CH.

S SUBRAHMANYAM

Mobile: 09866237328 ~ E-Mail: chavalisiva1@gmail.com

Senior Management Professional & Consultant

PROFILE SUMMARY

Business Planning & expansion Sales & Marketing B2B and B2C, Govt Tenders

Inventory & Category Management C&FA operations Distribution & Channel Management

Negotiations with Vendors Business/Infra Development Launches/re-launches/POS activations

 Total experience of over 32 years in Edible Oils, Commodities, FMCG, Retail, with HUL, Walmart, Govt Projects, Lohiya
Gr, AP Markfed- Consumer Division -Markup Pvt Ltd , Ravi Foods Pvt Ltd(Dukes Biscuits)
 Created a Complete Blueprint for startups, right from assessing opportunity in FMCG & Commodity business to
Projections for five/ten years including P&L
 Created complete organogram, HR Policy, customized distribution Models to reach urban & Rural areas
 Created customized software for complete business monitoring operations right from QC check to last mile delivery, field
force moments, Finance and Payroll
 Worked across channels, GT/Rural/Modern Trade/HoReCa & Institutions, SHG- Rural Retail
 Multiple category knowledge, like, Hot and Cold Beverages, Detergents, Personal Products, Edible Oils& Fats,
Commodities, Fresh etc
 Negotiations with Vendors for supply of Commodities & FMCG products
 Geographic and business knowledge of AP & Telangana and most part of Karnataka-Rural/Urban/Metro
 Thorough with FMCG business concepts- Infra, Coverage, POS Activations, ROI, Launches/Re-launches
 Planning & implementing anti-competition activations to improve Market Shares
 Skills in Manpower Planning, Team Management, designing & conducting customized training programs for internal and
external Teams, CFA Operations
 Commodity understanding of Pulses/Oils/Rice
 Adept in utilizing market Research/feedback & personal network to develop marketing intelligence
 Significant experience of the Govt Tenders for Army/Navy and other Govt departments,
 Languages Known: Fluent in Telugu, English, Hindi, Good Speaking in Kannada, Manage Tamil

ORGANISATIONAL EXPERIENCE

Ravi Foods Pvt Ltd (Dukes Biscuits)- Jan 2021 to till date

Currently working as Project Lead for Project Phoenix- establishing Distribution and Business for AP & TS

 Identifying and filling distribution and manpower gaps in AP & TS

 Prepared Business Plan for next three years for Dukes Biscuits
 Projected District wise and Town wise Business share plan
 E2S (Expenses to Sales) Ratio for three years
 Prepared coverage plans-Urban Direct Distributers and Rural coverage through and Super Stockiest
 Special pilot project plans for Hyd & Warangal

Business Head –Worked as Business Head for Markup Pvt Ltd, a Consumer Division of AP Markfed. Oct 2020 to Dec 2021
(Contract Role)

Key Result Areas

 Handle all key elements of Business, provide strategic direction to the enterprise
 Responsible for Topline and Bottomline of the Company
 Responsible for setting up of Supply Chain & Distribution across channels GT/MT/e-commerce & Rural
 Prepare a complete product category plan for Grocery products of daily needs to consumers
  Quality Control department for Pulses/Spices/Rice
 Manage product portfolio to create new product development strategies & exploring new business avenues
 Planning infra/Manpower and customized training for Teams in different functions
 Manage multiple functions of the Business, synergize Product & Marketing / Technology platform to drive the business
 Understanding of the Consumer Buying Behavior of the target group and build successful marketing campaigns
 Preparation of RFPs for Tenders and closing of Tenders with proper workorders/agreements
 Appoint and manage 3P Vendors
 Creation of suitable distribution model- Three tier Distribution Model across AP and Telangana
 Prepare policies like HR-Ethics/Travel/SOPs/KRAs for team
 Enforce adherence to legal guidelines and in-house policies to maintain the company's legality and business ethics
 Co-ordinate with Company Secretary for legal aspects/board meetings and auditors for managing accounting systems
 Co-ordinate with Banks for funding, including preparation of DPRs (Detailed Project Reports)
_______________________________________________________________________________________________________

Previous Experience-Sales Head- HoReCa & Institutions- Lohiya Edible Oils Pvt Expert Consultant MART-Noida, IJ Kakehashi-
New Delhi, Walmart India Pvt. Ltd & Hindustan Unilever Limited

Business Consultant: Dec 19 to Sept 2020- Worked as Business Consultant for startup companies and pursuing own Business of
Dry Fruits, based out of Hyderabad.
Key Result Areas
 Make plan for Business establishment and P&L projections
 Develop a sales &distribution system for business growth
 Market Research/ Manpower Planning/Training/Break-even analysis

