Husain Maharaj

Recruited as the commercial leader to drive the strategic and operational transformation of a single-product company into a diversified, multi-channel dairy and ice cream brand. Functionally operating as the Business Head, with full ownership of the Go-To-Market (GTM) strategy, commercial P&L expansion, and organizational scaling.
Commercial Transformation & Strategic Leadership:
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P&L and Business Strategy: Established the overall business strategy and execution roadmap, functionally operating as the Business Head and owning the commercial launch and expansion P&L.
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Product Portfolio Diversification: Led the fundamental transformation of the company from a heritage Kulfi brand to a full-range Dairy and Ice Cream business, dramatically increasing addressable market size.
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Market Entry Architecture: Designed the complete market entry framework, personally defining the product mix, pricing strategy, competition analysis, and comprehensive market potential study to ensure a profitable launch.
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Channel Expansion: Successfully pivoted the GTM model to introduce packed formats and secure market penetration across the high-volume HORECA, Modern Trade (MT), and Traditional Trade (TT) channels.
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Key Account Acquisition: Directed high-value Business Development efforts, personally engaging and acquiring major potential clients, including large catering companies and prestigious hotels, critical for immediate revenue scaling.
Brand, Marketing & Digital Innovation:
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Brand Revitalization: Currently leading the complete packaging design revamp for the new brand portfolio, ensuring aesthetic, functional, and commercial alignment for mass-market retail channels.
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Marketing Cycle Ownership: Own the entire marketing apparatus, including the development of comprehensive marketing efforts, campaign plans, and budget allocation across all channels to drive brand recognition and trial.
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Retail Tech Development: Driving technology developments for the retail business, including the implementation of an internal App and WhatsApp Chatbot to streamline business processes and enhance digital engagement and efficiency.
Organizational Design & Capability Building:
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Organizational Overhaul: Executed a full redesign of the commercial structure, defining all new roles, setting up detailed salary frameworks, and establishing data-driven Key Performance Indicators (KPIs) to align the entire sales function with FMCG best practices.
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Sales Force Up-skilling: Conducted extensive and elaborate sales team trainings to upgrade staff skills on core FMCG fundamentals, product knowledge, and modern selling techniques, effectively creating a professional sales force.

• Oversee 360° brand communication, advertising (ATL/BTL), and new product
launches. Ensure consistent messaging across channels using consumer insights and

Planning and Development of Annual Marketing Plan
• Initiate New Product Development
• Organize Consumer, and Product Research (FGD’s, CLT’s, Blind Taste Tests, Online / Off-line Surveys)
• Development of Product Packaging (through In-House Design Team, and External Agencies)
• Creation of Brand Commercials, Bumper Ads, & Digital Video Content
• Content and Design Planning for POSM and Print Media (Launch POSM, In-store Branding, Newspaper Ads, Hoardings)
• Social Media Budget Planning, and Conceptualization of Content
• Understand product performance, and gain market insights (through 3rd Party Retail Audit, and Retail EPOS Data)
• Managing company Trademarks and other Intellectual Properties (via the Legal Agent)
• Representing the organization in Trade and Consumer Fairs
• Liaison with marketing team of different subsidiaries for timely execution of projects

Planning and Development of Annual Marketing Plan
Review and Reporting of Sales Revenue, and Market Share
Initiate New Product Development
Organize Consumer, and Product Research (FGD’s, CLT’s, Blind Taste Tests, Online / Off-line Surveys)
Development of Product Packaging (through In-House Design Team, and External Agencies)
Creation of Brand Commercials, Bumper Ads, & Digital Video Content
Content and Design Planning for POSM and Print Media (Launch POSM, In-store Branding, Newspaper Ads, Hoardings)
Social Media Budget Planning, and Conceptualization of Content
Evaluate effectiveness of spends on Marketing Activities, basis planned objectives
Understand product performance, and gain market insights (through 3rd Party Retail Audit, and Retail EPOS Data)
Managing company Trademarks and other Intellectual Properties (via the Legal Agent)
Representing the organization in Trade and Consumer Fairs
Liaison with marketing team of different subsidiaries for timely execution of projects

Allocation and controlling of Trade Marketing Budgets (Pan India)
Planning and execution of Trade Marketing Activities
Development and Review of Trade Schemes / Trade Inputs
 Initiate Brand Activation through participation in Events and Local Programs
Planning and Execution Festive / Launch POSM
Planning and Implementation of Retailer Boards, Shutter Branding, and Hoardings
Procurement of bulk Gifting Material for trade, dealers and employee incentives
Training & Development of Merchandising Team
Designing and Implementation of Sales Incentive Programs

Development and Review of Trade Schemes / Trade Inputs (West Region - India)
Planning and execution of Merchandising activities
Implementation of Brand Visibility elements (across Modern Trade, General Trade, and Make-Up stores)
Managing Fabrication and Maintenance of Counters & Customized Units (In-store)
Coordination with Marketing and Sales Team to implement Brand Units / Visibility Elements
Selection and Co-ordination of Vendors for all Merchandising activities
Training and Development of Merchandisers, and Beauty Advisors

Managing Sales Operations for Modern Trade stores (Dmart, Hypercity, Spencers, Metro Cash & Carry, Apollo Pharmacy, and Health & Glow)
Managing Channel Sales for General Trade and Pharmacy stores
Handled the Consumer Product Division brands ( Garnier, Loreal Paris, and Maybelline )
Stock Planning, Route Planning, and Manpower Planning for company distributors
Ensure Coverage, Availability, and Visibility of Stocks across channels (as per company norms)
Managing of Distributor Sales Team, to ensure achieving of Sales and Distribution targets.
Implementation and Reporting of Trade and Consumer Inputs

Managing Channel Sales for General Trade, Wholesale and Convenience Stores
Handled the Personal Care Product brands ( Fiami, Vivel, and Superia )
Stock Planning, Route Planning, and Manpower Planning for company distributors
Managing of Distributor Sales Team, to ensure achieving of Sales and Distribution targets.
Ensure Coverage, Availability, and Visibility of Stocks across channels (as per company norms)
Reporting of Competition Activities to the company, along with its effects on the Trade