1. S RAMACHANDRAN
Flat No703/703A, H1 Building, Riddhi Gardens,
Film City Road, Malad (East) Mumbai-400097
Contact Nos:9833728322 & 9969200647
E-mail: ramchandran54@gmail.com
Date of Birth: 21st November, 1954
Career Summary
• MSc (Applied Geology) from IIT, Mumbai with distinction, in 1978.
 Joined Steel Authority Of India Ltd (SAIL), as Management Trainee in 1979 and have grown
to the position of General Manager (Marketing) of this Maharatna Company. During this
period, I have had eleven years’ experience as Branch Manager, handled international trade
for 3 years, 3 years in transport and shipping, 2 years each in Product management and
business planning, Regional Manager, Long Products Marketing of Western Region for 6 years
and finally was responsible for marketing of steel to Defence Establishments in the last year
with SAIL. I also have 3yrs experience in alloy and stainless steel marketing.
 Retired from SAIL on 30th November 2014.
• Various job-responsibilities, in my present organisation, have helped me to develop key-skills
in following areas:
 Strategic Planning
 Operations, Logistics and Liaison
 Key Accounts Development and Customer Relationship Building
 Territory Expansion and Market share expansion.
 Client Retention
 Establishing New Set Ups and revenue models.
 Multi-level sales growth and Retail Channel roll-out.
 International Business.
 Market Mapping leading to development of product verticals and business lines.
 Building product portfolios aligned to the product verticals and business lines.
 Building route to markets and consumers for identified customer segments.
 Developing dynamic pricing strategy to help deliver targeted revenues and profits.
 Providing inputs for product development and establishing the product post-
development.
 Developing and establishing External Processing Agents, Service Centres and
Warehouses.
 Understanding Defence Requirements and meeting their requirements.
 Sales Team Mentoring & Team Leadership.
 Vision, values and ethics requisite for guiding the team for optimal performance.
 Making things happen!

2. Work Experience:1979 – 2014 in various Locations and positions in SAIL.
Jan 2014 to Nov 2014 General Manager(Defence Coordination) SAIL Commercial
Directorate Delhi :
Job entails interacting with Defence authorities for meeting steel requirements of their
Naval Shipyards, Ordnance Factories, Vehicle & Heavy Vehicle Factories, Military
Engineering Services, Married Accommodation Project, Border Road Organisation and
interaction with Defence Research Development Organisation and DMRL for development
of grades required for Indian Defence organisations etc.
2008-till Jan 2014: Regional Manager (Long Products), Western Region Mumbai.
Responsible for the marketing and sales of Long Products of SAIL in Maharashtra,
Goa,Gujarat, Madhya Pradesh, Chhattisgarh, Rajasthan and Dadra Nagar Haveli, Daman
and Diu. During my tenure as Regional Manager more than a million tonnes of long
products have been sold in the region from 2010.
Job responsibilities include:
Mapping market by identifying various customer segments, product segments, consumer
needs, seasonality trends, growth trends & demand drivers. Considering, the cost benefit
analysis of the data collated above developing the business drivers for the long products.
The major segments dealt with include Transmission Line Tower Manufacturers, Projects
and Infrastructure Construction Companies, Electricity Boards and Power Infra Cos, Wire
Drawing, Fasteners and Electrode Manufacturers, Rerollers, Retail marketing etc.
Segmenting the long products market and developing the product mix aligned to each
product in the long product basket, based on the customer and product segmentation
Building the route to market and consumer for identified customer segments. Choosing
the appropriate distribution channel for each of the customer segments and identifying the
right kinds of promotional activities to be undertaken for each of the products and
segments. Organise customer meets, architect meets, promotional activities etc.
Developing a dynamic pricing strategy to help deliver the targeted profits. This involves,
establishing the overall pricing objective for long products in Western region. Setting
specific price levels that meet the pricing objective and developing appropriate price
discounts for specific customer segments and product lines to optimise sales and
revenues.
Responsible for spearheading the complete business growth, sales, retail channel
development, business development and liaison with government agencies and other
external agencies.
Identification and appointment of External Processing Agents.
Developing the leadership pipeline and mentoring subordinates for higher responsibilities.
Overall lead a team of marketing professionals across 11 Branches and 3 Customer
Contact points to achieve the Region’s goals.

