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Sales Manager

Noida, Uttar Pradesh, India
October 01, 2019

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Hand Held: +919*********, +919*********


Experienced accomplish performer, with 25+ years of experience as Head of sales and business development A solution provider with expertise in startups, Consumer and FMCG products with Exposure to both rural & urban market with admirable mile stones & cross functional management experience.

Launched & establishing 3 organizations as leader in the respective segment. .

CORE COMPETENCIES: Business development in Retail market, HoReCa, MT, institutions, B2B, B2C, Appointment and development of C&F & Distributor, SCM, CRM, KAM, New Product Launch, ATL, BTL & TTL activities, Startups, Financial Control, Persuasive Communication skills, People management, conflict resolutions, Tendering & negotiations.


A game changer with experience in sales and marketing specializing in FMCG and consumer products. Launched and established two organizations in India and two in Nigeria. All 3 organizations were established as undisputed leader in its segment. One positioned as no 3 in the segment.

Go-getter: - Launched and established two organizations in India and established one in Nigeria as leader in their segment. Established the current organization as undisputed leader in its segment in Africa.

Cross functional expertise in organizational setup and startup, setting up organizational infrastructure, setting up / renting warehouse and cold stores, Establishing company owned outlets, Supply chain establishment and functioning, business strategy, sales planning, budgeting, new product development & launch, marketing & promotion, conduct seminar, client mgt. & PR.

Expertise in nurturing business from Modern Trade, Cash & Carry, Retail market, Institutions Sales, B2B, B2C, HoReCa and Customer relation management resulting in new business generation and expansion.


Overall Sales Management: Target fixing, briefing, forecasting, enhancing set revenues targets, price setting, monitoring overall performances, advising and follow ups, brand promotion ATL, BTL & TTL Activities. Setting up the infrastructure for business expansion to channel appointment

New Business Development: Market segmentation, competitor’s analysis and preparing the action plan for market penetration, visibility, promotion, launch along with information to HO,

Retail/ HoReCa/Food Service/MT/KAM: listing MBQ, MDQ, and POG - promotional calendar in respect Modern trade and retail out lets. Institution, B2B, B2C, HoReCa, CSD, Flight Kitchens, Hospitals, Food services, tendering and margin negotiations

Channel/Distribution Management: Identify and appoint channel partners, their performance evaluation, market coverage, relationship management, inventory management, logistic management. Established the logistic and supply chain in the most effective manner

Strategic Planning: Assessing market potential, customer trends, buying behavior etc. to fine tune Sales strategy for market share enhancement, cost / expense planning, revenue maximization.

People Management: Planning, recruitment, product training, KRA, HQ and control mechanism, mentoring, team building, performance monitoring, feedback and career planning, CRM, feedback and customer satisfaction, conflict management

Commercial: Liaison with various government Dept. to get the business rolling Registration and taxation, registration of commercial vehicles, administration, compliance, Service delivery / documentation, estimation & costing. Responsible for all the Systems and Process development and Improvement


Triton Limited-- A $ 450 Million food organization in Nigeria

Dy. GM (Head Sales and Marketing) SEPT 2016- AUG 2019


Launched the Aqua division.

Within three months increased the business from 60MT to 450MT per month.

In less than a year of launch, we are undisputed leader in the industry not only in Nigeria but Africa.

Established 7 depots at strategic locations in Nigeria covering the entire country.

Zero credit.

Zero overage inventory.

Highest average realized price in the industry. Ensuring maximum profitability.

Established eleven Major distributors along with six company depot across Nigeria.

Natnudo Foods—Nigeria.- Consumer products May 2013 –Aug 2016

Business Head North & South west Nigeria.

Reporting to the GM Heading sales and marketing function of consumer product division for north and south west Nigeria.


Played a pivotal role in positioning the organization to no 3 position in Nigeria.

Opened and established Abuja branch with 80 tons cold room capacity

Grown business by 49% less than 18 months on existing customer.

Average increased business by 57% per year.

In less than 2years opened & established 2nd branch in north (Kano) with cold room capacity of 80 MT.

Converted all modern trade, thus making the Brand well known in the country.

Developed 79 Major accounts by analyzing, understanding the organizational business goals and objectives, presenting solution and negotiating a package to meet these goals.

Spearheading MIS, Training, Administration and Infrastructure


Head North & East Zone-Consumer products Dec 2010 to March 2013

Empire foods a div of INR 1500 Cr. Empire Industries a diversified 100 year’s old trading house with business interests in Import of Sea food, Import of machine tools, pharmaceutical bottling plant, import of medical equipment and real Estate


Distinction of startup right from the starch and establishing EMPIRE AS A LEADER in our segment.

