1. Resume
Tushar Arvind Mehta
Over 25 years of total work experience…
Now over 10 years in Mall Management, Operations, Leasing, Revenue Maximization, and Marketing.
Earlier 16 years in Advertising, Corporate Communication, Public Relations, Agriculture Inputs Sales & Marketing.
E-mail: metushar@hotmail.com Contact: 91-9822028132
Snapshot
Dynamic and result oriented;
High energy level;
Believe in analysis and scientific approach to problem solving;
Excellent interpersonal skills; team player and have always built up sustainable teams;
Contributes towards organizational growth and implement best practices;
Capable of resolving multiple and complex issues;
Self motivated and performance oriented;
Multi-tasking….
Journey so far…
Started my working career over 25 years back. The first 15 years worked in various capacities in the field of
Advertising, Public Relations, Marketing Agri Inputs, Corporate Communication in Mumbai and Pune.
Especially over last 10 years, the complete focus has been towards development of Shopping Centers and
Comprehensive Mall Management. During this period worked towards creating each centre as a Strategic
Business Unit (SBU) for respective organizations. This part of journey started in October 2005 and continues
till date…
In last 10 years have actively worked as an integral member of Senior Management Team as CEO / Centre
Director for top 3 shopping centers in Pune – Ishanya (5.00 lacs sq. ft.), Phoenix Marketcity (10.00 lacs sq.
ft.) & Amanora Town Centre (10.00 lacs sq. ft.)
- October 2005 to March 2007 concentrated predominantly General Manager - Leasing for “Ishanya” –
India’s first shopping Mall for Home Interior and Exteriors…
- April 2007 to September 2008 took charge as Vice President – Operations of “Ishanya”
- October 2008 to June 2010 was promoted to the position of CEO – Ishanya
- June 2010 to January 2012 was Center Director – Phoenix Marketcity, Pune
- January 2012 to March 2014 was Centre Director – Amanora Town Centre, Pune
- June 2014 till date … Full Time Consultant – Ishanya, Pune… with specific focus on Leasing for
Entertainment, F&B, Multiplex and Home Interior brands.
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2. Amanora Town Centre, Pune Joined 17th
Jan, 2012 – March, 2014
Joined as Centre Director with Amanora Town Centre (CRDPL), 10.00 lacs square foot mall located in east of
Pune. As this was already partially operational mall, the immediate challenge was to generate quality footfall
through various marketing activities, Increase in Sales per sq. ft., Improve Operational efficiencies, Reduce the
CAM cost.
During this tenure, in April 2013, Company nominated me to visit Australia for 21 days study tour to learn
international Mall Management Practices & Retail Operations with world leaders in Property Management
Company, JLL, Australia.
Key Result Areas during entire tenure:
 Have generated quality footfalls in last 2 years through various initiatives.
 Ensure CAM cost as one of the lowest in entire mall management trade.
 Work side by side with Project team for completion of all pending work to bring in Operational
efficiencies.
 Leasing of retail space with relevant brands. Ensuring a large range and depth in the complete mall
offerings.
 Developed and implemented Customer Satisfaction initiatives for ensuring Loyalty.
 Rationalization of Manpower due to excess staffing from earlier times.
 Appointment of out sourced agencies for engineering, house-keeping, parking management, security,
horticulture, advertising and PR.
 Preparing and monitoring implementation of various policies, procedures and guidelines for safe mall
operations.
 Built up a resourceful and result oriented mall management team.
 Ensure increase in consumption thereby increase in mall revenue.
 Designed and Executed mall signage’s for customer, traffic and statutory compliance.
 Prepared and monitored annual revenue and expense budget in line with business plan.
 Developed and Implemented advertising and PR plan to maximize visibility and have significant impact in
customer mind set.
 Developed long term retailer relationship initiatives.
 Based on periodic feedback surveys from Customer’s and Retailer’s; ensure corrective actions.
 Timely statutory compliance and build up working relationships with local bodies and authorities for
smooth operations.
Achievements:
 In a short span of time ATC has become a customer preferred destination for their shopping,
entertainment and F&B requirements.
 Carried out multiple changes in customer and vehicular flow for smooth operations.
