Chief Executive Officer
Al Maha Ceramics SAOG
Total years of experience :33 years, 0 Months
Heading Al Maha Ceramics SAOG a public listed company as CEO and leading it with best financials in the region. All line functions reports to him and he reports to Board of Directors.
Transformed Al Maha Ceramics with new logo, website; aggressive digital marketing and also launched differentiated and functional products like iProtect tiles (Antibacterial Tiles ) and Barid (Cool surface tiles)
Under his leadership brand received two most prestigious awards viz. Oman Most Trusted Award and "Superbrand" as UAE choice award and both of these awards are consumer voted awards.
RAK Ceramics is a Superbrand in tiles with headquarter based at Ras Al Khaima UAE, RAK has 11 plants at UAE and have operations in India, Bangladesh, Sudan, Iran and China. RAK India plant got commissioned in 2006 at Andhra Pradesh having best of manufacturing capabilities to produce world class Tiles and Sanitaryware.
•Was heading the Indian operations of RAK Ceramics and was responsible for the P&L of the company.
•Under his able and aggressive leadership RAK India saw a huge turnaround of business from a company showing negative growth in 2011 with a turnover of INR 437 Cr, went to show a huge positive jump of INR 637 Cr in 2012 followed by INR 677 Cr in 2013 and by 2015 it was close to INR 800 Cr. This was the fastest growth ever witnessed in any ceramic manufacturing company midst such a fierce competition
•As a member of ExCOM, was responsible for giving shape and future strategies to the company for Indian operations
Took over RAK India operations in Jan 2012 with a mandate to turnaround of the operations for a world-renowned brand struggling to hold its feet in tough market situation in India and to make the ongoing negative growth into a sustainable positive growth in India.
•Started from scratch to drive the business through team building, designing processes and bringing in clarity in responsibilities clubbed with accountability and driving the sales aggresively.
•Also worked aggressively on BTL activities with very limited resources to create brand awareness, effective display, Point of sales activities and strong work on brand building. Innovative marketing tools like RAK Caravan, RAK Rubaru, RAK Tech and RAK Next was his brain child to create massive impulse in the market with limited cost implications.
•Given able guidance to the team to work aggressively in B and C class of cities across India to show massive growth and first time RAK created strong tier two retail outlets with assurance of giving minimum dealer margins which was a big success.
Was heading Home Improvement line of Business as Chief- Home Improvement for their format of HomeTown and Home Bazaars under Future Group. All categories viz, Tiles, Sanitaryware, Bathroom, Hardware, Electricals, Decore lights, Home security and furniture was reporting to this position.
Conceptualized and established the home improvement business through modern retail for first time in India and took turn over from zero to 125 Cr INR per annum.
Handling P&L for the profit centers allocated to me
Took up the sales and revenue to almost 3 times and created a turn around show in Kajaria
for the Eastern Zone as profit Center head with a clear mandate to revive and do turnaround of the most stagnant market for Kajaria i.e. Eastern India where they were not able to show positive growth.
•Under my leadership, soon this dull and stagnant area went up in Sales revenue from 250 Million INR p.a to 825 Million INR in a short span of 9 months.
The massive growth was achieved by adopting aggressive approach in the eastern Indian market, building a strong team, working strongly in B and C class cities, removing complacency from the team, creating ambitious plans and designing processes and effective monitoring system to achieve those plans.
Awards:
Best Performance Award for the year 2006 for doing the Turn-around of business and giving maximum growth along with letter of appreciation received from CMD of the company Mr.Ashok Kajaria.
H & R Johnson (India) - A Division of Prism Cement Limited
Kolkata & Chandigarh
Kajaria Ceramics is India's leading tile manufacturer and is a Superbrand in Tiles industry with a turnover of around 1000 cr. They are into manufacturing, outsourcing and sales of Ceramic, Polished and Glazed porcelain tiles, Sanitary ware and Bath products.
• Re-located to Head Quarters of Kajaria at Delhi on promotion with additional responsibility of Gujarat and TN markets in addition to East zone as Profit Center head for these zones.
•During his tenure at HO, apart from driving P&L of the given territories, he was actively involved with promoters as
H&R Johnson (I) Ltd, now a subsidiary of Prism Cement Ltd is India's number 1 Tiles and bath Product Company. With present turnover of around 2500 crores, they are into manufacturing and sourcing of ceramic & vitrified tiles, sanitary ware & Bath products and Kitchens. Apart from the strong channel of dealers, company also have their own showrooms by the name House of Johnson and franchise retail outlets by the name Johnson TBK.
•Eastern India market was the worst performing market for HRJ at that time with Sales and overdue also at very alarming situation and Rajeev was sent to head the Eastern zone on promotion with a challenge to do turnaround of that market.
