This document contains a summary of Arockia Chelladurai's professional experience and qualifications. He has over 8 years of experience in sales, marketing, and business operations in the retail industry, primarily focused on the dairy, chilled, frozen, staples, and home/personal care categories. Currently he is a Senior Manager at Reliance Cash & Carry managing categories worth Rs. 550 crores monthly. Previously he held manager roles at Spencer's Retail Ltd. focusing on merchandising and the staples category. He has a Post Graduate Diploma in Business Administration and B.Sc. in Mathematics.
Relaxation Methods and Means for Optical Tracking of Deformable ObjectsMagdi Mohamed
There is prior art in tracking objects that uses statistical techniques such as hidden Markov models for incorporating temporal context between successive image frames. The existing approaches segment each image frame independently, using only spatial context derived from a combination of edge, color, and texture features. The temporal context, provided by history information, is considered lately, after segmentation, in the analysis phase. Since segmentation is ambiguous and prone to failure, these approaches are not suitable for tracking non-rigid and highly deformable objects. The technique being described here is an efficient method that formulates the optical tracking of deformable objects task as a probabilistic relaxation labeling process in which the current frame image is used for initializing the pixel membership probabilities, and the previous frame image is used for estimating the compatibility parameters to be utilized for segmenting the current frame image by iteratively refining its membership probabilities, incorporating both temporal and spatial contexts simultaneously, in realtime.
Relaxation Methods and Means for Optical Tracking of Deformable ObjectsMagdi Mohamed
There is prior art in tracking objects that uses statistical techniques such as hidden Markov models for incorporating temporal context between successive image frames. The existing approaches segment each image frame independently, using only spatial context derived from a combination of edge, color, and texture features. The temporal context, provided by history information, is considered lately, after segmentation, in the analysis phase. Since segmentation is ambiguous and prone to failure, these approaches are not suitable for tracking non-rigid and highly deformable objects. The technique being described here is an efficient method that formulates the optical tracking of deformable objects task as a probabilistic relaxation labeling process in which the current frame image is used for initializing the pixel membership probabilities, and the previous frame image is used for estimating the compatibility parameters to be utilized for segmenting the current frame image by iteratively refining its membership probabilities, incorporating both temporal and spatial contexts simultaneously, in realtime.
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Q-filter Structures for Advancing Pattern Recognition SystemsMagdi Mohamed
An advanced approach for adaptive nonlinear digital data processing is described in this presentation. Three primal computational structures referred to as Q-Measures, Q-Metrics, and Q-Aggregates are introduced and utilized in unison as highly adaptive data analysis handlers. The proposed approach relies on universal functionals using few parameters to characterize dynamic system behaviors in broad ranges of unconventional measure, metric, and aggregation spaces. We present this unique approach in application to real-valued signal processing tasks, with suitable optimization algorithms, so that the parameters of the proposed models can be tuned automatically. The new approach is tested on real data sets to enable applications in mobile communication systems and the experiments show promising results.
Ramesh kumar , fmcg sales management & business development professionalRamesh Kumar
An accomplished, results focused sales management professional with a strong work ethic, vision, leadership and extensive 19 plus years of experience of which, 8 plus years of demonstrable track record of successful development of territory and business in FMCG Sales, Marketing & Distribution of Food & Beverages in all the Trade Channels, and Key Accounts with conglomerates and multinationals in Middle East and India.
1. AROCKIA CHELLADURAI
: +91-7738743522
: duraiakash@gmail.com
: arockia chelladurai
Proactive & creative marketing professional with a demonstrated record of achievement in conceiving & implementing
ideas that fuel market place presence and drive revenue in Retail industry
Seeking challenging assignments in Sales & Marketing / Retail Buying / Retail Operations/ Business Development /
Product Management with an organization of high repute, preferably in Dubai
Domain Expertise: Dairy, Chilled and Frozen (Perishables Category); Staples (Consumption and Basic Category for buying
and Selling); Home & Personal Care (Beauty, Cosmetics & Home Care Products)
PROFILE SUMMARY
• A dynamic professional with over 8 years of rich experience in managing sales & marketing and strategic business
operations with key focus on profitability by ensuring an optimal utilization of resources
• Insightful experience in handling a wide spectrum of sales & marketing activities from developing business plans /
marketing strategies to implementing and executing them in real time sales environments
• Skilled in driving business growth through identification & penetration of new market segments; understanding
business needs & identifying initiatives that allow a business to meet organization goals
• Distinction of working on Super Market Format, Cash and Carry Stores
• Demonstrated acumen in ensuring category P&L by delivering optimum margin growth on YOY basis; evaluating the
stock flow at SKU level and enhancing sales through profitability of the category
• A strategist cum planner with proficiency in overseeing all aspects of product management activities including
product enhancements, competitive analysis, market forecast and product positioning
• Competent in implementing solutions to customer needs with an aim to improve customer contentment; insightful
experience in interacting with the customers to gather their feedback regarding product satisfaction
• Expertise in assessing as well as recognizing & nurturing creative potential of each resource; expertise in managing
development of corporate level training and development programs
• Prudent, disciplined & self motivated with excellent people management, analytical & problem solving abilities
ORGANIZATIONAL EXPERIENCE
Sep’11 - till date Reliance Cash & Carry (A division of Reliance Retail Ltd.)
Growth Path
Sep’11 –Apr’14 Manager - Home & Personal Care
Managed P&L of the Homecare & Personal Wash Category and developed total business of 58% of
the total HPC business that is Rs. 350 crores
Since Apr’14: Senior Manager -Home & Personal Care
Leading 3 major categories (Soaps, Oral and Hair Care) worth 42 cr per month and heading a total
business of 550 crores.
