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

Work History

GM - Sales & Marketing (All India)


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)


December 2007 - November 2010

All India
Company Profile
♦ 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.
Performance Highlights
♦ 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)


December 2004 - November 2007

Company Profile
♦ 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.
Job Profile
♦ 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)


March 2003 - November 2004

All India
Company Profile
Borosil is a pioneer and leader in Flameproof/Microwaveable glassware products.
Performance Highlights
♦ 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.



March 2000 - March 2003

DGM - Sales & Marketing (All India)
Company Profile
♦ Crystal is a pioneer & the then market leader in Electronic Gas lighters, knives & kitchen-wares.
Performance Highlights
♦ 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.

Manager-Sales (Maharashtra)


March 1996 - March 2000

Company Profile
♦ BPL - The then market Leader in Consumer Electronics
Performance Highlights
♦ 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.

Branch Manager


January 1995 - January 1996

(South Gujarat)
Company Profile
♦ Real Value - The Company known for innovative concepts
Performance Highlights
♦ 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

Company Profile
♦ WIMCO is the only organized player in the matchbox industry

Performance Highlights
♦ 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


June 1987 - May 1989

Qualifications & Certifications


Bombay University

Bombay University

Maharashtra State Board

Maharashtra Board

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