All our marketing campaigns are deliberately gender-neutral, showcasing an equal mix of men and women using our solutions.

Ayesha Prasad Narain
AGM, Marketing, Karcher India

The construction equipment sector and the cleaning solutions industry has traditionally been male-dominated. How has Karcher worked to challenge these stereotypes and create opportunities for women to thrive in this industry?

At Kärcher, challenging stereotypes are embedded in both product design and opportunity creation. At Kärcher, challenging stereotypes starts with an employee-centric approach that prioritizes hiring more women across all levels, from product development to sales and leadership roles. The company actively recruits diverse talent, fostering an inclusive workforce where women are driving innovation and growth, inspired by the rise of women leaders across industries. Our machines too—like our lightweight scrubber driers and easy-to-maneuver vacuum cleaners—are built with inclusivity in mind-crafted primarily for their performance, not physical strength. Kärcher is breaking barriers and proving that capability defines success.

As a marketing leader, how do you leverage your role to change perceptions about women in the industry?

All our marketing campaigns are deliberately gender-neutral, showcasing an equal mix of men and women using our solutions, from pressure washers to wet-dry vacuums and more. We highlight real stories: a female engineer on a ‘service’ poster, a man deep-cleaning his garage, a woman transforming her balcony and more. The “Women of Kärcher” works on motivating each other, while external efforts like the “Kärcher Home Makeover” challenge feature diverse voices on platforms like Facebook, Instagram and YouTube. By weaving authenticity into our storytelling and ensuring balanced representation, we’re normalizing women’s presence and amplifying their impact.

What do you see as the biggest challenges women face in the industry today, and how can companies like Karcher create more opportunities to address these challenges?

The biggest challenges I see are self-limitation and work-life balance. Too often, women hesitate to step into technical or leadership roles, held back by internalized doubts about “fitting in” to this space. Add to that the tug-of-war between long hours—think trade shows or field ops—and societal pressures around family, and it’s a steep climb. At Kärcher, we encourage each other by building skills and confidence to shatter self-doubt. It’s about giving women the tools—literal and figurative—to redefine their limits and thrive on their terms.

Where do you see the role of women in the industrial sector heading in the next 5-10 years? How can companies and industry leaders accelerate this progress?

In the next 5-10 years, I see women not just joining but commanding the industrial sector—leading innovation, strategy, and operations. With technology like IoT and AI democratizing access, and a new generation rewriting norms, women will rise as CEOs, engineers, and field experts in unprecedented numbers. As Maya Angelou said, “I am a woman phenomenally. Phenomenal woman, that’s me”—and that’s the energy I see driving this shift. Companies can support by mentoring emerging talent, and advocating for policies like gender-diverse hiring incentives.

As a successful woman leader in a traditionally male-dominated industry, what advice would you give to young women aspiring to build careers or take on leadership roles in similar industries?

To every young woman dreaming of a future in this space: step forward with confidence and patience—it’s a journey worth taking. This industry is full of possibility, and you belong here. Start by learning all you can—what drives a market—because knowledge will light your way. Find mentors who inspire you and cheer you on, and don’t worry if you’re the only woman in the room; it’s just a chance to shine.