Sayan Patil
Bengaluru
Summary
Results-driven Sales and Strategy professional with over 7 years of FMCG experience in frontline sales and GTM/RTM strategy. Led high-performing sales teams, drove sales transformation initiatives, and optimized channel performance to achieve growth in urban and rural markets through targeted expansion and extraction strategies.
Overview
12
12
years of professional experience
Work History
Head – Rural business
Britannia Industries Limited
Bangalore
03.2026 - Current
- Driving growth (~12%) of Britannia's ₹5,000 Cr rural business through channel expansion, strategic initiatives, and operational excellence.
- Expanded reach and enhanced sales productivity across low-population markets (<50K), improving market coverage and extraction.
- Driving key transformation projects of urbanization in Rural to bring governance, hygiene, salesmen efficiency, and channel effectiveness.
- Designing and executing strategies for rural distributor (RPD) onboarding, earnings management, and retention.
- Collaborated with cross-functional teams and external stakeholders to ensure delivery of legal, commercial, and supply chain aspects of projects.
- Managed rural salesforce of ~1,500 salesmen, emphasizing capability development, performance governance, and sales productivity.
- Managing Cost & budget for entire sales function for all national trade schemes, incentives & secondary schemes.
National Channel Development Manager (Urban)
Britannia Industries Limited
Bangalore
05.2024 - 03.2026
- Improved urban retail growth (Delta of 8% VS LY) by driving urban efficiency with multiple strategic interventions - Total customer visits, bill cuts, Lines & salesmen market time spent.
- Transformed urban programs and new development projects, enhancing business and distribution in metro and semi-urban markets.
- Developed metro revival plans to reduce attrition of AW and AWSM, strengthening operational stability and increasing distribution and market share.
- Planned and executed strategies for complete lifecycle management of distributors, incorporating a distributor scoring model.
- Partnered with commercial, finance, legal, and supply chain teams to successfully deliver national transformation projects.
Area Sales Manager
Britannia Industries Limited
09.2021 - 05.2024
- Managed South Gujarat business for biscuits & dairy division, achieving ~200 Crores annual revenue with 29% YOY growth, highest in west region.
- Led team of 10 Area Sales executives, 14 PSMs, 130+ Salesmen, 45+ distributors & 300+ Rural distributors.( '0’ attrition, promotion of 4 team-members, 88% salesmen incentive penetration')
- Improved market share and numeric distribution through expansion, SAH growth, visibility techniques, and different merchandising models.(Surat ND- 76 to 89, MS- 28.5 to 31.8)
- Designed schemes and incentives for frontline team, driving growth in non-biscuit sales and innovation brands (PHR) in dairy business.
- Oversaw trade load cost (75 lacs/PM) and budget for Gujarat, achieving 6% savings.
Area Manager
ITC Limited
Ahmedabad
05.2019 - 09.2021
- Led team of 8 area executives, 80 salesmen, 34 distributors, and 150+ stockists in planning and executing initiatives to enhance distribution and achieve business objectives.
- Managed non-tobacco FMCG business generating 50 Crores annually across 4 major SBUs and 16 categories.
- Achieved national recognition as winner of Re-imagine next, ITC's platform for innovative ideas.
Marketing Executive
AB Power system solution
Pune
10.2014 - 09.2016
- Managed B2B sales for power quality products, delivering end-to-end solutions through customer requirement analysis, solution design with ROI and payback period calculations, and implementation
Education
PGDM - marketing & analytics
Great Lakes Institute of Management
Chennai05-2019
Bachelor of Engineering - Electrical
Sir Visvesvaraya Institute Of Technology
Nashik05-2014
Skills
- Rural market strategy
- Distribution channel management
- Urban sales transformation
- Performance management
- Sales data analysis
- Market analysis
- Customer management
Accomplishments
- GLIM Chennai - Campus winner, GEP Gameplan, Gold medalist, Placement committee.
- ITC Limited - National winner of Re-imagine Next – ITC's national level platform for innovative ideas.
- Area Sales Manager – BIL - Winner of Britbest 2022-23 and 2023-24 (award for top 5 nationally best performing managers), Winner of Gladiators for 2 consecutive years.
- National Channel Development Manager (Urban) – Best SDM function award for project 3P and customer centricity.
- Head – Rural Business - Best commercial excellence award for GO Direct project resulting in 1.2% savings.
Hobbies and Interests
- Chess
- Cooking
Languages
- English
- Hindi
- Marathi
- Gujarati
- Tamil
- Kannada
Timeline
Head – Rural business
Britannia Industries Limited
03.2026 - Current
National Channel Development Manager (Urban)
Britannia Industries Limited
05.2024 - 03.2026
Area Sales Manager
Britannia Industries Limited
09.2021 - 05.2024
Area Manager
ITC Limited
05.2019 - 09.2021
Marketing Executive
AB Power system solution
10.2014 - 09.2016
PGDM - marketing & analytics
Great Lakes Institute of Management
Bachelor of Engineering - Electrical
Sir Visvesvaraya Institute Of Technology