By  on January 30, 2009

Sumita Batra, chief executive officer of Ziba Beauty, has a vision of the 12-store Southern California chain becoming as synonymous with the hair-removal technique threading as Kleenex is with tissues. To get there, she’s already acting like it is.

“I behave, look, feel like a brand,” said Batra, 40, who lived in England, Iran and India before immigrating to the U.S. at age 16 and settling in Artesia, Calif., home to the Little India neighborhood and Ziba Beauty’s headquarters. “I am known within my organization to use the McDonald’s example of the hamburger looking the same, tasting the same everywhere you go. I am a branding freak. It is critical to our success.”

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