Contact

+91-95822-13381 (Mobile)
Sanjeev Srivastav
sanjeevsrivastav@yahoo.com Helping Brands & People Succeed in the Consumer space |
Consultant | Strategic Planning | Revenue Growth | P&L | Marketing |
www.linkedin.com/in/ Supply Chain | Coach | Team Building | Mentor
sanjeevsrivastava (LinkedIn)
Noida, Uttar Pradesh, India

Top Skills
Summary
Strategic Planning
Revenue & Profit Growth With almost three decades of experience in the FMCG consumer
Strategy food and beverage industry, I am a senior business leader who is
passionate about setting up and scaling brands in the Indian market
Languages and growing business for them.
Hindi (Native or Bilingual)
Bengali (Elementary) Very recently at Bel, the cheese company that owns the iconic brand
English (Native or Bilingual) 'The Laughing Cow', I have helped establish the foundations and
grow it in India, at a time when there were challenges faced by the
Certifications Covid pandemic. Prior to that I have helped transition the marketing
The Story Strategy Course and sales at Umang Dairies from one that was focused on selling
Finance for Non-Finance Managers dairy products as a commodity to a consumer first approach, growing
The D2C Mentorship Program by both revenue and the profitability.
Trisha & Arjun Vaidya, Founders of
Dr.Vaidyas
My core competencies include strategic planning, new business
Sheryl Sandberg and Adam Grant on
Option B: Building Resilience development, revenue growth, customer acquisition & retention, and
Positioning: What you need for a team leadership. Throughout my career, I have been instrumental in
successful Marketing Strategy driving change and innovation for various brands including Pillsbury,
Haagen Dazs, Amul, Frooti and Godrej, by launching new products,
entering new segments & geographies, developing new GTM
models, and leveraging data & technology.

Across organisations, by way of an entrepreneurial approach, I have

been deploying growth strategies with a clear focus on improving
market shares, growing profitability and enhancing customer
satisfaction, by collaborating with internal and external stakeholders.

At the core of all the above has been my belief that customers
need to be the focus of every activity. Insights as to what benefits
and value that customers want, has led to the development of new
and differentiated products as well as distribution strategies which
translated into superior servicing of retail stores.

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Healthy businesses, I strongly believe, need to be driven and
managed by qualified and motivated teams so as to ensure their
scalability and sustainability. In each of my assignments, the effort
has been to ensure that the right people are recruited, coached and
developed to not only deliver the results sought but also groomed for
higher responsibilities.

Experience
Self-employed
Independent Business Consultant
September 2023 - Present (4 months)
Greater Delhi Area

The fast moving consumer goods space is a dynamic industry, being shaped
and driven by 3 As - awareness, accessibility and aspirations - from a
consumer standpoint.

Right from making sense of consumer insights and trends, to crafting

meaningful products & brands, and taking the same to the right consumer in
the most efficient and sustainable way, is critical for success in this space. All
of this needs to be brought together by the people involved, having a shared
vision and willingness to collaborate, to achieve the end result.

Having worked for over 30 years in the FMCG space, helping set up and scale
business for brands like Amul, Frooti, Godrej, Pillsbury, JK Dairy and The
Laughing Cow cheese, I have a deep understanding of the nuances of the
consumer goods industry and what it takes to succeed there.

If you are an organisation looking to scale the business for your organisation
in the FMCG industry, feel free to connect with me and set up time for a
conversation, on any aspect that you may have in mind.

In order to build a strong business, it is also essential to build a healthy

leadership pipeline within the organisation. I also help coach leaders of teams,
become more aware of themselves, understand the behavioural aspects that
may be holding them back, and in the process groom them to become better
individuals in their professional and personal lives.

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If you would like to experience the power and benefits of coaching, feel free to
connect with me for a complimentary session.

While you can set up the meeting on my calendar, using the link provided at
the top of my bio, I can also be reached on +91-95822-13381 over Whatsapp
(preferably) or over a call.

