Chaudhari - FMCG Modern Retail - Mumbai, MH, India

Manoj Chaudhari

Mumbai, MH, India


To describe myself in brief I am a Business Management Graduate from Madurai Kamraj University with 15 years of rich experience in Modern Retail/Trade & Key Accounts management, Large Format Retail Store Operations and Category Management. Self-starter with Strong communication and inter personal skills including exposure to customer service and a flair for business development and new process rollout.


FMCG Modern Retail

Work History

Sr. Manager - Modern Trade


June 2012 - May 2014

Wagh Bakri Tea Group is a Premium Tea brands Company, having presence in tea business since 1892. Today it is the 3rd largest packaged tea company in India with a turnover of over Rs. 800 Cr. Undisputed leader in Gujarat with over 30 million Kgs of tea distribution. The group is a leading stride in tea exports and retail consumer all over the world. And, with a huge number of Wagh Bakri tea lovers around the world, it has emerged as a truly global brand.

Job Profile / Responsibilities
➢ Heading Modern Trade business of GTPPL on pan India level. Leading Wagh Bakri Tea group business in Modern Trade and facilitating regional branch offices and teams within and outside Gujarat with all national/regional retail chains i.e. A/c New a/c approach/proposal/listing, Servicing existing a/cs, Brands activation, TOT closer, Promotion etc.
➢ Channel Management by Identifying and appointment of network with financially strong and reliable distributors, resulting in deeper market penetration and improved market share.
➢ Assisting the channel partners to meet their business targets and develop sales plan with special focus on expanding width and depth of distribution on pan India basis.
➢ Keeping abreast of market trends and developments to maintain brand share and design JBP with all the channel partners.
➢ Manage relationships with all MT a/c and maintain high standards of in-store visibility and presence within category.
➢ Brand activation and promotion plan for each account. Designing and implementing various consumer promotions and merchandising plans in order to improve and increase volume of business and value addition to brand visibility.
➢ Deliver top line and meet the financial commitments through a right mix of aggressive sales and value realization.
➢ Conduct through research to create sales strategies for the modern trade partners and implementation of the same to achieve the revenue targets by ensuring alignment to the organization's strategy.
➢ Create Modern...

Head - Modern Trade

Add Pens Limited

June 2011 - May 2012

Add Corporation Ltd (Formally Add Pens Ltd) is a Flagship Company of Add Group formed in Year 1987. Add Pens Ltd an ISO 9001 company with Crisil rating of P1 has a leadership status in premium writing instruments industry. The Company enjoys enviable position of being a pioneer in Gel Pen Technology with the Brand positioning in over 40 Countries and one of the conglomerate in Exports and Private label with state of the art facilities at Umbergaon and Daman.

Job Profile / Responsibilities
➢ Drive the Add Pens business through Modern Trade with a focus on enhancing revenue and maximizing the avenues of product placement and promotion at national retail chains/stores pan India.
➢ Identify opportunities for expanding business by building new alliances with major retail chains operating at national and regional level negotiating on TOTs, cost of participation and merchandising in the outlets. Also, acquire prime space for product placement within the outlet along with lucrative deals for robust product promotion and increase brand visibility.
➢ Diversifying the business into Franchise networks. Approach and signing up special tie-ups with exclusive network of franchise in country such as Café Coffee Day, Ferns & Petals etc. The said alliances were been tried out for targeting a set audience and making product to be more visible for Gifting purpose.
➢ Formulate operating plan for establishing presence of Add Gel as brand and business in modern trade outlets by ensuring the attainment of revenue targets as per annual business plan.
➢ Drawing up the annual budget in value & volume terms based on the overall sales plan for the financial year and targeted MT contribution to the sales
➢ Establishing the product range/assortment and display positions for range presentation in retail stores by creating and managing budgets covering promotion costs to facilitate achievement of sales targets.
➢ Keeps abreast on information relating to factors affecting modern trade in order...

Asst. Store Manager - Big Bazaar

Pantaloon Retail (India) Limited

August 2009 - April 2011

Pantaloon Retail (India) Limited, is India's Largest and leading retail company with presence across multiple lines of businesses on a spread of 15 million Sqft of Retail space with a annual turnover of 10000 Crores. The company owns and manages multiple retail formats that cater to a wide cross-section of the Indian society and is able to capture almost the entire consumption basket of the Indian consumer.

Job Profile / Responsibilities
➢ Responsible for General Merchandise, Electronics & Furniture business along with Food Bazaar and Fashion categories.
➢ Managing a Shop Floor area of 60K sqft with a team of 250 members and an annual business of 60 Crs.
➢ To study the Annual Business Plan and provide front-end support to achieve Top Line.
➢ Streamlining SOPs and timely Audit.
➢ Detailing and review of VM Modalities.
➢ Preparing Weekly Review Report for the store.
➢ To maintain proper Margin & give the best deal to customers coming to store.
➢ Setting up of MPM (Merchandise Presentation Manual) as designed by Category and timely audit the same.
➢ Coordinate inventory control, receiving, merchandising (plan-o-grams) and store maintenance.
➢ Implement direct loss prevention, profit protection and Shrinkage control initiatives
➢ Training newly joined employees about store operations & company functionality.
➢ Maximizing Sales and Profitability of assigned areas through execution of company's sales events and promotions.
➢ Timely and accurate communication to all Category both front and back end Managers for stock & sale status.
➢ CSD operations to ensure 100% Customer Excellence by service and resolving customer grievances at store level in minimum timeframe.