2. Key Result Areas:
• Managing P&L of the Leading 3 major categories (Soaps, Oral and Hair Care) worth 45 cr per month and heading a total
business of 550 crores
• Spearheading accounts like HUL, Reckit, Loreial, Marico, Dabur and Colgate
• Leading activities related to closing TOT (Terms of Trade) yearly basis and JBP (Joint Business Plan) for Annually
• Effectively conceptualizing promotional activities; arranging TOP- TOP meeting with key contribution vendors and
executing the Engagement activities
• Spearheading NSO (New Store Opening) for south stores
• Generating other income through visibility and marketing activities for the category
• Involved in driving top line through better promotions, rich assortment, aggressive theme based schemes & better
availability
• Managing business parameters entailing TOT, JBP, Mailer Promotions, Ladder Pricing, Kirana Sales, Space Selling, Range &
Assortment, Trade Loads and Receivables & Claims
• Overseeing troubleshooting related to market, target achievements, claims, pricing, etc.
• Conceptualizing varied Kirana offering to grow and sustain Kirana business by creating Promo plan
• Contributing in enhancing the store walk-in sales and profitability
• Developing buyers for trading and revenue generation
Highlights:
• Recognized as number one buyer in soaps category pan-India, for HUL with an average purchase of 18 crores per month
• Essayed a stellar role in controlling the inventory as per norms of 35 days over all
• Distinction of consistently achieving top-line & bottom-line budgeted results
• Successfully targeted and achieved 0.52% margin increase through new TOT for FY 2013-14
• Significantly created & implemented a pricing strategy that improved competitive position and increased margin by 0.22%
• Played a stellar role in implementing article level ladder pricing for all the articles and enhanced the basket value from
Rs. 850 to Rs. 1250
• Merit of increasing mailer sales contribution from 13.3% to 18.2% through theme based promotions and activities
• Instrumental in reducing inventory from 41 days to 35 days that assisted in increasing the stock turns
• Functioned as Category Captain for HUL, P&G and RCI Account, which contributed 55% of the category business
• Undertook new category initiatives by focusing on Handwash, Safe Wash, Dish Liquid and Matic Categories; ensured
business growth from Rs. 30 lacs to Rs. 1 Cr per month
• Imparted training to all new joining buyers for the HPC and Anchoring Category in the absence of senior
Jun’07 – Aug’11 Spencer’s Retail Ltd. as Manager - Merchandising (Staples)
Key Result Areas:
• Responsible for focusing on improving the business parameters involving ABV, Bill Penetration, NOB, Cross
Merchandising, GMROF, GMROI, Zero Sales, Monthly Basket Analysis and NPI Display Direction
• Accountable for implementation & increasing visibility of private label products across the stores
• Involved in managing a set of 70 vendors and 1000 plus SKUs
• Assessed the category & sub category mix and reinvented the same to align them with the current business goals
Highlights:
• Successfully handled P&L of the TN regions - Staples category and a total business of Rs. 42.65 crores
• Merit of driving the category in 55 Stores, entailing 2 Hyper and 53 Daily Stores across TN
• Significantly contributed 24% of region business and 20% of national business for Staples with 18% gross margin
• Efficiently managed DCF category with a total business of Rs. 13.5 Crores, prior to being promoted as Staples Category Manager
• Distinction of:
o Attaining budgeted top-line & bottom-line consistently with 8.75% YOY growth for FY 10-11
o Enhancing the category margin by 1.2% and 3 credit days on over all staples business for FY 09- 10
o Acquiring Rs. 23.63 lacs of business on dry fruits gift box with the YOY growth of 18% for Diwali in 2010
• Played a stellar role in monitoring the category DAD value below 0.025% against a budget of .05%
• Undertook following inventory management initiatives involving:
o Developing & introducing MSF correction & Fixing Model to fix the minimum stock quantity (5 days cover
reduction in FY 08-09)
o Demand forecasting for bulk procurement products to reduce unwanted inventory and forecasting the
forthcoming months demand, thereby ensuring Rs. 35 lacs of working capital reduction in FY 09-10)
• Instigated cluster pricing & location specific product and promotion for buying & non buying cycle
• Initiated entry price point articles and developed second level players to share more business to avoid monopoly
• Proactively created Model Track Sheet for TOP 200 articles that helped to consistently deliver above 90% fill rate at
store; the model has been appreciated & implemented nationally in FY 09-10
• Proficiently implemented 18 stores involving KVI pricing, cross cat promo, RSP on loose staples & oils, monthly basket
push on volume pack, till busters and local assortment
3. ACADEMIC QUALIFICATIONS
2007 Post Graduate Diploma in Business Administration (Marketing & Finance) from
Loyola Institute of Business Administration (LIBA), Loyola College, Chennai
2004 B.Sc. (Mathematics) from Arul Anander College, Madurai, Tamil Nadu
PROFESSIONAL ENHANCEMENTS
• Manager of the Year – For outstanding performance and exceptional commitment to team work over 2015
• Customer Service Award –For excellence and commitment to customer service for the period Oct – Dec’14
• Award of Excellence – For constant growth of categories and contributing 50% of overall HPC business – Nov’14
• Certified Trainer at Spencer’s Retail Ltd.
• Undergone an outbound training program on Leadership & Team Building Skills conducted by Pegasus Institute,
Bangalore & Pondicherry
• Attended a workshop on Negotiation which had faculty from XLRI, Jamshedpur
PERSONAL DETAILS
Date of Birth: 10th
April, 1983
Address: B- 501, Swagat CHS, Plot No. 19, Sector 3, Kopar Khairane, Navi Mumbai - 400709
Marital Status: Married
Languages Known: English, Hindi & Tamil