Jayasurya Tsunduru

Work History

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.

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.

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.

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.