Sales/Marketing Professional With 23 Years Of FMCG/Durables Experience.
Build & run distribution infrastructure comprising sales team, distributors, C&FAs.
Achieve sales objectives - volumes, P&L.
New product launch with ATL/BTL activities
All India sales exposure to FMCG, Appliances and service industries
GM - Sales & Marketing (All India)
ANOUSHKA GOURMET (P) LTD
From November 2010
Banglore, Delhi & Hyderabad.
♦ Product listing in Hypercity, Spencers, Godrej Natures' Basket, Trent, Apna Bazaar, Easy Day, Heritage etc..
♦ Created third party processors for production of all the products planned like RTC Gravies, RTE, Chinese Sauces, pickles etc.
♦ Built corporate business through direct sales with the Chefs and Purchase dept. of Hotels, Caterers, QSRs etc. Some of the prominent clients acquired are OFS, Pan India, L&T, Sterling Resorts, Citrus Hotels, Shan-E-Punjab chain of Fast food outlets, Urban Tadka etc.
♦ Successfully introduced customization in food solutions to generate business.
♦ Strategized and implemented BTL programs like Wet sampling, In-shop promotions, Newspaper Inserts, Exhibitions etc.
♦ Designed merchandize like posters, danglers, standees, shelf strips etc.
♦ Appointed agents for exports and building overseas markets viz. West Indies, Middle East, USA,
♦ Worked out SKU wise costing and design the product pricing and promotional offer
Business Head (Processed Food Division)
TEMPTATION FOODS LTD
December 2007 - November 2010
♦ Temptation is mainly a frozen food company with 2 brands in the domestic market viz. "Ever Fresh" brand of frozen peas/vegetables and "Karen Anand" brand of conserves, salad dressings, sauces etc.
♦ In-charge of P&L of Non-Frozen Foods division comprising of processed food items under "Karen Anand" brand; handling production, sales, marketing and supply chain.
♦ Streamlined production, cut down process losses through online QC, reduced labour cost by 50% as well as inventory carrying costs from 3 months to 1 month levels.
♦ Multiplied production capacities by 3 times through usage of reverse heat system and a structured production line as well as third party processing.
♦ Started private label manufacturing as an additional revenue stream. Reliance Fresh was a major customer acquired.
♦ Initiated Trading business as an outsourced business model by effectively launching honey. Other products in the pipeline are chilli sauces, tomato ketchups, jams etc.
♦ Brought down market credit from 2 months to cash & carry through efficient implementation of super stockiest model.
♦ Brought the division out of red in a year's time through cost reductions, revenue growth
Business Head (Tops line Division)
TOPS SECURITY LTD
December 2004 - November 2007
♦ TOPSLINE is a subscription based Emergency Response service, which is first of its kind in India. The division is in the business of selling memberships which is akin to selling General Insurance product.
♦ Played a pivotal role in steering the sales from 6 Lacs p.m. to 60 Lacs p.m. levels in a span of 9 months through FOS oriented strategy, thereby making the division operationally self sufficient.
♦ Played important role in bagging contract of major corporate like Tata chemicals, JP Morgan chase, SITEL, M&M, Nokia, Quintiles, Morgan Stanley, Crompton Greaves, MIAL, Lehman Bros. etc.
♦ Instrumental in striking strategic alliances with Shoppers' Stop, WIAA, Asian Heart Institute etc.
♦ Achieved consumer retention of 80% through effective formulation & implementation of loyalty programs and promotional offers.
GM-Sales (Consumer-ware Division)
BOROSIL GLASSWORKS LTD
March 2003 - November 2004
Borosil is a pioneer and leader in Flameproof/Microwaveable glassware products.
♦ Reduced the market outstanding from 12 CR (6 months' level) to 2 CR (1 month's level) in a span of a year by redefining the company policy from credit/consignment Primary sales to Cash-N-Carry Secondary Sales.
♦ Liquidated dead stocks worth 12 Cr within a year through aggressive sales promotions and strategic tie-ups.
♦ Effectively restructured distribution networks to 65 distributors all- India from the level of 45 within a year.
♦ Redesigned the product mix in terms of packaging & pricing to suit consumer preferences thereby effectively reducing the packaging cost by 20 %.
♦ Evolved import plans & procedures for JIT inventory, thereby reducing the Inventory Carrying Cost by 50 %.
♦ Recovered old/bad debts by reconciling past 3 years' accounts of distributors.
N-SERVE PRODUCTS (P) LTD
March 2000 - March 2003
DGM - Sales & Marketing (All India)
♦ Crystal is a pioneer & the then market leader in Electronic Gas lighters, knives & kitchen-wares.
♦ Played a stellar role in expanding the distribution infrastructure to 16 C&FAS, 400 distributors with a direct coverage of 25,000 outlets with 60 sales executives thereby steering the company to 18% growth from 28% de-growth in the earlier two years.
♦ Successfully introduced 40 new product variants in a year to suit the changing consumer preferences.
♦ Designed and effectively implemented consumer scheme to boost the sagging sales of core product viz. lighters, thereby registering 25 % growth in the product segment.
March 1996 - March 2000
♦ BPL - The then market Leader in Consumer Electronics
♦ Effectively expanded the distribution network to 15 distributors in Maharashtra (from 3) with a direct coverage of 1000 dealers for consumer telecom division in a span of 8 months (March 96 - Oct.96).
♦ Registered the highest ever monthly sales of 10000 telephone instruments in the history of the company by designing first of its kind exchange scheme backed up by press campaign.
♦ Successfully bagged and executed the largest ever institutional order for RLC in the company's history.
♦ Single handedly set up a distribution network for RLCs by appointing 18 distributors and registered a turnover of 3 CR in the first year of the launch.
♦ Built from scratch a distribution network for BPL batteries by appointing 70 distributors in Maharashtra with a direct coverage of 17000 retailers, registering a turnover of 4 CR. in the 1st year of the launch.
♦ Was the first to attain a budgeted market share of 16% for alkaline batteries in Pune within 6 months of the launch.
REAL VALUE MARKETING SERVICES LTD
January 1995 - January 1996
♦ Real Value - The Company known for innovative concepts
♦ Established a branch in Baroda & built a dealer network of 70 dealers in South Gujarat within 60 days.
♦ Launched an innovative product "Vacuumizer" and registered the second highest Diwali Sales amongst 21 branches All India, by aggressively promoting it in Kitty parties and institutions.
January 1991 - January 1995
♦ WIMCO is the only organized player in the matchbox industry
♦ Was instrumental in expanding the distribution network to 50 distributors, 500 wholesalers and a direct coverage of 5000 retailers, to register T/O of 5 CR per annum.
♦ First to evolve and formulate the systems of streamlining the expense reimbursements of Distributors and C&FA to" Percentage" basis from the earlier "Actual" basis. After its successful experimentation in Gujarat, it was replicated in the West Zone.
♦ Successfully conceptualized an innovative way of revenue generation through Back Panel advertisement and generated net earnings of 50 Lacs per annum from the same.
♦ Designed an outdoor media campaign like hoardings etc.
♦ Steered the company to 20% growth from 20% de-growth levels and reduced outstanding from 3 months' levels to a month's level.
Sr. Hardware Engineer
PCS DATA PRODUCTS LTD
June 1987 - May 1989
Qualifications & Certifications