[100 Emerging Women Leaders] How Janoo Motiani became a leading name in recruitment
The founder of Reed and Willow talks about building careers with purpose, navigating recruitment, and empowering others in business.
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From an early age, Janoo Motiani learned the importance of being financially independent.
She grew up in the bustling town of Ulhasnagar, near Mumbai, and was raised primarily by her aunt, who worked at the Bank of India and defied convention by remaining single.
“I was always told that as a woman I must learn how to manage my finances,” she recalls, how her aunt’s progressive values deeply influenced her outlook. “Learning to be self-reliant was the only option.”
Motiani’s grandparents were immigrants from Pakistan, and she saw her family face many hardships, experiencing “extreme poverty” at one time. Motiani aspired to break free from the financial constraints of her background.
“There was always this gap between who I was and who I wanted to be,” she says, remembering how, even in school, she longed for things her friends could afford but were beyond her reach. By 17, her determination to succeed led her to Bengaluru, where she pursued a degree in physiotherapy while working a night shift at a BPO to support herself.
Working in a BPO opened her eyes to new opportunities but it wasn’t always easy. She recalls, “My English wasn’t good because we never spoke it at home.”
Committed to improving, she recalls watching the popular sitcom Friends with English subtitles, diligently learning vocabulary and pronunciation. “I knew I didn’t need external validation. I would take it upon myself to make it work.”
An accidental recruiter
Beyond her initial studies in physiotherapy, Motiani's experiences in the BPO industry piqued her interest in people management and talent acquisition. While still considering her career options, her sister-in-law, who worked as a recruiter, trained her in the fundamentals of the field.
“I learned the complete recruitment process from her,” Motiani tells HerStory, recounting how she landed her first job as a team lead, bypassing entry-level roles. "Back then, an entrant in recruitment would earn about Rs 10,000–12,000. I demanded a minimum of Rs 25,000,” she recalls. This early assertiveness set the tone for her career, establishing her as a dynamic force in a traditionally male-dominated industry.
As she continued to thrive in recruitment, Motiani discovered her talent for connecting candidates with their ideal roles and found herself deeply invested in helping others realise their potential. “If you know your craft right, you can make things happen for people,” she says.
For her, recruitment wasn’t just about filling roles—it was about shaping careers and transforming lives. One of her early candidates remained in touch with her over the years as she placed him at several major companies.
Founding Reed and Willow
After gaining significant experience in major recruitment firms like Tek Systems and Kelly OCG, Motiani decided to start her own venture. “I wanted to create a recruitment company where consulting was the heart and soul of the business, while candidates, hiring managers, and recruiters were the pillars,” she says.
In 2018, she took a personal loan and registered Reed and Willow, and by March 2019, the company had begun operations.
With a focus on quality, Reed and Willow set out to address key issues Motiani had observed in the industry, such as inadequate recruiter development programmes and poor candidate experience. She also realised there weren’t many prominent Indian recruitment firms with a global reputation. “87% of the market remains fragmented,” she says, adding that she saw an opportunity for an Indian brand to dominate locally and expand internationally.
Over the past four years, Reed and Willow has achieved a growth rate of 78% annually. Motiani credits it to the firm prioritising transparency and relationship-building, which has led to the company amassing a client base that includes top-tier corporations and a reputation for finding ‘right-fit’ candidates.
Championing women in the business
Motiani’s journey from Ulhasnagar to founding a successful recruitment firm has been remarkable, especially in an industry where few women reach leadership roles. She credits her achievements to a combination of grit and a vision of what she wanted to create, and hopes to inspire other women to follow suit.
“It’s empowering to know that you can make things happen,” she says, noting that women in business need not rely on external validation but should instead cultivate self-belief and resilience.
“The recruitment industry needs diverse voices and perspectives,” says Motiani. Her advice is simple: “Trust your instincts, work hard, and remember that every challenge is an opportunity to prove yourself.”
Edited by Kanishk Singh
