Up the Blue Stairs

EXPERIENCE

Oct'2017 - Present

Executive Vice President Diageo India &

Board of Director - Royal Challengers Bangalore (RCB) Cricket Team, Diageo India, Bengaluru

Feb'15 - Sept' 2017

Chief Innovation Officer &

Member of Global Innovation Leadership Team 

Diageo India, Bengaluru

July'12 - Jan' 2015

Category Head: Chocolates

Mondelez - ex Cadbury, Mumbai.

Rejuvenated Diageo’s Indian whisky portfolio 

Retail Turnover: Rs 20,000Cr, NSV: Rs 7200 Cr, Gross Profit: Rs 2200 Cr, A&P Rs 600Cr

  • In one of the most complex, un-certain & regulated categories – Led the strategic rethink on portfolio strategy, comprehensive renovation & creative re-positioning of brands leading to best-ever MS gain in last 13 years

  • Accelerated to double-digit topline & bottom-line growth for FY’18 & FY’19  

  • Led McDowell’s No1 to become the “World’s Biggest Whisky brand”

  • Improved strategic profitability & built a culture of robust measurement & effectiveness

  • Built a creative & digital excellence culture, 40 awards & improved brand & social love

  • Created an integrated identity & positioning for RC whisky & RCB Cricket team 

Built a world-class innovation organisation Team, process, culture & Rs 1700 Cr pipeline  

  • Created a pipeline of ideas worth 20% of overall business from < 2% in 2-year time

  • Inspired support from Diageo India & Global leadership with a vision of “Normalising the relationship of alcohol with consumers, customers & society at large”

  • Built “ONE TEAM” of cross-functional experts & embedded new age innovation practices  

  • Recognition from Global CMO/ CEO: India Innovation team has achieved more in 2 years, which many businesses don’t in 5 years.

Step-changed India chocolate performance 

NSV: Rs 1500Cr, GM: Rs 600 Cr, A&P: 200Cr 

  • Transformed 5 Star, Gems & Celebrations through improved product offers (addressing core penalties) & premiumization by innovating for newer consumer needs & occasions

  • Bold creative platforms to deliver some of the most loved & iconic advertising campaigns (5 Star Ramesh-Suresh, Gems Umarless, Celebrations –Diwali, Rakhi & Id campaigns) 

  • Successfully dealt with a significant business crisis of Cocoa inflation

  • Co-led the creation of a global gifting brand – Cadbury Glow, launched across Asia.

June'10 - June' 2012

Business Strategy & New Business Head

Mondelez - ex Cadbury, Mumbai.

May'08 - May' 2010

Branch Sales Manager

Mondelez - ex Cadbury, Mumbai.

Jan'05 - Apr' 2008

Marketing Manager. Sr Brand Manager.

Mondelez - ex Cadbury, Mumbai

May'01 - Dec' 2004

Sr Area Sales Manager

Mondelez - ex Cadbury

Punjab, MP+ Chattisgarh

Led India business strategy & new business, white space opportunity identification & execution till proof of concept

  • Led the 3-year strategic business plan with India Exec & APAC leadership team

  • Led the strategic business case that led to entry for Cadbury into Rural markets

  • Built a complete business, identity (brand, retail), team & product offerings for launching Cadbury Gourmet Chocolate stores.

Turnaround West India performance

Rs 1000Cr, 4 ASMs, 65 direct team strength

  • Led the turnaround of the region to the 2nd position all India – for two consecutive years (from last position)

  • Streamlined the distributor eco-system across a highly sensitive political & association market

  • Leveraged technology to build a strong performance orientation within the team.

Transformed Indulgent candy portfolio & built an exciting innovation agenda

  • Led Cadbury Dairy Milk Eclairs through a holistic renovation, innovation & an exciting communication platform. Brand grew 30% CAGR for 3 years (vs 4% CAGR before)

  • Innovation Agenda: White spaces in Gum & candy category. Premium offers in Eclairs/ Halls. New convenience formats for the portfolio (Pocket-packs)

Led team to India No1, pioneered a big RTM change, successfully led during worm controversy

  • Punjab + Chandigarh – Led the team to be the best team in the country in the year 2003

  • Dealt & led the team out of “worm controversy” crisis w/o compromising business

  • 1st market nationally to successfully lead a new RTM approach (for product > vs < Rs 5)

Reading a Book

EDUCATION

Indian Institute Of Management

Kolkatta | 1999-2001 | Post Graduate 

Specialization: Marketing & Finance.

Indian Institute Of Technology 

Varanasi | 1995-1999 | Graduate

Specialization: Electronics Engg.

LANGUAGES

English
Hindi