Biswanath Roy
A-10 /357 Kalyani, P.O Kalyani, Dist
Nadia, West Bengal 741235.
Tel:91-33-32951897 (Res)
Email: [email protected]
Seeking Senior level assignment in Retail / Sales & Marketing / Business Development / Channel &
Distribution Management with a high growth oriented organization.
Have been in the industry for over 23 years traversing North, East and South India across sales,
distribution, and business management and operations domains in Dairy , FMCG,
Retail, Food
processing & Telecom Industry. (Dairy / FMCG, Food Retailing)
Professional Synopsis
 An out of the Box thinker with a flair for charting out marketing strategies and contributing towards
enhancing business volumes & growth and achieving profitability norms.
 Proven expertise in monitoring business operations with accountability of Sales targets/ market share
targets & identifying new business avenues.
 Possess excellent communication, negotiation, leadership and relationship management skills with
the dexterity in mentoring and managing large teams.
 PG Diploma in Rural Management from Institute of Rural Management, Anand (IRMA) in 1994.
 Bachelor of Dairy Technology from Bidhan Chandra Krishi Viswavidyalaya, West Bengal in 1986.
Key Career Highlights
 Received Best Kaizen Award in GCMMF Ltd.(Amul)
 Received the appreciation from the MD of AMUL for Revival of Business in Sikkim. Sales Turnover
increased from Rs. 0.2 million to Rs.1.2 million
 Stabilised Sales & Distribution for Perfetti Vanvelle in North Eastern India. Achieved All India highest
sales Turnover growth for continuous 3 years.
 Aligned Moreish Foods with Strategic Direction in East.
Work Experience
Sales Consultant: Since Jan-11.
Assignment handled: RK Teleservices Pvt Ltd.( Nokia – Handsets)
RK Teleservices Pvt Ltd, Kolkata
July’10 till date (7 months)
Managing the business of RK Teleservices Pvt Ltd, Kolkata a franchisee of Nokia with a turnover of Rs 1000
Devising and effective Retail Distribution Strategy for Nokia Range of Handsets in Kolkata.
 Managing an annual sell through of Rs.1000 million by servicing 250 retail telecom outlets in Kolkata
 Leading a team of 12 Promoters, 1 Route Trainers and 10 Sales Executives to deliver sales, ensure reach
and increase width of distribution
Responsible for recruitment, training, development and appraisal of Sales Executives & Team Leaders.
Developing business plans to achieve company objectives while ensuring partner profitability.
Planning model wise monthly sales & suggesting trade promotions to ensure focus model sales.
Execution of new product launches by estimating demand and building trade hype through launches, meets
and educating retailers as well as channel partners
 Achieved the Highest width growth Xpress Music Category.
 Increased the width of Distribution of Touch & Qwerty Handsets by driving all promoter outlets. 100 %
promoter outlets selling Touch & Qwerty since July 10.
 Started monthly SE Training & Evaluation programme with help of Route Trainers leading to better Technical
Skill of the Team and much more enhanced team bonding.
Moreish Foods Limited, Ranchi / Asansol/ Patna /kolkata
Jan’10-Jun’10 (6 months)
Regional Sales Manager –East
Managing sales & distribution in Bihar, Jharkhand, South Bengal based at Ranchi and a special
assignment for launch of Moreish Bread & Bakery Products in Kolkata .
 Forecast and Improve sales strategies, Market Penetration & to plan and implement sales activities in
order to meet company targets, growth and profitability. Plan and manage sales and marketing
resources according to agreed budgets
 Create innovative, analytical and collaborative team player to develop business opportunities through
strategic & tactical efforts. Involving team for pursuing specific opportunities including profit
potential, strategic advantage, and competitive analysis
 Recruit, Trained, Retained and nurture the sales team comprising ASM, SOs and monitor their
performance against Key Performance Indicators (KPI)
 Surveyed entire Kolkata and mapped each outlet to make a viable route and area demarcated for
Distributors location, ascertained probable volume of Business for each Distributor.
