سارافانان Shanmugasundaram

To analyse, design, support, monitor and implement various sales, distribution, marketing and business development modules & strategies through complete & effective market research and analysis, pricing and costing with specialized focus in RTM/GTM and improving the operations/productivity for the distributors/stockists/enterprises in FMCG Industry.

Also, managing, partnering and supporting FMCG products distribution business through Van sales/Key accounts/Traditional trade/Institutions/Door delivery channels in Chennai city.

On the job training for the field sales in traditional trade, wholesale and institutional coverage and increasing productivity on daily basis.

Product category handled are of different types namely Homemade packed food items, Mineral water, Confectionery and Chocolate items.

Train sales promotional team to conduct all market development activities effectively as per the available resources/potential for the products




East African Group in Ethiopia -FMCG Division

Have been given additional responsibility as Executive Board Secretary in April 2015 and assisting the Executive Board Chairman on various operational and admin related issues of East African group and the management team

Worked as DGM -Operations (Senior Sales, Marketing, Distribution and Business development consultant) and heading FMCG division for East African Group, a leading Business Conglomerate in Ethiopia.

East African Group (Ethiopia) Plc has the joint venture operations with Tiger International in manufacturing Soaps, Detergents, Cosmetics, Coffee, Tea, Edible oil and Juices.

East African Group (Ethiopia) is the Distributor for the Home care, Personal care and Juices, which are manufactured by East African Tiger Brands, South Africa.

Headed and managed the entire Sales & Operations of FMCG division with an annual turnover of 25 million USD (Including the new products launched recently)

Handled a team of managers who handle the leading hypermarkets, Institutions and government agencies and traditional trade and the largest wholesale market in Africa, Merkato wholesale market.

Handled a unique distribution module of Co-owned outlets (In which East African group is also a shareholder) to distribute the products in Main regions all over Ethiopia.

Handled the import and distribution of fast moving consumer goods in Ethiopian market which includes Baby Diaper, Stationery, Rice, Edible Oil, Shoe care products which are being imported from Turkey, Spain, Indonesia, Egypt and India

Designed and implemented the RTM plan in line with Tiger International requirements for the distribution of their FMCG brands in Ethiopian market.

Established a strong distribution network through well trained distributors who have been appointed after thorough screening on various aspects like industry Experience, Finance, Manpower, Infrastructure, Market knowledge, Network, Reference and presence in the business/market.

Headed the sales & distribution of Paints of Berger Paints International and the lubricants of its group company, cyclone Lubricants in Tanzania.

Handled branding and sales promotional activities for the paints/lubricants in the lake zone.

Experience in handling mining companies like Caspian mining, Ausdrill, Major drill, Tandrill and Geita gold mine in Tanzania for the lubricants and paints business.

Looking after, the entire operations of Paints & Lubricants in the Tanzanian market and ensure the Volume/Revenue/Profit

Responsible for the Start-up operations and Dealer/Distributor/Retail/Institutional network channel in different regions of Tanzania.

Managing the cash van sales operations in the retail markets and institutional sales through Area/Zonal Managers.

Responsible for the Credit and cost control measures and new customer/new market development operations across Tanzania

Increased the turnover up to 50 million Tshillings in the new territory of Lake zone in two months in the lubricants division.

Sales & Marketing -Painting Solutions (Interior & Exterior painting)

Managed the Sales, Marketing & Business Development operations of a Painting Solutions Company (Interior & Exterior painting)

Managed a team of executives & supervisors and implementation team to achieve the objectives.

Managed the overall sales & collections and customer service (client coverage) in Chennai city.

Managed the start-up/market entry operations, logistics and sale promotional activities of the company.

Increased the (per month) sales to 50% in the 1st year itself and managing a turnover of 25 lakh rupees per month in Chennai City and suburbs. Handled small/medium projects in industrial/residential areas in Chennai city and suburbs.

Handled the industrial coating for the Floor area for various industries which is a
must for their day to day operations. Cost effective and profitable operating procedures were implemented during the projects

Pioneered the start-up operations in Nigeria with the launch of Soya beverages that are imported from Far East. Boosted the sales of US$ 50, 000 per month during the launch/roll out process in Nigeria.

Distinction of handling sales, distribution & business development of the beverage division in Nigeria. Managed overall Sales Promotional Activities of the brand across Nigerian Market.

Ministered market development activities of the Key accounts and Retail, Wholesale Channel in Nigeria. Designed &Implemented merchandising strategies of the brands in all channels in Nigerian Market through the distributors located all over Nigeria.

Head Business Development (Instant Noodles/Imported products
from Far East) -Tolaram Tehran Ltd, Iran

Managed new business opportunities/alternate trade channel opportunities for the new/existing products in Iran, identified new markets and explored the opportunities to develop the brands/skus’.

Designed & implemented strategies for the launch the new products for the Iranian market which are being imported from the Far East. Handled market research and business development activities for the New/Existing products. Implemented strategies and channel marketing activities across all channels in Iran

Managed overall market development activities of the Key accounts and Retail, Wholesale Channel. Took care of overall marketing and sales promotional activities of the brand across Iranian Market.

Designed & implemented merchandising strategies of the brands in all channels in Iranian Market. Did a complete market research in selecting suitable products for sales in the local market which were imported from the Malaysia/Singapore markets

Extensive sampling of Instant noodles has been conducted through various sales promotion teams in Tehran market focussing on the Key account outlets first.

