Rajiv Ranjan Singh has over 20 years of experience in sales and marketing roles in the liquor industry. He has a proven track record of growing business and achieving sales targets through strategies focused on brand management, channel development, and key account management. The document outlines his career history, achievements, responsibilities, and qualifications for various roles in business development, sales, and marketing.

1. RAJIV RANJAN SINGH
Flat No. – 22, IInd Floor, Subhash Khand, Giri Nagar, Kalkaji, New Delhi - 110019
Ph: +91 11 26442221, 9910059760 (M); Email: rajivrsingh2827@yahool.com
Professional Snapshot:
 Business strategist with highly diverse business knowledge and propensity to initiate positive changes; A
keen planner with expertise in managing business operations with focus on achieving company’s goals and
mission.
 Drove volumes of business for liquor giants like Champagne Indage Ltd, Radico Khaitan Ltd, Guinness UDV
India Ltd (Diageo), Seagram India Private Limited and steered business operations to enhanced
profitability.
 Proven abilities in devising strategies geared towards augmenting business, developing new markets,
promoting products for business excellence through awareness of the market environment, delivering
strategy, driving change, leading people, delivering performance, working with complexity, managing
professionally, customer thinking, collaborating and co-operating .
 Recognised proficiencies in developing and managing distribution network infrastructures and channel
management.
 Detail oriented and efficient with strong interpersonal skills and the ability to relate to people at all levels
across the organisation.
 Accomplishments and integrity-driven professional with expertise in business development and success in
customer service management.
 Recognized as a savvy leader with strengths in sales and marketing business processes, driving continuous
improvements, building consensus, recognizing and accelerating peer strengths and driving business
growth.
 Capitalize on strong business acumen and natural leadership skills to steer teams and company in new
directions
 Core expertise: Brand and Product Management, Channel Sales, Business Development, Key Accounts
Management, Man Management, Retail Management, Relationship Management of Retail sales and
corporate accounts, Senior Management Representative during delegations, Customer interaction,
Presentation and Negotiation skill.
CAREER ACHIEVEMENTS
• Joined as Asst. Regional Sales Manager – North (Wine Division) and promoted to Regional Sales Head –
North within ONE month proven track process for WINE – BEER – IMFL Division.
• Re structured the North Zone suffering from financial miss management within 3 months against the
assigned 6 months target.
• Grown the North Zone from the Sales de growth from (– 27) % to (+18) % within the track record of 5
months. Approaching towards 11 % growth from over last F Y’s.
• Established on roll manpower state wise in record 2 months with full functional system of operation.
• Introduced the system and pattern of RPC in North Zone in Champagne Indage Ltd.
• Introduced the pattern for leasing out of Units to minimise the operational cost.
• Industry trend setter in the VODKA segment with the brand “MAGIC MOMENT VODKA” with growth of 200
% month by month in FY 2007 – 2008.
• Created a land mark and trend setter by expanding the Vodka market from 800 cases to 4000 cases in the
Uttarakhand state.
• Industry trend setter in the VODKA segment with the brand “MAGIC MOMENT VODKA” with growth of 200
% month by month in FY 2007 – 2008.
• Initiated the strategy to focus on Brand Mix
• Achieved 80 % of the annual target of the state in 5 months down the line from FY 2007 – 2008. Looking
strategically for the growth of 282% in FY 2007 – 2008 compared to last FY 2006 – 2007 - Uttarakhand.
• Launched “Master Stroke Whisky” and the Big Hit Series – Whisky, Gin, and Vodka in Uttarakhand.
• Achieved the total annual target of the state BIHAR with the growth of 135 % in FY 2004 – 2005.
• Achieved Restructuring and Cost Control Target for the State – Bihar & Uttaranchal within 4 months
against Targeted 1 year.
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2. • Youngest Regional and State head in Radico Khaitan Limited, Champagne Indage Ltd.
• Have handled product Launch for Champagne Indage Ltd and Radico Khaitan for its products like “Tiger Hill
Wine series, International Ranges of Wines from UK and Australia, Master Stroke Whisky, Magic Moment
Vodka, 8 PM Bermuda Rum and WHITEHALL Whisky Family” in North Zone, Bihar and Uttarakhand.
• Promoted to Regional Sales Executive from Area Sales Executive at Gwalior HQ in Seagram India Pvt
Limited within four months of joining
• Awarded with “SMIRNOFF TOP GUN” in the first year of joining Guinness UDV – 2001 for achieving 125%
target of SMIRNOFF VODKA in the region
• Represented School, College and State in various State and National level cricket tournaments.
• School Prefect in G D Birla Memorial School, Ranikhet, UP.
• House Captain in G D Birla Memorial School, Ranikhet, UP
KEY RESULT AREAS
Sales and Marketing
• Overseeing the sales and marketing operations, thereby achieving increased sales growth.
• Analyzing and develop new markets to drive volumes resulting in augmented business.
• Driving sales efforts involving effective promotional activities, product awareness with high potential clients
for growth and profitability.
• Conducting detailed market study to analyze the latest market trends and tracking competitor activities
and providing valuable inputs for fine tuning the selling and the marketing strategies.
• Maintaining MIS and rendering the same to all the levels of management whenever required.
Business Development
• Managing business development activities and accountable for the top-line profitability and increased sales
growth.
• Developing prospective clients across sectors for deeper market penetration.
• Executing effective plans designed to assure achievement of agreed-to volume, market share and profit
objectives.