 An increase of over 300% growth in footfalls with first 12 months.
 Achieved significant market share in terms of footfalls and Conversions.
 Marketing revenue for the year 2013 – 2014 already achieved over INR 10 million.
 Extensive coverage in media through well designed PR plan.
 Planned & executed over 150 events like Super bike shows, musical concerts, displays, product
launches, fashion shows, demos, etc.
 Implemented customer feedback and reply mechanism to build customer loyalty and satisfaction.
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3.  Ensured housekeeping and hygiene levels, Engineering efficiencies, Security standards for other malls
in Pune to benchmark with.
 Implemented stringent electricity consumption norms and monitoring system, thereby ensuring
optimum utilization.
 Designed and implemented Monthly MIS for promoters.
Phoenix Marketcity, Pune Jan 2012 - June 2010
Joined in June 2010, a large under construction 10.00 lacs sq. ft. mall, as Center Director. Initially interacted
with site & project team to ensure timely completion and adding various Operational efficiencies through
certain changes in certain design parameters. Closely worked with Corporate HR and finalised Organisation
structure for mall operations and accordingly hired complete Mall Management team. Finalised Positioning
Strategy with HO team members. Drafted Operational policies and procedures for day to day operations.
The mall commenced operations from 28th
June, 2011 and within 3 months of opening, we created
significant impact in Pune’s customer mind set and is now Pune’s most successful retail destination.
Key Result Areas:
 Created Pune’s largest and premium retail destination with focus on Customer Engagement and
experience, as major differentiator.
 Ensured project completion in line with promoter’s timelines.
 Carried out necessary improvements during project stage which were required for operational
efficiencies.
 Ensured leasing in line with overall strategy of zoning and retail mix to achieve business plan
 Designed user friendly customer flow, vehicle movement, created multiple entry / exit zones over multiple
levels /multiple points.
 Developed mall organization chart and appointed complete team as per plan.
 Appointed agencies on annual contracts for engineering, house-keeping, parking, security, horticulture,
advertising, public relations.
 Formalised and implementation of all policies, procedures and guidelines for mall operations.
 Ensured CAM within acceptable norms and billing as per company policy.
 Implemented well laid down Retailer Store fit out guidelines for long term safety.
 Built up a resourceful and result oriented mall management team.
 Positioning of mall in minds of Pune customer as most preferred destination.
 Implemented Automated Daily Sales Register (ADSR) & Joint Bank A/C policy for business requirement.
 Ensured growth in retailer’s business thereby maximum mall revenue, as many of the agreements we had
were on revenue share model.
 Designed and executed mall signage’s for customer flow, traffic and statutory compliance.
 Prepared, Implemented and monitored annual revenue and expense budget in line with business plan.
 Develop and Implement advertising and PR plan to maximize brand visibility and make significant impact
in customer mind set.
 Developed long term retailer relationship initiatives.
 Carried out periodic feedback surveys from Customer’s and Retailer’s; and ensured corrective steps based
on findings.
 Ensured timely statutory compliance and build up working relationships with local bodies and authorities.
Achievements:
 Transition from Project stage to Operations, carried out under tremendous time constraints, mall opened
within 12 hours of handover.
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4.  Carried out multiple changes during project stage to meet operational requirements.
 From 48 stores operational on 28th
June, 2011 we reached 178 stores by 30th
September, 2011. Occupancy
went up from 10% to 55%.
 Within first 3 months of mall opening, achieved significant market share in terms of footfalls and
Conversions.
 Extensive media coverage through well designed PR plan.
 Planned and executed 45 Events within first 6 months, generating additional revenues and footfalls.
 Launched customer feedback mechanism with feedback facility, thereby building customer loyalty and
satisfaction.
 Carried out retailer store fit out activities as per prescribed norms without deviations to ensure safety.
 In coordination with MEP team implemented strict guidelines on power consumption norms and
reduce wastage.
 Developed very good relationships with competitors for periodic exchange of information and
statistics for day to day operations.
 Assisted retailer’s in launching the stores, thereby ensuring maximum exposure for all concerned.
 Successfully initiated the process of ADSR and Joint Bank Account system.
