Headline

Senior Category Manager - Cleaning Essentials

About

Results-driven brand and category management professional with a passion for strategic execution and creative excellence. Experienced across FMCG ground sales at WCCLG, B2B brand partnerships at Swiggy–Lynk, and currently driving pan-India ecommerce sales at Swiggy Instamart. Thrive in cross-functional settings and excel at translating brand direction into actionable plans that deliver measurable impact.

Location

Mumbai

AI stack

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Work experience

Senior Category Manager at Swiggy, Jul 2025 - Present · 1 yr 3 mos, Bangalore Urban, Achieved a 67% FY2526 YoY Growth, expanding the category from Rs. 348Cr to Rs. 567Cr with a 50% net margin expansion. Won the DAring Greatly award by driving DA penetration from negligible to 16.8% in one quarter, powering category growth of 200.6% within DA for floor cleaners. Drove customer/order penetration up 1%/2% via cohorted trial-led acquisition of 10L exclusive units, converting 20%+ of trial buyers into repeat category buyers. Pioneered Cleaning Essentials to headline QIM — Instamart's flagship sale — as the only category to cross Rs. 1Cr within the first hour. Delivered JBP targets for 4 consecutive quarters across HUL, Reckitt, P&G, and GCPL, unlocking ~Rs. 10Cr in payouts and directly boosting category bottom line. Drove media strategy for HUL's Comfort launch (Rs. 50L+ sales), P&G's Ariel Lavender launch (Rs. 1Cr+ sales), and Beco's first washing machine giveaway campaign. Scaled category white spaces in detergents, floor cleaners and dishwash gels with exclusive HUL, RB, and P&G deals, delivering 5x growth in 3 months to Rs. 4Cr/m.

Senior Manager - CDO - Lynk at Swiggy, Jun 2024 - Jul 2025 · 1 yr 2 mos, Mumbai, Served as the growth and strategy partner for 10 FMCG brands, owning business development, scaling GMV from Rs. 25Cr to Rs. 37Cr/month. Identified and converted high-value FMCG accounts (Emami, Britannia, Nestlé, Himalaya, HUL) into strategic partnerships, generating Rs. 7Cr in incremental MRR. Led Lynk's highest cost optimisation exercise as project lead — running stock reconciliation, financial book closure, closure-date and process alignment, pending stock liquidation, and vehicle/infrastructure optimization across cross-functional stakeholders — delivering Rs. 60L/month in savings. Maximized high-impact marketing events like the ASM Roadshow, generating Rs. 12Cr/month qualified leads via value-based selling.

Area Sales Manager at Wipro Consumer Care and Lighting, Jun 2023 - Jun 2024 · 1 yr 1 mo, Aurangabad, Directed sales strategy and execution for Wipro's Lighting division across 10 districts in Maharashtra, leading a team of 20 to deliver Rs. 11Cr in annual revenue. Achieved sustained outperformance as the only territory in Maharashtra to deliver consecutive growth of 5% - 10% from Q3 FY22-23, to Q1 FY24-25. Expanded brand reach by onboarding 17 new dealers and distributors within 3 months, generating Rs. 3Cr in incremental revenue. Increased Total Lines Sold (TLS) per outlet from 2 to 5 by implementing weekly schemes on different sections of the portfolio, also boosting intra-area competition. Reduced dependency on general trade by building a network of electricians, architects, and direct project dealers, growing their contribution to 30% of total business. Designed and implemented Wipro's first Electrician Rewards Program, generating approximately Rs. 1Cr in tertiary sales.

Senior Marketing Executive at Wipro Consumer Care and Lighting, Jun 2022 - May 2023 · 1 yr, Pune District, Accomplished highest ever quarterly sales revenue of Rs. 67.37L (Q1 FY23-24) in the Nashik region. Scouted 1000+ stores across the Satara region, developed new beat plans, and onboarded new distributors to ensure regional stability. Experimented with new sales strategies to grow focused categories such as appliances, MCBs and smart lights by 104% YoY.

Summer Intern at Purplle.com, Apr 2021 - Jun 2021 · 3 mos, • Increased customer engagement with emails by launching 6 personalized trigger email journeys • Created a technology upgradation plan to improve the flexibility and pace of launching new emails • Conducted a thorough analysis of 6-month data to create the campaign email calendar for the month • Devised a procedure to upgrade the 10 trigger emails with a total sent count of more than 10 million

Volunteer at Masoom, Jan 2021 - Mar 2021 · 3 mos, Mumbai, Maharashtra, India, • Launched the first social media campaign for Masoom to increase enrolment in Masoom schools • Interviewed Mr. N.T Poojari, MD of Shiv Sagar, to develop an inspirational video for the campaign

Assistant Marketing Manager at IOS Commerce Pvt. Ltd., Feb 2019 - Jan 2020 · 1 yr, Mumbai, Led the Intel Global project by designing and installing an experiential center promoting chip performance across 125 touchpoints, generating Rs. 2Cr+ in revenue. Directed multi-state BTL advertising campaign for Britannia by installing shelf strips, danglers, banners and posters across 1000+ stores.

Education

Master of Business Administration - MBA, Marketing, SVKM's Narsee Monjee Institute of Management Studies (NMIMS)

Bachelor of Technology - BTech, Mechanical Engineering, Manipal institute of technology