• Overseeing distribution operations across East India (WB, Odisha, Chhattisgarh, Jharkhand, Bihar, North East), managing dealer and distributor networks.
• Designing and implementing distribution frameworks & sales initiatives, including MBO/EBO strategies, to expand the handbags and backpack market.
• Formulating growth strategies for Enoki (Baggit’s economy brand), adjusting pricing models to compete effectively with unbranded manufacturers.
• Conducting market intelligence & competitor analysis, leveraging SWOT insights to identify opportunities and convert rival brands.
• Supervising secondary sales & team efficiency, coordinating SMs/SOs for daily sales tracking, performance evaluations, and distributor engagement.
• Managing outstanding receivables & billing processes, ensuring seamless replenishment cycles and optimized financial operations.
• Executing strategic sales plans (AOP/CP) and monitoring outcomes, conducting extensive market visits to drive consistent revenue growth.
• Building and maintaining strong relationships with key stakeholders, including distributors, retailers, and corporate clients, to drive long-term partnerships.
• Implementing digital sales tools and CRM systems to streamline sales operations, track performance, and improve efficiency.
• Driving operational excellence by continuously improving supply chain management, inventory control, and order fulfillment processes.
• Leading cross-functional collaboration with marketing, finance, and logistics teams to align business goals and improve execution.

• Led distribution and channel expansion across MP & CG, overseeing 13 active partners, 190+ sales channels, 3 managers, and 5 sales officers.
• Directed dealer engagement & onboarding, managing CPs/Direct Dealers, establishing new partnerships, tracking inventory, and streamlining billing cycles.
• Formulated growth strategies for Wallpapers (Elite & Zio), Flooring (Prime & Platina), and Artificial Grass, coordinating BDMs to enhance secondary sales and KPI performance.
• Drove market penetration by identifying and onboarding new dealers/distributors, executing PCM initiatives, and fostering relationships with architects, contractors, and interior designers.
• Supervised warehousing, inventory flow, and financial oversight, ensuring efficient stock management and credit control for business sustainability.
• Optimized sales performance by implementing data-driven strategies, analyzing market trends, and enhancing product visibility across key territories.
• Strengthened brand positioning through targeted marketing initiatives, competitive benchmarking, and customer-centric promotional activities.
• Enhanced distributor efficiency by streamlining supply chain operations, reducing lead times, and improving order fulfillment processes.
• Led cross-functional collaboration between sales, marketing, and finance teams to align business objectives and drive revenue growth.
• Developed high-performing teams, mentoring managers and sales officers to improve productivity, negotiation skills, and client relationship management.

• Led channel sales & distribution operations across West Bengal & Sikkim, managing a ₹7–8 Cr annual business and coordinating with senior leadership.
• Oversaw a network of 9 distributors & 300 dealers, ensuring efficient inventory management, demand forecasting, and billing cycle adherence.
• Monitored distributor sales performance & stock levels, strategizing bulk order execution and optimizing truckload inventory planning.
• Expanded dealer network, collaborating with distributors to enhance revenue streams, streamline collections, and ensure strategic SKU placement.
• Engaged & guided DSOs, structuring incentive plans, tracking sales performance, and improving market-wide receivables management.
• Implemented strategic sales initiatives, increasing market penetration and optimizing revenue growth across assigned territories.
• Drove secondary sales growth, leveraging data analytics to track market trends, optimize stock levels, and identify new opportunities.
• Executed go-to-market strategies for new product launches, ensuring effective SKU placement and brand visibility in retail markets.
• Strengthened operational efficiency, streamlining order processing, reducing outstanding dues, and improving cash flow management.
• Led training and mentoring programs for sales teams, enhancing their skills in customer engagement, negotiation, and product knowledge.

