Jayasurya Tsunduru
Marketing Professional
Mumbai
Summary
Strategic and results-oriented sales and marketing leader with over 25 years of experience in lubricants marketing, brand management, business development, startup innovation, and energy transition. Proven expertise in launching and scaling products, expanding national distribution networks, and driving profitability in B2B and B2C segments. Recognized for building high-performing teams, designing winning strategies, and fostering partnerships with government, startups, and large enterprises. Adept in driving initiatives aligned with future-ready, sustainable energy and digital innovation.
Overview
26
26
years of professional experience
6
6
years of post-secondary education
3
3
Languages
Work History
Business Development Specialist
Hindustan Petroleum Corporation Ltd. (HPCL)
01.2021 - Current
- Leadership, Innovation & Recognition
- Positioned HP Udgam as a PSU innovation leader; secured “Most Popular Maharatna PSU for Startup Investments” and 2 CII Digital Excellence Awards.
- Represented HPCL at IIMB, Vigyan Bhavan, and Shell Changemakers Forum; led high-visibility campaigns and summits.
- Startup Investments & Innovation
- Onboarded 10+ startups under HP Udgam; led design of HP Sahayog and India’s first PSU-led cleantech startup challenge.
- Oversaw startup disbursements, due diligence, and program scaling for innovations in clean tech and NFR retail.
- Green Energy & Hydrogen Partnerships
- Deployed 50+ EV battery swap stations; won FICCI’s Innovation in Urban Mobility Award.
- Facilitated strategic MoUs with Exponent Energy, Godi, LogisticsNow, BHEL, and MahaGenco for green hydrogen, e-fuels, and marine applications.
- Strategic Projects
- Signed MoU with Andhra Pradesh Govt. to develop cold storage and fuel infra at Juvvaladinne fishing harbour; secured land for HPCL.
- Developed a Build-to-Suit warehousing model to monetize 100+ acres of idle land with CBRE; attracted clients like Amazon, Flipkart, and Reliance.
- Proposed HPCL’s in-house Insurance vertical aligned with MoF-GOI norms; coordinated with CoSec and CFD.
- Led pilot of door delivery of HSD in 20L containers for MSMEs and agriculture; initiated development of 26L upgraded version.
State Head – Lubricants, Gujarat
HPCL
01.2019 - 01.2021
- Achieved highest-ever profit and sales for the region during the pandemic.
- Increased HPCL’s market share from 53% to 58% via aggressive growth in automotive lubes.
- Commissioned India’s most advanced lube warehouse (32,000 sq. ft) in 5 months; enabled Gujarat’s first last-mile lube delivery system.
- Recognized with 3 employee promotions, RMC 2021 Award, and 2 SBU Head Awards.
State Head – Lubricants, Andhra Pradesh & Telangana
HPCL
01.2013 - 01.2019
- Delivered record volumes and margins in Consumer and Retail Lubes; consistently exceeded AOP targets.
- Won and expanded tender businesses: MRF, APSRTC, TSRTC, BHEL, SCCL.
- Executed tie-ups for high-margin Power Brands; 86 MT volume—3rd highest nationally.
- Commissioned 5+ Lube Distributors and 3 CFAs; drove consistent channel expansion.
Area Sales Manager – Lubricants
HPCL
01.2000 - 01.2013
- Marketing & Business Development
- Led long-term brand strategy for HP Racer2, Racer4, Gear Drive, Pump Set Oil.
- Developed national ATL/BTL campaigns, dealer incentive programs, and pricing models.
- Consistently reversed declining trends and grew premium segment market share.
- Brand Management & Product Launches
- Launched new SKUs based on consumer behavior; worked closely with R&D and design teams.
- Positioned Racer4 as India’s #2 two-wheeler 4T oil brand.
- Transitioned pricing model from markup to value-based pricing, improving profitability.
- Media Planning & Advertising
- Managed ad budgets of ₹10–20 Cr; handled major campaigns across TV, digital, and print.
- Produced ‘Zindagi Nahi Rukti’ brand film and Racer4 Bike Challenge on Star News.
- Partnered with Leo Burnett, JWT, Digitas, Mudra for 360 campaign development.
- Channel Management & Distribution
- Established 2400 KL/year lube sales across AP & TN via 20+ channel partners.
- Enabled CFA and LD network expansion with performance-linked recognition programs.
- Key Accounts & Government Tenders
- Managed key accounts: MRF, TPCIL, Concorde Motors, BHEL.
- Played lead role in tender wins with APSRTC, TSRTC, SCCL; improved share YOY.
- Team Leadership & Training
- Trained field officers and distributor teams; built lean but high-impact regional teams.
- Directed 120+ sales staff across four regions; known for strong mentoring skills.
Education
MBA - Marketing
01.1996 - 01.1998
B.Sc. - Agriculture
01.1986 - 01.1990
Skills
Lubricant sales strategy development
B2B and B2C marketing
Campaign management and media buying
Channel development
Strategic product development
Infrastructure planning for electric vehicles
Building relationships with government stakeholders
Energy transition expertise
Startup strategy
Leadership development
Timeline
Business Development Specialist - Hindustan Petroleum Corporation Ltd. (HPCL)
01.2021 - Current
State Head – Lubricants, Gujarat - HPCL
01.2019 - 01.2021
State Head – Lubricants, Andhra Pradesh & Telangana - HPCL
01.2013 - 01.2019
Area Sales Manager – Lubricants - HPCL
01.2000 - 01.2013
Indian Institute of Management, Bangalore - MBA, Marketing
01.1996 - 01.1998
Andhra Pradesh Agricultural University - B.Sc., Agriculture
01.1986 - 01.1990