I’m Geetika Arora, founder of ETIQX.

I established ETIQX after three decades of operating within global business environments, where I observed a consistent reality: as organisations expand internationally, expectations evolve faster than preparation. Capability opens doors — but judgement, cultural fluency, and executive presence determine sustained influence.

My professional foundation was shaped in the San Francisco Bay Area/Silicon Valley, California, working across large technology enterprises and high-growth companies in leadership roles responsible for revenue, client relationships, and cross-border engagement. Success in those environments required more than performance metrics; it required credibility across cultures, disciplined communication, and the ability to build trust in both formal and informal settings.

Working extensively across North and Latin America, Europe, and Asia, I saw first hand how perception shapes partnership. In global business, nuance matters — how leaders represent themselves, how teams engage international counterparts, and how relationships are cultivated beyond structured meetings.

My formal wine education and hands-on experience working in wineries at Napa Valley in California also reinforced another important dimension of global leadership: professional hosting and the ability to conduct business conversations in social settings without compromising cultural sensitivity. These skills are rarely addressed in traditional executive education, yet they significantly influence how organisations are perceived internationally.

India’s economy is entering a decisive phase of global integration. Artificial intelligence will continue to enhance productivity and strategic insight. However, technology cannot substitute for judgement, cultural intelligence, or the ability to read a room. The human dimension of leadership remains a key differentiator.

ETIQX was born from these experiences. The name draws from the idea of etiquette in its modern sense — not rules or formality, but awareness, judgement, and choice. The X reflects the variable nature of global engagement: different adaptability and emotional intelligence are strategic advantages.

Through ETIQX, I work with professionals and senior leaders preparing for global roles — strengthening leadership readiness and executive conduct so they can engage with international stakeholders with confidence, credibility, and composure.

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