Excellent management of Sales, Distribution Management, Key Account Management, Marketing Activities, Business Development, Team Management, Visual Merchandising, etc.

•Spearheading the sales/marketing and distribution management of (UNILEVER) Lipton Tea, with 90% Market Share and ensuring the accomplishment of targets.
•Key Accounts & Hypermarkets handled: Carrefour, Lu Lu etc., Dasman Center, Giant Stores
•Tapping new areas like Out of Home Segment for Tea like Internet café, Malls, Billiards & Snooker Parlour, and Labour Camps. Hands on experience in HORECA Segment, which includes Key Account Food Service Outlets, Five Star Hotels, Restaurants, Café, Coffee Shops, Bakeries and Hot teashops.
•Guiding and mentoring a team of Trade Sales executives, Catering Sales Executives, Key Account Executive, out of home Sales Executive and merchandisers for the Lipton Sales Division at Qatar and guiding the Out of home/Catering team for the new opportunities/additional business.
•Instrumental in the increase of the sales year to date by 9% and boosting trade by 35% and achievement of volume is 123%

Superintending the entire gamut of operations such as sales/marketing, networking with channel partners, mechanising, promotional affairs etc of the largest integrated dairy food company in the world with a herd of 37500 livestock & a market share of 40% in the fresh dairy market.

•Distinction of handling the sales & marketing division at Jeddah for dairy products and managed the inventory hold for the depot at Taif.  Boosted net sales by 15% over the last year (1st year of tenure).
•Governed the seasonal business, charity orders during Haj Pilgrimage at Makkah, implementing order well in time

Administered a wide spectrum of operations such as Sales/Marketing, promotional affairs, planning, channel networking and business development of Worlds no: 1 Food Company, and Manufacturers & marketers of milk products, infant milk food, weaning cereals, culinary products beverages, and chocolates.

•Distinction of achieving 77% sales growth against the state growth of 36%, 2001 with a turnover of Rs. 30 lakhs per month.
•Recipient of Best Sales Team award, 1998, ‘01 & Best Sales Officer award, 1998, ‘00 & ‘01.
•Pioneered and handled the new channel sales concept which is otherwise called as Alternate trade channel (Hotels, Restaurants, Cafeterias’’, Fast Food Joints, Coffee Shops (HORECA) & Billiards parlour, Internet cafes’, Amusement parks, Railway & Bus stations, Airport canteens and
Schools, Institutions, Hospitals and Malls (Out of Home) and Created brand awareness, which hoisted sales up to Rs.1, 00, 000 per month in 1999 & 2000 by promoting Nestle products i.e., Chocolates, Confectionery, Noodles, Sauces, Milk powder, Coffee and Tea
• Conducted Indian Medical Association Doctors’ meet at Pollachi, Coimbatore, and Kumbakonam along with medical detailing officer for the promotion of infant milk supplement and cereal foods.
• As Sales Officer, conceptualized strategies for expansion in Chennai, Andhra Pradesh, Kerala, and Tamil Nadu for Milo, Kit Kat, Nestea, Sunrise Coffee, Nestle Éclairs, and Everyday Milk Powder.
• Pivotal in the launch of “Milo” & “Kit Kat” in Coimbatore & Pollachi, generating business of Rs. 3 Lac in 1st year and handled growth of 22%
• As a Jr. Sales Officer reaped sales worth Rs. 35 Lacs per month which an increase by 15% for the assigned area.
• Headed the seasonal sales during Shrine Velankanni festival at Velankanni, Nagapattinam for Nescafe.
• Successfully conducted MilkMaid recipe contest through “Inner Wheel Club”, to create awareness for newly introduced Gulab Jamun Mix, Kesar Kulfi, Custard Powder, Milo, with on spot sales.

Ministered the sales and marketing operations of multinational pharmaceutical company in Animal Health Care Division having a turnover of about Rs. 700 crores  Contribute to sales, marketing activities of the, for the market of Kerala (Ernakulam, Tiruchur, Palakkad districts).
•Provided product knowledge to doctors/physicians/surgeons to bag orders from them.
•Accomplished sales of Rs. 5 Lac per month, which is an increase by 11% over the previous year.
•Rewarded as the 10th Best Sales Performer at the All India Level, 1994-95.
•Actively involved in the launch of Iver Mectin, world’s most popular Anthelmintic injection & organised spot sales during animal health conference at Ernakulam, generating business of Rs. 20, 000

Engaged in the business development activities of the companies generating business of 400 crores.

•Developed business for anti-rabies vaccines, lifesaving antibiotics in Salem market, business worth Rs. 4 Lac per month with Gokulam hospital, Salem Medical College, Salem polyclinic, Sri Varalakshmi hospital.
•Felicitated the business operations by 10% over the previous year.
•Promotional meets conducted for leading doctors for products anti-rabies vaccine

Created brand consciousness amongst medical consultants, surgeons, and general physicians of the antibiotics of Lupin Laboratories generating a turnover of Rs. 300 crores i.e. Rs. 1.2 Lac per month.

•Bagged new orders from AKC Nursing Home, R.K & Vinothagan Memorial Hospital, and S.K Hospitals and achieved sales growth by12% over previous year.
•Developed Improvin Tonic (a protein tonic) as the No. 1 tonic at Thiruvarur.