Headline

Driving RTM transformation & distributor network scale across India | FMCG Commercial Leader | HCCB · TCCC | XLRI

About

Saving ₹10 Cr. annually at Coca-Cola sounds like a big project. It started with noticing where assets were leaking out of the system quietly, every day. That's the kind of problem I work on — distribution networks that look fine on paper but bleed money, volume, and partner trust on the ground. At Hindustan Coca-Cola Beverages, I manage distributor operations nationally — keeping fill rates at 96% against SLA targets, driving cross-functional alignment across Sales, Supply Chain, and Digital teams, and building governance frameworks that make performance visible in real time. Before this, I ran franchise operations in Goa and recovered 12% NARTD market share in 4 months by turning consumer segmentation data into actionable territory strategy. I do this inside FMCG businesses where the last mile is the hardest mile — where the gap between strategy and shelf is a distributor who doesn't have the right data, the right tools, or the right reasons to prioritise your brand. 12 years across sales, operations, and distribution. XLRI. Engineer by training, hence I fix systems, not just symptoms. If you're building something in commercial excellence or GTM — let's talk.

Location

Bengaluru

AI stack

claude code

elevenlabs

gemini

openai

perplexity

replit

Work experience

National Manager - Distribution Management (Pan-India | Associate Director equivalent scope) at Hindustan Coca-Cola Beverages, Apr 2026 - Present · 6 mos, Bengaluru, - Architected last-mile RTM restructuring across 4 clusters, saving ₹10 Cr. annually by eliminating systemic asset leakage and redesigning last-mile flow - Sustained 96% SLA-compliant distributor fill rate across 11 units through real-time inventory management, demand planning, and daily exception-routing protocols - Lifted distributor incentive realization from sub-50% to 65%, unlocking ~₹9 Cr. in monthly partner payouts by restructuring scheme design - Cut distributor attrition by 5% & lifted partner ROI achievement to 85% through structured governance & performance reviews - Designed and scaled a field audit framework across HCCB distributor warehouses, improving hygiene compliance by 35% in 2 months — flagged for national rollout - Deployed 'Fizz Room' daily sales planning environments across 30 distributor points — standardizing execution discipline and embedding real-time dashboard-driven decision making - Led cross-functional project with the Digital team to launch an app-based audit tool, empowering ~500 STLs to track hygiene KPIs in real time across HCCB distributor warehouses

National Manager - Commercial Capability at Hindustan Coca-Cola Beverages, May 2025 - Mar 2026 · 11 mos, Bangalore, - Applied behavioral psychology insights and structured leadership frameworks (e.g., DiSC, Lominger) to the COACH program, achieving a 90% graduation rate by tailoring module delivery to field team learning behaviors - Achieved 98% STL and 90% ASM LMS adoption nationally — reducing onboarding lag across 6 zones - Accelerated PowerBI transition across GSM/ASM layer, replacing legacy reporting with live KPI dashboards and measurably cutting decision lag across zones - Generated actionable insights by building a cross-data model merging SFA and STL productivity data to correlate 1-star ratings with on-field app usage — enabling data-driven coaching interventions for low-performing cohorts - Scaled digital engagement by 254% in Cluster 2 by co-executing the Digital Learning Champion initiative with Franchise Managers - Instituted a CCO-office Masterclass series averaging 75+ senior attendees per session, elevating commercial capability visibility at the executive level

Manager - Franchise Operations at The Coca-Cola Company, Jun 2024 - Apr 2025 · 11 mos, Goa, India, - Spearheaded competitor analysis and leveraged Discover (NIQ tool) to identify reasons for market share decline, leading to 3 targeted interventions and recovering 12% market share in a span of 3 months - Managed cross-functional stakeholder alignment across bottler, franchise, and CCO teams — translating territory-level data into strategic interventions that directly influenced AOP planning and Q1 projections - Applied AI-driven consumer segmentation to enable precision campaign targeting, delivering a 25% increase in ROAS and 10% reduction in CPA across priority outlets - Managed and optimized campaign budgets, ensuring efficient allocation of resources and achieving a 10% reduction in CPA - Launched a quantity purchase scheme on a 250ml soda pack, adding ~3,000 primary UC volume within six weeks and boosting mixer category saliency by 6% - Built a strategic business case that directly influenced AOP planning and lifted Q1 volume projections by 24% for the following year

Executive Committee Member | Social Media Team at XLRI Jamshedpur, May 2023 - May 2024 · 1 yr 1 mo, Jamshedpur, Jharkhand, India

Marketing Manager at Pigeon Education Technology India (Yuanfudao), Oct 2019 - Mar 2023 · 3 yrs 6 mos, Greater Bengaluru Area, - Built an automated KPI dashboard reducing reporting man-hours by 20% and improving retention and engagement metrics through data-driven loyalty programs - Scaled app installs 5× over 3 years (10K → 50K) through 100+ digital campaigns; led a 5-person retention team that revived 7% of lapsed users via targeted reactivation

Business Development & Content Strategy Manager at Unacademy, Nov 2017 - Sep 2019 · 1 yr 11 mos, Remote, Grew a 50,000+ user base through data-driven content strategy, achieving 4.9/5 rating and 1M+ watch minutes; boosted course enrolments by 25% through targeted initiatives

Education

PGDM General Management, PGDM (GM), XLRI Jamshedpur

Bachelor of Technology - BTech, Mechanical Engineering, Motilal Nehru National Institute of Technology