In 2008, Mrs. Sunita Ramnathkar acquired a sizeable stake in Mitchell USA and brought it to India. She is best remembered as a pioneer in the facial beauty segment in India. In a subcontinent obsessed with fair skin, she spun a tale of success in a span of 35 years and became synonymous to beauty in every household through brand 'FEM'. As the founding promoter of her company, Sunita Ramnathkar was also instrumental in setting up marketing, sales, distribution and promotion activities through over 300,000 retail outlets across India. She was also responsible for institutional sales and exporting to 15 countries. She is also on the Managing Committee of the Indian Merchants Chamber and Co-Chairperson of its International Business Committee.