Jan 2007 – Jul 2012 · 5 yrs 6 mos · Vadodara, Gujarat, India

• As President- Marketing at this building materials major, and having already had 12 years under my belt at this organization, I oversaw the redeployment of the Sales and Distribution Teams, reimagined the marketing strategy and did a 180 degree turn in the advertising and branding strategy. From the hitherto "middle class" image of ceramic tiles to a more modern, contemporary touch via the
• Respect the Beauty campaign which caught eyeballs across the country and positioned Bell as an agile, swift and customer- oriented marketer.

Jan 2004 – Dec 2006 · 2 yrs 11 mos · Vadodara, Gujarat, India

• These were the years of consolidation at Bell, where we had now a full fledged all India sales and distribution set up, with a 29 depot spread that catered to every nook and corner of the country. The newly expanded reach and the sales force went to work on catering to the mini metros and smaller towns which by now had become keen and hungry markets for our kind of ceramic tiles

Jul 2000 – Dec 2003 · 3 yrs 5 mos · Vadodara, Gujarat, India

• Perhaps the most crucial years of reckoning as I regained charge of Sales and Marketing at my behest, having already led the team to a Rs 100 crore plus turnover for the very first time in the history of the organization in June 2000. I was left to my own devices to formulate and execute the sales and marketing strategy to expand truly into the hinterland and to continue the expansion of the retail network, which the team did with aplomb and great appetite.

Nov 1994 – Jun 2000 · 5 yrs 7 mos · Vadodara, Gujarat, India

• A baptism by fire for a person unfamiliar with building materials, a skewed approach to bulk institutional sales, with absolutely no penetration in the retail sector which had begun emerging in this product category. I took the bull by the horns, set up a new sales organization, created a huge network of dealers and sub-dealers and ramped up the retail sales over 200 times in the first 4 years, taking it up another 3 times in the next 3. Most of it was achieved during recessionary market conditions and the team went about methodically diving deeper into every town of India which could possible afford ceramic tiles. An exercise in man management yet a marketing drive that saw an act of great positioning, The concept of HEALTY AND HAPPY HOMES, focusing on presenting ceramic tiles as healthy, safe, non skid and safe options. The creation of a deep and wide distribution network that changed the way credit was being handed out in the marketplace, and a reimagining of payment terms in this hitherto credit ridden business.

Sep 1990 – May 1993 · 2 yrs 8 mos

• Took the brand Amtrex Shizuka to National Recognition, and led a young team of professionals to new levels of proficiency, Amtrex launched, during my tenure, the Wall Mounted Split Air Conditioner, a piece of art, a silent performer, and reportedly, a product that gave great delight to Engineers, Architects, and Accountants alike. Due to paucity of marketing funds in the early years the team came up with innovative and absolutely differentiated communication which saw the birth of Direct Marketing, and benefit based selling of products as objects of desire and not pieces of industrial machinery.

Jul 1988 – Sep 1990 · 2 yrs 2 mos

• Took charge of a sales team that was talented, yet not driven, neither competitive nor hungry to begin with. This very team, in a very short span of time went on to win higher market shares and sheer volumes compared to their more illustrious and resource rich counterparts from the North, West and South. This was simply on account of a rejuvenated sales team, that clearly focused on being winners, and hungry tigers in the marketplace. My first attempt at being not just a regional head but a hard fisted and goal oriented sales coach. The team became an envied outfit and walked proudly to pick up most of the awards for performance.

Oct 1986 – Jul 1988 · 1 yr 9 mos · Ahmedabad, Gujarat, India

• Head of a Profit Centre, managing the operations overseeing the procurement and marketing of electrical appliances, sewing machines and furniture, also overseeing showroom operations.
• It was during my stint that three significant things happened.
• We launched Mixer Grinders and Electric Irons
• We launched Knock Down furniture and opened an exclusive company showroom.
• Our Gujarat Sewing Machine Division was awarded the special mention for being the most profit oriented during this period. A division that had hitherto never sold sewing machines of any significance.

Jul 1985 – Sep 1986 · 1 yr 2 mos · Ahmedabad, Gujarat, India

• Had the privilege and distinction of being trained by sales trainers from Rank Xerox, UK and Xerox Corporation, US. That very team had been working in tandem with the Sales Consultancy being offered by legends like Brian Tracy to the organization.
• Sold Ahmedabad's first ever Automatic Plain Paper Copier to a Photocopy Center
• Handled the sale of Major Accounts in the city of Ahmedabad
• Sold to large accounts like Reliance, Torrent group, Gujarat Small Industries Corpn , the Forest Deptt of Gujarat, the Sardar Sarovar Narmada Nigam project and many more