nikhil bhandary

Business-driven professional with 10 years of experience in the FMCG/CPG space. Managed multiple roles and teams across Marketing, Sales and Channel Strategy in Dubai, the Middle East, Africa, and India. A keen planner with demonstrated abilities in category management, account management, Brand Management, Sales Channel management and Category Plans in the CPG sector. An effective communicator with strong skills in building relationships, analyzing market trends and negotiating. Multilingual skills and history of easy assimilation into diverse markets.

OLAM INTERNATIONAL – PACKAGED FOODS DIVISION (CPG) – GHANA, AFRICA

Senior Manager-Sales

Responsibilities:

Apr 2020 – Dec 2022

Setting up the footprint of biscuits, culinary & seasoning business across the francophone belt in West Africa.

Leading a multicultural and diverse team of 12 personnel in category management, sales, trade marketing, logistics and warehouses across West Africa (Mali, Burkina Faso, Togo, Niger, and Benin).

Overall, I managed to grow business at 40%+ (3-year CAGR) to $25 Mn in 2022 with complete ownership of new market entry strategy, category plans, pricing and sales strategy for each of the markets.

Launched the biscuits business in Mali, Niger and Burkina Faso. Scaled the volumes from 1000 MT to 4500 MT Annually. Launched a complete portfolio of Cookies, Cracker, Creams, Digestive and Wafers

Culinary business expansion from $10 Mn annually to $15 Mn annually – Growing the overall volume at 50%+

Delivered breakthrough results for CPG Exports business in 2022 as well, delivering a growth of 78% in biscuits and 51% in culinary. Cumulatively delivered a gross margin of $3.1Mn for the first time.

Selected Achievements and Career Highlights:

Niger Market Leadership – Culinary business gained Market Share - 5% bps in Niger. This expansion was done while expanding the gross margin levels from 7% to 15% levels after 3 years

Mali Biscuits Leadership – Olam became the no 1 biscuits player in the country today with a market share of 35% since the launch.

Burkina Launch – Entry strategy prepared and launched for both the categories approved by the CEO. This entry would fuel export market growth for the next 3 years.

BRITANNIA INDUSTRIES LIMITED (STRATEGIC FOODS INTERNATIONAL) – DUBAI, UAE Jul 2018 – Mar 2020

Regional Brand Manager

Responsibilities:

Managed a top-line turnover of $30 Mn of flagship Britannia brands (Category Market Leaders) - Good Day, Creams and Marie for the Gulf (UAE, KSA, Qatar, Oman, Kuwait, Bahrain). These categories contribute to an overall 65%+ top line for the Middle East.

Ownership of Marketing Mix: To ensure the development and implementation of marketing mix elements in line with Business/ Marketing Plans- Communication Strategy, Promotional Plan, Media Planning, Packaging, Pricing, and Product Development.

Consumer Insights: Develop a superior knowledge of consumers and key competitors through consumer research, market visits, and retail audit data (AC Nielsen) to assess the market, segment, and SKU growths and contributions.

Work with the Central Marketing team to analyze category trends, promotional activity and product assortment to develop selling stories to deliver maximum sales and profits.

Selected Achievements and Career Highlights:

Designed the first licensing marketing campaign between Britannia and Warner Bros Justice League for a one-of-a-kind promotion on the entire Britannia range across UAE, Egypt, and Oman.

First thematic activation on Good Day Brand – Golden Smiles Festival across the Gulf Region. The brand witnessed a 24% growth during this campaign.

First-ever PR Campaign in the International Business for Britannia which generated the advertising value of $1.5Mn+ covered across major dailies in the Middle East. Covered across 34+ Newspapers and 80+ digital sites.

BRITANNIA INDUSTRIES LIMITED – UTTAR PRADESH, INDIA Apr 2016 – Jun 2018

Senior Area Sales Manager

Responsibilities:

Managed sales for UP state covering an annual turnover of $45Mn+ through a team of 4 Area Sales Managers, 30 Sales Officers, and 60 Pilot Salesman who led a front-line team of 170+ Channel partners and 400+ Distributor Salesman servicing 150k retail outlets. The overall business grew at a CAGR level of 25%+ in the 2 years of my tenure.

Design the Business Objectives, Channel Strategy and Infrastructure set-up - Plan for the branch's channel structure and coverage norms along with the Area Sales Managers.

Restructured the business and managed to turn it around from a sluggish -6% to +25% level – Received a promotion and role change to handle marketing for the Gulf region basis this performance.

Selected Achievements and Career Highlights:

Highest distribution gains in UP in FY 17-18 – the UP state has gained a Numeric Distribution of 10% pts and a Market Share of 1.5% in this financial year which is the highest gain in the last 5 years.

Gladiator star performer award for Q1-2016, Q1 – 2017 (Top performing State Head) & (Channel Management Award)

Britannia Young Leaders – Identified as high-potential managers under the age of 30 within the company as future forwards. This

council works as part of a group suggesting the Board on new Product Launches.

Chairman’s Award – The most prestigious award in Britannia given to the north region for 17-18 business performance

BRITANNIA INDUSTRIES LIMITED – MUMBAI, INDIA Feb 2015 – Mar 2016

Area Sales Manager

Responsibilities:

Managed annual business of $21Mn+ for the biggest metro town in India - Mumbai for 22000+ outlets with a team size of 11 Sales Officers & 15 Distributors and 160 Distributor Salesmen.

Deploy and monitor the execution of various promotions within the company's sales strategy to drive volume, value, and market share objectives in the biggest Metro town of India.

Key Responsibilities - Manage Sales Infrastructure, Sales and Operations Planning, Review and Reporting, Consumer and Trade Promos, Sales-Force Training and Automation, and Team Management.

Successfully grew the business at +18% over Last year. Received one of the fast-track promotions to the next level due to the 1.5% Market Share and 2% Numeric Distribution gain shown within 1 year.

Selected Achievements and Career Highlights:

Gladiator Star Performer - Q3 – 2015 (Top performing State Head) & Best distribution expansion – Contest – Q2, Q3 2015 winner.

Best Go to Market execution for New Product launch Mar' 2016 – Good Day Nuts Cookie.

Market Share gain of 3% pts in a year and Numeric Distribution gain of over 5% pts during this role.

PIDILITE INDUSTRIES LIMITED Jun 2012 – Aug 2014

Area Sales Manager

Responsibilities:

Led retail sales of $8 Mn for the adhesives category across different states in India – Delhi, Gujrat, and Punjab.

Joined as a summer intern on a Project - Developed a blueprint for category development of fast-setting adhesive – Fevicol Speedx.

Awarded a Pre-Placement Offer (PPO) for exemplary performance during the summer internship.

2012 MBA – Postgraduate diploma in management– Goa Insitute of Management 

2009 Bachelor of Science, University of Mumbai (SIES College)