Case Study: How Lululemon GCC Champions Diversity & Innovation

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Lululemon Athletica, a global leader in athletic apparel renowned for its focus on well-being and community, sought to accelerate growth through a strategic Global Capability Center (GCC) in Bengaluru, India. This case study explores how ANSR partnered with Lululemon to establish a high-performing GCC that fosters a unique culture of diversity, innovation, and talent excellence, ultimately propelling the brand towards its ambitious goals.

Challenge: Building a Global Hub with a Local Heart 


Lululemon envisioned a dual mission for its India GCC:

  • Fueling Global Expansion: The center would house a world-class data science and engineering team to support key functions like merchandise planning, product information management, and AI-powered customer experiences across the entire retail value chain.
  • Cultivating a Diverse & Inclusive Hub: Lululemon sought to replicate its core values – work-life balance, diversity, equity, and inclusion (DE&I) – within the GCC. This included building a workforce that reflected the global community it serves, with a particular focus on increasing female representation in leadership positions.

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Our Solution


ANSR provided a comprehensive solution to establish and operationalize Lululemon’s Bengaluru GCC:

Diversity-Driven Talent Acquisition:

    • Targeted Sourcing: We leveraged our extensive Global Talent Network (1.5 million professionals) and partnered with women-centric networks like Pride Circle and Aspire for Her to build a diverse talent pool.
    • AI-powered Screening: Utilizing our AI fitment engine, we achieved an 80% accuracy rate in candidate selection, focusing on highly skilled individuals.
    • Championing Female Participation: Our recruitment team actively fostered increased female participation through flexible interview scheduling and addressing drop-off points.

Compelling Employer Value Proposition (EVP)

 We recognized the need for a powerful employer brand in this competitive market.  By collaborating with Lululemon’s marketing team, we created an EVP that resonated with top talent:

    • Women-friendly Benefits: Lululemon’s generous benefits package, including extended parental leave and LGBTQ+ inclusive health insurance, were highlighted.
    • Work-Life Balance & Wellness: The “Sweaty Pursuits” program promoting employee fitness was showcased.
    • Inclusive Culture: We emphasized Lululemon’s commitment to DE&I through dedicated website content and employee testimonials.


Business Impact: Aligning Talent & Culture for Global Success

Hired 300 employees

within the first 9 months, on track to reach the target of 1,000 employees in the next 5 years

Strategic partnerships

let to 50% increase in female applicants & a 35% increase in hires with 

40% female representation

in the GCC, significantly higher than India’s national average of 21% 

30% of leadership roles held by women

including multiple CXO and SVP positions. 

20% increase in employee engagement

and a 15% improvement in overall employee well-being

Enhanced operational efficiency

and CSAT by integrating AI across the value chain

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