Jharna Adnani

• Lead Trade Marketing strategy across Retail and Offline D2C channels, driving shopper engagement, sell-out growth and market share for a ₹1,700+ Cr business.
• Govern ₹100+ Cr Trade Marketing budget, optimizing retail visibility, planogram compliance, promotional ROI and channel performance through data-driven execution.
• Drove joint business plans (JBPs) with key modern trade partners, achieving category growth through annual calendars, new launches, seasonal activations and exclusive channel initiatives.
• Developed and executed retail visibility programs across modern trade and general trade through shop-in-shops, permanent fixtures, POSM and visual merchandising, strengthening brand presence in 12,000+ outlets.
• Lead the Affordability Charter, leveraging EMI, long-tenure financing and cashback programs to achieve a 30% finance attach rate and 58% sell-out growth.
• Scale consumer engagement through 1,200+ annual RWA and community activations, generating qualified leads and contributing 10% of the Direct Sales business.
• Partnered with sales, category, product, marketing and supply chain teams to ensure flawless GTM execution and successful product launches, maintaining consistent in-market excellence.

• Led national sell-out operations for a ₹600+ Cr business across 1,500+ retail outlets, driving secondary sales growth through execution excellence and channel productivity initiatives.
• Enhanced productivity of 1,500+ in-store promoters (ISPs) by 12.5% through performance management, capability development, and targeted incentive programs, driving increased sales effectiveness.
• Digitized field execution by launching a mobile application to monitor sell-out, display compliance, planogram adherence and competitive intelligence, enabling real-time performance tracking and faster decision-making.
• Generated incremental sales from non-promoter stores by implementing Store Manager Incentive programs, broadening category reach, and boosting sell-out in underserved outlets.
• Developed standardized training modules for product knowledge, grooming, and customer engagement, reducing monthly regrettable attrition from 4.0% to 3.5%, which strengthened frontline capability and ensured consistent retail execution.

• Spearheaded India market entry strategy for upright vacuum cleaners and fully automatic espresso machines, conducting consumer, trade, and competitive assessments to determine optimal product portfolio from BSH's global range.
• Designed end-to-end GTM roadmap encompassing portfolio architecture, pricing, service readiness, consumer communication, and channel strategy, facilitating successful commercialization across retail and kitchen specialist channels.
• Executed national launch in key metro cities, securing placement in leading modern trade chains and premium modular kitchen outlets to establish Bosch brand in two new product categories.

• Defined the Aquaguard product portfolio across Electric and Non-Electric Water Purifiers, driving category strategy through consumer insights, market trends, competitive benchmarking and portfolio optimization.
• Developed GTM strategies across Direct, Retail and E-commerce channels, leveraging the 4Ps (Product, Price, Placement & Promotion) to drive topline growth and market share.
• Led end-to-end New Product Development, from consumer need identification and concept validation to design, R&D collaboration, customer trials and commercial launch.
• Partnered with Design, R&D and external technology agencies to translate consumer insights into innovative products, ensuring timely commercialization and superior consumer experience.
• Built data-driven category strategies using market share analytics, competitive intelligence, field immersions and post-purchase consumer feedback to strengthen portfolio.
• Designed launch plans and marketing toolkits for new product introductions, ensuring effective market activation across Direct, Retail and E-commerce channels.
• Enhanced digital shopper experience through A+ Content, product demo videos and virtual demonstration tools, driving online product discovery and consumer engagement.

Key Achievements

• Rationalized the Aquaguard portfolio from 192 SKUs to 40 SKUs, while maintaining sales volumes and gross margins.
• Increased contribution of New Product Development to 52% of Water Category sales, driving market share growth from 25.5% to 32.3%.
• Developed and implemented the Product Line Architecture for Aquaguard across Direct, Retail and E-commerce channels.

• Managed an ₹8 Cr premium kitchen appliance business, driving category growth across Retail and Distribution channels in Mumbai and South Gujarat.
• Introduced Chef Experience Demonstrations, transforming the consumer buying journey and increasing conversion rates from 25% to 70%.
• Influenced purchase decisions by building a strong ecosystem of architects, interior designers and kitchen studios, enhancing premium brand visibility and specification-led sales.
• Led channel development initiatives for the Built-in Kitchen Appliances portfolio through dealer marketing, consumer activations and retail promotions.
• Developed dealer capability and engagement programs through product launches, technical training, incentive schemes and recognition initiatives, strengthening channel performance.