Manager Buying - General Merchandise

Hyper Division

January 2008 - May 2009

(Mumbai) Jan 2008 - May 2009
Manager Buying - General Merchandise

Over the past 25 years, Wadhawan Holdings has come to mean reliability and trust in the construction and other allied financial services. Wadhawan Food Retail is adopting a strategy of targeting neighborhoods with the retail experience they aspire to. Today Wadhawan Food Retail owns brands such as Spinach, Sab ka Bazaar, Smart Retail & Sangam Direct in Convenience / Daily
need Stores across India.

Job Profile / Responsibilities
➢ Manage and create structured range for Category grade by conducting a comprehensive market research to give the best possible choice to the customer while delivering the required returns and managing category Sales, Margins and inventory.
➢ Responsible for playing an important role in the development of the Buying & Merchandising strategy and to ensure that it is implemented on the section, which includes category plans, assortment building, polices, procedures, schemes & discounts and price bench marking.
➢ Negotiating with the supplier to obtain the best possible price at the highest quality of services by developing genuine and sustainable partnerships and also Negotiating with the vendor across various functionality and finalizing the terms of trade(Margins, Supply and Credit terms)
➢ Tying up promotions schemes with the vendors based on the contribution of the category and timely review of brand, supplier performance and profitability.
➢ Designing and executing proper assortment for each store based on the potential and the demography at Regional level to develop better sell thru of Brand, Range and Merchandise Mix for Profit and Sales in Category.
➢ Setting up the Industry standards for Visual Merchandising, Planograms and Floorogram that enable the operations team to sell the product to its best advantage.
➢ Maintaining Store mbq and the DC mbq for adequate and consistent supplies and inventory churn to maintain adequate...

Department Manager

Metro Cash & Carry India Pvt. Ltd

September 2006 - November 2007

(Electronics / Appliances / Household)
Metro Cash & Carry is a 100% subsidiary of METRO AG (Germany) with presence in 30 countries across the globe and 504 stores worldwide. It is the second largest company in its category in Europe. In India, it is a pure B2B (Wholesale) model servicing all the Retail products under one roof.

Job Profile / Responsibilities
➢ Responsible for handling Non Food segment in store operations that includes Categories Home Appliances, General Merchandise, House Hold, Office & Stationary, Media, Home and Furniture.
➢ Head a team of 2 Supervisors, 10 Associates and 35 Merchandisers.
➢ Maintain shop floor Standards. Follow and implement the basic principles for an appealing Distribution Centre and Sell Products to Professionals: a) Floor Presentation b) Sinages c) Promotion d) Safety e) Product Quality.
➢ Coordinate with the Buying team in sales, article presentation, planogram, supplies, quality, customer service issues, new range or Article introduction and Price bench marking.
➢ Metro Mail Planning (A fortnight magazine for the metro member's Metro Mail which use to target selective Articles across Metro stores planned by buying team for a period of 15 days) starting from MM Layout, MM Articles ordering, MM Promo Displays, MM rail cards audits, MM price audits, MM Sinages checks, MM Disclaimers and non availability, monitoring Articles movement highlighted in the MM.
➢ Plano gram and Rail card audit and updating.
➢ Plan & conduct special promotional events/offer with Visual Merchandising to boost the category sales.
➢ Customer interaction for understanding the need and Query and promptly delivering the services.
➢ Ensuring all disciplinary procedures and staff movement e.g. Punctuality, Discipline, Personal grooming standard, Department knowledge, Customer service etc.
➢ Team motivation and delivering the Company policy, Vision, Misson and shop floor standard to the Store.
➢ Implementing Customer service drill on weekly...

Sales Manager - Karnataka

Stovekraft Pvt. Ltd

August 2001 - September 2003

SKPL Started with one Manufacturing unit of LPG stoves in Bangalore in 1996 owns today top most brands in Appliances industry. (Gilma and Pigeon) The company has all India network with the best distribution channel and over 1000s of retailers.

Job Profile / Responsibilities
➢ Responsible for Sales and Marketing in entire Karnataka both urban and rural market.
➢ Brand Management and Distribution.
➢ Appointing Distributors for various markets in entire State.
➢ Maximize Sales and Marketing of the Brand and Products from Consumer exhibition and fairs organized across state.
➢ Retail and Wholesale Markets operations ( Dealer base of 500+ )
➢ Heading Regional teams in sales, collection and promotions of the Products.
➢ Distribution and Dealer Network Expansion.

Sales Officer / Executive - Distribution Channel (HABG)


October 1997 - April 2001

A leading corporate house and a conglomerate in Consumer Durable industry with wide range of Telecom, Consumer Durables, Media and Appliances products.

Job Profile / Responsibilities
➢ Responsible for Key Accounts Distributors under Home Appliance business group vertical.
➢ Servicing key Distributors across Karnataka and Goa. (Sales - Exhibitions, Institutions & Trade)
➢ Organizing and Conducting demos for other home appliances products in respective cities.
➢ Planning Marketing activities for Retail trade by adhering to Budget allotted.
➢ Actively involved in parallel growing Organized Retail. (Sales and Service)
➢ Servicing Direct Marketing Franchisee. (First time ever we tried selling LPG stoves through direct marketing channel)
➢ Handling promotional activities such as: -
• Road shows for the product in the potential market.
• Dealer promotional activities such as Live Demonstration, Service Camp.
• Arranging various sources of branding the product e.g. Print Media & Moving Media.

I hereby declare that all the information mentioned above is true to my knowledge and belief.

Qualifications & Certifications

Business Management

Madurai Kamraj University

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