PRASHANTA K TRIPATHY
M o b i l e : + 91 8108303038
E-Mail: pkt1971@yahoo.com
Senior level positions in Sales and Marketing with an organization of high repute
Expertise in blending creative intellect/insight and sharp planning skills for managing business operations & meeting
top/bottom-line objectives
SKILL SET
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P&L Operations
Channel Development
New Product Launch
Strategic Alliances
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Successfully handled Amul products such as Butter, Cheese, Ice-Cream, Milk
Powders, Ghee, Edible Oil, Pouch Milk , Curd etc with extensive exposure for
developing marketing strategies and distribution network for Urban, Tier-2 cities
and rural markets across Maharashtra, Goa, Gujarat, Madhya Pradesh,
Chhattisgarh, Rajasthan, West Bengal and Orissa
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Skilled in executing plans to reach out unexplored market segments & customer
groups for business expansion; handling the study & generation of enquiries,
preparation & submission of proposals as per terms & conditions
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Efficient in managing all aspects of New Product Launches, Distribution
Management and Super stockist concept
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A strategist cum implementer with recognized proficiency in spearheading
business to accomplish corporate plans and goals successfully
Go-to-Market Strategies
Techno-Commercial Operations
Training and Development
Team Management
PROFILE SUMMARY
A competent professional with nearly 20 years of experience in Sales and
Marketing with extensive experience in Sales Strategy & Execution, New
Product Launch, BTL & Trade Promotion, Product Positioning, Customer
Loyalty Programs, and Sales Forecasting along with handling supervising
accounts, commercial, administrative & legal jobs for the organization
Demonstrated abilities with significant achievements across geographies in
Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF Ltd- Amul)
CORE COMPETENCIES
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Defining and managing a comprehensive go-to-market strategy and plan that includes positioning, launch strategy, public
relations and sales support
Lead cross-functional teams in reviewing operational lead times, financial and forecast data to identify and resolve quality
or other logistics issues, which enhanced time-to-market deliverables to customers
Conducted ROI analysis on product investments, strategized on impacting customer decision criteria to push sales for the
company's product
Looking after project operations involving feasibility studies, enquiry generation, order execution, collection of
receivables and after-sales service; holding techno-commercial discussions, finalizing contracts, preparing tender
documents & bills of quantity and ensuring timely release of payments to contactors & sub-contractors
Establishing distribution network with reliable dealers & stockiest; appointing them in non-performing areas, developing
infrastructure for new channels and optimizing their performance levels
SIGNIFICANT ACHIEVEMENTS AT GCMMF LTD.- AMUL
Achieved year-on-year profit for the organization across the tenure:
Nov’ 98 – Jul’01
Aug’01 – Aug’04
Sep’ 04 – Jun’ 08
Jul’08 – Jan’11
Feb’ 11 –Dec ’12
Annual T.O- US$ 15 million
Annual T.O- US$ 28 million
Annual T.O- US$ 35 million
Annual T.O- US$ 120 million
Annual T.O- US$ 300 million
Feb’11 to Dec’12:
Asst. General Manager (Regional Sales Manager), GCMMF Ltd., Mumbai Zone
Looked after operations in Mumbai, Rest of Maharashtra and Goa region
Achievements:
 Lead a team of 100 professionals with annual sales turnover over US$ 300 million by expanding distribution network and
appointment of super-stockist in upcountry markets
 Launched wide range of fresh products such as Flavoured Milk, Butter Milk, Lassee etc in the region
 Achieved sales growth of over 20% during two successive financial years (2012-13, 2013-14) by reorganizing and
expanding distribution network
 Developed alternate channel distribution by direct supervision of opening company owned outlets in Mumbai and ROM
region that helped increase market penetration and visibility of entire range of products
 Achieved expansion of competency based distribution network adding 100 new distributors/Super Stockists, thereby
increasing market penetration by 50%
 Enacted as part of the core team of SAP- ERP implementation at GCMMF Ltd. and contributed significantly to SD module
helping the organization in implementing real time ERP System
Jul’08 to Jan’11:
GCMMF Ltd., Ahmedabad, Gujarat as Asst. General Manager (Regional Sales Manager
for Ahmedabad Region)
Handled Gujarat, Rajasthan, MP and Chhattisgarh Region
Achievements:
 Led the team in creating 700 Franchisee owned exclusive Amul outlets across the region for increasing market
penetration, availability of entire range of products and increasing visibility of the brand.
