Poojalakshmi Venkatkrishnan

Working to shape the growth and identity of India's flagship sugar brand “Madhur Sugar” in the Sweeteners portfolio, with a focus on category & brand growth, digital expansion, and consumer engagement. Key areas managed being

• Market & Brand Leadership : For Market Share retention in key markets & Market share growth in potential markets, driven by a robust Marketing Strategy to aid Sales KPIs.
• Conceptualized, driven & executed the Brand’s first ever “QuickCom Growth Project” on Zepto for a key market in South, by delivering 2X Brand Growth in Market Share within 3 months (in 2025) & eroding Key competition market share.
• Brand Strategy & Marketing Calendar : Timely planning, creative conceptualization & execution of Brand Campaigns and other activations across ATL, BTL, Outdoor & Digital Interventions
• Conceptualized, driven & executed the Brand’s first ever “Cinema Co-Branding” innovation for Diwali’2024, a campaign designed for High Reach, with the objective being conversion of loose/unbranded sugar users to Madhur during the Festive Season. Delivered Impressions to the tune of 7.6M on YT for a 40% VTR, driving Brand Awareness & recall in the festive period.
• Market Research & Consumer Insights : Data-backed decision making by mining inputs from commissioned researches for VOC and Category landscaping.

Spearheaded the Brand’s first ever “Brand Identity Project” with a leading Creative agency, over a series of exhaustive & comprehensive Stakeholder Researches, Retailer Surveys & Consumer FGDs to arrive at the Brand’s Core & Key Positioning.

• Packaging, NPD & Innovation : End-to-end management of all Packaging artwork development for the Brand, deeply ingrained in the tenets of consumer delight, innovation, sustainability & ethical marketing.

Co-conceptualized, executed & rolled out the award-winning packaging innovation “The Good Cut” - a simple design addition, rooted in controlling microplastic pollution that won Baby Blue Elephant Award at the Kyoorius Awards 2025.

• Bronze in the Social Impact category at the Good Ads Matter Awards!
• Corporate Communication & Customer Care : Handling Employer Branding for SRSL on LinkedIn, along with end-to-end Customer Grievance Handling for Brand Madhur.

Proven capability in Brand Management for the Kitchen Appliances Business Unit & NPG Group (Nirlep Cookware-Pressure Cookers - Gas Stoves) with responsibilities outlined herein

• Brand Management: Brand Architecture creation & maintenance for definitive identity, image, awareness & loyalty building - Bajaj Built for Life Rebranding project & Nirlep Pressure Cookers Branding Launch (2021-22)
• Creative Communication: Curated communication designs that encapsulated the product’s key benefit, differentiated offering and brand proposition, with stringent CCPA Compliance.
• Media Planning: Judicious selection of media elements & vehicles (Mainline, Outdoor & Digital) to ensure planned visibility & performance outreach of the tailored campaigns for key categories - Mixer Grinders, Food Processors, Nirlep Cookware etc.
• Digital Assets: Harnessed Digital Tools & Marketing for Brand-Product Communication, facilitated e-business with rich & extensive content support across key Digital Consumer Touchpoints, including e-Commerce.
• Received the “Achieverz” Award (BEL Rewards & Recognition Program) for Excellence in Brand Building for Q3 FY2019-2020

• Drove the Brand Management objectives for all the Business Units of BEL Consumer Products (across 30+ product categories), namely Lighting | Fans | Kitchen Appliances | Domestic Appliances
• Brief stint with Consumer Marketing Insights & Research Function along with the ABM role for Brand Studies, New Product Introduction, U&A studies and other business research interventions through FY2018-19

• Joined as an enthusiastic Campus Recruit for the Product Management of Irons’ Category & learnt about : NPD, pricing strategy, revenue & costing metrics, GTM & Distribution Strategy.