3. 2006-2008: Regional Business Manager (LP), Western Region Mumbai.
Job involved developing strategies and plans for business development in various
segments to improve market share. Booking Orders from Major Projects and ensuring
servicing of same.
Identifying external processing agents, who would supply long products as per SAIL’s
specification and QA protocol.Defined the processes for assuring the quality of the
products sourced through these vendors.
Developed and implemented the New Product Development charter. Based on the basic
research and consumer insights developed the concept, marketing details for the ideas
generated. Conducted business analysis for the concept developed. Developed the
strategy for beta testing, market testing, technical implementation, commercialisation and
product pricing.
Order scrutiny, planning and despatch of materials to customers and warehouses including
multimodal initiatives.
2004-2006: National Product manager for Cold Rolled Products at Kolkotta.
Job involved demand analysis, finalisation of product and sales plan on a monthly basis
and annual basis, developing strategies for product in terms of mix, pricing, sales territory
positioning, monitoring of competitors activities, product development and product
complaints. Interacted closely with the Auto Ancillaries in NCR, consumers and users in
Bangalore, Hyderabad, Faridabad and Mumbai and organised segment-wise customer
meets. Also was responsible for the brand design and branding of Galvanised products.
1998-2004: Branch Manager, Mumbai
Have the distinction of being the longest serving Branch Manager of a mega branch like
Mumbai. Have been instrumental in taking BSO Mumbai to its zenith and achieved sales of
over Four Hundred Thousand Tonnes during a year during my tenure as Branch Manager.
Established sustained client relationships with Boiler/Pressure vessel manufactures in PM
plates, drum and Barrel segment in CR, Pipes and Tube manufacturersin HR, Electrode
manufactures in WRC and projects/construction/realty sector companies in TMT and
Structurals. The tenure also involved challenging Human Resource interventions and team
management since BSO, Mumbai had a staff strength of 150 employees. I was successful
in maintaining a very cordial work climate and high level of morale.
1996-1998: Branch Manager, Ahmedabad.
Was instrumental in bagging and servicing effectively the Steel Requirements of Reliance
Jamnagar Plant (phase I) and other major projects like ESSAR Oil, Kandla Post Trust,
SSNL Ltd, GSEB.
1993-1996: International Trade Division, New Delhi
Handled exports of Cold Rolled Coils, Billets and Slabs. Major markets dealt with were
Nepal and South East Asia and was instrumental in commencing supplies of Billets to re-
rollers in Nepal and achieving a volume of over a Hundred Thousand tonnes in the first
year itself. Job responsibility involved finalization of contracts backed by appropriate
financial arrangements, logistics involving planning and despatch of materials from plants
to ports, organising pre-shipment inspection and outbound delivery at port, despatch
documentation and document negotiation for receivables and obtaining payments. The

4. tenure provided sufficient exposure to all aspects of International Trade and made me
conversant with LCs, UCPD, INCO terms and shipping conventions.
1989-1993: Branch Manager, Chandigarh.
Areas of jurisdiction involved Chandigarh and Himachal Pradesh and were instrumental in
doubling the volumes of sales and bringing about an exponential increase in customer
base during my tenure as Branch Manager, Chandigarh.
1985-1989: Management Services Division, Alloy and Stainless Steel Division at Head
Quarters in Kolkata.
Job responsibility involved MIS, market research and analysis of data and trends, so as to
enable Management to develop marketing strategies.
Subsequently, during this tenure, for 3years, I, also handled marketing of Alloy Steels and
Stainless Steel for entire gamut of end users of alloy, stainless and forged steel products.
Major customers dealt with were Telco Jamshedpur, Ordinance Factories Kanpur/ Nagpur,
ICF Perambur, HVF Avadi, Bharat Forge etc.
1983-1985: Branch Sales Office, Mumbai
As a front-line executive, was responsible for warehousing activities initially and later for
sales of Iron & Steel in Mumbai market.
1980-1983: Transport & Shipping Department in Mumbai
As a front-line executive, was exposed to the warehousing and clearance of Import and
Export Cargos and also to Operations and documentations in Mumbai docks and customs.
The shipments handled were bulk shipment of iron and steel and plant and machinery for
steel plant working and modernisation.
1979-1980: Management Trainee
Joined SAIL as a Management Trainee and underwent Training at Bhilai Management
Centre, IIM Kolkata and in Steel Plants.
Career Aspiration: Looking for an opening which involves opportunity to mentor and lead a
Team to excel in performance and achieve challenging goals.