B.P. RAVINDRAN

• Executed recruitment strategies to identify talent needs for FMCG model setup across key functions.
• Drove expansion initiatives across all States, establishing super brands in commodity sector.
• Launched five innovative products, significantly increasing revenue contribution.
• Transitioned to online sales model, rapidly amplifying revenue and market reach.
• Secured entry into international markets, generating substantial revenue from Asian communities.
• Maintained financial controls through rigorous budgeting and cost management practices.
• Emphasized customer-centric approach by enhancing service training based on feedback.
• Fostered open communication and recognition of achievements to strengthen organizational culture.

• Built a strong dairy brand with a 1.5X swing on EBITDA &2.5X increase in outlet reach effectively negating the seasonality impact & initiated an “Engagement Programme” with dairy farmers thereby minimizing the fluctuations in milk prices while constantly ensuring high-quality raw chilled milk. Leveraged technology to automate the plant floor & enhance productivity by 2.2X thereby increasing the productivity of the factory to 83%.
• Cavin’s Milkshake achieved No.2 on Market Share (Nielsen MAT Q2 FY’20) with continuous gain for 13 Quarters.
• Cavin’s Milkshake was chosen as one of the “50 Best Brands” as a part of “The Economic Times Best Brands 2020”
• FFSD (Maa): 1.4X Volume Growth with 1.3X increase of 210 bps on EBITDA.
• Developed business strategy in line with BHAG/OKR to grow faster than industry growth rates
• Built relevant GTM for beverages to leverage the existing capabilities effectively - 2.5X increase in outlet reach effectively negating the seasonality impact
• Built Cavin’s as a strong Dairy Brand - ATL to strengthen awareness in markets with strong retail reach (South) and strategic BTL activation of markets with low reach

• Consistently delivered topline for the businesses for 16 quarters with 1.2X increase in topline & 200 bps increase in profits. Co-created market segmentation in line with business operations & successfully implemented various changes in the S&D model of sales organization. Mentored, Nurtured & groomed leaderships teams with a span of control of 2500+ colleagues covering a retail reach of 3L+ direct touchpoints.
• As Vice-President Sales at CavinKare Private Limited (Personal Care, Dairy-Ambient, Beverages, Foods & Snacks)
• Delivered a topline of 1200+ Crore Annually
• Created the “Retail Brand” approach to build strategic portfolios within categories basis business objectives- 2X increase in reach for the retail brands
• Developed a strong ‘Skip level review’ mechanism to increase the frontline salesman productivity by 1.5X
• Built synergy between trade and marketing investments to optimize spends and extract better Return On Investment
• Leveraged “Ready Stock Units” to reach rural markets from the nearest semi-urban to reach upto 10K population towns - Increased Retail reach by 1.5X in Bihar, Uttar Pradesh, Andhra Pradesh and Madhya Pradesh
• Piloted the ‘Virtual Salesman’ concept to increase the lines sold by the salesman. This pilot resulted in 1.8X increase in lines sold
• Launched “Stockist R&R” to rollout DMS pan India- Reward stockiest for every pristine bill raised
• Launched “Talent Academy” for sales to build Inhouse Sales Leaders - 30% of the sales leadership roles filled through Talent Academy from 2015 onwards.
• Highlights

Marshalled GT channel across South and East regions to enhance distribution efficiency.

Transitioned loss-making Direct Distribution operations in TN and Karnataka, revitalizing Distributor model without impacting revenue.

Achieved tripling of Numeric Distribution while increasing rural penetration in towns with populations up to 10,000.

Strengthened distribution strategy to ensure sustainable growth over four consecutive quarters.

Achieved 11X growth in Modern Trade sales revenue within three years.

Expanded geographical reach across Pan-India to enhance market presence.

Developed innovative shopper marketing concepts to drive brand engagement across business verticals.

Launched Kellogg Breakfast cereal portfolio in India, establishing a strong presence in South India.

Strengthened key account relationships within major MT chains, including Big Bazaar and Spencer’s.

Implemented shopper marketing strategies at store levels to enhance customer engagement.

Collaborated with Brand Marketing team on activations to increase awareness and trial rates for breakfast cereals.

Executed S&D strategy for GT channel across geographies (TN SOUTH RURAL) for Parle Biscuits and confectionary category, enhancing key metrics such as Topline achievement, Numeric distribution, Geography expansion.