Sintex BAPL Ltd (Welspun Group) @ Jan
Strategic Sales & Channel Leadership professional with 21+ years of experience spanning Sales Management, Channel Sales & Distribution, Business
Development, Market Expansion, Loyalty Program & Scheme Management and Digital Sales Transformation across building materials (paints,
sanitaryware, water-storage solutions, pipes & fittings) and consumer durables. Proven record of strengthening distributor & dealer network,
expanding distribution width and depth, and using data-driven insights to deliver sustainable market growth.
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Excels in improving channel productivity and revenue growth through disciplined execution and strong channel relationships.
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Recognised for driving market expansion by strengthening market penetration through distribution development, direct dealer expansion and
driving market extraction using new product introductions, brand shop development, and upselling & cross selling.
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Adept at conceptualising, designing and executing loyalty programs and incentive schemes aligned with business objectives to drive channel
engagement, sales growth and partner retention.
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Success in leveraging Sales Excellence tools and digital transformation including Power BI, SFA, DMS, lead-management platforms, AI-enabled solutions,
process automation, PJP & beat management to strengthen sales productivity, market execution & field-force effectiveness.
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Brings a cross-industry perspective across Paints, Sanitaryware, Water Storage Tanks, Pipes & Fittings, and Consumer Durables, enabling rapid
adaptation to new product categories, channel structures and market dynamics.
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Engaged with influencers & channel partners through Dealer Meets, Influencer Meets and Factory Visits, strengthening product awareness and
communication of key policies, schemes and commercial initiatives.
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Demonstrates strong commercial acumen across sales planning, forecasting, receivables, dealer profitability, channel ROI, pricing, schemes and
working-capital optimisation.
Awarded Best Branch Manager (2018-2019). Recognised as Zone of the Year Runners Up (2021-2022)
KEY & TECHNICAL SKILLS
Sales Strategy & Execution | Channel Sales & Distribution | Business Development | Market Expansion | Sales Excellence | Sales Operations | Distributor
& Dealer Management | Distribution Strategy | Revenue Growth | Sales Planning & Forecasting | Sales Analytics & Data-Driven Decision Making |
Scheme Management | Digital Sales Transformation | Team Leadership & Capability Building | Commercial Management | Customer & Stakeholder
Management | Performance Management | Dealer & Influencer Engagement
VALUE PROPOSITION
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Delivered 45% growth in 2018-19 while managing a diversified six-product portfolio, establishing a strong
performance foundation before taking more responsibilities. (Sintex BAPL Ltd)
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SALES LEADERSHIP & BUSINESS
Delivered approximately 15% CAGR across 5.5 years at Hindware, consistently growing Mumbai while
subsequently taking additional responsibility for Goa. (HSIL Ltd – Hindware)
GROWTH
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Transformed Goa business, delivering 2x growth within two years through focused territory development
and commercial execution. (Sintex BAPL Ltd)
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Established 8 Hindware Brand Stores within three months across Mumbai and Goa, accelerating retail
footprint and strengthening regional market presence. (HSIL Ltd – Hindware)
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MARKET EXPANSION &
Achieved the highest launch-month sales for multiple new product introductions, including Wave Flush
Tanks, Rimless WCs and Rain Forest Faucet Range. (HSIL Ltd – Hindware)
COMMERCIAL TRANSFORMATION
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Shifted the business from 60-day credit to advance-payment terms and cleared crores of non-moving
inventory, strengthening working-capital discipline during a challenging business phase. (Sintex BAPL Ltd)
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Shaped the pipes & fittings business launch, contributing to GTM strategy, distributor agreements,
policies & schemes. (Sintex BAPL Ltd / Welspun Group)
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Collaborated with IT to develop Power BI dashboards, Lead & Project Management Systems, and Maps
SALES EXCELLENCE & DIGITAL
Solutions, while advancing process automation, SFA and DMS initiatives to strengthen sales visibility,
execution efficiency and field-force productivity. (Sintex BAPL Ltd / Welspun Group)
TRANSFORMATION
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Selected among five sales professionals nationally to deliver Channel Management training and among
a select group to support E-CRM implementation, strengthening sales capability and digital adoption.