•He worked aggressively to transform a complacent, negative and demotivated team to a motivated and passionate team bringing in some extra ordinary results in a short span of 6-12 months. It was a clear case of same ordinary people bringing in extra ordinary results under perfect guidance and monitoring.
•Revenues jumped from 150 Million INR to 600 Million INR and later on 1000 Million INR p.a with receivables days also coming down drastically from more than 180 days to 32 days. Bringing discipline, accountability and leading from the front was the key to this success
•Rajeev Joined HRJ in January 2001 to head the upper north region based at Chandigarh as Profit Center head.
•Coming from the Cement sector, this segment was new for him and soon got adapted to bring in some very good and innovative ideas for improving the sales and expanding the market.
•Low cost sales canvassers were included in the sales team to promote new line of businesses and Upper North not only was best performing region in North surpassing Delhi but even the most profitable region selling premium products at premium prices.
•He was also instrumental to expand the market in Jammu and Kashmir and HP which otherwise was having negligible presence. He implemented SAP in the region and also trained the channels to be in sync with company's new technology.
•Under his leadership, the bath products division was launched successfully in the region
Larsen & Toubro Limited, popularly known as L&T is India's leading Engineering Company. The Group V was into Cement manufacturing and marketing and the brand name for cement was L&T Cement. With a strong leadership position, company decided to hive off the cement business later on and it was taken over by Aditya Birla group and the brand is now a well-known brand - "Ultratech Cement".
•Rajeev was responsible for three major units of sales as Profit Centre head from the Kovaya Plant in Gujarat viz. Ahmedabad, Mehsana and Rajasthan.
•He was the only unit head having responsibilities of three major business units of Gujarat where he successfully led the brand L&T to a massive growth in the sales in one of the most competitive business units of Ahmedabad and Mehsana in presence of brands like Ambuja, Hathi, Sidhhi, Kamal etc.
•Apart from developing and establishing the two-tier channel network to drive the sales under retail by working very hard in deep interiors, talukas and villages of the market, he also established the brand in prestigious institutional and project segment with capturing almost 90% of “A” category Projects and Institutions.
•A consistent star performer in L&T with every year of rewards and recognition. Handled the activities for PAN Gujarat on CMA front and represented the brand in Gujarat and also in North for Rajasthan.
Business Unit Head
Udaipur
(1 year)
•He was nominated and sent as youngest Unit head of L&T to head the market of South Rajasthan based at Udaipur handling three important regions viz. Udaipur, Mount abu and Sanchore. These markets were secondary market for L&T and competition was with local Rajasthan brands selling at very lower prices.
•With strong working with key dealers and Institutional buyers, L&T commanded the premium over next competitor in this secondary market as well and this could be possible only due to his conviction and strong ability to develop strong channel partners and representing brands in majority of prestigious projects.
•In order to improve sales, he worked very hard in deep pockets and interiors where no competitors had gone before and launched L&T in all such rural markets. He conducted more than 100 Mason meets, Architects Meets, Builders and contractors meet, retailers meet and Road shows to create brand awareness in that market.
Business Unit Head
Baroda
(1 year)
•From a very stable and commanding market of Pune, Rajeev opted to take the challenge to work in most competitive market of Gujarat where L&T had just commissioned their new plant and was unable to hold its ground initially due to massive competition and strict retail policies by the brands like Ambuja, Hathi, Kamal etc.
•Relocated from Pune to Vadodara on promotion as Unit
is a part of J K Organization and is owned by Mr. Yadupati Singhania. Company is having a strong presence in north for Grey cement by the brand name "JK Cement” and pan India in white cement division. Company has recently commissioned their units in southern part of India.
•Was relocated to Sales and marketing based at Vadodara for the South Gujarat market comprising of Vadodara, Surat, Bharuch, Panch Mahal & Dahod Districts.
•Started the business from scratch in these market by identifying prospective dealers, appointing C&F, finding place for depot and then working closely with Government departments for the bulk orders and keeping excellent relationship with Projects and Institutional customers in the region.
•Under his leadership - first time ever the Railway wagon dispatches were planned for shipping bulk cement in markets of Vadodara and Surat and from a level of no presence, the sales was taken up to 50000 MT per month
(11 months)
•Rajeev joined JK Cement after completing Civil Engineering through Campus recruitment.
•The role was for Technical Officer to educate customers about applications and create awareness in Government Sectors and institutional segments for their newly launched product viz "JK Superplast Cement".
•He was based at Jaipur to cover the most premium market of JK which was Rajasthan. Conducted mason camps and also awareness plan for the Govt and institutional segment for the new product apart from attending quality-based issues for Grey and White Cement division.
Passed Civil Engineering with Distinction
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