KULDEEP ETANE
Director Product & Growth
Mumbai
Summary
Heading Product, Growth, Marketing & Brand for FanCode Shop, India’s official sports merchandise destination. Overall 16+ years across Automotive and Digital businesses. Conceptualised and incubated brands like Flipkart Home Services, Jeeves Service Marketplace, FanCode Memorabilia. Led multiple strategic and global partnerships. Built scalable businesses that delivered 20x revenue growth across 100+ cities, with the SaaS platform adopted by 4K+, users professionals and ~900 SMEs. IIM Bangalore MBA with expertise in e-commerce, product strategy, e-roadmap execution, compliance, agile delivery, and AI-driven innovation. Proven track record of scaling high-impact digital ventures and building high-performance teams. Experience in managing both Lean and Larger teams, Global Stakeholders and C-suit.
Overview
16
16
years of professional experience
4
4
Certifications
Work History
Director - Product & Growth | D2C E-commerce
Dream Sports
11.2024 - Current
- Company Overview: Popular Brands : Dream11, FanCode, DSG, Sixer, etc.
- Head of Product & Growth, with additional leadership across Marketing & Brand
- Product Vision & Strategy: Defined long-term product vision & roadmap for 12+ D2C, Loyalty & SaaS storefronts, delivering 1.5x seasonal growth. Launched new categories (e.g., India’s first official premium memorabilia store) with New story-led storefront premium UI and consultative selling feature.
- Product Execution & Delivery: Owned end-to-end product lifecycle (ideation to launch to scale). Built experimentation frameworks (A/B, CRM automation, payment optimisations), improving CVR by 40%. Leading Loyalty program for Dream 11.
- Growth, Revenue & P&L: Full P&L owner, delivering 82K+ new transactions, 25K units sold in a month, and 4x GMV growth. Scaled SaaS Business adding New Partners. Reduced CAC by 73% via product-led acquisition & partnerships (CRED, Flipkart, Dream11). Increased conversions +15% through CRM-triggered journeys (WhatsApp, Email).
- People & Org Leadership: Built & mentored cross-functional teams (PMs, engineering, design, data, marketing, ops, finance, legal, CS). Established a customer-first, experimentation-driven culture across the product org.
- Stakeholder & Board Management: Partnered with CXOs on growth strategy, GTM priorities & compliance. Presented roadmaps & business outcomes to leadership to secure alignment & investment.
- Tech & Innovation Leadership: Integrated CRM, loyalty, payments & logistics to accelerate feature velocity. Rolled out analytics stacks (GA, heat maps, A/B) for data-backed prioritisation. Pioneered AI-driven cataloging & personalised recommendations for users improving conversion by ~200%
- Responsible for compliances related to FDI and other requirements.
- Brand & GTM Alignment: Conceptualised and implemented campaigns (e.g., Asli Fan with 56M views, 2.3x traffic growth). Responsible for store merchandising / UI /sale events to drive adoption, brand lift, and revenue growth.
Senior Manager 2 | E-commerce & Service
Flipkart
03.2020 - 11.2024
- Transforming Flipkart’s Service Ecosystem Across B2B, B2C & Re-commerce Verticals: Experience in building businesses Grounds up.
- Built Flipkart’s GIG-based, “Service Marketplace Platform (B2B - New Revenue stream)” and scaled it to 100+ cities, 18+ categories across installation and maintenance services.
- Built SaaS products used by GiG workforce used by 4K GiG workforce
- Lead development, deployment and maintenance of SaaS CRM for service management used by ~900+ SMEs, B2B systems used by 50+ Brands.
- Led Product, P&L, Platform growth, & Strategic Partnership, driving digital transformation, growth & operational efficiency.
- Designed and delivered scalable marketplace product solutions across Service execution, Onboarding, compliance, invoicing, payment, Loyalty and trainings. Driving frictionsless adoption, high retention, and operational trust in a competitive ecosystem.
- Led Re-commerce product transformation (D2C & SaaS): Streamlined exchange flows for mobiles and appliances, reducing friction, validating authenticity of product exchanged and improving conversion.
- Conducted market research, Competitor evaluation to gather and analyze feedback, patterns, and market trends to drive product development.
