1. BALAJI PARTHASARATHY
A-72, 7th
Floor, The Icon, DLF City Phase V, Gurgaon, Haryana - 122009, India.
Phone: 0124-4056226/ 09811040997 (M) Email: balajibharti@gmail.com
An Executive MBA from Cornell university with 26 years of rich experience in Sales, Marketing and
Operations mainly in the Alcohol Beverage Industry. A solution provider with a mindset to find
innovative answers to business challenges.
Education
 Executive MBA (Cornell Executive Management Program) from Cornell University USA.
 Masters in Business Administration from Anna University, Chennai with specialization in Retail
Sales Management.
 B.Com from Madras University, Chennai.
Experience
Khoday India Limited (1990 - Present).Startedas Accounts Assistant and in the span of 26
years has achieved 9 promotions and rose to the present level of Vice-President.
Profit Centre Management
 Controlling 11 Company operated depots that generates 60% of revenues of the organization.
 Providing strategic, tactical and operational directions to achieve sales and profit budgets that
generate revenues in excess of INR 2000 Millions.
 Leading a team of more than 150 members, who are part of operational excellence. Many of the
key members have worked with me for more than 15years.
 Handling 1 General Manager, 7 Deputy General Managers,2 Regional Sales Managers,handful
of Sales Executives and Sales Officers across regions.
Dealer Management
 Responsible for dealer management and engaging effectively to suit our business goals.
 Infused INR 15Crores as security deposits through service providers.This is to insulate the
organization from risky business exposure.
 Successfully controlling nearly 300 dealers Pan India
Business Negotiations
 Guiding teams for successfulprice negotiations with government bodies.
 Conducting business negotiations with Excise Commissioners of IAS cadres to modulate an
operational framework for running a smooth business.
Career Progression
As Vice President (All India) (April’13 to till date)
Spearheading the Sales and marketing team of more than 150 members by providing them strategic,
tactical and operational direction to create new revenue streams with a 20% growth trajectory.
At the macro level my expertise lies in effectively aligning with organization and supporting key business
initiatives to achieve aggressive revenue growth of 25% YOY.
 At the micro level my strength lies in offering innovative solutions to overcome bottlenecks in
business processes.
 Instrumental in creation of new revenue streams through strategic programs such as royalty
incomes through third party tie-ups.
 Proactively initiated meetings with organization promoters to bring in their focus to important
business challenges and also shouldering the responsibility to take forward the business ofthe
organization.
 Reoriented the Khodays business by appointing Super Distributors in key states to protect and
minimize exposure into market debts.
 As an acknowledgement to my initiatives, I am included into the core management team.
Besides, reporting to COO, the operational head, I have also started directly reporting to the
promoters, The Managing Director and The Executive Director of the company.

2. Also Accountable to:
 Provide strategic and operational direction to achieve sales and profit budgets. Finalize sales and
profit budgets for targeting NSV.
 Provide insight and innovative solutions to overcome bottlenecks in business process.
 Understand organization’s current position and develop value propositions .
 Create, build and lead quality delivery teams to combat Market competition and monitor skill
development.
 Understand the size and shape of the Market and develop key matrices to enhance the potential
and garner larger market share.
 Look out for third party bottling tie arrangements to increase market presence for 2nd line
products of the organization.
As Asst. Vice President (North & East) (Sep’10– Mar’13)
Key achievements
 Successfully launched Red Knight Premium Whisky as part of increasing Khodays presence in
Premium segments to increase Margins.
 Managed a team of General Manager, 7 Regional Managers,20 ASM, Executives and handful
of Sales Officers across the North and Eastern zones.
 Plan and control efficient use of A&P Budgets for Brand promotions.
 Conducted successfulnegotiation with the Commissioner of Excise of Punjab and Himachal
Pradesh states to make necessary amendments in their respective state policies to avoid hurdles
in the business post licensing.
 Given additional charge to develop the markets of Eastern Zone from July 2007.
 Post taking over the charge of East region, created a team under GM to promote the
business,and managed to make a turn around.
 East Zone was underperforming till then and post to the additional charge, promoted the
business,managed to make a turn around with a contribution more than10% to the overall
Revenue of the organization.
 Due to the contribution and responsibility shown, I had been promoted as Vice President – All
India of Khodays Sales and Marketing Division.
As General Manager (North) (Jan’06 – Aug’10)
Key achievements
 Involved strategically in successfullaunch of Red Knight Select Whisky, Hercules Bianco White
Rum, Khodays No.1 Whisky, Vat 999 Whisky and Hercules Deluxe Matured Rum, in
Northern States, as part of diversified and 2nd line product portfolios.
 Broadened the market base of North Zone that contributes in excess to 60% of revenue
generation in Khodays.Instrumental for increased business turnover YOY for Khodays and
contributed substantially for Bottom line.
 I was promoted as AVP North and East from Sep 2010 along with special increment.
As DGM, (North) (Apr’00-Dec’05)
Key achievements
 As DGM, I was leading a efficient sales team in North Zone and guided them to achieve Sales
targets.
 Had formulated and opened company operated depots in Himachal Pradesh and Uttaranchal to
increase revenue stream.
 I had been recognized and promoted as GM Sales.