relationships, and revenue growth. The most rewarding part was witnessing the transformation of sales professionals into highly effective market influencers.
Business HR: Building a Strong People-Centric Organization
Unlike SFE, which focused on revenue, Business HR was about people – the true drivers of the organization. When I stepped into this role, HR policies lacked structure, unlike sales and production, which had clear processes.
The focus was on building:
– A structured recruitment and onboarding process.
– Employee engagement programs to retain talent.
– Career development frameworks for internal growth.
– A performance-driven culture balancing accountability and motivation.
Designing HR policies from scratch to be both business-centric and employee-friendly was complex yet fulfilling. Business HR required close collaboration with leadership teams and industry peers to balance business goals with people aspirations.
Poultry Creations: What major transformations have you witnessed in the poultry industry, particularly in terms of people development and workforce management?
Sandhya: The poultry industry has undergone significant transformations over the years, not just in terms of technology and production efficiency, but also in people development and workforce management. The sector, once unstructured and male dominated, has evolved into a more professional, process-driven, and inclusive industry. Some key transformations include:
-Shift from an unstructured workforce to a professional industry.
– Greater emphasis on sales and technical training.
– Inclusion of women in sales and leadership roles.
– Adoption of structured performance management systems.
– Employee retention and engagement strategies.
– Integration of technology in workforce management.
– Greater focus on work-life balance and employee well-being.
– Evolution from family-run businesses to corporate-led organizations.
– Structured career progression for veterinarians and nutritionists.
– Rise of leadership development programs.
The future of the poultry industry lies in continuous upskilling, digital transformation, and advancing a strong, engaged workforce.
Poultry Creations: As a leader in HR, how do you adopt a culture of excellence and innovation at Noveltech?
Sandhya: At Noveltech, excellence and innovation are embedded in our culture. As an MNC driven organization, we prioritize a people-centric approach, ensuring employees feel valued, empowered, and motivated to perform at their best.
People-Centric & Ethical Culture
Our guiding principle is simple: our people are at the heart of everything we do. We invest in continuous learning, leadership development, and career progression to nurture talent and drive business success. Integrity and transparency form the foundation of our organization, with a zero-tolerance policy for corruption and unethical practices.
Safety & Governance Excellence
Employee safety is non-negotiable at Noveltech. We maintain stringent safety standards, regularly reviewed and aligned with best practices. Our whistleblowing policy advances an open work environment where employees can raise concerns without fear of retaliation.
Leadership & Business Excellence
Our CEO & Managing Director, Dr. Sandeep Karkhanis, a renowned nutritionist and scientist, firmly believes that leadership drives success. We cultivate leaders at every level, encouraging ownership and informed decision-making. Our highly qualified board provides strategic direction for long-term sustainability.
Innovation & Continuous Improvement
Innovation is central to our operations. We create an environment where creativity thrives, empowering employees to contribute new ideas in process optimization and technology adoption.
Sustained Growth Through Culture
A strong organizational culture translates into business success. By adopting integrity, transparency and excellence, we ensure high engagement, productivity, and alignment with business goals.
Poultry Creations: Being one of the pioneering women in a traditionally male-dominated sector, what challenges did you face and how did you overcome them?
Sandhya: Entering the poultry and animal feed industry three decades ago was a formidable challenge, as it was predominantly male dominated. Throughout my journey, I encountered different leadership styles—some supportive, others rigid. As professionals, we must navigate such dynamics with agility and adaptability. Resilience plays a crucial role in sustaining success, and I learned early on to handle these variations without losing focus.
One major challenge was balancing career and motherhood. Despite being a top performer, I faced scrutiny over work hours rather than my contributions, based on outdated norms. When I rose to a leadership role, I prioritized policies that supported working mothers, including a dedicated nursing time from 12 PM to 4 PM for up to six months after maternity leave till baby turns one year, to help women transition back to work.