- Led Integration and product synergy initiatives for Acquired businesses.
Lead Engineer (Product Manager)
JohnDeere Technology Center India, Pune
02.2017 - 03.2020
- Global product portfolio lead, for Next Generation Front-End Equipment and Led Harvester system design for Emerging markets
- Defined Product Requirement Documents (PRDs), subsystem specifications for software and hardware teams to build class leading features in Global Markets
- Worked extensively in cross market product deployment ensuring compliance to local geography and customer requirement.
- Conducted competitive benchmarking, gap analysis, and launched market-specific innovations to drive adoption and market share. Resolved subsystem quality issues that saved USD 3M in warranty cost.
- Oversaw all product stages from concept to launch, securing leadership approval for the long-term plan and ensuring its successful execution.
- Led global teams across10+ Geography's in Engineering, Sourcing, manufacturing and ensured on-time product launches.
Senior Engineer 2 (Product Management)
General Motors India
09.2013 - 02.2017
- Led the product design and development for GM’s global and India market product portfolio.
- Responsible for defining product requirements by understanding both hardware and software specifications, and define testing use cases.
- Launched Tavera BSIV in Indian Market which had a software based engine controller unit. First in the family of Tavera.
- Responsible for vendor evaluation, Product compliance, Bill of Material negotiations, for product development.
- Responsible for change management, and new features launches for Global vehicles in India (Cruze).
Consultant (New Product Development)
Volvo Group Truck Technology
11.2012 - 08.2013
- Consulting: Product consultant for Volvo Global Truck Business.
- Projects: Localisation of components in emerging markets
- Business Development: Scaled business 2X within 8 Months.
Design Engineer (Service Delivery Lead)
Taco Technology Center Limited
03.2010 - 11.2012
- Design Service Lead for Offshore development center of Yazaki Europe and Yazaki North America
- Delivery & Client Relation Management: Responsible for client relationship management, Project Planning, new business growth, and Team management.
- Scaled business from project-based responsibility to Offshore development centre.
Education
MBA -
IIM, Bangalore
01.2023
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Renmin China
01.2022
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EGADE Business School Monterrey
01.2021
Electrical Engineering
RIT, Rajaramnagar
01.2009
Skills
- Direct to Consumer (D2C)
- Product Management
- CRM (WA, Email, etc)
- Data Analytics
- New Product Launches
- Strategic Partnerships
- Digital Transformation
- 360 Marketing
- P&L Management
Websites
Certification
TRIZ Level 1 (TRIZ Association of Asia)
AWARDS
CEO & VP Awards for Customer Excellence at Flipkart (2020), Innovation Award for Digital Onboarding Product at Ekart (2020), Pat-on-the-Back Award at General Motors (2016), Commendable Contribution Award at John Deere (2019)
SPEAKER EXPERIENCES
- Speaker at Indian Institute of Management, Bangalore in Business Strategy class MBA 2024.
- Mentorship MBA College of Alliance University, Bangalore, India, 2024.
- Speaker at a Regional Engineering College RIT, Maharashtra, India on, “Digital Business Opportunities” 2023
BRAND FILM
- LINK: Asli Fan
- Budget: 30 Lakhs (Production) + 5 Cr (Marketing)
- Objective : To establish, merchandise as a part of daily routine. To show depth of selection available on FanCode Shop
VISA
Valid USA B1 Visa
GENERATIVE AI
- Built E2E Website with No-Code Tech
- Website Link
Timeline
Director - Product & Growth | D2C E-commerce
Dream Sports
11.2024 - Current
Senior Manager 2 | E-commerce & Service
Flipkart
03.2020 - 11.2024
Lead Engineer (Product Manager)
JohnDeere Technology Center India, Pune
02.2017 - 03.2020
Senior Engineer 2 (Product Management)
General Motors India
09.2013 - 02.2017
Consultant (New Product Development)
Volvo Group Truck Technology
11.2012 - 08.2013
Design Engineer (Service Delivery Lead)
Taco Technology Center Limited
03.2010 - 11.2012
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Renmin China
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EGADE Business School Monterrey
Electrical Engineering
RIT, Rajaramnagar
MBA -
IIM, Bangalore