• Organizing road shows, Corporate and Government presentation at their place as well as in institutions.
Ensuring effective negotiation between Company and Customer.
Channel Management
• Identifying and networking with reliable dealers/channel partners, resulting in deeper market penetration
and reach.
• Ensuring cost effective logistic operations & seamless materials movement to ascertain sufficient inventory
levels at each sales outlet.
• Evaluating performance & monitoring distributor sales and marketing activities.
Brand and Product Management (Planning & Strategy)
• Identifying and planning the introduction of brands in the market to strengthen the brand portfolio.
• Formulating BTL activities, Brand seasonality, trade schemes, merchandise for the region and state.
• Ensuring the tertiary of the brands through the channel partners via trade schemes.
• Formulating the strategy of the brand mix, ratio, and sizes of the brands to ensure the maximum profit
realization.
• Ensuring effective implementation of BTL and Trade schemes and other promotional activities in view of
past trends, present scenario and upcoming trends and dynamics.
• Ensuring the proper communication of the brands with the consumer so that effective brand association is
established.
Production Planning and Depot Inventory Management
• Ensuring effective planning of the production of all the SKU brands as per the pack sizes ratio requirement
at the state level as per the agreed and discussed brand seasonality and targets.
• Scheduling and Sequencing the production of the brands daily, weekly, fortnightly to achieve the pre set
goals within time, quality & cost parameters.
• Monitoring of the stocks at the factory level as well as the depot level for smooth Primary and Secondary
goal achievement for all the SKU brands to achieve the pre set goals within time & cost parameters.
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3. • Monitoring and ensuring agreed level of stock of all the SKU brands at the depot for the effective tertiary
targets and ensuring maximum utilization of the channel partner’s retail space.
• Ensuring minimum inventory of all the SKU brands at the depot level to reduce the cost of goods, low
ageing stocks for maximum operational profit.
• Monitoring and handling the loss and breakages in any form to reduce or minimise the cost for the
maximum operational profit realisation.
• Ensuring the proper stock for all the SKU brands for effective distribution as per the planned brand mix,
ratio and sizes as per the market dynamics to utilize maximum of channel partner’s retail space
Key Accounts Management
• Devising and implementing strategies and plan to achieve the pre set target of the SKU brands and
profitability through the channel.
• Ensuring end to end relationships and business opportunities from institutional accounts leading to revenue
growth.
• Monitoring the performance of the circle.
• Ensuring effective negotiations and close the deals with the institutions or units.
• Proper placement of the SKU brands, visibility and promotion of in bars, hotels, restro – bar, lounges
(horeca).
• Acquiring the maximum share and self space for the SKU brands in the Modern Trade formats (Retail
Chains).
• Identifying and acquiring the most potential institutions or unit for the achievement of assigned targets of
the SKU brands through the channel.
• Scheduling the proper stock inventory in the institutions as assigned target to achieve the pre set goals
within time, quality & cost parameters.
Team Management
• Leading, training & monitoring the performance of team members to ensure efficiency in sales operations
and meeting of individual & group targets.
• Scheduling team assignments to achieve the pre set goals within time, quality & cost parameters.
• Training on the S P I N concept for the effective implementation of strategy to cater effective services
based on the customer need.
• Sales Accounting: Ensuring the timely collection of the outstanding in the agreed period of credit of the
channel partners to minimise the ratio of collection vs. outstanding. Tracking of Expenses under the
trader’s scheme.
• Visual Merchandising: Ensuring proper placement, visibility and promotion of brands in bars, hotels,
restro – bar, lounges.
• Liaison with Govt. bodies like State Excise Dept. and Commercial Taxes.
• Logistic – Ensuring 100% hassle free logistics of the units to the customer. As per the customer
preference arranging HIGH SEA Sale and LOW SEA SALE in during logistic procedure.
WORK EXPERIENCE
 INDAGE VINTNERS LTD (FORMERLY CHAMPAGNE INDAGE LTD)
Regional Sales Head – North (June 2008 till date)
 RADICO KHAITAN LIMITED, UTTARANCHAL
Regional Sales Manager (Nov 2006 till June 2008)
 RADICO KHAITAN LIMITED, BIHAR
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4. Area Sales Manager (Nov 2004 till Nov 2006)
 SEAGRAM INDIA PVT. LTD. MADHYA PRADESH (GWALIOR & SAGAR HQ.)
Regional Sales Executive (Feb 2003 till Nov 2004)
 GUINNESS UDV INDIA LTD. (DIAGEO), RAJASTHAN (JODHPUR & UDAIPUR HQ)
Area Sales Executive (Jun 2001 till Feb 2003)
PART TIME ASSIGNMENTS
 LUPIN PHARMACEUTICAL LTD., RAJASTHAN, MADHYA PRADESH, UP &
HIMACHAL
Research Executive
 PANACIA BIO TECH PHARMACEUTICAL LTD., DELHI & NCR RETAILS
Research Executive
Work outline: Identifying Sales and Marketing prospects ● Channel sales strategizing ● Distributor
Management & MIS ● Financial Management of Channel partner’s ● Key Account Management (Group
Hospitals) ● Strategic Planning Brand visibility
EDUCATION
• PGDBM (Sales & Marketing), EMPI–B School, New Delhi (2001)
• B Sc (Chemistry Hons.), T M Bhagalpur University, Bhagalpur, Bihar (1998)
PERSONAL INFORMATION
• Date of Birth : 23rd Dec 1977
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