Sales Head- HoReCa & Institutions-Lohiya Edible Oils Pvt Ltd-Since Jan 18 to Nov 19- Worked as Sales Head for HoReCa &
Institutions overall and Modern Trade for AP.
Key Result Areas:
 Build and manage HoReCa & Institutional Business for Total Company by contacting the large Edible Oil & Bakery
Shortening customers
 Tap Business of Bulk Tanker Buyers like Biscuit & Confectionery Companies and regular Branded Edible Oils & Bakery
customers like Hotels/Restaurants/ Manufacturing Bakeries
 Appoint Distributors phase wise,expand business to all the areas of Company operations
 Appoint and Train sales Team for HoReCa & Institutions and Modern Trade Business
 Submit & Participate Tenders for Govt/Army/Navy and other departments, with proper documentation
 Conduct sampling for Sunflower/Palmoline/Bakery Shortenings and detailing the Technical Specs of the products for Star
Hotels/Hospitality Services/Biscuit and Bread Manufacturing Companies & Osmania Biscuit Bakeries/Pickle Companies
 Submit price quotes depending upon the Technical Specs of the large Palmoline oilcustomers
 Plan focused coverage and expansion into tire 2 and Tire 3 Cities/Towns
 Competition tracking and define anti-competition activations
 Negotiate with Buyers of B2B and B2C Retail companies for Modern Trade Business in AP
 Deal with Metro/Walmart/D-Mart, Spencer’s, ABRL(More) etc for business growth and consumer activations

Senior Consultant – MART Consultancy - For Govt of AP Rural Retail Chain Project-March’16 to Dec 17 (Contract role)

Worked on a time bound contract, with MART consultancy, as Senior Consultant – Supply Chain Expert (Role of a
Buyer/Merchandise Manager) for SERP-APRIGP-Rural Retail Chains project funded by World Bank. The role includes developing
small Replicas of B2B stores at Block Level, where specific members can only buy. The role is a mix of buying and store operations
in select 150 Mandals (Blocks), initially and future expansions based on Govt decision.

Key Result Areas

 Cascade and build the role of syndicate at Block level, a small replica of B2B stores, called Mandal Nodal Stores (MNS)
 Develop store lay out and replenishment system, processes to manage Store Operations and P&L, create a complete
business plan.
 Build a template to define products at shelves, category in store, outlook for store and product price and promotion
 Negotiate with vendors on the Margins, special schemes, if any, supply Terms
 Build service to cater to rural needs by making direct tie ups with FMCG Companies and other commodity Vendors
 Manage purchase from own K Mart (Self Help Group) enterprises and other suppliers
 Develop create training modules to improve logistic skills of project staff and community, MNS Staff
 Route planning and mapping of aggregate procurement
 Integrate and use the IT systems to manage logistics
Expert Consultant May’15 to Feb 16 (Timebound Contract Roles)
Associated with Two marketing consultancies, one working for a Japanese company and the other for working on Business planning
& set up, Training and Placements, worked as business advisor for startup companies &conducted trainings

Key Result Areas

 Make plan for Business establishment and P&L projections
 Develop a sales &distribution system for business growth
 Market Research/ Manpower Planning/Break-even analysis
 Promotions planning/Execution/Evaluation/Feedback
 Conducted training programs for Jeevanadhara,Generic pharmacy by AP-SERP

Walmart India Pvt. Ltd. Cash and Carry(B2B), as Market Sales Manager AP& Telangana - Jun’11 –May15

Key Result Areas:

 Membership targets segment-wise before store opening in coordination with Membership and Marketing Teams
 Appointment & training of Manager Sales &BD, Assistant Managers, TLs and BDAs
 Develop Beat Plans to cover Resellers, HoReCa and Offices & Institutional (O&I) Members, maximize productivity
 Plan for sales of overall stores, BD team contribution and productivity/Evaluation & Feedback
 Collaborating with Buying Team for assortment planning and offering feedback on any specific regional items/packs
 Giving inputs to category teams on the Market requirements and changes in demand pattern
 Based on the Market Demand ensure stock availability of products in FMCG, Commodities like Edible Oils, Flours & Pulses,
Sugar etc in co-ordination with Category and Operations Team
 Work closely with store operations team for smooth functioning and good customer service,with no compromise on SOPs
 Managing the category mix/ageing items for achieving store margin and P&L
 Focused on GM category lead by Stationery, Electronics and Plastics, for a more profitable mix.
 Offered payment & Logistic solutions in coordination with 3P Vendors & Logistics Team for achieving sales and smooth
delivery of goods to customers.

