Debjit Mukherjee
Bangalore
Summary
I am a results-driven professional with over 14 years of experience in retail, e-commerce, project management, and ad tech, with a strong track record in business growth and strategic partnerships. My expertise includes project management, negotiations, digital marketing strategy, people management, and category management. I excel in identifying customer needs and developing tailored sales strategies.
Overview
15
15
years of professional experience
1
1
Certification
Work History
Business Development Head | Electronics, Auto Accessories, Beauty & Personal Care, Home
CRED
Bangalore
02.2024 - Current
- Company Overview: CRED is a $6.4 billion leading fintech company in India, with over 14 million members.
- Led four categories to strategize, drive AOP, and form GTM strategy for brands in each category; devised assortment strategy for these categories, and built strategic partnerships with C-suite executives, managing a team of ten KAMs handling over 400 brands.
- Worked with the Product team to improve DNPS for the Store, improve the catalogue structure for the Store, and devise an assortment strategy for categories.
- Worked on building a new format at CRED, enabling video commerce.
- Led Commerce x Fintech strategy and execution.
- Owned business performance: top-line growth, bottom-line growth, customer metrics, and strategic growth initiatives.
- Grew the Ad tech business in CRED rewards and Store from INR 10 million monthly to INR 30 million monthly for the portfolio.
Business Development Head | Electronics, Auto Accessories
CRED
Bangalore
05.2022 - 02.2024
- Company Overview: CRED Store is a curated, member-only commerce store featuring over 1,000 brands offering unique products.
- Devised assortment strategy for electronics and auto accessories category; owned business performance - top-line growth of 300% in GMV year-over-year and 110% in units year-over-year, increased bottom line from nil to INR 5 million monthly through ad tech, incubated new growth vertical, and co-created products for D2C brands.
- Improved CRED Store DNPS: Improved customer experience by increasing product quality NPS from 6% to 42%.
- Scaled business from 20 brands to 150 brands, and 200 SKUs to 1,500+ SKUs, respectively; scaled GMV from INR 300 million to INR 1 billion in electronics and auto.
Senior Manager - Business Development | IOT, Consumer Electronics
Flipkart
Bangalore
03.2020 - 04.2022
- Company Overview: Flipkart is India's largest e-commerce player. It is the biggest international operation of Walmart International, valued at 35 billion USD.
- Owned the P&L for wearable brands; worked towards disrupting the smart wearables market in India through global partnerships, value creation, and customer acquisition at scale; worked with Google, Apple, Qualcomm, Huawei, Realme, Honor, Gionee, Timex, and Motorola.
- Delivered 282% YOY GMV growth, maintaining a 65% GMV market share, and 75% units market share (online commerce) with a business of INR 8,000 million plus.
- Improved in-stock percentage by 5%, maintaining 80% regional utilization, and reduced brand lead time through better forecasting.
- Reduced customer returns by 2.1% monthly, saving INR 15 million monthly; improved regional utilization by 5%.
- Improved the bottom line by 1.8%, scaled up investments through advertising sales by 60%, adding INR 150 million to the bottom line.
Manager - Business Development | IOT, Mobile Accessories
Flipkart
Bangalore
10.2018 - 03.2020
- Delivered 135% YOY GMV growth against category YOY growth of 84%, handling a business of INR 650 million for the year.
- Improved online unit market share of the portfolio from 21% to 70%; GMV market share from 24% to 62% in a year (Jan 2019 - Dec 2019).
- Built an exclusive selection by launching exclusive brands and products as part of a strategy to grow sustainably.
- Improved overall bottom line by 2% in a year; negotiated and received monetization support of INR 10.8 million through digital brand ads.
- Reduced customer returns by 2%, saving INR 10 million monthly; maintained 98% stock availability for the top 30 SKUs throughout the year.
Assistant Manager-Dairy Category, Grocery National
Future Retail Ltd
Mumbai
03.2018 - 09.2018
- Company Overview: Future Retail was India's No. 1 multi-brand retail chain, valued at USD 4 billion (2018).
- Worked for the Dairy category, handling a business with an annual turnover of INR 3,600 million across 280 large format and 615 small format stores.
- Owned the profit and loss responsibility of nine merchandise category classes in dairy; increased year-to-date sales growth (matured stores) by 24%.
- Performed supplier evaluation and registration; negotiated commercial terms and conditions to achieve a 115% category margin target.
- Responsible for merchandising: deciding upon brand mix and promotion mix; planning and implementing buying and sales plan.
Assistant Manager - Business Development
Future Retail Ltd
Mumbai
11.2016 - 09.2018
- Company Overview: Future Services aims to enhance service offerings across retail stores in India.
- Devised a business strategy and launched Future Services in 50 retail stores across India; proposed a growth strategy; managed sales and operations.
