Summary
Overview
Work History
Education
Skills
Accomplishments
Personal Information
Languages
Market Exposure
Education Credentials
Timeline
Generic
Jalaj Rana

Jalaj Rana

Meerut

Summary

Strategic FMCG Sales & Business Development Leader with 20 years of experience in Country and Regional P&L Management across India and Nepal. Expertise in driving revenue growth, building distributor networks, and leading high-performing teams. Achieved significant revenue increases in competitive markets while ensuring financial governance. Open to leadership opportunities within growth-oriented FMCG organizations.

Overview

20
20
years of professional experience

Work History

Country Sales Manager / Sr. Sales Manager

KRBL LIMITED
Kathmandu
05.2024 - 06.2026
  • End-to-end P&L ownership of Nepal business covering sales, business development, distribution design, and team execution.
  • Led direct team of 5 TSMs and 3 MT Officers, coordinating with importer partners and national field force to drive sales initiatives.
  • Designed and implemented a Hybrid Distribution Model (Distributors + Traders/Wholesalers) across GT, HoReCa, and MT channels covering Tarai, Hills & Mountain regions.
  • Executed Joint Business Plans (JBPs) with Modern Trade & SAMT chains, enhancing shelf visibility and increasing brand throughput.
  • Collaborated with Marketing, Finance, SCM, Legal, and HR teams to ensure compliance and support forecasting for sustainable business growth.

Regional Sales Manager / Area Sales Manager

UNILEVER NEPAL LIMITED
Kathmandu
12.2018 - 04.2024
  • Managed GT business across Western & Eastern Nepal, optimizing DMS/SFA systems for enhanced operational efficiency.
  • Led and managed a large field force comprising 2 ASMs, 14 TSOs, 37 Supervisors, and 178 DSRs.
  • Drove distributor productivity and expanded numeric & weighted distribution, contributing to significant TDP growth.
  • Partnered with Brand & Customer Marketing teams to enhance promotion ROI and elevate in-store execution standards.
  • Personally managed strategic key distributors and high-impact retail outlets.

National Sales Manager / Sr. Sales & Marketing Manager

UNITED DISTRIBUTORS NEPAL/Suyash International
Kathmandu
08.2015 - 11.2018
  • Headed nationwide GT & MT sales operations with 107 distributors across Tarai, Hills & Mountains.
  • Led a 36+ member sales team with full ASP and topline revenue responsibility.
  • Established sales forecasting models and evaluation systems that enhanced distributor performance and informed strategic planning.
  • Spearheaded hiring and training initiatives that developed field team capabilities and strengthened leadership pipeline.

Area Sales Manager

PEPSICO INDIA
Delhi-NCR, Western Uttar Pradesh
04.2014 - 07.2015
  • Managed sales and business development for Delhi-NCR and Western UP, increasing market share through strategic initiatives.
  • Expanded whitespace distribution and strengthened key account partnerships, enhancing overall sales channels.
  • Directed field execution and team productivity, ensuring strict adherence to KPIs to achieve sales targets.

Territory Sales Officer

HINDUSTAN UNILEVER LIMITED
07.2010 - 03.2014
  • Spearheaded pilot territory for 'Xpress' (HUL JV with Tata Docomo Teleservices) in North India, establishing operational benchmarks.
  • Delivered ₹3.8 Cr monthly business volume across ~14,000 rural retail outlets.
  • Managed 8 distributors and sales field force, overseeing 14 Rural Sales Promoters across rural UP networks.
  • Ensured merchandising compliance and upheld Perfect Store norms, driving field execution standards across retail networks.

Customer Sales Executive

Varun Beverages Ltd
01.2008 - 12.2010
  • PepsiCo
  • Provided exemplary service to enhance customer satisfaction and loyalty.
  • Guided customers in product selection and addressed inquiries to enhance shopping experience at Varun Beverages.
  • Executed sales transactions with accuracy and efficiency using Point of Sale systems to ensure smooth customer transactions.

Customer Business Developer

3M India Ltd
01.2006 - 12.2008
  • Scotch-Brite
  • Analyzed market trends to identify new business opportunities, driving targeted growth initiatives.
  • Developed strategic partnerships with key stakeholders, resulting in expanded market reach.
  • Collaborated with cross-functional teams to enhance product offerings, improving customer satisfaction and retention.

