D S SACHDEVA

A legacy food company established in 1956, with business in the categories including – Continental Dessert, Specialty Teas, Sauces and Condiments, Baking Ingredients, Instant and Gourmet Pastas. Known for its highest quality standards, with a pan-India presence it offers products for both Consumer and Food Service/Institutional channels.

Snapbizz is a tech startup to empower the traditional retailers, to connect with the various stakeholders of the FMCG ecosystem (retailer, brands, distributors, Grocery e-Comm, Cash and Carry, Fintech, Consumers). A Mobile/Cloud technology platform, delivering material value to key stakeholders of a fragmented retail ecosystem, to change the way the FMCG ecosystem works in future.

My journey at the helm of Wonderla is a story of business transformation – from a family run business to a professionally managed and operated company. By assembling a competent team of subject matter experts and aspiring leaders, I have led the company to a strong fiscal and competitive stature. With “Wow the customer” theme, we redefined the customer service levels at the three large format amusement parks and integrated resort, to enhance satisfaction, leading to #1 ranking in India and #6 in Asia according to Tripadvisor® Travelers choice. Strategically nurtured the ‘Wonderla’ brand to become the leader in entertainment and hospitality segment, and committed investments to build the 4th property in next 24 months. During my tenure, the company achieved consistent revenue growth of 20+% quarter by quarter, consistently delivered healthy EBITDA margins of 36+% by driving productivity and containing expenses. Implemented a digital transformation by successfully deploying ERP, and other IT platforms, leading to improved efficiencies and accountability. Developed a future ready organization, with collaborative team work and a customer-centric approach, which led to high levels of employee engagement. I led creation of an organization, based on good governance and being socially responsible in the community it works.

I joined the company in the Consumer & Office Business which has since been renamed as Consumer Business Group, with responsibility for complete business operations of the vertical which has grown to contribute 10% of the company’s India business, up from the earlier 6.5% in the last 10+ years. The vertical comprises a portfolio of products in 3 categories - home care, stationery & OTC consumer healthcare - with iconic brands such as Scotch Brite, Post-it and and Nexcare, among others Scaled up the business at a CAGR double that of the FMCG industry in the country, by strategizing and defining a roadmap to identify new growth opportunities - designed incisive go-to-market models to address different market categories across mass retail (1000+ towns) and modern trade (B2C/ C&C); as well as eComm/ digital channels. In addition to the distribution thrust, led extension of the product range for the target Tier A consumer. Also expanded the market through a range specially created at competitive price points for offering value to Tier B consumers. I worked with cross functional product development teams to leverage the company’s technology and innovation capabilities – leading to 25+ New Product Introductions (NPI)/ launches, including filing of 17 patents during this period. These products were created with a distinct and sustainable competitive advantage through detailed ethnographic research and need gap analysis for in-depth consumer understanding based on ‘Made in India – Made for India’ framework. Further, I designed processes and systems for operational efficiencies and enhanced productivity; meet/ exceed financial metrics and working capital norms - the operating income for this year is targeted at >1.5x that of the previous one. During this stint, I have built a leadership team of 100+ direct reports and a sales team which grew from 150 to 700 feet on street – have coached and developed talent to take on higher roles and responsibilities.

I looked after national sales of the oral/ household care and insect repellent categories with responsibility for growth in top line volume and revenue. Drew up and implemented the annual business plan for the retail trade; formulated plans and processes for the sales function besides identifying drivers for distribution strategy, customer health, training and development & IT strategy. Successfully relaunched Babool, Promise, Sanifresh, Odonil, and Odomos during the year. Achieved the highest growth in numeric distribution as well as market share gain in the highly competitive oral care category (AcNielsen RMS), through micro-marketing and increased BTL support with marketing thrust.

On completion of the management programme, I was selected as management trainee by HUL, the market leader in Indian consumer products with a presence in foods, beverages, household care, fabric care and personal care products. After my training at different locations got promoted as Area Sales Manager, with Brooke Bond India Ltd initially in Western UP, followed by Rajasthan and eventually in Punjab/ J&K. The job entailed managing & developing a team of sales executives in the beverages division, implemented appropriate strategies for distribution as well as below-the-line/ micro-marketing to meet/ exceed targets - was consistently rated as ‘top performing’ area in the region as well as All India level. My subsequent role was in marketing to understand the target consumer and develop insights to create the equity & architecture for ‘FEAST’ brand of ice cream. In addition, worked on extensions and innovations – successfully launched 2 new products. As part of the role, identified new opportunities for ice cream consumption based on market gap analysis & consumer feedback - implemented the strategy to launch international (Unilever portfolio – Magnum ) brands in six metros. It was during this period that I worked with a media-buying agency to develop an effective communication mix on extremely tight budgets – these included ‘The Big F’, a TVC campaign and innovative brand promotions, many of which were designed for first time in the company. The last role that I held in HUL was that of a Business Manager to grow exports of Bru and Kissan brands from the food category in virgin and emerging international markets - the Gulf, Russia, N America, Malaysia & Singapore. And managing the entire supply chain for packaged tea & tea bag export of $ 40 Mn to various Unilever subsidiaries, was the other critical deliverable of this role.

Was responsible for a set of customers for their hardware installation and maintenance, based out of Delhi regional office

Was head of the Placement committee & worked for the right placement for the batch