BISWAJYOTI BARAT
Bangalore
Summary
18+ years of experience in B2C & B2B across Retail, Ecommerce & Quick Commerce; hands-on with Outright, SOR, Consignment, Dropship & Marketplace models. Pricing, demand forecasting, replenishment, stock planning are also part of my job. Category leadership at Bigbasket: Beauty & Personal Care: ₹400 Cr topline (FY 24-25), 30% gross margin, 5% business penetration, 68% CAGR General Merchandise: 58% CAGR JiT Marketplace: 129% CAGR Delivered 30% gross margin in beauty; promo share ~20%, visibility ~10%; best-in-class days cover & minimal liquidation burn. Launched & scaled high-impact events: Pretty Big Sale, Lipstick Day, Coldplay Concert campaign; fully brand-sponsored. Built customer-first promotions (GWP, PDP, Sampling, Cart Offers) by aligning cross-functional stakeholders; attracted internal investments. Developed 200+ SKUs in Private Label (GM & BPC); expertise in plastics via injection molding and insert creation. Scaled assortment from 2,000 to 16,000 SKUs (2015–2021); rationalized to 3,500 SKUs for Q-commerce transition. Shifted sourcing model to national DC buying—improved margins by 12% via centralization & bulk brand negotiations. Executed 3PL model to enable deliveries in non-serviceable cities. Launched alcohol delivery during COVID with remote approval and execution. Created Beauty Stores to enhance browsing experience and boost conversion rates. This was a different customer journey. Full-stack category management: Brand selection, GTM, campaign planning, pricing, inventory, and P&L ownership. Skilled in strategic brand partnerships—visibility investments, new launches, growth plans, & promotion negotiations. Proactive stakeholder management on industry M&As, strategic shifts, and business impact mapping. Led SOP development, change management, and process redesigns adapting to dynamic market conditions. Proven agility, resilience, and ownership mindset—consistent business growth through hustle and strategic execution. Resolved brand ledger and payment issues with speed and accuracy. Navigated blockers to ensure seamless stakeholder alignment. Led low-attrition teams with a focus on training and growth. TBEM-certified excellence leader and mentor to young talent. Multiple aware winner for sales, margins and significant contributor award in different organization. Refer Linkedin Page for details
Overview
19
19
years of professional experience
Work History
National Head- Beauty & Personal Business (FMCG -NON FOOD)
Bigbasket.com
12.2021 - Current
- Managed full P&L ownership for the Beauty & Personal Care business across online and quick commerce channels.
- Scaled category contribution from 2% to 6% of BigBasket’s total sales within 18 months by expanding brand and product portfolio.
- Onboarded and launched major D2C brands across mass, masstige, and premium segments, including select luxury labels.
- Introduced a dedicated Beauty entry point on the BigBasket app, boosting browse-based sales from 40% to 60% by enhancing customer discovery and journey.
- Improved customer experience using Augmented Reality (AR) and AI-powered virtual try-ons to drive engagement and conversions.
- Rolled out pan-India beauty product shipping (19,000+ pincodes), starting from East & Northeast and expanding to South, North, and West.
- Built effective promotional strategies including GWP, PWP, cart-based, and group offers—enhancing conversion and brand ROI.
- Revamped the product deck and listings to deliver an aspirational, premium experience on PDPs (Product Display Pages).
- Successfully launched BBNOW (Quick Commerce) for beauty, which now contributes 25% to total beauty sales.
- Expanded into the professional haircare segment with brands like L’Oréal Professional, Wella, Schwarzkopf, and Godrej Professional.
- Finalized Joint Business Plans (JBP) with key FMCG players including L’Oréal, Nivea, HUL, and P&G—driving mutual growth and brand visibility.
- Designed impactful 360 promotional campaigns to support year-round demand, ensuring authentic products, competitive pricing, and a superior customer experience.
- Growth Path & Deputations:
National Head- General Merchandise & Liquor Business Ecommerce Head
Bigbasket.com
04.2018 - 12.2021
- Led the General Merchandise strategy, covering categories including Home & Kitchen, Plastics, Crockery, Utensils, Stationery, Cleaning Supplies, Gardening, and CDIT.
- Managed 1,000+ vendor and supplier relationships; drove negotiations, assortment rationalization, and profitability improvement.
- Developed deep expertise in sourcing and merchandising across top national brands and leading general merchandise suppliers.
- Enhanced digital visibility by optimizing app/web search, improving PDPs (Product Description Pages), and enriching content quality.
- Oversaw Private Label strategy; launched 500+ SKUs by owning product development, costing, sourcing, and manufacturing workflows.
- Led import operations by collaborating with global exporters (China, Poland, Malaysia); managed CBM cost efficiency and India-specific packaging.
- Pioneered BigBasket’s liquor category in Kolkata; built a curated, compliant, and highly-converting assortment.
- Partnered with marketing to execute data-driven campaigns; improved ROI on CPC/PLA ads through precise targeting and product positioning.
- Handled working capital planning, demand forecasting, and inventory control to align business needs with financial efficiency.
- As National Head- General Merchandise & Liquor Business Ecommerce Head:
National Head Marketplace for Just in Time Model
Bigbasket.com
08.2015 - 03.2018
- Established the Just-in-Time (JiT) Marketplace model from the ground up—designed the operating framework, onboarded 300–400 vendors, and managed end-to-end P&L ownership.
