SRIKANT SUBRAMANIAN

Experience

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  Godrej & Boyce Mfg. Co. Ltd.EBE Division

  Sept 1993 - Nov 1996

  Senior Sales Officer/Territory Manager

  Joined Godrej & Boyce for the sales and distribution of Fax machines in Tamilnadu market.Developed the TN up country markets of Coimbatore, Salem and Erode along with part of the Chennai Operation. Subsequently handled the entire range of products right from HP peripherals to Office automation products like Fax machines and Electronic typewrites .This assignment exposed me to the facet of identifying and developing channels, across the territory of operation and adopt a dealer/channel oriented approach .*Development of separate channels for 12” electronic typewriters which were imported from Panasonic .*In June 1994, as Senior Sales Officer in-charge of the sales of Fax machines and Electronic Typewriters in Madras City, attempts were made, to identify new channels with the Seconds Dealers of manual typewriters being seen as a reasonable bet for pushing these products. The strategy worked well and the sales of the Electronic Typewriters in the 12” category in Chennai was the highest among all the branches in the country.*Change from Godrej and Boyce to Godrej Tech Pacific Technology Limited gave an opportunity to get an exposure to sell and set up channels for IT products ranging from Computers, Peripherals and Processors in addition to the primary focus products viz office automation Products.*In November 1995, as in-charge of Office Automation Products for the State of Tamil Nadu with direct reporting to the Regional Manager, developed Business through out the state and helped Godrej Pacific Technology to become an established distributor of Fax Machines, Electronic Typewriters as well as IT Hardware and Peripherals in the state Show less

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  National Pansonic India Ltd

  Nov 1996 - Mar 2000

  Manager System Division

  Responsible for the development of Business through Channels for the entire range of System Division products. *The company decided to make a direct entry into the Fax market fearing the fall in market shares for their products as their leading distributor, Godrej Pacific Technology Ltd had tied up with Brother , Samsung and HP to distribute their products *The company also decided to initiate non Impact printers and Peripherals into the growing Indian IT(Hardware) market. The product range included a) Laser Printers b) Color laser Printers c) Electronic Copy boards d) Storage Devices.*All these products were sold on an OEM Basis through major OEM’s .The products which came into purview were Key Telephone Systems, Cordless telephones, Cellular Phone handsets, Electronic copy Boards and computer peripherals.* Identifying fresh National Distributors/local distributors for Panasonic Fax Machines.* Identifying Prospective dealers for these distributors. * Acted as the additional charge of logistics for the Systems Division as the company decided to have all their imports done through the port of Chennai as most of the shipments were routed via Malaysia and Singapore. This gave one a good opportunity to get acquainted with the various import formalities and procedures prevailing in the country.*The tie up with Tata group firms like Forbes Gokak (Latham India-The distribution arm of Facit Asia), Faxtel - a national Fax Machine Distributor based out of Bangalore with representation across the country, Godrej & Boyce -MT Division were a result of this foray into Fax market direct by the company.Attended training at National Panasonic Malaysia, Kuala Lumpur for 10 days and Kyushu Matsushita , Japan . Show less

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  Blue Star Limited Room AC Division

