Prathamesh Pandurkar

Cipla Vista Retail, a new business unit launched in January 2023, is a phygital model aimed at building brands & strengthening Cipla's presence & reach at pharmacies with a strong on ground team of 500 in Metros & Tier 2 to Tier 6 towns across India.

• I am leading the marketing team and responsible for P&L of Retail business, contributing Rs. 300 Cr topline to overall Cipla Generics business.
• Leading & responsible for driving Brand building, activating POSM at retailers, defining KPIs for field force & conducting CRM activations at 1,50,000 retailers to keep them engaged.
• Additionally, leading the wellness portfolio of key OTX & OTC brands- Cheston, Rexcof, Cipcal, Suhagra & Easylax contributing ~Rs. 250 Crores to the overall Generics Business. Responsible for building consumer brand strategy and executing the same for the aforesaid portfolio.
• Led the consumerization of Cheston, a legacy cough & cold brand, after conducting a detailed consumer research, taking the brand on air since last 2 years with multilingual TVC campaign & executing POSM to increase over-the-counter visibility across India.
• Led the consumerization of Easylax, a newly launched laxative brand, after conducting a detailed consumer research, crafting consumer centric communication, taking brand on air since last 2 years with TVC campaign in Hindi Speaking markets to increase the number of trials and driving over-the-counter purchases.
• Leading the consumerization of Suhagra, a sexual wellness brand, by building a robust brand life cycle.
• Led the digital transformation of Cipla Generics business by enabling pharmacists to be able to connect directly with Cipla, buy products and earn rewards digitally under the umbrella named Birbal.
• · Successfully launched and driving Birbal Assist- an AI enabled WhatsApp Chatbot for Retailers. At present, Birbal Assist connects and engages 2,00,000 retailers digitally across 15,000 pin codes.

Played a key role in successfully setting up key projects with agility along with delivering quality results-

• Responsible for setting up marketing function in Cipla Generics Business
• Created strong 5-year pipeline for OTX to OTC switch of two mega brands- Cheston (Cold portfolio) & Rexcof (Cough portfolio) & Cipcal (Multivitamin portfolio).

The project involved identifying the ready to consumerize SKU, obtaining the regulatory clearance for OTC promotion, launching contemporary & OTC brand extensions, creating consumer commutation for the Brands and creating & implementing the marketing plan.

• Led the consumerization for a leading calcium supplement- Cipcal.

Project involved understanding the existing brand standing in the market & establishing future Brand positioning through a detailed market research study across channel and consumers PAN India, creating consumer communication, packaging revamp and creating consumer communication & launching the brand on Social Media- The first social media entry of Cipla Generics.

• Responsible for Kids Nutrition portfolio- Horlicks Growth Plus, Junior Horlicks & Base Horlicks with overall Expert contribution of ~Rs. 90 Crores.
• Responsible for creating Brand strategies & creating in clinic communication for Pediatricians. The unaided top of mind awareness increased from 25% to 30% between December 2019 to March 2020.
• Successfully launched & executed of Pediatric advisory boards with key pediatrics across metros to gather insights and transform into effective brand strategy for 2020.
• Successfully launched Women's Horlicks in Kolkata (with Gynecologists & General/Consultant Physicians) through Expert Team. Responsible for conceptualizing, driving and structuring the Content, KPIs and deliverables for the same.
• Successfully launched ENO Liquids with gynecologists achieving prescriber base of 1200 within 4 months with monthly effective coverage of 2000 controlled chemists.
• Spearheaded the SNEH nutritionists program for engaging & counseling ~2 Lacs consumers annually at Pediatrician and Gynecologist clinics.
• Successfully launched flagship nutrition counseling application called Nutrimeter thereby enabling consumers/ patient to understand their current nutrition intake and improve dietary intake.

• Led a team of 11 Expert Sales Executives (ESEs) for Pain, Respiratory & Oral Care portfolio covering entire Mumbai.
• Responsible for managing & increasing synergy between Expert team & other sales verticals in order to ensure availability & supply of long expiry stocks in the area.
• Responsible for month wise phasing and ensuring primary & secondary sales of Expert driven products through direct and indirect distribution channel.
• Played key role in streamlining GSKCH pharma business in Mumbai and Greater Mumbai trade areas.
• Delivered exceptional performance in executing marketing activations pan India.

• Led a team of 9 ESEs for Pain, Respiratory & Oral Care portfolio in Goa, western & central Maharashtra.
• Successfully set up Pune, Nashik, Goa & Navi Mumbai markets for Pain & Respiratory (PRS) portfolio by achieving significant business base. Delivered highest YTD growth of 57% for PRS brands and 30%+ growth for Oral Care brands.
• Successfully set up Nursing Home (Key Accounts) Business in Goa & tapped key hospitals and nursing homes.

• Led a team of 6 ESEs for Nutrition & Wellness portfolio in Punjab & Jammu.
• Successfully launched Sensodyne Hypernova in Punjab & Jammu.
• Successfully set up Nursing Home (Key Accounts) Business in Jalandhar. Part of the process involved assessing the market potential for Key Accounts business in respective trade areas, identifying and appointing new distributors & streamlining the business for future opportunities.

• Successfully planned and executed marketing campaigns for Sensodyne portfolio.
• Conceptualized and executed quarterly activations for Sensodyne portfolio in Expert.

• Analyzed the assigned market with regards to competitors and thus worked on increasing the market share and market penetration of Frito Lay range.
• Launched new product range: Kurkure Butter Masti & Lays MAXX in assigned market across channels.

• Led a team of regional engineers pan India for maintaining the operational effectiveness of Core Data Networks.