BW Most Influential Women: Sulajja Firodia Motwani - Pioneering The Future Of Green Mobility

As one of BW’s Most Influential Women, Sulajja Firodia Motwani, Founder and CEO of Kinetic Green, is leading the way in sustainable mobility and innovation. With a strong legacy in the automotive sector, she has been instrumental in driving the shift towards electric vehicles while fostering inclusivity and excellence in the industry. In this exclusive interview with Utkarsh Agarwal, Editorial Lead of BW Auto World, she shares her leadership journey, key insights on the evolving EV landscape, and her vision for a more sustainable and dynamic future.

Read the excerpts below: -

Q. As a woman CEO in the Automotive Sector, what have been your biggest challenges and key leadership lessons in this male-dominated industry?

As a woman leader in the traditionally male-dominated manufacturing and automotive sectors, I have survived and thrived, because I absolutely love what I do. I joined the industry over 27 years ago and never looked back! It’s been a journey of “never a dull moment”! The industry has also come a long way from its male dominated status. Back in 1995, women were far and few in our sector, and especially in the core areas such as R&D and on the shop floor. I remember most automotive factories didn’t even have women’s toilets on the shop floor. Women in leadership positions were even fewer. Overcoming these challenges required a conscious effort to drive change, advocating for gender diversity, and leading from the front.

Over the years, there has been growing awareness of a need for transformative shift for higher women participation in the automotive sector and in manufacturing sector in general. This is also necessitated by India’s global growth ambitions, where manufacturing is required and projected to grow 16 times over the next few years. This will clearly not be possible unless there is a higher participation of women in the workforce, to contribute to the talent required to enable this growth. Over the years, I have observed a gradual yet significant shift in the industry’s approach towards greater inclusion. This transition underscores the need for a deliberate and sustained effort to elevate women's roles within the organisation and the sector as a whole. 

Key leadership lessons I have learned include the critical importance of fostering an environment that not only supports but actively promotes the involvement of women in manufacturing and core engineering. Moreover, it is imperative to build a future-ready ecosystem where the distinct strengths of both women and men are leveraged to deliver innovative, high-quality products. This ongoing journey has reaffirmed that diversity is not merely a metric to be achieved but a fundamental driver of excellence and competitiveness in the automotive industry.

Q. What advice would you give to young women looking to enter the Automobile sector? 

The automotive sector has traditionally been male-dominated, and women have been under-represented in this sector. However, I believe that the advent of electric vehicles presents a great opportunity to break down barriers and redefine the industry, making it more inclusive and diverse. As the industry undergoes a transformative shift towards cleaner and more efficient transportation solutions, there is a chance to reset the gender balance. 

Unlike traditional engine-based vehicles with much more emphasis on mechanical engineering-based parts and manufacturing processes, EVs comprise much more of electronics and software. This will enable more women to enter the core areas of R&D and assembly of EVs. Our proud example, where our group company Kinetic Communications, maker of EV electronics stands as a testament to this commitment where entire shop floor is staffed by remarkable women, showcasing that gender diversity is not just attainable but can indeed be a driving force behind success. 

At Kinetic Green also, we have attained 25 per cent women participation on the shop floor and aiming to ramp it up to 50 per cent in next 2 years. Electric Vehicles sector is also creating new opportunities for all, including women, in the development of the EV eco-system, from EV charging to battery swapping, to EV components to entrepreneurship. I advise young women to embrace this great opportunity presented by the green transition.

Q. Who have been your biggest influences and mentors in your journey as a leader?

My family has been a pillar of support, granting me the freedom to make my own decisions at every stage of life. I draw immense inspiration from my grandfather Mr. H K Firodia the Doyen of Indian Automobile Industry. Equally influential has been my father, who has encouraged and empowered me at every stage in my life and career. They have inspired me by their values and trailblazing determination, qualities that have profoundly shaped my journey and continue to inspire me.

Q. As a leader, how do you balance short-term business goals with long-term sustainability and impact?

As a leader, I firmly believe that short-term goals are essential stepping-stones to achieving long-term sustainability and impact. Strategically planned, incremental victories pave the way for realizing broader objectives.  For instance, at Kinetic Green, one of our enduring goals is to enhance the representation of women across all facets of the organisation. To achieve this, I have implemented targeted strategies designed to attract and secure talented women.

These initiatives include pioneering programs such as SheRise and SkillHer, which offer specialised training and internship opportunities, as well as the Jayashree Firodia Innovation Award, which honours women who challenge and redefine technological boundaries.

Q. What keeps you motivated every day in this fast-evolving and challenging industry?

Commitment to a sustainable future and desire to take ahead meaningfully, the great legacy of my family to service to the society – that's what drove me to establish Kinetic Green. We saw the challenges – rising pollution, emission norms, and a constant struggle for fuel security and we knew that the automobile technology’s future will now have to be green and sustainable. EV was the obvious answer. We set up Kinetic Green in 2014 with a vision to bring “green mobility to the masses” and create a global leader in light electric mobility, specialising in Light mobility- electric three-wheelers, two-wheelers, and golf carts.

I am motivated every day by the opportunity to create impact on the society and bring in technological innovation in the electric mobility sector. Leading Kinetic Green, I am inspired by the tangible impact we are making in creating a cleaner, more sustainable future, as well as creating green livelihoods at the bottom of the pyramid. The journey of transforming new ideas into reality, overcoming challenges, and shaping the future of mobility energises me.

Moreover, empowering women in the manufacturing and automotive sectors is a personal passion; witnessing more women embrace leadership roles and contribute to the industry’s transformation reaffirms my commitment to breaking stereotypes and achieving gender parity. The unwavering support of my team, our shared vision, and the responsibility to leave a lasting legacy propel me to strive for excellence every day.

BW Auto World's 'Most Influential Women' is an annual initiative to celebrate the leadership spirit of women captains in the automobile sector in India.