Initially, there was resistance, but I believed performance should be measured by outcomes, not rigid hours. Over time, we saw higher retention of skilled female employees, increased engagement, and improved efficiency. This experience reinforced my belief that leadership is not just about driving profits but about understanding real workplace challenges and implementing solutions that help employees thrive. Seeing more women excel in our industry today is a witness to the impact of these changes.
Poultry Creations: As a marketing expert, what strategies do you recommend for effectively promoting poultry products like chicken and eggs? How can industry enhance consumer awareness and drive increased demand for these products?
Sandhya: I am not an expert, there are several stalwarts in the industry who can suggest us good strategy to lead on this…. However, to share my opinion….
India’s struggle with malnutrition makes it essential to promote protein-rich foods like chicken and eggs. Raising consumer awareness through public campaigns, advertisements, and school nutrition programs can highlight their affordability and health benefits. Industry associations like CLFMA, PFI, NECC, and IPSA should collaborate to advocate for policies integrating poultry into national nutrition initiatives.
Government support, including eggs in Mid-Day Meals, subsidies for poultry farmers, and improved farming techniques, can enhance accessibility.
Marketing should target both urban and rural consumers through digital campaigns, influencer collaborations, and grassroots activations. Social media can help debunk myths, while partnerships with healthcare providers and NGOs can drive nutrition-focused efforts. Retail promotions, loyalty programs, and restaurant collaborations can boost demand. By uniting government, industry leaders, and educators, India can make poultry a dietary staple, promoting better health nationwide.
Poultry Creations: How do you balance your professional responsibilities with your family life?
Sandhya: Balancing professional responsibilities with family life is no longer just about work-life balance; it’s about work-life integration. In today’s world, where remote work, travel, and global collaborations are common, seamlessly blending work and personal life has become the key to managing both effectively.
I work in Hyderabad while my family is in Bangalore, and frequent travel is part of my job. Rather than seeing this as a challenge, I have built a strong support system and trained my family to manage routines independently while maintaining constant communication. Prioritization and delegation help both at work and home, ensuring efficiency and self-sufficiency.
Technology plays a vital role – video calls, messaging, and shared calendars keep me connected. Setting boundaries ensures I am mentally present for my family despite limited time. Instead of perfect balance, I focus on flexibility, adapting as needed. Work and life coexist, and integrating them allows me to stay productive, fulfilled, and connected.
Poultry Creations: What message would you like to share with the younger generation, especially women, who aspire to build a career in the poultry industry?
Sandhya: Welcoming Women to the Poultry Industry: A Call to Make a Difference
The poultry industry offers vast opportunities beyond farming—spanning innovation, technology, and sustainability. Women are already making strides as farm managers, feed technologists, and entrepreneurs, and there is immense potential for more to lead and innovate. Success in this field requires passion, perseverance, and continuous learning, from technical expertise to business strategy. Networking, mentorship, and adaptability are key to overcoming challenges and excelling in leadership roles. The industry is evolving, and strong, visionary women can drive its future, Are you ready to make your mark?
Poultry Creations: How do you think Poultry Creations Magazine can enhance its content quality to better serve the industry and its readers?
Sandhya: Poultry Creations Magazine has established itself as a valuable resource for poultry professionals, farmers, and enthusiasts….
I recommend, Be Local – Go Global Approach
Poultry Creations Magazine can enhance its impact by integrating industry insights, academic collaborations, and a global perspective. Partnering with institutions like ICAR, IVRI, and agricultural universities will attract researchers, students, and industry professionals while boosting credibility. Expanding content to include market trends, technological advancements, and expert interviews will provide diverse perspectives and actionable insights. A dedicated section for young professionals, career guidance, and success stories will bridge the gap between academia and industry. Strengthening digital presence with interactive content, webinars, and mobile-friendly formats will increase accessibility. By encouraging knowledge exchange and inclusiveness, the magazine can become a leading global resource for the poultry industry.
