P Rajan MATHEWS

Packaged Food & Beverage Business Head with experiences acrosss F&B Categories and segments.

Hyderabad, Telangana, India

Summary
B2B/B2C : business development & sales management online sales ECommerce Distribution Logistics Competitive Marketing Strategies Below the Line Advertising Business Restructures Brand Advertising Modern Trade Management Consumer Package Goods supply chain managment Business Planning Business Performance Management Advertising Management Sales&Marketing Distribution Food Service Sales Skills Training Brand Positioning Strategies Retail Management FMCG Food & Beverage Market Research Marketing Communications Business Development
A Passionate and Visionary Food Marketer and Business Developer with work experiences in various packaged Food & Beverage categories such as Confectionery, Milk and Dairy products, Processed Foods, Frozen Food Products, and packaged traditional foods in Consumer Retail and Food Service segments. During the course of career successfully built food & beverage brands, launched and built innovative food brands, repositioned and built strong brands in the Indian Markets.
Services
Food & Beverage Brand Consulting

Expertise offered in Building, Nurturing and Developing Food & Beverage Brands and Business in India and abroad.

Portfolio
Packaged Food & Beverages
Experience

Packaged Food & Beverage Business Leader and Expert, FMCG Marketing, F&B Brands, Marketing Communication and Positioning expert.

Head - Sales & Distribution at Milk Mantra Dairy Pvt Ltd

Mar 2017 - May 2018

Milk Mantra Dairy P Ltd, Bhubaneshwar, India ( April’17 to till date ) :- Joined as the Head – Sales, Distribution and Business Development for the Milk and Fresh Dairy Products that are sold across Eastern India. Milk Mantra is one of the early agri-business startups to be funded by leading Venture capital funds and have reached a Turnover of nearly Rs. 250 Crores in six years since its inception. • Increased the sales by over 35% in the FY18. Fresh Dairy Products grew over 70% with continuous improved coverage of outlets by the Sales personnel and Implemented SFA. • Improved the presence of Fresh Dairy Products in all Modern Trade outlets in Kolkata and all standalone outlets and online stores such as Big Basket. Milky Moo brand has become the third largest brand in all Modern Trade Outlets in Kolkatta, Jharkand and leading brand in Odisha. • Doubled the Distributors and outlets in General Trade which helped the growth in sales and Market Share of Milky Moo products. • Successfully launched a high fat and nutritious milk – “SUPER Milky Moo” in Odisha at a premium.

Vice President - Marketing & Sales at Desai Brothers Ltd- FOOD Division ( Mother's Recipe )

Mar 2013 - Feb 2017

Foods Division has Sales Turnover of Rs 250 Crores, with Mother’s Recipe as the main brand. Responsible for complete Sales, Marketing, Business Development with P&L responsibility: • Put the complete Domestic Food Business on the double Growth path from a stagnant position. • Built the Brand Architecture and presented to the Board for approval. • Brought focus into the Sales and Marketing Functions enabling doubling of domestic sales in four years time. • Conceptualized and planned the complete strategy for - Transforming the Mother's Recipe brand from a pickle and papad brand to a Major Packaged Culinary & Foods brand”. • Used Digital Marketing and PR for transforming the image of the Brand Mother's Recipe. • Launched and set up the Mother’s Recipe - Foods Service Business and Online Sales. • Conceptualized the Mother's Recipe Retail Store for availability of complete range of Mother's Recipe products with plans to franchise across the country. • Integrating the acquired brand - ELMAC into the Food Division Business with relaunching the ELMAC products in the Food Service segment across the country. • Enabled the entry into the Spreads category by launching Mayonnaise and traditional sauces. • Conceptualized and implemented the Marketing for GOOD Program for Brand Mother's Recipe across the country.

Business Head - Retail and Consumer Products Division at Suguna Foods Ltd ( Formerly Suguna Poultry Ltd ),

Jan 2012 - Feb 2013

Suguna Foods is a leader in the poultry business with an annual turnover of nearly US $ 1 billion. Consumer Products Division accounts for 5% of the total turnover, handling Frozen Food Brands such as Suguna Any Time and Suguna Home Bites • P&L responsibility for the CPD • Doubled the sales of the Division since joining through innovative product strategy and creating availability and enabled the division reach its first ever Profitable FY. • Initiated the BTL activities for Consumer engagements and looking at major ATL campaigns. • Creating long term value for the brand thru product and promotions. Created the Brand Architecture for the Suguna brand and rationalizing the products. • Reached 95% capacity utilization of the plants and working towards outsourcing of Veg products, sea-food and additional capacities for Chicken products. • Suguna Home Bites had been selected as one of the Successful Frozen Foods Brand at the India Cold Chain Expo – ICE 2012, New Delhi . • Suguna “Daily Fressh” had been cited as one of the successful Franchised Retail Chains at the FICCI - International Retail Conference – 2012 at Chennai.