- Delivered a 99.5% on-time delivery rate, while maintaining best-in-class pricing, product quality, and seamless vendor coordination.
- Led brand indexing, new market expansion, and ensured consistent SLAs across categories.
- Headed marketplace operations for General Merchandise, Food, Personal Care, and Staples, ensuring category-specific growth, supply efficiency, and customer satisfaction.
- As National Marketplace for Just in Time Model:
SBU Head- General Merchandise
Reliance E-commerce (Reliance Industries Ltd.)
12.2014 - 08.2015
- Onboarded and managed marketplace vendors across General Merchandise categories such as Plastics, Utensils, and Home Furnishings, with full P&L accountability and focus on top-line and bottom-line growth.
- Built the category architecture from scratch—defined sub-categories, implemented brand indexing, and optimized product hierarchy for better customer navigation.
- Hired and structured the category team across multiple levels, laying the foundation for long-term category scalability and operational excellence.
- Significant Highlights:
National Senior Category Manager- Home & Kitchen
TV18 Home Shopping Network Ltd.
06.2011 - 12.2014
- Led the Home & Kitchen web category, managing a ₹96 Cr annual business with full P&L ownership and a portfolio of 6,500+ SKUs across multiple subcategories.
- Conceptualized and executed high-impact promotional properties like “Today’s Deal” and “Thursday Thunder”; developed combo offers to drive sales and improve customer value perception.
- Negotiated and finalized operating models with partner brands to streamline onboarding and category profitability.
- Positioned Home & Kitchen as the 3rd most profitable category at Homeshop18—ranking just behind Apparel and Footwear—through targeted promotions and strategic product curation.
- Significant Highlights:
Assistant Manager- Buying & Merchandising for B2B
Ballarpur Industries Limited
11.2008 - 07.2011
- Managed buying and sourcing operations for office stationery and utilities for corporate clients across the East Zone; worked closely with sales managers to develop customized proposals and ensure competitive pricing.
- Identified and onboarded top vendors; negotiated optimal rates across categories including Home & Kitchen, Stationery, IT Equipment, and Appliances.
- Delivered tailored paper and print solutions by providing corporates with diverse paper types and supplier options to meet varied business needs.
- Significant Highlights:
Senior Category Officer- General Merchandise Category Management
Aditya Birla Retail Limited (More)
03.2008 - 11.2008
Senior Category Executive – Utensils, Crockery & Home Décor Category Management
Future Group
12.2006 - 03.2008
Education
Executive Program - Growth Strategies for Business Leaders (EPGSBL)
Indian Institute of Management, Calcutta (IIM-C)
01.2020
Certificate - Strategic Management
Symbiosis Distance Education
01.2014
MBA - Specialization in Marketing & Finance
Indian Institute of Planning & Management (IIPM)
01.2007
B.A. (Hons) - Economics, Mathematics & Statistics
Banaras Hindu University (BHU)
Class 12th - ICSE Board
St. John’s School DLW, Varanasi
VaranasiClass 10th - ICSE Board
St. John’s School DLW, Varanasi
VaranasiSkills
- Strategic Planning & Thought Leadership
- Revenue Generation, Business Expansion & Growth
- Buying & Merchandising
- P&L Management
- FMCG Sales & Marketing
- Annual Operating Plans & Joint Business Planning
- Catalogue, Content & Category Management
- Vendor Development & Vendor Negotiation
- Price Negotiation, Budget Optimization & Demand Forecasting
- Ecommerce & Quick Commerce
- GTM Strategy
- Product Launches & Promotions
- Inventory & Stock Management
- Team Management & Leadership
Languages Known
English
Hindi
Bengali
Timeline
National Head- Beauty & Personal Business (FMCG -NON FOOD)
Bigbasket.com
12.2021 - Current
National Head- General Merchandise & Liquor Business Ecommerce Head
Bigbasket.com
04.2018 - 12.2021
National Head Marketplace for Just in Time Model
Bigbasket.com
08.2015 - 03.2018
SBU Head- General Merchandise
Reliance E-commerce (Reliance Industries Ltd.)
12.2014 - 08.2015
National Senior Category Manager- Home & Kitchen
TV18 Home Shopping Network Ltd.
06.2011 - 12.2014
Assistant Manager- Buying & Merchandising for B2B
Ballarpur Industries Limited
11.2008 - 07.2011
Senior Category Officer- General Merchandise Category Management
Aditya Birla Retail Limited (More)
03.2008 - 11.2008
Senior Category Executive – Utensils, Crockery & Home Décor Category Management
Future Group
12.2006 - 03.2008
Executive Program - Growth Strategies for Business Leaders (EPGSBL)
Indian Institute of Management, Calcutta (IIM-C)
Certificate - Strategic Management
Symbiosis Distance Education
MBA - Specialization in Marketing & Finance
Indian Institute of Planning & Management (IIPM)
B.A. (Hons) - Economics, Mathematics & Statistics
Banaras Hindu University (BHU)
Class 12th - ICSE Board
St. John’s School DLW, Varanasi
Class 10th - ICSE Board
St. John’s School DLW, Varanasi
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