Davender Singh Ahlawat

Market Segment : FMCG, FMHG, OTC, General, Medical & Sports Nutrition

PnL, Budgeting Head : Sales & Mktg, D2C, Exports & NBD teams

Creating & Leading the FMHG/Nutraceutical Business from scratch, right from conceptualization to commercialization. The business is being built under the NUTRELA NUTRITION brand and the range consists of General nutrition, Sports Nutrition, Medical Nutrition.

Successfully registered the fastest Nutra/ FMHG business with 0 to 223 Crore sales in 1st year of launch. (Advance payment Business model)

Accomplishments:

• Developed 35 products from concept (formula, formulation, packing, pricing, recipe designing, marketing) to commercialization
• Team recruitment, training, targeting, goal setting from 0 to 850.
• Carved out & established 4 business verticals : General Nutrition (OTC), Sports Nutrition, Medical Nutrition (Rx nutrition), E-Commerce (D2C) & Exports
• Successfully created PAN India & international distribution channels from scratch i.e. 250 Super Stockiest, 1200 Distributors & availability of products at 245000 retailors, 1200 trainers, 120 B2B & 70 Modern trade activations
• Productive execution of ATL, BTL, TTL -Social media, media buying, TVC, Digital mktg, D2C & online sales channels.
• Coordination & deliverables with key investors for successful FPO listing

Market Segment : FMCG, FMHG, OTC, Herbal, Sports Nutrition, Medical nutrition, General nutrition, Ayush & Phyto-Pharma

PnL & Budgeting Head : Sales, Marketing, D2C, BD teams

• Lead B2C business with 27% growth YOY
• Registered 22% YOY growth for D2C & market place -Amazon, Flipkart, HK, others
• Coordinating regulatory team for National & International registrations, regulations compliance.
• Lead B2C, International, D2C business, 25 DMs, 5 SM, 2000 Distributors
• Lead NPD teams, Conceptualized & Introduced 10 new categ. & 30 NPD, added 65 Cr New business
• PAN India & International market PnL management: APAC, MENA, SAARC
• In licensing of novel patented formulations with international client
• National & international key note speaker for food -Nutraceuticals conferences

Market Segment : FMCG, FMHG, Sports, Wt mgmt., RTE, RTD

PnL, Budgeting Head: Sales & Mktg, D2C & COCO outlet teams

• Part of the management team and leadership group of Best Foods
• Lead 1280 Cr sales with 280 COCO stores, opened 35 new exclusive stores, 950 Vendors & 400 TF
• Lead 200Cr sales with Digital marketing team of 25 DMs.
• Introduced Ready to Eat and RTD categ., yearly 15Cr new Business
• Launched & est. brown rice for Diabetics, yearly 10Cr new business
• Engaged 350 sports trainer chain for sports nutrition brands
• Nutritional advisor, National conferences & key note speaker ASSOCHAM, CII events.

Market Segment : FMHG, OTC, Biopharma, Hormones, Devices, IVF

PnL, Budgeting Head : Sales & Mktg, D2C, CSO & NBD teams

• Part of the management team and leadership group
• Lead B2C 330Cr business with 9% YOY registered various products with SARRC & APAC nations.
• Build D2C business & registered sales of 25Cr with E-commerce
• In-licensed VENOFER (Iron sucrose Inj), established Swiss VIFOR-PCA, NBD 150Cr
• In-licensed TORAMYXIN from JAPAN, TORAY, unique medical device for SSM.
• Introduced and lead CSO business, 30Cr new sales revenue
• Lead Medical nutrition & general nutrition segment
• PnL International markets : S.Korea, China, Indonesia, SAARC
• Key note speaker at various CME, RTM, international conferences

Market Segment : Medical Nutrition, Cardio, Diabetic, Respiratory, OTC

PnL & Budgeting Head: Marketing & NPD teams

Assigned with challenging task to develop co-Rx products to encash cash cow brands and grow loyal Rx KOL business

• Lead 500Cr product portfolio, 21% growth YOY
• Launched 3 new categories and 7 new products, added 21Cr
• Conceptualized and established CO-RX concept : Anxiety Vs Hypertension, captured 80% market share, ETIZOLA Brand stood No.1
• Spearheaded Neuropsychiatry sales & marketing function of one of the SBUs which markets cardiovascular portfolio

Market Segment : Onco, OTC, NeuroPsychiatry, critical care, Antibodies-MAB

PnL & Budgeting : Brand portfolio, New launches

• Management assigned special task to revive the 20% de-growing portfolio, successfully carved out AVENZA the new psychogeriatric vertical, registered 15% YOY growth by initiating psycogeriatric advisory group in India.
• Lead 350Cr sales portfolio with team of 65 KAMs
• Launched 2 new categories and 5 new products, added 18Cr
• Established PGA -Indian scales, ALZIL, Valprol ranked No.1 with 65% MS, 25Cr NBD
• Established Indian psychogeriatric advisory group with leading KOLs and setup 320 Ideal clinics across India

Market Segment : OTC, HoReca, Ayush, IVF, Ortho, Respiratory

PnL & Budgeting : Brand portfolio

successfully overcome the low profitability (5%) challenges by introducing Brand building strategy, pruning non moving products and launching 1st OTC portfolio, profitability increased to double digit(12%).

• Conceptualized & launched 1st OTC portfolio, added 13 Cr new business through HoReca sales channel
• Lead B2C portfolio of 165Cr, 3 NPD (5Cr new business)
• Introduced B2B institution portfolio
• Successful to reduced 20% excess inventory and 8% expiry challenges.

Market Segment : Nutrition, Antibiotics, Derma, OTC, Ortho, Surgicals

• Delivered annual sales budget of 20Cr with 22% YOY growth
• Conceptualized Reconia as Co-Rx brand with leading MD/PHY, later on the concept was developed by marketing team and introduced REVITAL -OTC brand
• Captured 60% MS with CEPODEM, MOXCLAV
• Zonal Sales on job trainer/cordinator for freshers