  Mar 2000 - Feb 2002

  Regional Manager-Southen Region

  Joined as Regional Manager - Room AC Business for the Southern Region.Being a new business line , settled quickly into the new role in a new organization with a different work culture . The job entailed complete P&L responsibility for the Room AC business for Southern Region .Was responsible for operations of the Division in the four Southern States of Tamil Nadu, Karnataka, Kerala and Andhra Pradesh. The operations in the four southern states were conducted from the respective Branch offices located at Chennai , Bangalore , Secunderabad and Cochin. There were also support offices at Trivandrum and Vishakapatnam . These branches were headed by Branch /Area Managers .These Area Managers/Branch Managers had teams of Sales Executives/Senior Executives which constituted the frontline sales team for the operation.There was also a support function – Commercial Support Function for the Division which though under the control of the Regional Manager was a function having an independent reporting from the branch level.BUSINESS INTRICACIESThe business was conducted mainly through dealers and the company had embarked upon a plan to channel-ize the sales and service operations. The business with the Government Bodies viz the DEPT of Telecom(BSNL), Railways and CPWD was dealt with direct by the company .The business with identified National Accounts too were handled directly by the company though Dealers were sometimes involved in the execution of orders.As was the industry practice prevailing, Room Air-conditioner Business was conducted mainly out of tax holiday zones and hence the billing pattern adopted was an ex factory billing pattern. There were exceptions like in Kerala where a local billing system was adopted in line with the prevailing taxation laws. Hence there was emphasis on stock and sale in the case of Kerala. Therefore the operations in the region involved operating under different billing systems across different states. Show less

• 

  Blue Star Limited RAPID Division

  Feb 2002 - Nov 2003

  Regional Manager- Eastern Region

  Handled the P&L responsibility for the combined operations of Room Airconditioners and Refrigeration Products for the Eastern Region based out of Kolkata.*The period between October-2001 and December-2001 saw a restructuring in the organization across divisions in the Air-conditioning and Refrigeration Products .*Dealers hitherto dealing with one of the divisions were given access to the entire range of Refrigeration and Airconditioning Products and this led to wider coverage in the entire region.The Blue Star Room Airconditioner Business hitherto restricted to Kolkata was developed in the upcountry markets. *New customers were identified for Deep Freezers and Water Dispensers across the region.JOB PROFILE *This restructuring resulted in my being moved to Kolkata to head the Eastern Region for the combined operations along with the additional responsibility of developing markets in the adjoining countries viz Nepal, Bangladesh and Bhutan.*The restructuring led to a number of manpower shifts. The Commercial refrigeration business followed a stock and sale model. The primary task involved ensuring a smooth transition to the restructured organization .This amalgamation also gave me an exposure to the markets of refrigeration products viz Cold Storages , Deep Freezers, Water Coolers ,Ice Cubers ,Commercial Kitchen and Laundry business. *Reorienting the teams to a new structure of operationsMAJOR ACHIEVEMENTS*The efforts of the team were well rewarded with the Eastern Region bagging most of the awards within the company including the award for the Best Regional Manager of the year 2002 . *The task of identifying channels for the Refrigeration and air-conditioning products undertaken in the neighboring countries of Bangladesh and Nepal provided good results. Blue Star Room air-conditioners were exported in volumes for the first time to Bangladesh. Show less

• 

  Blue Star Limited ,Room AC Division

  Nov 2003 - Feb 2006

  Regional Manager Northern Region

  Complete P&L responsibility for the Room AC business in Northern Region.BUSINESS INTRICACIES *A re-restructuring in the organization across the RAPID divisions into Room Air-conditioner and Refrigeration Product as separate verticals .This led to the reformation of the Room Air-conditioner Division.*The company, Blue Star is the undisputed market leader when it came to Refrigeration Products like Deep Freezers,Water Coolers and Cold Storages but was one of the players outside the top five in the highly competitive Room Air-conditioner Market . JOB PROFILE*Assigned the task of setting up the operations in the Northern Region.The operations had Branch Managers located at Delhi, Lucknow, Jaipur and Chandigarh.*The task at hand was the setting up of a proper business model based on stock and sale for the Room Airconditioner Business in the Northern Region The task also involved planning stocks, planning channel related strategies as well as the warehousing setup to support the operations.*Customer Support activities too was one of the the Key areas.For two successive years the Customer satisfaction levels in the Northern Region were the highest in the country.*Operationally, the capital employed was my responsibility and the assignment called for a judicious mix of receivables management as well as inventory control.*The Room Air-conditioner Business was changed from a Customer direct business to a channel oriented business.*The other tasks included interface with the industry in different forums like RAMA as well as certain government bodies.*The task of interfacing with the DGS&D was added to the job profile.MAJOR ACHIEVEMENTS*The efforts of the team were well rewarded. Among the branches, Delhi was adjudged as one of the best operations all India.*Lucknow recorded significant business from institutions like LIC, BHU etc. Show less

