Anirban Mukherjee

Channel lead of Exclusive Brand Outlets for Godrej Appliances , an Indian Consumer durables with revenue of Rs 7000 Cr+ ; Responsible for expansion and sustenance of the channel and increasing contribution to overall top & bottom line, by driving four pillars of retail management, which are :-

• Business Results
• Consumer Results
• Process Institutionalization
• Sustainable Growth

Highlights :-

• Increased the channel revenue from 92 cr (17-18) to 200 cr (23-24) with a CAGR of 12%. It includes the pandemic period.
• Improved pan India presence; driving net count of stores from 82 outlets (17-18) to 160 outlets (23-24)
• Improved premium mix from 17% (18-19) to 30% (23-24 )
• Tracked and maintained sellout ratio at 90% Year on year.
• Led the redesigning of brand outlets and launch of “Godrej Inspire Hub” Properties
• Improved EBO contribution of turnover to trade from 2.5% (18-19) to 4.6% (23-24)
• Driving and maintaining channel CV at 3% above trade.
• Benchmarking competition and successful launch of Various sustenance policies.
• Successfully executed Pan India integrated BTL activations and consumer schemes for festive and summer.
• Planned and executed various consumer centric differentiated offerings.
• Built digital footprint of all EBOs by leveraging Facebook and Google My Business
• Driving and tracking continuous lead gen programe with a conversion rate of 4%.

Responsible for improving brand awareness & aid conversions , which included:

• Marketing activations (ATL & BTL)

• Visibility & merchandising

• Event management

• Secondary sales-force management (100+)

Highlights:-

• Organization first innovation – Live Product demo Canter activation across 20 counters and implementation of visibility elements and OOH
• Successful execution of Shop carnivals and on the floor engagement programs
• Implementation of VR activations
• Organizing dealer meets product launches and zonal advisor meets.
• Tracking Productivity and imparting training to the advisors.

Responsible for Furniture Sale in multiple districts of Bihar and Jharkhand with approx. annual turnover of Rs 40 Cr. The role covered:

• Stock Management (Availability, Ageing and Damage)

• Maintaining Product Mix and Market & Financial Hygiene

• Ensuring depth and width of distribution for planned

market share

• Demand generation through effective BTL.

Responsible for Contact Lens Sale in multiple districts of Odisha and West Bengal with approx. annual turnover of Rs 20 Cr. The role covered:

• Handling distributors across Odisha and West Bengal

• Driving secondary sales of the market as well as

developing newer territories.

• Creating awareness in the market through continuous

counseling for contact lenses.

• Developing new potential markets for the brand by visiting

and mapping different areas within the territory.

• Handling both the optical as well as the chemist channel.

Responsible for Kitchen Appliances Sale in the state of Odisha with approx. annual turnover of Rs 5 Cr. The role covered:

• Successful launch of brand Morphy Richard's in Odisha
• Appointment of the first distributor for Odisha market
• Placing the product in all top counters of the state, both general and modern trade.

Responsible for sale of car polishes and engine oil across Gujarat and west Bengal.