Vice President – Marketing ( Foods ) at DS Group: Foods Division,

Feb 2010 - Jan 2012

Catch is the leading brand in Spices, Table / Sprinkler Salt and spices and Instant Beverages. Responsible for Catch brand pan-India. • Developed the CATCH Brand Architecture which entails the new products that will be introduced under the Catch Brand. • Handling all the new product launches under the Catch brand such as Food Spreads and Dressings Comprehensive plan developed For this new category a new Advertising Agency has been recruited, Marketing team and inputs has been developed in the comprehensive plan. • Built the Brand Architectures for the brands PASS PASS . • Created a CoCo (Company owned Company operated) Stores – “CATCH Tasty Secrets” for promoting the range of Food and Beverage products under the Brand CATCH. This involved in developing a standard interiors for the store along with the Store Branding for complete promotion of the brand.

General Manager – Marketing for Vegit Food Products Divn at Merino Industries Ltd, ( VEGIT Foods Division )

Mar 2007 - Feb 2010

• Conceptualized and developed the Product Strategy for the VEGIT in Indian Market. • Set up the complete Marketing infrastructure for Vegit. • Developed and successfully launched the Vegit Brand of Potato Flakes in : 1. Industrial / Institutional segment. 2. Food Service / Horeca segment. 3. Retail Consumer segment. ( Modern Trade and General Trade ) • Developed and launched the Vegit Brand of Instant Mixes in the Snacks Category. Vegit Snack Mixes are the first Instant Snack Mixes in the Traditional Indian Snack Category. • Repositioned the VEGIT Brand to encompass a range of Convenience Foods. • Created the NEW Category of INSTANT SNACK MIXES – Traditional Indian Snacks. • Developed the Vegit brand into a 350 MT pm brand with a Market Share of 75% within three years of its launch in the Indian market. • The Consumer Insights gained has been translated into developing new products, develop new markets and create more usage occasions for the Vegit brand. • Developed innovative Vegit Instant Snack Mixes such as Vegit Aloo Tikki mix, Vegit Aloo Cutlet mix, Vegit Aloo Bonda mix, Vegit Hara Bara kebab mix, Vegit Cheese Balls mix and a plethora of Snack mix concepts were developed.

Dy General Manager – Sales & Marketing at Rich Kwality Products Ltd, Mumbai

Jun 2006 - Mar 2007

Handled Sales and Marketing for Bakery and Food Service products range in the South and Eastern India where the sales increased by 35%.

Head of Marketing & Sales - Dairy Division at Hatsun Agro Product Ltd, Chennai

Dec 2000 - May 2006

Hatsun Agro Products Ltd which is India's largest Dairy Products company in the private sector with a turnover of around 525 million US $ (Rs.3500 Crores) having India's famous brands such as Arun Ice Cream, Arokya Milk, Hatsun Milk Products such as Curd and fermented products, Paneer, Flavoured Milk / milk shakes, Table and Cooking Butter, butter-oil (ghee), SMP / WMP etc. • Grew the sales of Arokya Milk and Hatsun Dairy Products to take leadership position in their respective markets through a concentrated market segment strategy and creating availability by appointing Hatsun Exclusive Dealers, Distributors and then converting them into Franchised Hatsun Daily Centers / Distribution centers. • Successfully repositioned Arokya milk as a "milk for Growing Children" & put the Arokya milk brand back on faster growth and made it one of India’s largest Milk Brands. Worked with Marketing Guru, Mr. Al Ries on the repositioning of the “Arokya Milk Brand”. • As the head was responsible for the Sales Volume and profitability of the Milk Brands division which had a Sales Turnover of Rs. 450 Cr with an A&P Budget of Rs.20 Cr. • Increased the Sales of Arokya brand of Milk from 2.5 lakh lpd to 8.00 lakh lpd. • Sucessfully launched and built Hatsun’s Value added products in dairy category such as Curd and fermented products, Paneer, Flavoured Milk / milk shakes, Table and Cooking Butter, butter-oil (ghee), SMP / WMP etc.

Achievements

Career Achievements and Highlights :

• Launched successfully VAN HOUTEN and KANDOS Chocolates into the Indian Market. • Repositioned the Brand Arokya Milk from being “ Value for Money” to the “Best Milk for growing Children” working with Marketing Guru Al Ries. Launched and built Fresh Dairy Products such Curd, Butter, Paneer and ambient products such as Ghee under the brand Hatsun • Developed strategy, built network, led sales for VEGIT Potato Flakes and Snack Mixes in both b2b and consumer segments to establish it as a Brand leader in the food service. Business reached high profitabilty with full capacity utilisation too in the third year of operations. • Doubled the sales of Mother’s Recipe and transformed Mother’s Recipe from a Pickle Brand to a leading Culinary Brand in India. Launched to Instant RTE packaged food and RTC Spice Mixes. • Conceptualized, developed and built network of Franchised Retail Outlets in different business: MRF T&S / MRF Tiretok, Hatsun Daily Center and Suguna Daily Fressh. • Turned around the Consumer Products Division of Suguna Foods into profitabilty in the first year by doubling the sales of processed poultry through creating new channels of Indian Army, Modern Trade, QSRs and Horeca outlets.

Most Influential & Talented Marketing Leader

• The most TALENTED Marketing Professional award at the Corporate Excellence Awards by World Marketing Congress on 13th November, 2014 at Mumbai. • One of the 100 Most Influential National Leaders in MARKETING at its National Awards for Marketing Excellence on 24th July, 2015 at MUMBAI. • Featured in the Most Influential Marketing Leaders at the 3rd World Marketing Congress held on 24th November’2016 at Mumbai.

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