 Completed Market Research on product line and designed an effective sales strategy on the basis of
Research analysis
 Appointed the Distributor and designed & implemented MIS for the Distributors
3M India Limited, Kolkata
Jan’08-Dec’09(2 Years)
As Regional Sales Manager -East
 Report to the Divisional Head and is supported by a team of Area Sales Managers & sales executives
 Making Annual business plan and implementing strategies for increasing sales in Retail & Key
 Building and leading the sales team, including hiring personnel as per business needs. Overall
responsible for the performance
of the distribution network of C&FAs and distributors
Expand existing market share and develop new markets and bring in better operational efficiency.
 Imparting customized training and monitoring the Sales Force consisting 4 ASMs, 12 Sales officers
and 30 Pilot Sales Man and increased sales turnover from INR 550 million to INR 720 million.
Reliance Retail Limited, Ranchi, Jharkhand
Jan’07-Dec-07’ (1Year)
As Assistant General Manager – Dairy Category
 Annual Business Plan for sourcing and finalization of assortments for launch of _
Reliance Fresh Stores in Jharkhand
 Was played active role in successful launch of 10 first ever Reliance Fresh Stores ( Total 25 No) at
Ranchi – Jharkhand.
 Sourcing, day to day Vendor Management (26 Vendors) to maximize the store fill rate while
coordinating on day to day basis with store operation and SCM team
 Planning and implementing Product Mix consist of subcategories i.e. Frozen, Wet, Fresh Dry
products comprising of 256 SKUs
 Identifying business opportunities, Sales Forecasting of Reliance Fresh Store, considering Seasonality
Locality & Festivals
 Achieved targeted Turnover of Rs.700 million Gross Margin of 14 % which is highest among all the
Perfetti van Melle India Pvt Ltd. North Eastern India , Kolkata
Oct’01 – Dec’06 (6.25 Years)
As Area Sales Manager
 Managing the sales and marketing operations of Kolkata between May’05 – Dec ‘06
 Successfully looked after the entire North East Region during Oct’01 - Apr’05.
 Handling a wide range of functions viz., Sales Planning, Receivable Management, Appointment of
Distributors, Capacity Building of Sales Officers and Distributor Sales Man, Sales Budgeting, Territory
Development, Channel Management, etc.
 Instrumental in revamping the distribution set up and turned around sales in north east
region by increasing number of Distributors from 52 to 112.
 Played a major role in achieving highest All India sales growth consecutively for two years by
increase in Sales growth more than 50 % Year on Year basis
 Managing a sales force of 10 Sales Officers , 84 & Yearly turnover is INR 600 million per annum.
Gujarat Co-operative Milk Marketing Federation Ltd. (Amul), Kolkata , Bihar ,Sikkim , North
Bengal , Bhutan , Nepal
Sr. Executive/Assistant Manager Jun’94–Oct’01 (7.5yr)
- Joined as Senior Executive and rose to the position of Asst. Manager
 Managed the sales and marketing operations in the assigned territories of Bihar & Nepal.
 Took charge of operation in Kolkata in 1998 and looked after branded edible oil “Dhara” and New
Product Division while setting up cold chain distribution network for Amul Icecream.
 Actively involved in Sales & Promotional Planning, Institutional Business, New Product Launches,
Territory Development, Competitors Tracking, etc.
 Played a major role in increasing sales by 50 % from INR 480 million to INR 720 million which was
the highest in India.
 Distinction of launching Amul Ice Cream at Patna.
 Received Best Kaizen Award at GCMMF Kolkata.
 Managed a sales team comprising of 12 Sales officers , 80 distributors having a turnover of INR.72
million per annum.
 Distinction of being sent on a special mission to Sikkim and received MD’s appreciation for stabilising
Distribution net work in and increase in Sales from INR 0.2 million to INR 1.2 million.
Punjab State Co-operative Milk Producers Federation Ltd.
Dec’86 – Jun’92 (5.5yr)
As Asst. Manager
 Responsible for production planning according to the procurement of milk and as per the needs of
marketing department on day to day basis.
 Actively involved in man power scheduling, monitoring and controlling shifts falls under the purview
of Assistant Managers.
Personal Details
 Date of Birth : 05th Jan’1964
 Languages Known : Bengali, English, Hindi, Punjabi, Assamese
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