Bel
Sales Director
October 2019 - June 2023 (3 years 9 months)
Mumbai, Maharashtra, India

A journey that has been extremely gratifying, as it involved setting up a

sustainable business model completely from scratch, which is helping take
'The Laughing Cow' cheese brand to newer heights with each passing month
in India.

Scaling up the business has also happened at a time when India was severely
impacted by Covid in 2020-21. By being extremely customer focused, we
have been able to ensure good availability across channels, with constantly
increasing sales being achieved in a sustainable manner.

Some key achievements during this time have been -

- the establishment of a sustainable route to market, within the cold chain

space (one of the most challenging areas within the Indian FMCG ecosystem)

- Streamlining supply chain operations from manufacturing plant to retail point

of sales, apart from helping frame the production plan

- Scaling the same across 7 key cities across the 3 top channels (MT, Ecomm
& GT) for the cheese category and ensuring availability across top 10k stores,
within a span of 21 months

- Counted as among the top 3 cheese brands at select chains & platforms (in
the cities operated)

- Launched Cheese in a sachet, under The Laughing Cow brand, at a price

point of INR10, using a unique ready stock model to reach out to 20% of the
Cheese retail universe in Mumbai GT. This has contributed to the growth of
the nascent category across such stores.

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Umang Dairies Ltd.
General Manager - Marketing & Sales
May 2016 - September 2019 (3 years 5 months)
New Delhi Area, India

An exciting period in which there was complete responsibility towards the P&L
for the dairy business of the USD 4Bn JK Organization, which was then not in
the best of shape compared to it’s peers.

Umang Dairies Limited was engaged in the manufacturing of milk products

like whiteners, premixes, pure ghee, paneer, UHT milk and butter for retail and
institutional customers, as well as processing and contract packing of liquid
milk.

The turnaround of the business involved the setting up of a structured sales

& distribution process, launching new products like Paneer, UHT Milk & Cow
Ghee and taking care of the marketing related to all brands in the portfolio.
It also meant focusing on getting new customers for the dairy ingredients &
private labelling business of the company.

Through the above initiatives we were able to grow topline from INR 1890 Mn
to INR 2450 Mn in a span of two years.

General Mills
6 years 4 months

Regional Sales Manager (North & East)

April 2010 - March 2016 (6 years)
New Delhi Area, India

Managing the dynamics of the flour trade in the two regions of North & East
India was a challenging & interesting one, wherein we not only increased sales
but also moved the profitability of Pillsbury Atta from negative to +7%.

This period also saw us scaling up sales for Pillsbury Multigrain Atta and
Sweet Snacks by 6x, through a mix of distribution & consumer activation
across General & Modern Trade. In Modern Trade specifically, we were able to
increase sales by 36% by ensuring adept category management.

We also turned around the business operations in the East Region, by

focusing on Parampara Ready to Cook paste brand and the Pillsbury sweet
snacks portfolio, both of which grew by almost 3x in 3 years.

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Regional Sales Manager (North)
December 2009 - March 2010 (4 months)
Delhi Area, India

Godrej Hershey Limited

5 years 7 months

Deputy General Manager - Trade Marketing

November 2008 - December 2009 (1 year 2 months)
Mumbai, Maharashtra, India

Set up & took charge of trade marketing for all the three verticals -
confectionery, beverages & edible oils - involving a budget of INR 310 Mn.

During this period we executed the largest channel engagement program

for 3500 wholesalers and distributors of South India, dealing with Nutrine
confectionery products, culminating with a mega event graced by brand
ambassador, MS Dhoni.

Deputy General Manager Of Sales

July 2007 - November 2008 (1 year 5 months)
Mumbai, Maharashtra, India

An extremely small component of beverages & confectionery sales, compared

to the edible oil sales in this region, saw me managing the oil portfolio with an
intent to maximizing profitability and simultaneously setting up a network for
confectionery products & beverages. We were able to grow our confectionery
business by 27% and that for edible oils by 13% in Maharashtra.

Regional Sales Manager

June 2004 - June 2007 (3 years 1 month)
Delhi, India

A portfolio that started off with beverages like Sofit, Jumpin & Xs and edible
oils-under the 'Godrej' brand, saw the addition of confectionery products to the
portfolio with the acquisition of Nutrine Confectionery.

