SHEKHAR SATI

Infra.Market is a tech-enabled, rapidly growing building materials company, valued at USD 2.5 billion, and backed by marquee global investors such as Tiger Global and Nexus Partners, achieving an impressive Rs. 17,000+ crore turnover in FY23, marking a 90% YoY growth. With a clear vision to become a one-stop solution for all building materials requirements.

Aligned with this ambitious growth agenda, I was appointed Chief Operating Officer (COO) for the newly incubated Wood Panel Division in February 2023. Within the first year of operations, I successfully established and scaled the business to an annualized run rate of Rs. 260 crores as of FY24 — a milestone previously unmatched by any wood panel company in India within such a short incubation window. This momentum has continued, with the division achieving a run rate of Rs. 360 crores in FY25, targeting Rs. 450 crores in FY26, and strategically charted for a Rs. 1,000 crore turnover by FY27, inclusive of a Rs. 400 crore brownfield capacity expansion initiative.

Key Strategic Contributions:

• Business Planning: Collaborated with the leadership team to define a robust business roadmap, set revenue targets, and finalize critical resource and infrastructure requirements aligned with Infra.Market’s growth strategy.
• Leadership Hiring & Workforce Expansion: Leveraging an extensive, industry-wide network, I successfully built a 200-member high-performance sales and operations team within the first 6 months of inception. Post-acquisition of the manufacturing facilities, the vertical has rapidly expanded to a 1,000+ strong workforce (on-roll and off-roll), ensuring operational scalability and nationwide execution capabilities.
• Prudent Capital Allocation: Developed a capital deployment strategy focused on optimizing margins and capital efficiency. Prioritized investments in the MDF segment, capitalizing on its favorable margin profile and scalable demand potential to rapidly achieve business scale.
• Supply Chain Establishment: As Infra.Market lacked captive manufacturing facilities, I conceptualized and operationalized a contractual supply chain model by partnering with idle capacity holders in the MDF manufacturing ecosystem. This ensured consistent, pan-India material availability, driving operational agility and uninterrupted sales.
• Strategic Acquisitions: Successfully led the acquisition and integration of two manufacturing facilities — one MDF plant in Rudrapur and a plywood unit in Yamunanagar — within the first year. These acquisitions strategically position the vertical for backward integration and enhanced margin control, targeting a scaling of the Wood Panel Division to Rs. 450 crores in FY25 (with Rs. 250 crores from MDF and the balance from plywood and laminates).

Through this mandate, I have delivered a high-growth, high-ROCE business model with operational discipline and strategic foresight, reinforcing Infra.Market’s position as an emerging, integrated leader in the Indian wood panel industry.

Greenpanel Industries Ltd. is India’s largest interior infrastructure company, operating 32 branches across India with a presence in over 300 cities, manufacturing MDF, Plywood, Flooring, and Veneers.

Key Responsibilities & Strategic Contributions:

• Spearheaded distribution network expansion to enhance market reach and deepen penetration across India, particularly in Tier II & III towns.
• Developed product-wise annual business plans, market-entry strategies for emerging regions, and structured Go-to-Market (GTM) frameworks for new product categories and geographic rollouts.
• Conducted market assessments and feasibility studies to identify growth opportunities and potential channel partners; devised tailored market-entry and partner engagement strategies.
• Led sales forecasting and performance tracking across monthly, quarterly, and annual cycles; aligned operational and inventory management processes accordingly.
• Oversaw talent acquisition, onboarding, training, and capability development for a pan-India sales force, fostering a high-performance culture that drove consistent EBITDA and PAT delivery.
• Orchestrated sales and channel marketing strategies, launching innovative dealer engagement initiatives, and steering BTL marketing programs to support local market activations.
• Drove operational efficiency improvement initiatives at branch levels, streamlining processes, ensuring optimal inventory management, and resolving escalated operational issues.
• Monitored scheme effectiveness, sales performance metrics, and promotional activity ROI to ensure alignment with strategic business objectives.

Key Achievements:

• Promoted to President – Sales MDF in October 2020 in recognition of consistent business outperformance and strategic leadership.
• Partnered closely with top-tier channel partners on customized marketing programs, resulting in revenue growth from Rs. 478 crores in FY19 to Rs. 1,785 crores in FY23.
• Successfully led the launch of HDWR (High-Density High-Water-Resistant MDF) — positioning Greenpanel as a first-mover in a high-potential segment.
• Achieved 60% revenue growth and 25% profitability improvement through focused market expansion, product diversification, and margin optimization strategies.
• Established a robust dealer and sub-dealer network, ensuring 100% product availability and brand visibility in priority markets, driving deeper market penetration and improved customer access.

• Company Overview: Welspun Group a US$ 3.5 billion company is diversified across sectors like Home textiles, Pipes, Infrastructure, Steel, Energy etc.
• As National sales head for India & SAARC my role was to make a proper sales and marketing set up and build a strong team of around 150 people.
• Worked closely with product design team, marketing, supply chain, R&D, HR and compliances, plant project team and jointly make the strategies of all functions including sales.
• Welspun Group a US$ 3.5 billion company is diversified across sectors like Home textiles, Pipes, Infrastructure, Steel, Energy etc.
• Gave organization the understanding of market, markets size all four categories, dealers and studied end user perception about design.
• Made dealer distributor agreement, MOUs, different sales and marketing related policies, price list, MRP, s to roll out the business.
• Carried all India recruitment drive aggressively taking HR along and almost have done more than 120 plus hiring's before formal start of production.

• Contributing towards establishing the company and its products in NEC market and in govt. vertical on Pan India.
• Creating and mentoring a team of people to explore all round business avenues lying in all segments whether retail, projects, architects, govt. institutions & departments and corporate houses.
• Played a key role in reforming HR system and implementing proper reporting system.
• Designed proper leave policy, redefined TA/DA policy, Showroom policy, annual GOS for dealers and worked on training manual for all India sales force & dealers jointly with Liberation coaches Pvt. Ltd. Mumbai.
• Efficiently augmented revenue by 25% and market share by 5% through the implementation of market mapping and network expansion strategies.

• Monitored sales targets of 500 Crores for Orient & Bell Brands with a team size of around 120 members.
• Regulated the entire network including various business models - channel sales, institutional sales, Orient Tile Boutiques & Franchisee and so on.

Jaquar & Co. Pvt. Ltd., today a Rs. 7,000+ crore enterprise (FY25), is India’s leading complete bathroom and lighting solutions brand, known for its premium product portfolio and extensive distribution network. During my six-year tenure, I played an instrumental role in driving the company’s northern India growth trajectory.

Key Contributions:

• Business Scale-Up: Commenced my journey as Branch Head for a single unit, progressively elevated to North India Head. Spearheaded the region’s business expansion from Rs. 5 crores to Rs. 495 crores during the period, achieving consistent year-on-year growth and significantly enhancing market share.
• Operational Leadership: Successfully built and scaled a high-performance team from 3 to 260+ professionals, implementing robust operational processes, sales governance frameworks, and performance management systems that strengthened the region’s operational efficiency, customer engagement, and revenue generation capabilities.