PRIYADARSHINI BALIREDDY
Business Leader | FMCG & Retail | Built & Scaled Businesses From Scratch | ₹28 Cr/month | 30K+ Outlet Expansion | GTM & Distribution Expert
Hyderabad
Summary
Result-driven Sales & Business Leader with 25+ years of experience across FMCG, Retail, and Telecom sectors. Proven track record of building businesses from ground zero, delivering aggressive revenue growth, and leading large-scale distribution expansion across AP & Telangana. Strong expertise in go-to-market strategy, multi-channel execution, and high-performance team leadership.
Overview
25
25
years of professional experience
3
3
Languages
Work History
Area Manager – Sales
Reliance Consumer Products Limited
Telangana, India
09.2022 - Current
- Spearheaded end-to-end launch of Campa Cola business across Telangana, building operations from ground zero
- Appointed and scaled distributor network across Telangana and Hyderabad ensuring strong supply chain execution
- Grew business to ₹28 Cr monthly revenue within a short span in a highly competitive beverages category
- Expanded numeric distribution to 30,000+ outlets in Hyderabad through strong channel development
- Activated and scaled multiple channels including Retail, Wholesale, Key Accounts, and Institutional (Colleges)
- Led market development initiatives including outlet onboarding, visibility, and execution excellence
- Initially handled entire Telangana and currently leading Hyderabad city operations
Assistant Vice President - B2B Sales
Redberry Retail Pvt Ltd.
04.2021 - 06.2022
- Part of the senior leadership team having developed the overall business strategy and responsible for on - ground delivery.
- Developed a two-way working relationship with the Kirana segment and proud to onboard 2,600 Kirana outlets per cluster in under 3 months (Deep understanding of their key pain points and providing solutions, empowering them to stay relevant and competitive in the market place).
- Identified over 500 like-minded retailers for conversion into potential franchisee.
- Developed the Go to Market strategy, implementation and review process for B2B + Ecommerce channel.
- Developed the end-to-end system process flow in Gofrugal software (where I was the lead SPOC for the business) for on-ground implementation and review.
- Supported the B&M team to deliver 0.4% scanned margins in FMCG & Staples by identifying and on-boarding multiple vendors across locations.
- One of India's first Omni channel B2B2C Ecommerce Retail Supply Chain Services Company in the business of transforming Indian Retail in Tier II and Tier III towns
Assistant General Manager - AP&T
Kaleesuwari Refineries Pvt Ltd.
09.2019 - 09.2020
- Delivered 10x sales growth in AP and Telangana within a year.
- Established Gold Winner as a strong contender in GT and MT across AP and Tel.
- Established a strong distribution network - Signed up and built a healthy working relationship with 880 distributors and 10 C&F agents in AP & Telangana.
- Retained, groomed and developed a strong team of 30+ members to deliver extraordinary growth and arrested the high attrition rate in the company.
- Market Leader in Edible Oil in Tamil Nādu and Karnataka
Regional Sales Manager
VLCC Personal Care Ltd.
04.2018 - 03.2019
- Turned around the business to deliver 40% sales growth across the 4 states of AP, Telangana, Chhattisgarh & MP (3 of 4 states moved from the red to deliver strong +ve growth).
- +234% growth in outlet penetration.
- Revived relationship with key account partners through better engagement, marketing support and activations in addition to providing BAs in the key outlets to support growth.
- Leading Cosmetic Brand in the Country
Assistant General Manager - Sales Enablement
Vodafone Mobile Services Pvt Ltd.
09.2016 - 03.2018
- Set up strong governance processes and improved sales force efficiency resulting in secondary billing improvement from 32% to 83%.
- Developed and delivered training programs and modules for Area Managers and Territory Sales Officers basis onground learning.
- Improved the output of the frontline sales team and managers through impact led L&D programs.
- Improved the sales output through effective Reward and Recognition programs, driving the right behavior amongst trade and sales force teams.
- Ensured all the team members earn and utilize their Sales Incentive plans and handhold teams who are not able to earn them. Increased sales incentive penetration from 29% to 78% and utilization from 52% to 115%.
- Generated the highest Trade Engagement Score (TSAT) of 97.8% reflecting the high level of engagement and satisfaction amongst the trade partners & outlets.
- Also delivered Work force Safety of all sales force by driving safety as a process.
- Global Leader in Telecom Sector
General Manager Sales - South
Manpasand Beverages Pvt Ltd.
09.2015 - 07.2016
- Started business in south from scratch generating a business of 4.80 cr in a span of 2.5 months.
- Regional Beverage Player
Zonal Channel Manager - AP & TS
Hindustan Coca-Cola Beverages Pvt Ltd.
03.2012 - 09.2015
- Improved incidence of consumption through improved planning and development across trade channels- GT, E&D, Institutions, At-work, MT through focused development and delivery of channel specific consumption driving programs.
- Improved visibility and share of shelf in partner outlets for all brands across trade channels resulting in a significantly improved activation score of 9 from the earlier lows of 4 (on a score of 10).
- Delivered +1% Market share in AP and Telangana by identifying Gaps and Growth Opportunities in across various channels using PITA model.
