RAJAT HANDA

Crispello

• Propelled brand growth from $24MM to $40MM, solidifying a distinctive and impactful identity within the chocolate category.
• Achieved substantial share gain, and tripled household penetration. Implemented recipe renovations to improve brand profitability.
• Strengthened brand equity through innovative positioning on 'Breaks'. Amplified proposition to integrate into youth culture via IMC, and pack activations.
• Launched a ₹20 pack to strengthen consumption. Drove recruitment in rural areas through a ₹5 pack, and established brand presence across omnichannel through a Treat-sized bag.

Cadbury Dairy Milk

• Developed an innovative national platform allowing consumer personalization of Cadbury's offerings, boosting brand affinity. Secured 6.5MM entries from over 4MM participants. Drove the introduction of two limited-edition flavors, yielding $3MM in incremental revenue.
• Launched Cadbury Dairy Milk Bites and Nutties, capturing the $85 million bite-sized market in India. Introduced Cadbury Assorted and Variants Home Treats to expand 'Treatsize' portfolio and drive in-home consumption.
• Developed brand campaigns targeting category penetration in West Bengal. Fused CDM with 'Mishti' to drive brand relevance. Created a YouTube IP, amassing 80K+ subscribers.
• Drove brand relevance through the successful #ThankYouFirstCoach campaign, which celebrated the unsung heroes behind cricket stars.
• Launched the #SitTogether campaign, embodying the brand's core value of generosity by promoting cricket as a shared, joyful experience.

• Developed chocolate category strategy, managing trade budgets and shopper marketing for increased profitability across channels.
• Over-delivered on the annual plan, driving over 65% growth in the premium portfolio, with a +2.1 market share increase.
• Spearheaded gifting season strategy, resulting in 20% growth through targeted trade plans and shopper activations.
• Introduced influencer store model to enhance engagement and penetrate rural markets, piloting in 1,200 stores across India.

• Supervised a team of field sales representatives in deploying the sales strategy, strengthening business relationships, and creating an annual business unit plan to meet channel revenue KPIs.
• Oversaw $20MM FMCG business in North Bengal, Sikkim, and Bhutan, directing a team of over 100 across 40 distributors.
• Surpassed the annual plan by 105%, generating over 35% YoY growth, and achieving a 13% CAGR vs 2019

• Oversaw $14 million FMCG operations in Nepal as Country Manager, leveraging an importer-led model.