One of the most challenging assignments, which needed two diverse sales
teams to be aligned to a common objective and selling all the products in the
company portfolio across all channel formats. We were able to increase sales
for the beverage range by 26% during this time.

Parle Agro Pvt Ltd

Regional Sales Manager-Delhi
March 2003 - May 2004 (1 year 3 months)

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New Delhi Area, India

Despite a very strong brand recall, Frooti experienced challenges with respect
to availability & good servicing in the Delhi market.

We corrected the distribution model, which not only helped take up availability
to 16k outlets in Delhi city, but also enabled better servicing, leading to an
improved price realization of 20% & better availability for newly launched
brands like Appy & Frooti Green Mango.

Data Access India Limited

Manager - Retail Sales (North)
August 2002 - March 2003 (8 months)
The company was a JV between Pacific Century Cyber Works, Hong Kong
and SPA Enterprises Ltd., India.

Essayed the chief role in setting up the distribution network for retail products.

Amul (GCMMF)
7 years 8 months

Branch Manager (Delhi)

July 2000 - August 2002 (2 years 2 months)
New Delhi Area, India

Amul’s largest branch then, and where a whole host of new products were
launched, including Mozzarella Cheese, Fresh Curd and Ice Cream.

Distribution restructuring, enhancement to a world class cold chain

infrastructure at the distributor points and an increase in working capital by the
distributors, by 50% to INR 180 Mn, were some major structural changes that
we successfully implemented. This led to a direct distribution to 12000 outlets
for Amul & Dhara products, and sales of almost INR 1400 Mn per annum.

Branch Manager (Western UP & Uttrakhand)

February 1999 - June 2000 (1 year 5 months)
Ghaziabad, Uttar Pradesh, India

Competing against the leader in the business makes you think differently and
with agility.

The assignment here saw us improve our GTM for Amul Icecream, enabling us
to grow the business by 45% and surpass Kwality Walls to become the No.1

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Ice cream brand, during the summer of 2000, in same geographies where the
two brands operated.

During this period, we also built up the institutional business for sweetened
condensed milk, by becoming the preferred supplier to Surya Agro, the makers
of Priyagold biscuits.

Branch Manager (Haryana)

January 1997 - February 1999 (2 years 2 months)
New Delhi Area, India

A 2.3x growth in these two years was the result of setting up a distribution
network which then equaled that of HUL’s personal products division in the
state, wherein we grew the presence of GCMMF products from 11 to 45 towns.

An insight into how consumers buy edible oils, in the state’s interiors, led to a
changed S&D strategy for the larger packs for Dhara edible oil, which in turn
helped grow our overall business & distribution network there. Apart from this,
also developed the market for bulk products like Amul SMP and Amul White
Butter.

Senior Sales Executive

January 1995 - December 1996 (2 years)
New Delhi Area, India

Learning the ropes of anything new is always interesting and exciting. A

movement into the B2C space & with the largest cooperative in the country,
which was in the midst of dramatic change, meant for exciting times ahead.

Handled parts of Delhi city & Haryana state, improving distribution, despite the
challenges of demand-supply imbalances.

India Foils Ltd

Sales Executive
February 1992 - December 1994 (2 years 11 months)
Kolkata | Delhi, India

India Foils was then a part of the Williamson Magor Group, based out of
Kolkata. As part of the team at the Delhi branch, I had the opportunity to
understand in great detail what B2B selling involves.

Oversaw a business then worth INR 150 Mn from customers like Nestle,
Ranbaxy and a host of telecom companies. Successfully added new clients for
the foil & flexible packaging material business, in the food, pharmaceutical &

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telecom business, with Nestle, then a new customer for us, going on to be one
of the biggest customers for our branch, during the period I managed them.
Larger responsibilities then, included credit control, inventory management and
after-sales services.

Education
Birla Institute of Technology, Mesra
MBA, Marketing

Banaras Hindu University

Bachelor of Science, Chemistry

St. Patrick's H.S. School, Asansol

Science

Squared Online
Digital Marketing · (2017 - 2018)

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