- Delivered incremental business through innovation.
- Teen recruitment and Festival activation resulting in incremental volume of 135131 cases.
- Specially focused activations by trade channel to increase incidence: Pitcher promo, Crew incentive, Hi offer in teens etc.
- Developed new display elements that were cost effective and innovative.
- Global leader in Beverages
Sales Operations Manager
Mars International India Pvt Ltd.
02.2009 - 03.2012
- Doubled the sales volume and rebuilt the business model from scratch, establishing a strong, sustainable and profitable business.
- Formulated & implemented strategic business plans addressing the consumer needs to achieve sustainable sales, enhanced customer service, improved market share and delivery of higher profit.
- Identified a new route to market 'Cost plus model' for stabilizing business in Hyderabad.
- Built a strong distribution network for wide product reach.
- Identified and grew the right talent, coached them to build capabilities.
- Global Leader in Confectionery and Pet care
Manager Marketing
Reliance Retail Ltd.
05.2006 - 02.2009
- Responsible for driving walk-ins into the stores through innovative promotions, customer loyalty programs and activities (bill busters).
- Supporting category and operation teams with promo efficiency data, catchment analysis, customer feedbacks, competition and market information.
- Cost optimization through better sourcing, scheduling and production of all sales and marketing material (In house artwork & creative led to saving of Rs 7 lakhs p.a).
- Generated additional income through space selling.
- India's largest, leading Retail chain.
Category Manager - FMCG FOODS
Max Hypermarket India Pvt Ltd.
11.2005 - 05.2006
- Responsible for top line and bottom line of the category through: Strategy development for categories, Negotiating terms of trade with companies, Space management, Planogramming and stock management, Developing promotional calendar.
- Global Hypermarket Chain.
Sales Operations Manager
Effem India Ltd.
06.2004 - 11.2005
- Responsible for achieving topline sales.
- Efficient distributor, beat management, manpower management and sales planning.
- Received 'Certificate of Appreciation' and nomination for 'Make the difference Award, 2005' for identifying 'scooping sales' as an opportunity to grow business and initiating it.
- Restructured distribution system in Andhra market, which facilitated in achieving better business.
- Commended for increasing the sales from 19 tonnes to 37 tonnes.
- Global leader in Confectionary and Pet care
Senior Channel Executive
Hindustan Coca-Cola Beverages Pvt Ltd.
06.2001 - 06.2004
- Key Accounts Management-Activated and handled Key Retail outlets with regards to supplies, merchandising, designing, developing and executing promotions and promotional material.
- Outstanding control, Budget Analysis, Measuring promo efficacies.
- Won the All India 'Catch the challenge' contest in the year 2003.
- Achieved KO role model certificate for consistent performance in the year 2004.
- Commended for opening and identifying new channel for business like fuel stations for vending our products.
- Commended for single handedly handling 'Unity of light' event, right form initiation to execution.
- Awarded the best performer award for the year 2003 for generating 150% growth in Modern Trade.
- Global leader in Beverages
Education
PGDMB - MARKETING
Vignana Jyothi Institute of Management
01-2001
B Com - undefined
Deewan Bahadur Padma Rao Mudaliar Women's College
01-1999
Diploma in Software Technology - undefined
CMC
Skills
Business Strategy & Planning
Sales & Revenue Growth
Distribution & Channel Development
Go-To-Market Strategy
Key Account Management
Team Leadership & Capability Building
Retail & FMCG Operations
Market Expansion (AP & Telangana)
Vendor & Stakeholder Management
Interests
Energy work
Tarot reading
Personal Information
Date of Birth: 1979-05-07
Timeline
Area Manager – Sales
Reliance Consumer Products Limited
09.2022 - Current
Assistant Vice President - B2B Sales
Redberry Retail Pvt Ltd.
04.2021 - 06.2022
Assistant General Manager - AP&T
Kaleesuwari Refineries Pvt Ltd.
09.2019 - 09.2020
Regional Sales Manager
VLCC Personal Care Ltd.
04.2018 - 03.2019
Assistant General Manager - Sales Enablement
Vodafone Mobile Services Pvt Ltd.
09.2016 - 03.2018
General Manager Sales - South
Manpasand Beverages Pvt Ltd.
09.2015 - 07.2016
Zonal Channel Manager - AP & TS
Hindustan Coca-Cola Beverages Pvt Ltd.
03.2012 - 09.2015
Sales Operations Manager
Mars International India Pvt Ltd.
02.2009 - 03.2012
Manager Marketing
Reliance Retail Ltd.
05.2006 - 02.2009
Category Manager - FMCG FOODS
Max Hypermarket India Pvt Ltd.
11.2005 - 05.2006
Sales Operations Manager
Effem India Ltd.
06.2004 - 11.2005
Senior Channel Executive
Hindustan Coca-Cola Beverages Pvt Ltd.
06.2001 - 06.2004
B Com - undefined
Deewan Bahadur Padma Rao Mudaliar Women's College
Diploma in Software Technology - undefined
CMC
PGDMB - MARKETING
Vignana Jyothi Institute of Management