KUSHAL ROY

Responsibilities: Leading the Consumer & Insight division for Ice cream & coffee category.

Previous role entailed responsibilities to chalk out business and communication strategies across Foods, Refreshment & Personal care portfolio.

• Shifting long term Brand objective for Bru, in underdeveloped geographies to activate massive growths.
• Decoded modern take on Love in the changing spectrum for Indian youth and subsequent brand choices.
• Prioritizing geographies to place branded Ice cream cabinets, through large scale availability track and long term cost savings.
• Hellmann’s Mayonnaise India launch: Market Sizing and entry strategy, based on Trigger & barrier learning.
• Defining Brand Purpose for Kissan, by identifying social tension points leading to strong equity building campaign
• Fundamental understanding of Tamil Nadu consumers and their psyche to chart out business plan in a key market across HUL.

Responsibilities: Handling quantitative research projects end to end including design, analysis & actionable recommendations.

• Usage & Attitude study of patients suffering from Type 2 diabetes for a pharmaceutical company leading to a new innovation.
• App Usage and understanding for a leading e-commerce platform leading up to a vernacular app launch

• Communication Tool Effectiveness Study to evaluate the best form of store level communication for a cigarette brand.
• General Consumer Survey/Census for tobacco category across markets, to gain comprehensive end to end market insights.

• Study on visibility & impact of POS/POP materials across various retail environments
• Shelf Search Behavior study for the deodorant category.

Test market launch of private label 100% Rice bran oil- 1st of its kind in India.

Looked after entire launch pipeline from branding, pricing, distribution et al.