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Elena QervlaniChief Product Officer

Elena Qervlani · Chief Product Officer · India

Ask what obligation the product promise creates

My contribution to a board

I would help directors examine the connection between a product claim and the task it is meant to support. My experience includes revising a specification I had overvalued, changing access during use and narrowing a replacement offer to supported combinations. Those decisions reveal different obligations behind a feature that can look complete in a presentation. I would ask how management reached its conclusion, what evidence remains limited and which function must support the promise after purchase. That perspective should sit beside financial, manufacturing, safety and sector expertise rather than pretend to replace them. I would not expect directors to choose a fastening or conduct the user study themselves. The useful board contribution is to challenge the proposition and its consequences while keeping development authority with management. I would also ask whether a senior sponsor can report a narrower conclusion without turning the revision into an unmeasured success story.

Judgement in practice

01

The lighter object did not answer the whole carrying question

The backpack proposal reduced empty weight from 900 grams to 700 grams, but the observed preferences split sixteen to fourteen in favour of the heavier version. I would ask a board what experience the specification is intended to improve and whether the evidence actually addresses that experience. The small exercise did not establish universal preference or product safety. It challenged my own priority and justified further work whose cost and delay remained visible. Directors need the interpretation and its limits, not a declaration that one number settles product value. Specialist quality decisions should remain with qualified owners. The oversight question is whether management can revise a sponsored proposition when the use evidence does not support the claim originally attached to it.

02

The replaceable part created a future support obligation

The buckle review distinguished twenty-nine supported combinations from eleven needing examination and eight without a supported replacement. I would ask directors whether a modular promise includes identification, compatibility and continuing supply arrangements, rather than only a detachable original component. The review concerned defined combinations and did not certify every repair. Stock availability also remained separate from a verified match. A board should understand the commitment created by another product variation and the cost of narrowing a public promise when support is incomplete. It should not become the body approving individual parts. Management needs to explain the continuing obligation, its responsible owners and the evidence that will show whether the offer remains supportable after introduction.

My first year on a board

My first year would begin with the chair’s induction into how the enterprise approves a product proposition and later hears about its use. I would follow one recent introduction through research, investment, specialist review, shop explanation and service experience. I would compare that account with a proposal still under consideration to understand whether later findings can change an early assumption. Twenty-five days are a capacity proposal to discuss, including reading and travel, rather than a promise that every exceptional demand will fit automatically. I would seek feedback on whether my questions clarify an enterprise decision or draw the board into design detail. Financial and sector colleagues would have much to teach me about the obligations beyond my own product experience. A useful contribution might make an overlooked support dependency visible before a larger commitment, without asking directors to act as another product-management team.

Conflicts and their management

My current position gives me access to prototype designs, research participants’ accounts, supplier capabilities, component plans and unreleased commercial propositions. An outside appointment would need a careful review of connections with Nerqeshi’s investor, founders, employees, suppliers, development partners and competing retailers. I would declare those relationships before exchanging restricted material and obtain the advice appropriate to the proposed role. The absence of personal shares does not erase interests arising from employment or access. I would not use another enterprise’s future product plans to inform our range or share our unpublished studies to make myself useful to its board. A particular recusal can address a discrete conflict, but repeated exclusion from product and supplier discussions could undermine the purpose of the appointment. Calendar demands and required employer permissions must also be resolved. I would turn down a role that depends on confidential design knowledge I cannot properly contribute or continuing operational work I cannot undertake.

My independence statement

Employment and access to designs, research and supplier arrangements create interests despite having no shares. Suitability and independence require assessment for the actual proposed appointment.

Committee contribution

Chair and member readiness
CapacityCommittees
Ready to joinProduct investment and customer experience · Enterprise risk discussions involving product promises

Capacity and preferences

Time available
25 days per year
Current directorships
0
Sectors
Consumer products and specialist retail · Service businesses with physical product obligations
Company type
A consumer enterprise with an experienced chair and clear product, quality and operating accountability
Company stage
Reconsidering a product proposition or the support obligations of an expanding range

The seat I am pursuing

I would consider a first non-executive role in a consumer or service enterprise that wants closer scrutiny of its product promises and customer-use assumptions. The chair should describe the specific gap this perspective fills and the expertise already available elsewhere on the board. After completing the necessary preparation and assessment, I would initially join an appropriate product-investment or customer-risk discussion as a member. I would need further experience before considering statutory committee chair responsibilities. The appointing company and its advisers must determine the actual requirements, independence and suitability. I would welcome a role where directors ask how a feature changes the customer’s task and what support it commits the enterprise to provide. I would not accept a brief framed as free design consultancy or routine approval of the next range. Collective oversight needs enough distance from execution to challenge the proposition itself.

Governance learning and readiness

IICA Independent Directors’ Databank: Not yet registered

Work towards a possible first independent appointment is still in preparation. No registration, assessment pass or exemption is claimed.

  • Studying how a director can challenge the product proposition without becoming another design approver
  • Preparing to assess financial consequences, committee duties and conflicts around research and supplier knowledge

Board and committee exposure

Presented to the Board or a committee

Nerqeshi Travel Goods

Invited product-development and customer-use reviews

April 2022–present

Presents research, development choices and continuing service dependencies as CPO; no statutory appointment or voting membership.