Deepak Fertilisers and Petrochemicals Corporation Limited, Pune (DFPCL) June 2010 - June 1993
Between, June 1993 to June 2010, worked with Deepak Fertilisers And Petrochemicals Corporation Limited.
Initially joined as Assistant Manager, Advertising & PR. Created national level launch strategies,
implemented promotion plan on pan India level, worked extensively in Maharashtra, Andhra Pradesh,
Karnataka, West Bengal, Madhya Pradesh and Gujarat for spreading brand awareness and acceptability of
complex chemical fertilizers. During this period successfully launched over 12 different brands. Set up the
corporate communication division for the group, took additional responsibility of heading Agri business for
Gujarat.
In 2006 company made its foray into setting up Pune’s maiden retail destination, “Ishanya”, India’s first
retail destination for Interior’s, and Exterior’s. Was appointed as GM – Leasing and made the member of
core team in setting up Ishanya. As retail was very new in India, the Company deputed me to study various
retail destinations in USA, Dubai & Singapore. During project stage worked extensively with construction
team in understanding the dynamics of setting up malls. Started initially as Head – Leasing, once the mall
was over 85% leased out went on to Head - Operation.
With the mall opening on 29th
August, 2008, and successfully launching the same the Company promoted
me to the position of CEO in beginning of 2009. During this entire tenure of over 4 years took up challenging
positions in Leasing, Operations, Facility Management, Marketing, Events & Sales Promotions, Brand
Management, Competition Study, Market Research, Sponsorship, Media & PR and Tie-Ups/Cross
Promotions.
Chief Executive Officer (CEO) – ISHANYA June 2010 - Oct. 2008
Key Result Areas:
 Developed the Vision and Mission Statement in line with overall Corporate Statement.
 Undertook Profitability & Cost Benefit Analysis studies for project feasibility.
 Re-negotiated annual Contracts and Strategic Alliances due to downturn in economy.
 Carried out extensive Finance, Budgeting & Cost audits for necessary course correction.
 Implemented effective Public Relations and Media Affairs with assistance from agencies.
 Formulated Policy & Procedure for complete operations.
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5.  Effectively carried out Government Regulations and built long term Relationships with necessary
authorities.
 Implemented Human Resource plan in line with overall corporate plan.
 With all team members carried out effective Performance Improvements.
Achievements:
 Attrition level brought down to below 10% from 25% earlier.
 Overall efficiencies in group score in relation to Organization score; we reached 2nd
position within two
years of starting out this division.
 Retailer relationship’s further strengthened during down turn in economy, renegotiated effectively rentals
in some critical cases.
 Renegotiation of critical annual contracts helped in rationalizing cost and thereby certain financial reliefs
helped in improving bottom lines.
 Ishanya became one of the finest destinations for promoting theatre, art, musical performance center in
Pune, India.
 Set up the first annual NGO fair as part of CSR activity.
 Carried out development activity to enhance local community standard of living.
Vice President – Operations (ISHANYA) September 2008 - April 2007
Key Result Areas:
 Made mall operation policies, procedures and guidelines for House Keeping, Security, Engineering, Façade
Cleaning, Horticulture and Parking.
 Appointment of vendors for various operations activities based on various requirements and cost
parameters.
 Procurement of complete operations requirements and setting guidelines for reordering process.
 Ensured smooth transition from Project to Operation, by implementing detailed transition guidelines and
strict adherence of quality norms
 Complete adherence of Fire & Safety norms.
 Instituted periodic fire & safety drills, documented short comings, implemented corrective action and
ensured compliance of all norms.
 Selection and appointment of each critical team members for entire operation team.
 Worked out detailed CAM cost encompassing all relevant heads and ensured fair practices as per
company guidelines.
 Established periodic energy audits and implemented corrective actions for reduction in energy bills
without compromise.
 Periodic meetings with Retail store managers for feedback and improvement areas.
 Drafted and Implemented Fit out and Operational Guidelines for retailers to follow.
 Implemented policies and procedures for events, promotion, and film shoot, etc. within mall premises.
Achievements:
 Achieved “0%” accident free tenure.
 Implemented effectively policies and guidelines with complete coordination.
 Achieved efficiencies in Energy consumption by changes in fixtures to LED, especially for street lighting
and critical night lighting zones
 Effective communication with local residential community for traffic management during peak days /
hours.