Designed and developed the organizational infrastructure for North and East. Right from renting office premises, recruitment of entire team (sales, accounts and SCM), Sales tax registrations. Purchase of vehicles and their registrations, setting up warehouse and distribution infrastructure.

Designed and implementation of reporting, product launch tracking and other MIS formats.

Building strategies for product and various SKU’s for retail and institutional sectors.

Initiated the framework for competitor analysis, market and customer behavior analysis of industry, strategy towards buyers and suppliers.

Updated the infrastructure for various customized customer requirement.

Mapping the competitor strength’s and weakness and accordingly decide the strategy for inventory of 120 days with maximum profitably and 100% capacity utilization.

Created two verticals with Premium selling product strategy.


oEnvironment study and completion strategy study

oNew Package design.

oExpand territories.

oSetting up the channel partners.


oDirect sales to the Premium clients with no trader involved a major breakthrough in addition to sales from distribution channel. This model was later on adopted by the whole organization.

oUnderstand the customer requirement.

oGeographic expansion in terms of sales and supply.

oSetting up the credit policy.

Captured 80% the HoReCa Market. Maximum shelf space in all modern trade organizations and national tie ups with Metro cash & carry, Wal-Mart, Carrefour and Spencer, Reliance.

Directly handled the major key accounts.

Contributed Rs 25 as premium on the overall pricing of the Institutional market pricing.

Achieved a business Rs 54 Cr per annum. Against the budgeted Rs 21 Cr.


A INR 5000cr. is among top 4 poultry organizations in the world,.

DY. GM Sales & Marketing–Consumer Products. Sept 2008 to Dec 2010


Established the:

Sales and distribution network, Established the supply chain structure (Depots.)

Recruited of Sales and Distribution Team.

A specialized wing within Sales & Distribution Division for developing Institutional Business such as HoReCa, CSD, Flight Kitchens, Hospitals, Food services, Northern Railways, Indian Army, etc.

Established 2 distribution hubs (C&F /cold stores ware houses.), 271 distributors, effectively ensuring reach in all north Indian states & product presence in 3926 retail outlets.

Functioned as a Zonal head and managed a team of 35 personnel.

Revamped the packaging and supply chain strategies, decreasing category breakage and expire of Branded eggs by less than 2%.

Maintained National highest ARP for chicken of Rs 230/ Kg. Attained a turnover of R1.5 billion per month in a span of two years.

Distinction of building strategic alliances with various corporates such as Modern Trade Stores

& Institutions for various products, such as Suguna eggs, Frozen whole chicken, branded sausages, salamis, hams, nuggets, frozen Biryani,

Signing a strategic alliance agreement with Food Express, Subhiksha, D–Mart, Sparx, ABRL More, Reliance, Wal-Mart, Spencer, Metro cash and carry which contributed to almost 30% of the turnover

Jan 09, Launched Value added Eggs to all Modern trade formats stores with national TOT and retail outlets in North.

Contributed in updating the quality control in line with HACCP, Halal, MFPO which also helped us in penetrating the Institutions particularly ARMY as major contributor for frozen whole chicken business.

Also got tie ups with the food chains like Pizza hut, Mac Donald (VISTA FOODS), Dominos.

Planning the brand activities, product line Extensions, Pricing, PR activities and New Product launches.

Planning and implementing Branding and promotion programs to build/strengthen relations with trade and drive incremental sales

Liaising and 100% CRM implementation for key persons, ensuring generation of business and low cost promotions.


A leader in Aerosol products well known for its perfumes and room fresheners spray and capsules for sexual impotency and instant first aid kits for cars and sports persons and spray mint mouth freshener’s

ZONAL SALES MANAGER –North March 2004 – Sept 2008


Re-launched the organization in North India with OTC range of products like Climax spray, Relispray, Lovin room freshener’s and car air freshener’s car care instant first aid kits.

Launched Lovin car air fresheners in North with highest sales in 2005-06 clocking INR 2.33 Cr in the first Year with an average growth of 32% pa clocking RS 4.1 Cr in March 2008..

Achieved sales and collection targets of company products with a team of 14 Business Executives, 2 Area Business Managers, 142 distributors and 3 Company Depot and received the highest increment among all Zonal Managers in the country.



Regional sales manager (East & Centeral India)


Area Sales Manager,


Professional Service Representative Specializing in BABY FOOD AND Nutrition supplements for women


PGDBM with specialization in Marketing from Annamali University.

B.Sc (Zoology) from Maharishi Dayanand University Rothak.


Languages Known: English, Hindi and Punjabi

Address: C-11, S-2, Ramprastha, Ghaziabad, U.P. India.

E mail:

Current Location: Delhi, India..

Contact this candidate