Hindustan Unilever Limited-1988 to 2011 May

As Senior Key Accounts Executive: July’09 to May’11
 Managed Large business houses (distribution points), with very high turnovers and categories like detergents/personal
wash/baby & feminine hygiene, hair care, body care, processed foods and hot beverages
 Strategized RS infra-structure and beat for perfect market service, channel specific targets
 Ensured policy implementation &carried out various sales promotion activities/Evaluation & feedback
 Accountable for the following:
o Overall business evaluation in terms of key brands & packs, Return on Investment to Business Partners(P&L)
o HR and admin. processes implementation
o Trade grievances

As Activation Executive: Aug’08 to Jun’09

 Opportunity assessment and monitored the market share growth
 Recruited & managed the 3Ps & Merchandising Teams and conducted POP promotional activities
 Ensured commercial control through compliance of SLA with 3Ps

As Shakti Capability Executive: Apr’05 to Jul’08

 Handled the execution of new venture with two-fold objective of CSR and business model
 Carried out zone coverage expansions through census data and basic mapping initiatives, in coordination with government &
NGO officials
 Arranged supplies to Rural women entrepreneurs, from Rural Distributors network, by developing PJPs and PDPs
 Conducted innumerable training Programs for Rural Sales Promoters and other stake holders like the Shakti Woman
Entrepreneurs
 Home to Home sales activations in Rural Markets through RSPs (Rural Sales Promoters) for Foods & Beverages, Dets & PP
 Coordinated with Government departments like DRDA-SERP

As Sales Officer - Rural and Urban- Detergents, Confectionery Oct’02 to Mar’05-AP/Telangana/North Karnataka
 Mentored a team of 6 – 14 Territory Sales In-charge (TSI) appraisal and identification of training needs
 Established exclusive Rural Distributor Network in Coastal AP, managing Detergents, PP, Foods & Beverages, Confectionery &
Biscuits under one profit center
 Distributor appointment for all HUL products based on Coverage and Business Targets
 Worked for about an year in Confectionery Division (Max Chocolates) in North Karnataka and Bangalore for Kiosk division
 Developed low cost distribution Moped Coverage Model to serve Pan Shops and regular Grocery OLs for Confectionery
business
 Infrastructure planning optimal utilization of resources for better ROI to Distributors
 Sales planning based on business expectations, New Launches & Re-Launches, area specific SKU stock planning
 Stock Management, dispatch plans with Depot (CFA)& Planning Team

TSI Foods &Beverages (Erstwhile Brooke Bond India Ltd (later merged with HUL)-Coastal AP)- Oct’88 to Sep’02- Managed
Brooke Bond Depots, where Stock, Cash and sales and Business Development were done with minimal Manpower. Zero shrink was
a non-negotiable norm.

Highlights:

At Markup Pvt Ltd

 Created a complete business enterprise from scratch
 Created a blueprint for business and got ready for launch in less than one year
 Created a software paperless operations of business from end to end
At Lohiya Edible Oils-
 Appointed Exclusive HoReCa Distributors in Major Towns of AP & TS for the first time in 30 years
 Formulated Project 100 for coverage Expansion
 Bagged the first ever biggest Contract of Telangana Foods- A Govt of Telangana Enterprise (Formerly known as AP Foods) to
the tune 13.5 Crores for 4 Months for Palmoline Oil
 Bagged Army Tenders and Police Stores Orders, Puttaprthi Sai Baba Ashram, Calavary Temple

At MART Consultancy- For Govt of AP Rural Retail Chain Project,

 As a Supply Chain Expert- the Role of a Buyer – Tied up with 30 Companies in a time span of 3 Months, which include Wipro,
Britannia, Dukes, P&G, Jyothi Labs, Cavinkare, Emami, GSK etc.

At Walmart,
 Continuous achievement of OP (stretch targets) nos. of current operating stores during 2011 to 2014
 Sales Team contribution to box sale of 50% in 2014, against 43% 2013,40% in 2012
 Significantly achieved 35% of store sales through development of coverage plans before store openings in 2012 & 2011
 Achieved breakeven for every manpower employed, which helped in store P&L
At HUL,
 Sales growth by identifying opportunities in categories like Baby care, Oral Care& Personal Care, by expanding coverage
 Channel activation programs like “Vijeta” and “Super Value Stores” that led to the value growth of 30%
 Demonstrated excellence in handling Projects that led to penetrationof new categories, infra, coverage expansion, commercial
discipline and customer service
 Special appreciation for a strong launch and penetration of Comfort Fabric Conditioner in Hyderabad
 Maha Shaktiman Award (national level) in 2006, special appreciation for attaining highest ever sales 2001, Champions of
Change” for growing popular dust tea in 1995-96

Education & Personal Details

 Pursuing C-PGDBA with SCDL

 B.Com. from Osmania University-SVES Govt.College,Vidyanagar,Hyderabad, 1988

Date of Birth: 18th July, 1967

Address: K-310,Indu Aranya Apartments, Survey No. - 117,Tattiannaram, GSI Post Bandlaguda, Nagole, Hyderabad-
500068