Shahbaaz Mohammed profile photo 1 on Tal

Shahbaaz Mohammed

Marketing | FMCG| Consumer Tech| Alco-Bev | Marico| ITC

Bengaluru

11+ years of work experience

Nestasia
Mar 20267 mosPresent

Bengaluru

Curefit - house of cult
Oct 20222 yrs 1 moOct 2024

Bengaluru

I reshaped the brand architecture across the portfolio to streamline resources and cut costs. By introducing consumer research into our product development process, we relaunched product lines. Thanks to a focused brand campaign, I was able to boost Top of Mind awareness by 2 points, Spontaneous recall by 3 points, and overall brand awareness by 55 points. On top of that, I built and led creative, research, and brand teams for our D2C vertical from scratch, eventually merging them into a unified central team. What I’m most proud of, though, is developing a brand strategy that tackled loneliness through community-driven initiatives, moving away from traditional mass advertising
Marico Limited
Dec 20201 yr 10 mosSep 2022

Mumbai, Maharashtra, India

I launched Saffola Honey and achieved a 7% market share in the first year. By using regional celebrities, we got people to rethink their current honey choice through a 500 GRP, 4-week campaign. I also drove 20% year-on-year growth for the Saffola Oats range, and introduced the first-ever proposition for Saffola Plain Oats, which resulted in an 800 basis point boost in market share. On top of that, I managed inflationary pressures by adjusting pricing and reformulating products to protect gross margins.
Zydus Wellness Ltd.
Dec 20173 yrsNov 2020

Mumbai, Maharashtra, India

I developed the brand positioning around “Everyday Sugar for Healthy Living” and revamped our media strategy to focus on key moments like the purchase cycle, festivals, and internal distribution pushes. To connect with consumers during festivals, I created healthy dessert recipe videos with Sanjeev Kapoor as part of our content marketing efforts. I also shifted the spreads brand from being seen as an adult-only product to one that appeals to families, through a licensing deal with Chota Bheem. All of this helped drive 15% year-on-year growth across the portfolio.
ITC Limited
Nov 20152 yrsOct 2017

India

During my time managing the brand, I helped grow market share from 4.3% to 8.4%, delivering over 30% year-on-year growth. I also launched B Natural 100% Pomegranate, establishing the brand’s positioning as "100% Indian Fruit, No Concentrate." Over the course of my tenure, I led 6 integrated marketing campaigns and revamped the packaging across the entire B Natural portfolio, including rolling out a new format.
Mapro Foods Pvt Ltd
May 20132 y 4 moSep 2015

Bangalore

Shahbaaz’s AI Stack

claude
claude
elevenlabs
elevenlabs
gemini
gemini
openai
openai
ChatGPT
ChatGPT
Kling AI
Kling AI

Education

Indian Institute of Management, Indore

PGPM, Marketing

Indian Institute of Management, Indore

20112 yrs2013
Andhra university

B-Tech, Computer Science

Andhra university

20074 yrs2011

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Headline

Marketing | FMCG| Consumer Tech| Alco-Bev | Marico| ITC

About

I'm here to connect if you run or want to invest in a consumer startup

Location

Bengaluru

AI stack

claude

elevenlabs

gemini

openai

ChatGPT

Kling AI

Work experience

Head of Marketing at Nestasia, Mar 2026 - Present · 7 mos, Bengaluru

Head of Brand Marketing at Curefit - house of cult, Oct 2022 - Oct 2024 · 2 yrs 1 mo, Bengaluru, I reshaped the brand architecture across the portfolio to streamline resources and cut costs. By introducing consumer research into our product development process, we relaunched product lines. Thanks to a focused brand campaign, I was able to boost Top of Mind awareness by 2 points, Spontaneous recall by 3 points, and overall brand awareness by 55 points. On top of that, I built and led creative, research, and brand teams for our D2C vertical from scratch, eventually merging them into a unified central team. What I’m most proud of, though, is developing a brand strategy that tackled loneliness through community-driven initiatives, moving away from traditional mass advertising

Group Product Marketing Manager at Marico Limited, Dec 2020 - Sep 2022 · 1 yr 10 mos, Mumbai, Maharashtra, India, I launched Saffola Honey and achieved a 7% market share in the first year. By using regional celebrities, we got people to rethink their current honey choice through a 500 GRP, 4-week campaign. I also drove 20% year-on-year growth for the Saffola Oats range, and introduced the first-ever proposition for Saffola Plain Oats, which resulted in an 800 basis point boost in market share. On top of that, I managed inflationary pressures by adjusting pricing and reformulating products to protect gross margins.

Senior Brand Manager at Zydus Wellness Ltd., Dec 2017 - Nov 2020 · 3 yrs, Mumbai, Maharashtra, India, I developed the brand positioning around “Everyday Sugar for Healthy Living” and revamped our media strategy to focus on key moments like the purchase cycle, festivals, and internal distribution pushes. To connect with consumers during festivals, I created healthy dessert recipe videos with Sanjeev Kapoor as part of our content marketing efforts. I also shifted the spreads brand from being seen as an adult-only product to one that appeals to families, through a licensing deal with Chota Bheem. All of this helped drive 15% year-on-year growth across the portfolio.

Assistant Brand Manager at ITC Limited, Nov 2015 - Oct 2017 · 2 yrs, India, During my time managing the brand, I helped grow market share from 4.3% to 8.4%, delivering over 30% year-on-year growth. I also launched B Natural 100% Pomegranate, establishing the brand’s positioning as "100% Indian Fruit, No Concentrate." Over the course of my tenure, I led 6 integrated marketing campaigns and revamped the packaging across the entire B Natural portfolio, including rolling out a new format.

Regional Sales Manager at Mapro Foods Pvt Ltd, May 2013 - Sep 2015 · 2 y 4 mo, Bangalore

Education

PGPM, Marketing, Indian Institute of Management, Indore

B-Tech, Computer Science, Andhra university