(HSIL Ltd – Hindware)
Lead sales operations and digitalisation, redesigning processes, field activities and commercial agreements to improve execution efficiency,
consistency and productivity.
Govern primary and secondary sales schemes & loyalty program, including scheme design and implementation frameworks, ensuring scheme
effectiveness.
Drive sales force productivity through effective Beat management, PJP Planning and field-force deployment, defining coverage expectations,
leveraging incentive programs and performance scorecards, and identifying gaps to enable timely corrective action.
Digitalisation & Process Excellence
Leverage AI to build systems addressing operational requirements and improving team efficiency, productivity and process effectiveness.
Utilize SFA-captured location data to develop Maps Solutions for channel-network optimisation, enabling town-level distribution gap identification
and detection of distributor and sales-territory overlaps to strengthen market coverage.
Drive adoption of SFA & DMS platforms and redesign workflows to reduce manual intervention, minimise errors and improve process efficiency
across sales operations.
Automate Lead Management and Project Management processes, with IT team, improving workflow visibility and process efficiency.
Coordinate with IT and cross-functional stakeholders to align technology, commercial programmes and field-sales requirements.
Zonal Manager – West 2 | Dec. 2019 – Oct. 2024
Zonal Sales & Business Leadership
Directed sales operations across Mumbai, Maharashtra, Goa and Chhattisgarh, aligning regional plans, territory priorities and market opportunities
to drive sustainable growth.
Led a 37-member team comprising 4 BMs, 13 Team Leaders and 20 field personnel, driving territory planning, performance management and team
productivity.
Developed market-specific strategies to expand product penetration and strengthen channel performance across assigned territories.
Portfolio, Channel & Distribution Strategy
Defined market clusters and identified distributors and dealers across Chhattisgarh in line with the Pipes & Fittings distribution blueprint, enabling
the successful product launch in March 2025.
Strengthened market hygiene and channel effectiveness by resolving key channel-partner issues, rationalising overlapping territories into clear
clusters, reducing wholesale dependency, and implementing a standard Secondary MOP.
Expanded channel coverage through distributor/dealer development, customer engagement and market-cluster planning, improving market reach
and strengthening regional business opportunities.
Performance & Stakeholder Management
Conducted structured business reviews covering sales performance, market coverage, customer development and territory productivity,
translating insights into targeted corrective actions.
Collaborated with distributors, dealers and internal stakeholders to resolve execution challenges, strengthen channel relationships and accelerate
regional business performance.
General Manager – Mumbai & Pune | Jan. 2018 – Nov. 2019
Regional Sales Management
Directed sales operations across Mumbai, Pune, Konkan, Desh and parts of Khandesh, managing multiple markets and product categories.
Managed a diversified portfolio spanning Water Storage Tanks, UPVC Doors & Interiors, PVC Sheets, Environmental & Green Solutions and
Continuous Sandwich Panels, formulating product- and territory-level strategies to strengthen market penetration.
Led a 24-member team comprising 6 Team Leaders and 18 field personnel, establishing territory priorities and sales targets.
Strengthened working capital during Sintex’s liquidity crisis by converting vendor dues into product settlements, facilitating discounted liquidation
of non-moving inventory through distributors, and accelerating market receivables to sustain business continuity.
Channel & Customer Management
Managed dealer, distributor and high-value customer relationships, addressing commercial requirements and developing accounts.
Coordinated with supply chain, operations and internal commercial teams to ensure product availability and timely market execution.
EARLY CAREER
Senior Manager – Mumbai & Goa | HSIL Ltd – Hindware
Branch Sales Manager, Mumbai | Whirlpool of India Ltd.
Branch Manager | Berger Paints India Ltd.
Growth Path: Branch Manager – Mumbai | Jan. 2010 – Nov. 2010 ➔ Branch Manager – Delhi (Central Delhi) | Jun. 2009 – Dec. 2009 ➔ Branch
No education history listed.