Ashwin Dhakras

Key Responsibility Areas

- Merchant Acquisition: Acquiring new merchants in assigned geography, hunting new merchants and building a strong pitch to winback merchants from competition. Acquiring 5000+ merchants every month at Paytm.

- Market Share: Growth of distribution and market share in assigned area of operations. Also to drive visibility and accountability through extensive QR deployment, Soundbox, POS machines, etc.

- Market Development: Plan market size, span and geographies of ASMs and TLs. Currently driving business of 92000+ active merchant base with 6Cr transactions every month and GMV of Rs.650Cr. per month.

- Cross Selling and Upselling: Increasing merchant engagement, retention and improving topline by driving cross selling products like merchant lending, shop insurance, store cash, current account openings, etc.

- Team Building and Training: Recruitment and Training of ASM, TL, SGLs and FSEs. Handling a team of 9 ASMs, 25 Team Leaders and 350+ on roll and off role Field Sales Executives.

Sales Planning:

- Set up & drive the team to reach Acquisition & Transaction targets. Developed and driven sales & service efficiencies

Services Planning:
- Set up processes to ensure effective, quick and responsive after sales service in order to prevent churn and get incremental transactions.

Growth and Market Share:

- Drive team to achieve active merchant targets and get better counter share at each active merchant. Improved PhonePe's market share from 29% to 41% in span of 1.5 years and active merchant base from 29000+ to 46000+.

Rural Distribution and Expansion:

- Set up rural distribution network in Raigad district to support expansion and secondary sales.

Got promoted as State Head from Sr.ASM in 2022.

Ranked as Best Sr.ASM regionally in 2022.

Product Sales

- Driving topline of the company with the help of franchisee stores, distributors and multi brand outlets. Handled 54 EBOs and 250+ MBOs in Mumbai and Gujarat.

Retail Operations

- Ensured seamless store operations and ensure regular supplies of high selling categories and options. Opened 13 new EBOs in Mumbai along with one of its kind of 49sqft EBO at Andheri Metro Station.

Business Planning and Development:

- Designing correct buy plan with all stakeholders by negotiating and with mutual consensus, in order to drive primary and secondary sales. Took up primary net business of Rs.59 Cr to R.82Cr.

Channel Management:

- Kept strong relationship with distributors and franchisees for expansion and incremental business. Developing new relationships with market stakeholders and competition franchisees to get new partners on board.

Part of ACE Program for Leadership Development

Sales, Planning and Execution:

- Worked with 3 Dealers in Central and Eastern Maharashtra for Small Commercial Vehicles. Improved volume sales from 160 per month to 300+ per month. Designed and implemented projects such as 'Zip-100' and 'Mega Century' to launch new products in rural markets.

Dealer Network and Profitability:

- Ensured dealer's profitability and cashflow. Opened 5 new dealer points and over achieved primary sales targets every month.

Basis performance contribution in regional growth, got promoted as Senior Manager and appointed in Mumbai Regional office.

Achievement: Awarded as 'Star of Galaxy' in 2nd quarter of 2016.