How golf has taught Vivek Mehta of Amante that there is learning and pleasure in taking things slow

Vivek Mehta, CEO, MAS Brands, has been instrumental in developing and executing the company’s strategy of expansion in India. MAS Brands is a fully owned subsidiary of a company called MAS Holdings, based out of Sri Lanka. He speaks to YS Weekender about his work, his weekends and more...

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A pretty slip or some soft-as-silk sleepwear or beautifully styled intimate wear are no longer garments of pure utility but a brush with luxury for most women. And with more and more international players entering this niche market today, Amante, the international intimate wear brand that offers a portfolio of aspirational lingerie and lifestyle brands to the modern Asian woman, is now a household name in our country, ever since it launched in India in 2007. Vivek Mehta, CEO, MAS Brands, has been instrumental in developing and executing the company’s strategy of expansion in India. MAS Brands is a fully owned subsidiary of a company called MAS Holdings, based out of Sri Lanka.

But despite his passion for his business and his work, Vivek finds his deepest relaxation in golf, tennis, movies, cooking and reading over the weekends.

Where it began

“I have been associated with the company since 2013 but I am not much of a planner,” says Vivek.

“Life is all the about the choices you make when opportunities arise. That's what I did! I do give my best once I am into it.”

Vivek, who holds a degree in Mechanical Engineering from the Indian Institute of Technology Delhi (IIT-D), and an MBA from the Indian Institute of Management Ahmedabad (IIM -A), has worked in strategy, sales, marketing, operations, business development and consulting for several years.

There are always ups and downs in a career but Vivek likes to call them twists and turns. “Careers are seldom straight lines. When I moved back to India after spending more than 12 years in the US, it was quite an effort to get accustomed to the Indian way of doing things. Setting up a new business, teams, vendors, suppliers, customer preferences, etc., all came with their learnings and experiences.”

“I wouldn't have it any other way. These experiences have shaped me and hopefully have set me up for future success too.”

Vivek was serving as the Country Head for Callaway Golf India before he joined Amante. He has also been associated with Whirlpool Corporation in Benton Harbor, Michigan and i2 Technologies in Dallas, Texas. 

Weekend priority

Vivek considers his leisure hours very important and his weekends are reserved for his hobbies.

“Work is an integral part of my life, but life is also a million other small and simple things.”

“My late evenings and weekends are for myself and my family - which usually means golfing, tennis, taking my son to soccer sessions and daughter to gymnastics. I also love reading on technology and spirituality.”

For the love of golf

Golf was not just an interest but also work for Vivek for six years. “I used to work with Callaway Golf, which is one of the leading brands in golf, earlier in the US and then I returned to India to set up the business here,” says Vivek. “It was a dream role where I could pursue both my work and leisure interests. Building the Indian business from the ground up required entrepreneurial drive and playing golf as part of my work was an ideal combination.”

Vivek enjoys playing in amateur golf tournaments too.

“Even though I am not a great golfer I enjoy every minute of it. I am a very competitive person by nature and with golf I enjoy the improvements I make every time and the fact that you play against yourself for the most part.”

According to Vivek, golf being the game it is, the sport changes almost each time he is on the golf course. “I have won quite a few long drive competitions playing in amateur tournaments. I play aiming the next shot to be my best shot,” he adds.

“I think I do fairly well with my drives,” observes Vivek. “Even though it isn’t the best strength to get you the best scores, I enjoy the attention and admiration it gets.”

When Vivek lived in San Diego, he enjoyed playing golf at Torrey Pines. In Bengaluru, he plays the game at the KGA golf course. “Even though I would like to play a round at least once a week, I am only able to manage a couple rounds in the month of late,” he adds.

As for his idols among famous golfers, Vivek says he got to know Jeev Milkha Singh very well through the Callaway association. “I have a lot of respect for him and his contribution in putting India on the world golf scene. He was always fun to talk to and a great guy to hang out with.”

Sweet spot

Vivek’s love for golf has taught him many lessons over the years, both in business and in life.

“Golf, in addition to being a great game, is also a great teacher. It trains you to deal with the highs and lows as you inevitably experience both in a round,” he says.

“It also helps you train your mind as you realise the importance of focusing your mind in the right place to play well. It gets your mind off day-to-day work and I really enjoy being present in the moment.”

Vivek finds that you are often learning from your own mistakes while on the driving range. “In golf, you are never done practising. Even the best have to keep working to improve their game,” he adds.

Fitness first

Among his other interests, Vivek says he enjoys playing tennis and going to the gym too. “My 11-year-old son plays soccer and so, we like to coach each other and help each other get better,” he says. “My daughter is teaching me to do splits and front rolls. With sporty kids, there is never a dull moment during my weekends.”

Like most Indians, Vivek also loves cricket. “It is fun to play and follow. I have enjoyed connecting back with cricket after moving back to India,” he says.

Silver screen binges

Movie-watching is another favourite weekend activity. “My all-time favourite movies are The Shawshank Redemption and Life is Beautiful. Among the recent movies, I enjoyed Bohemian Rhapsody. I loved the songs when I was growing up and it was quite a nostalgic experience for me. Bollywood works fairly well for me too and I make sure I stay fairly current with the Hindi movies as well.”

Vivek also enjoys watching American sitcoms and Netflix and Amazon Prime shows.

Catching the travel bug

Whenever possible, Vivek likes to take off on a holiday. “As to which country is my favourite, though it sounds like a cliché - I would say Switzerland. I spent a couple of years in Northern Italy and that period of my life gave me the opportunity to experience Switzerland and Italy like a local. I enjoyed the scenic beauty of Switzerland and the history and culture of Italy. I also love the energy of Brazil.”

When on holiday, Vivek enjoys going on adventures and relaxing.

“My vacations used to have more of adventure like skydiving, bungee jumping, rafting, etc., earlier but now with my kids, it has become more of family time. With the kids growing up I am looking forward to bringing some adventure back into the vacations.”

Foodie dreams

As a self-confessed foodie, Vivek is a great fan of North Indian food. “But good food for me also means healthy food. Chole Bhature, however is an exception. Outside that, I am not into fried foods,” he says. “Even though I enjoy a lot of Indian and International cuisines, my heart still craves for the good old North Indian Mughlai food.”

Thanks to years in the US, Vivek ended up learning to cook. “Every Friday night, my place was the popular hangout among our friends and my standard menu was Kadhai Chicken and Tadka Yellow Daal.”

Life lessons at leisure

“For me, life is more than degrees, certificates and achievements. My weekend pursuits allow me to be who I am and who I want to be,” he says.

“I want to be present, fit and joyful at everything I do. This takes me closer to my simple pleasures.”

“It can be golf or just a family movie night. For 2019, I don’t have any big ambitions or plans. I just want to continue to do and enjoy the small and beautiful things in life.”

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