Education

Bachelor of Commerce (B.Com) - Accounting & Business Management

Meerut College
Meerut

Diploma in Computer Management / IT -

Tuples
Meerut

Skills

  • P&L Ownership
  • GTM strategy
  • Market Penetration
  • Channel Optimization
  • Sales Forecasting
  • Demand Planning
  • Supply Chain Alignment
  • Numeric Distribution Expansion
  • Weighted Distribution Expansion
  • Business Development
  • Key Account Management
  • Sales Team Development
  • Talent Development
  • Stakeholder management
  • Business planning

Accomplishments

  • KRBL Ltd.: 4X Business Scale-Up: Scaled Nepal operations from early-stage setup to a ₹50 Cr+ annualized business (₹12 Cr → ₹50 Cr) within 18 months.
  • KRBL Ltd.: Network Expansion: Onboarded 62+ distributors (GT/MT/HoReCa) and 80+ wholesalers, expanding retail reach to ~10,000 outlets (6,000 direct + 4,000 indirect).
  • KRBL Ltd.: Product Launches: Successfully launched India Gate Premium 20 KG Bulk Pack, driving it to contribute ~60% of total revenue (~₹30 Cr). Introduced multiple NPIs generating ₹6 Cr (~12%) incremental revenue.
  • Unilever Nepal: Delivered 18–20% average annual growth, consistently outperforming market benchmarks.
  • Unilever Nepal: Honored with the prestigious Five Fingers CEO Award.
  • Unilever Nepal: Earned Top-Quartile Performance ratings for 3 consecutive years (2020–2022) - Region/Team Area
  • Unilever Nepal: Fast-track promotion from Area Sales Manager to Regional Sales Manager within 2.5 years.
  • Britannia Nepal: Delivered 100%+ growth in Kathmandu Valley business (scaling monthly average from ₹4.0 Cr → ₹8.5 Cr).
  • Britannia Nepal: Scaled overall national business volume from ₹12 Cr → ₹18 Cr/month (1.2 Lacs+ Cases).
  • PepsiCo India: Delivered ₹30 Cr annual revenue with 45% YoY growth.
  • PepsiCo India: Doubled direct outlet coverage from 18,000 → 33,000 outlets.
  • HUL: Won Award for successful launch and execution in the Xpress Launch Pilot Territory (HUL JV with Tata Docomo Teleservices) in North India Branch.
  • HUL: Earned the Star Execution Award (2012–2013) for achieving highest Perfect Store and FOS scores across North Branch.
  • VBL: Won Study Trip to Egypt in PepsiCo Cola share war contest, delivered 158% volume growth in 2009 over 2008.
  • 3M India: Awarded the 'North Lion Award' for 3 consecutive quarters by delivering highest growth (~120%).

Personal Information

  • Title: Senior Sales & Business Development Leader
  • Date of Birth: 02/01/84

Languages

  • English
  • Hindi
  • Nepali

Market Exposure

  • India (North)
  • Nepal

Education Credentials

  • Bachelor of Commerce (B.Com), Accounting & Business Management, Meerut College, CCS University
  • Diploma in Computer Management / IT, Tuples, Meerut
  • Executive Certifications, Rules for Rising Leaders, Improving Your Listening Skills

Timeline

Country Sales Manager / Sr. Sales Manager

KRBL LIMITED
05.2024 - 06.2026

Regional Sales Manager / Area Sales Manager

UNILEVER NEPAL LIMITED
12.2018 - 04.2024

National Sales Manager / Sr. Sales & Marketing Manager

UNITED DISTRIBUTORS NEPAL/Suyash International
08.2015 - 11.2018

Area Sales Manager

PEPSICO INDIA
04.2014 - 07.2015

Territory Sales Officer

HINDUSTAN UNILEVER LIMITED
07.2010 - 03.2014

Customer Sales Executive

Varun Beverages Ltd
01.2008 - 12.2010

Customer Business Developer

3M India Ltd
01.2006 - 12.2008

Bachelor of Commerce (B.Com) - Accounting & Business Management

Meerut College

Diploma in Computer Management / IT -

Tuples
Jalaj Rana