 Handled a turnover of US$ 120 million per annum for Amul range of products with 40% turnover growth year on year
 Contributed to wide scale expansion of distribution network with appointment of 200 Distributors for
Fresh/refrigerated/ambient/frozen products to improve presence in Tier II and rural areas.
 Successfully re-organized marketing efforts resulting in business turnaround in Madhya Pradesh increasing profitability
by 20% or increasing market share by 25%
 Created 2 QSRs and 50 company owned outlets in Gujarat
Sep’04 to Jun’08:
GCMMF Ltd., Kolkata, West Bengal as Head-Fresh Products
Achievements:
 Successfully launched Amul Pouch Milk and Curd in Kolkata and rest of West Bengal region and achieved Annual T.O- US$
30 million during first year of launch in 2005-06
 Achieved market leadership in pouch milk segment in West Bengal within 3 months of launch with a market share of 35%
 Established Amul Curd as the market leader with annual turnover in excess of US$ 1.5 million
 Developed infrastructure of 200 Distributors, 7000 retailers and 60 specialized fleets for the short shelf life product to
ensure a flawless distribution of Fresh milk and curd
ORGANISATIONAL EXPERIENCE
Since Jun’13
Mother Dairy Fruit and Vegetable Private Limited, Mumbai, Maharashtra as
General Manager (Sales)
Key Result Areas:
 Conducted the pre-launch study of Innovative AVM (Automated Milk Vending Machines) milk sales channel and suggested
launch plan to the organization
Accomplishments:
 Successfully handled the launch of innovative Kamdhenus (Vehicle Mounted Milk Vending) milk sales channel
 Achieved highest ever sales in Mumbai market with Annual T.O- US$ 40 million for Mother Dairy milk in 2013-14
 Successfully managed turnaround with respect to profitability of the Mumbai unit by re-engineering sales processes and
promotional strategies
 Restructured/revamped distribution network and launched Bulk Vending Milk that helped in additional sales of 10%.
Jan’13 to June’13
IFB Industries Ltd. (Home Appliances Division), Mumbai, Maharashtra as
Regional Sales Head (West)
Key Result Areas:
 Hired and developed new sales force and lead a team of 100 people
Jan’96 to Dec’12
Growth Path:
Jan’ 96 – Oct’ 98:
Nov’ 98 – Jul’01:
Aug’01 – Aug’04:
Sep’ 04 – Jun’ 08:
Jul’08 – Jan’11:
Feb’ 11 –Dec ‘12:
Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF Ltd. - Amul)
Senior Executive, Cooperative Services, Head Office, Anand
Branch Manager, Cuttack, Orissa (Annual T.O- US$ 15 million)
Branch Manager, Kolkata, West Bengal (Annual T.O- US$ 28 million)
Head - Fresh Products, Kolkata (Annual T.O- US$ 35 million)
Regional Sales Manager, Ahmedabad (Annual T.O- US$ 120 million)
Regional Sales Manager, Mumbai (Annual T.O- US$ 300 million)
PREVIOUS WORK EXPERINCE
Jun’95 to Dec’95
Gujarat Ecological Commission, Bhuj, Gujarat as Manager-Projects
ACADEMIC DETAILS
1995
1992
1988
1986
MBA from IRMA, Secured 66%
B.Sc. (Forestry) from Orissa University of Agriculture & Technology, Bhubaneswar; secured 82%
12th from Stewart Science College, Cuttack; secured 73%
10th from PBK High School, Orissa; secured 80%
IT SKILLS
 Well versed with MS Office Suite and internet applications
PERSONAL DETAILS
Date of Birth:
Address:
Languages Known:
28th Feb 1971
K-73, Mahindra Park, Ghatkopar West, Mumbai, 400086
English, Hindi, Bangla, and Oriya