• 

  Blue Star Limited Refrigeration Products Division

  Feb 2006 - Mar 2012

  Responsible for the complete sales operations of the Southern Region for Refrigeration Products. The responsibility entaileda) P&L responsibility of the Southern Region sales operation for Refrigeration Products divisionb )Development of Channels across the region.c) People Development d) Growing the key accounts business for FreezersAdditionally looked after the Product Management Function for the Imported products. This was a second stint in Southern region having handled the Room AC business from March 2000 to Nov-2001 BUSINESS INTRICACIES*Southern Region business grew from Rs 37Cr in 2009-10 to Rs50 cr in 2010-11 with better profitability.*The Region also saw a healthy sale in the imported products category especially those for the retail refrigeration like Multidecks, islands,Serve Overs etc in a competitive market.*The business had a good mix of direct customers as well as the channel business*Business across the four southern states had different trends for refrigeration products*Another aspect peculiar to the Refrigeration business was that each of the product lines vizWater ProductsRetail and storage ProductsHoreca ProductsHad their own customer profile which was vastly different.JOB PROFILE*The responsibility for Profitability of the operation, being the custodian of CUSSAT was on me.*Developing the team so as to build a team of capable managers.*Ensuring commercial discipline among the team across all locations*To ensure compliance to the companies commercial and operating policies.MAJOR ACHIEVEMENTS*The excellent growth in business of Chest freezers in kerala -125% growth over the 2009-10 figs in 2010-11 was a major major achievement.*Business deals with a good number of Supermarket-retail accounts was clinched like Nilgiris, Kovai farm Fresh, Smart Retail, Max-Spar etc.*The profitability of the SR operations was the best among all the regions. Show less Responsible for the development of business of new products and categories in Refrigeration products.Well networked with the major equipment Refrigeration equipment suppliers globally especially in China/Far east and Europe.*The Refrigeration products business was moving on only with the standard manufactured product lines of Water Coolers and Chest Freezers .*The management decided to focus on imported products which would be traded by this division in addition to the manufactured products.Was responsible for 1.Identifying and sourcing new product lines from overseas for trading in the refrigeration.2.To tap the retail market with their needs of Display Refrigeration particularly in Supermarket/Food Service displays. 3.Conducting all Dialogues/Communication with principals particularly with regard to product selection, pricing ,and other commercial terms.4.Build strategy on Pricing for all imported products in line with the credit terms offered by principals.5.Planning and projecting stocks requirements of imported products in line with forecasts from the Regions, Branches as well as customers.6.Launching new products –Identifying and Commercially launching the new products-Pan India.Major achievements 1. The tie ups for trading business negotiated successfully are as follows:Name of Company with whom tie done Country of Origin Product lineMidea China Chest Freezers,Water DispensersISA Spa Italy Retail Refrigeration SolutionsNTF Srl Italy Ice Flakers/cubersSiemens AG Germany Vertical FreezersTechnogel Italy Ice Cream MachinesIARP Italy/China Chest FreezersAUCMA China Chest Freezers2. The specialty products also gave good customer base especially in the hotel trade. We made supplies to groups like the Taj, Oberoi, ITC Sheraton, Raddisson.Spencers,Max Hiper . Show less

  • Deputy General Manager-Southern Region

    Nov 2009 - Mar 2012

  • Deputy General Manager-Imported Products

    Feb 2006 - Nov 2009
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  Blue Star Limited