- Attained an annualized business turnover of over INR 90 million starting from scratch in the first year; responsible for geographical expansion.
- Acquired top partners: Yatra, Byju's, Career Launcher, Tata Homes, Timesaverz, Netmeds, Medlife, Housejoy, Oyorooms, Lodha Group.
- Worked with the CEO and Operations Head on creating a category operations plan, driving sales, and marketing initiatives.
Assistant Manager - Staples Category, Grocery NCR Zone
Future Retail Ltd
Gurgaon
06.2016 - 10.2016
- Led a team of 23 department managers and over 150 store staff in a business with an annual turnover of INR 1,200 million across 23 retail hypermarket stores in NCR.
- Established Annual Business Plan, Buying Plan, and RGM targets for the category.
- Ensured the achievement throughout the NCR zone.
- Owned the profit and loss responsibility of the Staples category; maintained 90% availability for the top 3,000 SKUs against the target of 85%.
Manager | Power Service Division
Tata Steel Ltd
Jamshedpur
07.2010 - 05.2014
- Company Overview: Tata Steel is one of the largest steel manufacturing companies globally.
- Project Manager: Successfully commissioned the Load Dispatch Centre with a capital expenditure of INR 85 million in Jamshedpur.
- Led a team of 10 members and over 40 third-party members for the end-to-end implementation of SCADA linked to more than 500 HT installations.
- Project Optimization: Devised a material procurement strategy; optimized the project from supply to project delivery, saving INR 20 million.
- Responsible for vendor management, including vendor identification, development, and performance review of suppliers.
- Implemented Automatic Meter Reading in the entire city, reducing system (T&D) loss from 10.8% to 10.1%; saved INR 11 million annually.
Education
PGDM (MBA) -
S. P. Jain Institute of Management & Research
Mumbal06.2016
B.E - Electrical Engineering
Jadavpur University
Kolkata06.2010
Class XII - CBSE
D.A.V. Jawahar Vidya Mandir
Ranchi03.2005
Class X - CBSE
D.A.V. Jawahar Vidya Mandir
Ranchi03.2003
Skills
- Retail Sales and Operations
- E-commerce and modern trade
- Business Development
- Strategic Negotiations
- Partner Management
- Vendor Management, Account Management
- Digital marketing
- Go-to-Market Strategy
- Project Management
- Project Strategy and Procurement
- Category Management
- Demand Planning and Merchandising
- Supply Chain Management
- Inventory planning
- People management
- Team management
- Partnership development
- Revenue growth
Websites
Certification
- Lean Six Sigma Green Belt, Lean Six Sigma Green Belt Certification conducted by KPMG
- Certified Supply Chain Analyst, Certified Supply Chain Analyst by ISCEA
- Advanced Supply Chain Courses, advanced courses in Supply Chain in the Global Fast Track Program at Krannert School of Management, Purdue University
- Marketing in a Digital World, Course Certificate in 'Marketing in a Digital World' by the University of Illinois Urbana-Champaign, Chicago
- Google Analytics for Beginners, Certificate of Completion of Google Analytics for Beginners by Google Analytics Academy, Google
- Google Ads Search, Google Ads Search Certification
Accomplishments
- Value Champion Certificate: awarded the Value Champion Certificate of Excellence for displaying Flipkart values: bias for action, audacity, and customer centricity
- Impact with Innovation Award: won the first Impact with Innovation Award in 2013 in the Power Distribution category by the Indian Chamber of Commerce
Hobbies and Interests
- Travelling
- Cricket
- Travel Blogging
- Adventure
Languages
- English, Native
- Hindi, Native
- Bengali, Native
Personal Information
Title: Business Development Head
Timeline
Business Development Head | Electronics, Auto Accessories, Beauty & Personal Care, Home
CRED
02.2024 - Current
Business Development Head | Electronics, Auto Accessories
CRED
05.2022 - 02.2024
Senior Manager - Business Development | IOT, Consumer Electronics
Flipkart
03.2020 - 04.2022
Manager - Business Development | IOT, Mobile Accessories
Flipkart
10.2018 - 03.2020
Assistant Manager-Dairy Category, Grocery National
Future Retail Ltd
03.2018 - 09.2018
Assistant Manager - Business Development
Future Retail Ltd
11.2016 - 09.2018
Assistant Manager - Staples Category, Grocery NCR Zone
Future Retail Ltd
06.2016 - 10.2016
Manager | Power Service Division
Tata Steel Ltd
07.2010 - 05.2014
PGDM (MBA) -
S. P. Jain Institute of Management & Research
B.E - Electrical Engineering
Jadavpur University
Class XII - CBSE
D.A.V. Jawahar Vidya Mandir
Class X - CBSE
D.A.V. Jawahar Vidya Mandir
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