Mar 2023 – Jul 2025 · 2 yrs 4 mos · On-site

• Taught brand management, learnt that the kids know far more than I did. GenZ is unnecessarily demonised.

Oct 2022 – Oct 2024 · 2 yrs · Bengaluru, Karnataka, India

• I reshaped the brand architecture across the portfolio to streamline resources and cut costs. By introducing consumer research into our product development process, we relaunched product lines.
• Thanks to a focused brand campaign, I was able to boost Top of Mind awareness by 2 points, Spontaneous recall by 3 points, and overall brand awareness by 55 points. On top of that, I built and led creative, research, and brand teams for our D2C vertical from scratch, eventually merging them into a unified central team. What I’m most proud of, though, is developing a brand strategy that tackled loneliness through community-driven initiatives, moving away from traditional mass advertising

Dec 2020 – Sep 2022 · 1 yr 9 mos · Mumbai, Maharashtra, India

• I launched Saffola Honey and achieved a 7% market share in the first year. By using regional celebrities, we got people to rethink their current honey choice through a 500 GRP, 4-week campaign.
• I also drove 20% year-on-year growth for the Saffola Oats range, and introduced the first-ever proposition for Saffola Plain Oats, which resulted in an 800 basis point boost in market share. On top of that, I managed inflationary pressures by adjusting pricing and reformulating products to protect gross margins.

Dec 2017 – Nov 2020 · 2 yrs 11 mos · Mumbai, Maharashtra, India

• I developed the brand positioning around “Everyday Sugar for Healthy Living” and revamped our media strategy to focus on key moments like the purchase cycle, festivals, and internal distribution pushes.
• To connect with consumers during festivals, I created healthy dessert recipe videos with Sanjeev Kapoor as part of our content marketing efforts. I also shifted the spreads brand from being seen as an adult-only product to one that appeals to families, through a licensing deal with Chota Bheem.
• All of this helped drive 15% year-on-year growth across the portfolio.

Nov 2015 – Oct 2017 · 1 yr 11 mos · India

• During my time managing the brand, I helped grow market share from 4.3% to 8.4%, delivering over 30% year-on-year growth.
• I also launched B Natural 100% Pomegranate, establishing the brand’s positioning as "100% Indian Fruit, No Concentrate." Over the course of my tenure, I led 6 integrated marketing campaigns and revamped the packaging across the entire B Natural portfolio, including rolling out a new format.

May 2013 – Oct 2015 · 2 yrs 5 mos · Bangalore Area, India

• I launched 3 new product categories with 20 new SKUs and set up an infrastructure with over 150 distributors and super stockists. I also recruited, trained, and led a team of 35 salespeople, building a 25 crore business from the ground up.

Apr 2012 – May 2012 · 1 mo · India

• Worked on Modern trade channel strategy

Aug 2011 – Mar 2013 · 1 yr 7 mos · India