• Managed channel sales & distribution across multiple territories, driving ₹11–12 Cr annual GT business and ₹40 Cr in Modern Trade (Big Bazaar & Metro Cash & Carry).
• Oversaw merchandise assortment & inventory, implementing secondary-based primary planning and expanding retail presence.
• Planned retail expansion & distributor alignment, tracking secondary sales vs. last year, ensuring SKU-wise product placement, and optimizing retail categorization (A/B/C).
• Led and monitored sales teams, setting targets, tracking performance, and ensuring productivity through timely feedback.
• Supported distributors in bulk orders & collections, ensuring smooth billing, market-wise outstanding tracking, and resolving retailer concerns via local meet-ups.
• Drove market penetration & brand visibility by implementing strategic trade promotions, retailer engagement programs, and in-store branding initiatives.
• Analyzed sales data & market trends to identify growth opportunities, optimize product placement, and improve overall sales performance.
• Strengthened relationships with key retailers & distributors, negotiating better shelf space, ensuring timely replenishment, and resolving market challenges.
• Executed promotional campaigns & new product launches, ensuring effective SKU-wise distribution and category-wise placement across retail channels.
• Implemented demand forecasting & inventory control measures to prevent stockouts, improve supply chain efficiency, and maintain optimum stock levels.

• Oversaw dealer & distributor operations across Central & South Bengal, driving ₹6–7 Cr annual revenue through efficient credit control and business optimization.
• Performed market research & competitor assessment, executing strategies for territory expansion and distributor engagement.
• Tracked sales performance & revenue flow, ensuring SKU-wise monitoring, secondary sales optimization, and growth planning.
• Managed data analytics & reporting, evaluating sales patterns and vendor accounts for strategic business insights.
• Developed and executed sales strategies to drive revenue growth, optimize market penetration, and strengthen brand positioning.
• Built and maintained strong relationships with key stakeholders, including dealers, distributors, and high-value customers, to enhance business opportunities.
• Led and mentored sales teams, ensuring high performance through training, target setting, and sales process optimization.
• Implemented trade marketing initiatives, including promotions, schemes, and merchandising strategies, to boost product visibility and sales.
• Ensured compliance with company policies & market regulations, maintaining ethical sales practices and operational excellence.

Based at Siliguri (North Bengal – including Hills & Bhutan), Kolkata (2004 – 2010)

• Managed distribution and BSF supply across North Bengal, including Hills & Bhutan, driving market expansion and revenue growth.
• Conducted business planning and market surveys to assess revenue potential and identify new business opportunities.
• Appointed new distribution channels for the ALFA brand (hard and soft luggage), penetrating interior markets dominated by unbranded products.
• Expanded BSF supply business by engaging old and new distributors, securing bulk orders through direct liaison with COs and 2YCs of battalions.
• Organized monthly free maintenance camps for BSF jawans, offering luggage repairs within battalion camps to strengthen brand loyalty and drive VIP brand adoption in BSF canteens.
• Developed strategic partnerships with local businesses and community organizations to boost brand visibility and foster goodwill in the region.
• Implemented targeted marketing campaigns to promote the ALFA brand and educate consumers on product features and benefits, increasing market penetration.
• Analyzed competitor strategies to identify market trends and adapt business tactics, ensuring a competitive edge in the luggage market.
• Facilitated training sessions for distributors and sales teams, enhancing product knowledge and sales techniques to improve overall performance.

Cuttack HQ (South West Orissa), Sambalpur (2002 – 2004)

• Discovered growth opportunities and assessed direct MBO and WSS performance using market analysis, sales strategies, and customer engagement.
• Oversaw product rollouts and optimized the WSS network by managing inventory planning and merchandising strategies.
• Delivered revenue objectives through strategic allocations, incentive programs, and trade engagement while ensuring service quality and business expansion.

• Marketed paint products across assigned regions by collaborating with distributors and conducting interactive demo sessions to boost brand awareness and competitive positioning.
• Implemented promotional initiatives for interior designers, builders, multi-brand channel partners, and key industry stakeholders to expand market reach.
• Onboarded and led sales promoters to drive impactful campaigns, ensuring target achievement within budget through strategic product positioning.