  Apr 2012 - Jul 2014

  General Manager Refrigeration Products Division

  Made responsible for the entire operations of the Refrigeration Products business in March 2012.Had the entire P&L responsibility for this business Also had the responsibility of developmental activities related to this business like b)New Product Development c)Identifying potential new partners for growing this business from supply standpoint.d)Development of Channels for this business e)Revamping the Key account BusinessThe products handled include*Storage water Coolers*Bottle water Dispensers*Deep Freezers*Ice Machines and other speciality Refrigeration ProductsThe team consisted of 65 people with 4 Regional Managers and multiple Area/Branch Managers reporting into me .The business of Key accounts for freezers was driven through this team.The business was conducted through more than 700 channel partners pan India in addition to more than 100 Key Accounts nationally.The OEM business of Storage water Coolers with Eureka Forbes was also handled by this team.The National Sales responsibility for Refrigeration Products Division has given an exposure toA) Sales through Channel Partners across the country-Our Exclusive sales and Service DealersB) Sales through the Retail ChannelC) Sales through DistributotsD) Sales through OEM’s like Eureka ForbesE) Sales Through Key accounts like Vadilal/Amul/Havmor/Hatsun etcF) Sales to the Government through DGS&D and outside of the DGS&DThe role also called for regular interaction with the top management for the company with regard to a)Marketing initiatives,b) Business development startegy,c) Channel strategies and d)Other customer oriented initiatives. Show less

• 

  Blue Star Limited , Commercial Refrgeration Division

  Jul 2014 - Jul 2021

  General Manager Key Accounts and Marketing

  Heading multiple functions in the Commercial Refrigeration Business like a) Key accounts Business for Commercial Refrigeration .This includes most of the major players in the Ice Cream ,Dairy Segments and Frozen Foods.Dealt with all the major players in the QSR industry.b)The entire Product Management function which includes product conceptualization, product development , piloting of the new product onward to the final goto market strategy and launch .c)The new lines of business like Commercial Kitchen Refrigeration, Medical Refrigeration and Retail Refrigeration ,Identified new partners for these business initiated business with these new partners from Italy, Turkey and Chinad)To reduce dependence on a single country , explored and formalised a relationship with one of the biggest refrigeration companies from Turley.along with relationships with major leaders in Retail refrigeration and Commercial Kitchen Refrigeration from Italy and Turkey.f)Have formalised business for the company with some of the largest Supermarket Chains .Establishing a sound New Product Development Process is one of the major success *The steps under the process are as follows*Concept Evaluation*Design*Proto validation & Mfg process Design*Pilot and Pre launch Preparation*Launch and Mass PreparationEach of the above steps is well documented with a proper business case and the process goes through a proper evaluation at the highest levels and also undergoes a review through a steering committee.*Working with a cross functional team which includes members from Product Development, Manufacturing, after Sales Support, Reliability and Safety,has been a great learning experience.*The projects under the Product development process is broadly divided as follows*Buy & Validate-No design~Only Validation*Buy, Integrate & Validate~Integration of Outsourced items with In house manufactured items*Minor/Major-Design changes, variants.*Significant-significant design changes Show less

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  Blue Star Limited

  Jul 2021 - Aug 2024

  Responsible for the complete sales operation of the Commercial Refrigeration Business at Bluestar.This role is responsible the for complete P&L of the sales operation which includes sales through a) Dedicated Channel partners across the country b) Sales through Multibrand Channels and Outlets c) Sales through eCommerce channels d) Sales through National Account/Key Account/Named Account Customerse) Sales to OE CustomersThe product portfolio for Commercial Refrigeration Business includes*Storage Water Coolers*Bottled Water Dispensers*Deep Freezers*Modular Cold Rooms*Ice Machines and Commercial Kitchen Refrigeration Products*Medical Refrigeration Products*Supermarket Refrigeration Products and Solutions*Visicoolers & VisiFreezersThe role calls for regular interaction with the top management for the company with regard to a)Business and other related initiatives,b) Business development strategy,c) Channel strategies d)Other customer oriented initiatives. Show less

  • Vice President ( Sales & Marketing) , Commercial Refrigeration Products & Solutions

    Jul 2024 - Aug 2024

  • Senior General Manager Sales & Marketing Commercial Refrigeration Business Group

    Jul 2021 - Jun 2024