Mumbai · Director, Business Transformation, KPMG India
13+ years across industry and management consulting.
I’ve led sales and brands at United Breweries and Mahindra, and redesigned how companies sell, distribute and serve customers at PwC and KPMG.
Career experience
KPMG IndiaDec 2025 to present
PwC India2019 to 2025
Mahindra & MahindraAutomotive · 2015 to 2019
United Breweries LimitedKingfisher · 2013 to 2015
Colgate-Palmolive IndiaInternship · 2012Background
I started in sales at United Breweries, then moved into sales and brand management at Mahindra. At PwC and KPMG, I have led projects to improve how companies sell, work with their distribution networks and serve customers.
My work covers market and sales planning, process redesign, tool selection, user testing and adoption. On technology projects I own the business requirements, testing and rollout, and I don’t write code.
Market-by-market planning, new-category launches, pricing, distributor and dealer networks, rural and agri distribution, and sales-team effectiveness.
Micro-market planning · Distribution networks · Sales-team effectivenessConsumer research, positioning, campaigns, product launches and customer relationship programmes.
Consumer research · Brand management · LaunchesSimpler customer and dealer processes, CRM and sales tools, loyalty programmes, user testing and adoption.
Customer experience · Digital transformation · LoyaltySelected projects
Examples from sales, brand management and customer experience. Consulting clients are described by sector.
6 projects
All 38 launch distributors activated and billed in the first phase of a 30,000-outlet rollout.
Take a new snacks and spreads category from launch planning to retail shelves.
Led pricing, distributor and retailer margins, sales-team structure, beat planning and launch reviews with client leadership.
All 38 launch distributors were activated and billed, and the category reached 10,000+ outlets in two months as the first phase of a 30,000-outlet rollout.
Nine micro-markets, each with its own trade schemes and outlet plan, measured against control territories.
Find where growth would come from in a major metro and focus sales effort there.
Split the city into nine micro-markets by demand potential and brand strength. Designed different trade schemes, outlet onboarding and visibility plans for each, and deprioritised low-potential areas. Ran the plan in test territories alongside comparable control territories.
Test territories grew 18% over the prior period, while control territories grew around 4%.
212 districts grouped into six market types, each with its own distribution, promotion and field-staffing play.
Decide where and how to sell across five states with very different market conditions.
Grouped 212 districts into six market types by size and performance, and set a different play for each: distribution, trade promotions, product mix, field staffing and farmer demand generation. Designed pilots for faster distributor appointment, retail network expansion and QR-based tracking from carton to bottle cap to stop cross-territory selling.
In the pilot districts, counter share rose from under 8% to 15%.
Dealer ordering cut from six steps to as few as two clicks, with 70% faster turnaround. The approach was replicated internationally.
Simplify daily tasks for dealers and sales teams, and improve sales and service processes.
Interviewed users, prioritised their most frequent tasks, and led process design, business requirements, user testing and rollout of dealer and sales tools.
Dealer ordering fell from six steps to as few as two clicks. Turnaround time reduced by 70% and sales efficiency improved by 20%; the approach was replicated internationally.
A ₹75 Cr+ campaign shaped by research on what drives purchase.
Use customer research to sharpen the brand’s positioning and campaign.
Led the ₹75 Cr+ repositioning campaign, coordinated creative and media agencies, and used research on purchase drivers to shape the communication.
Purchase-intent scores rose from 3.58 to 4.08 among the same respondents before and after creative exposure. Average monthly sales increased by 17% following the repositioning.
Higher earn rates paid for by unredeemed points, self-funding over ten years.
Make a hotel group’s loyalty programme more rewarding for members without adding cost to the business.
Designed tiers, earn rates, member journeys and the full platform requirements, from enrolment and tier-upgrade logic to what members see. Built a ten-year funding model in which higher earn rates are paid for by unredeemed points in the base tier.
The programme launched in 2025 with the design adopted unchanged. Experience-led benefits were proposed for a later phase.
Experience
Lead sales and distribution projects for consumer businesses, including a new-category launch and market-by-market growth plans. Also lead the practice’s AI Centre of Excellence.
Led growth, customer experience and digital transformation projects across consumer goods, agriculture, automotive, logistics, hospitality and industrial businesses.
Managed a ₹10,000 Cr+ SUV portfolio and three national launches. Earlier ran dealer business plans and Mumbai’s company-owned showrooms.
Led a 14-person team across 24 districts in Jharkhand, managing a ₹140 Cr sales business.
Publications & industry discussions
Co-authored two PwC customer experience reports, drawing on interviews with business leaders.
PwC India · ET CX
Customer expectations and the role of AI in customer experience.
Read the reportPwC India · ET CX
The relationship between customer experience and business growth.
Read the reportLed PwC’s knowledge partnership for the ET BrandEquity Shark Awards 2025, and moderated the grand jury as it selected the year’s winners.
MDs, CEOs and CMOs of leading Indian and global companies
Moderated the grand jury session, discussing the entries with the jury to arrive at the final set of award winners
Photos: ET BrandEquity
Education
PGDM, Marketing & Sales · 2013
B.Tech, Information Technology · 2011
Recognition and Awards
PwC India · 2024
PwC India · 2022
At PwC: two early promotions · Selected for the “Towards Leadership” programme