 Periodic fire drills ensured safe and secure property management.
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6.  Timely billing and Collection of CAM, Rent, Energy, etc to reduce dependency on corporate financial
resources.
General Manager – Leasing (ISHANYA) March 2007 - Oct. 2005
Key Result Areas:
 Concept marketing for leasing India’s first specialty mall for interior’s and exteriors.
 Building up data base of retailers on pan India and some very important international brands that were
looking for entry in Indian market.
 Extensive network and relationship building activities carried out within retailer fraternity.
 Build up market conditions for retailers to come to Pune
 Establish the Brand positioning and awareness.
 Participation in construction and project phase activity as the team was very small and multi tasking was
need of the hour.
 Working with Architects and consultants for retailer’s specific needs.
 Establish network with leading IPC’s.
 Actively participated in overall mall Planning, Retail Mix, Customer circulation, Zoning, etc.
 Pre launched the mall in Pune, Mumbai & New Delhi by organizing industry specific activity
 In addition to leasing also undertook the space planning for Space on hire & Branding opportunities within
mall.
Achievements:
 Leased over 85% of the mall within 18 months in association with IPC’s and retailers.
 Participated in various retail forums across India to promote and lease the mall.
 Collaborated with International brands for setting up test market venues within mall premises.
 Built up very strong network with retailers and IPC’s.
 Assisted architect’s in carrying out critical changes in mall design based on feedback from retailers.
Deputy General Manager – Agri Marketing Sept 2005 - April 2003
Senior Manager – Agri Marketing and Corporate Advertising & PR March 2003 - Oct. 2000
Key Result Areas:
 Turn around the Agri Input business performance in state of Gujarat, India.
 Reduce the attrition level.
 Revamped the complete distribution network to ensure performance.
 Establish the Brand positioning and awareness.
Achievements:
 Achieved complete financial turn around and re-positioned the brand with significant improvement in
market share.
 The team’s performance scored significantly high as compared to rest of all divisions and attrition level
pegged.
 Revamped complete distribution network, weeded out non performing dealers and added potential new
dealers.
 The team’s performance from credit business was turned around to “Cash and Carry” OR delivery against
advance payments only. Resulting in better realization and reduction in old debts.
 The business potential and viability of our team in Gujarat re-established.
Manager – Corporate Advertising & PR September 2000 - April 1998
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7. Deputy Manager – Corporate Advertising & PR March 1998 - April 1996
Assistant Manager – Corporate Advertising & PR March 1996 - June 1993
Key Result Areas:
 Set up the Corporate Communication division to manage Advertising & PR for all companies within the
group.
 Managed overall corporate communication for group companies by creating multi tasking smaller teams.
 Ensured economies of scale by implementing new initiatives.
 Develop loyal vendor base for ensuring timely delivery and cost effective communication tools.
 Learnt the complexities involved in farmers communication across various states, culture, languages.
 Created print communication specific to each market in rural India, resulting is very strong and loyal
customer network across markets.
 Built strong PR network across states for Fertiliser business, as it is largely governed by subsidies from
Central Government.
 Created internal communication tools across various states, employees were spread over 8 states and the
use of IT was still in initial stage.
 Launched of 6 new grades of bulk fertilizers and entry into speciality agri inputs business consisting of
Water soluble Fertilisers and Seeds.
 Develop completely new strategy for appointing strong and dedicated retailer/distributor network, across
states due to increase in business.
 Understood the mindset of Farmers, Distributors, Credit policies and why overdue out standing’s were
increasing multi fold resulting in major financial burden.
 To become the most significant player in agri business in western India.
Achievements:
 Ensured all group companies had a common pool of team members serving all communication needs.
 Efficiently managed issues related to vendor development for cost effective production and deliverables
in multiple languages.
 Managed to make significant mark in mind sets of customers, resulting in loyal brand awareness.
 Timely delivery of various collaterals for group companies as market was seasonal in various states of
India.
 Worked jointly with local government bodies in developing “Balance use of Complex Fertilisers” module
and carried out successful farm trials.
 Developed 1st
In house magazine “MSMT” which won all India award for Best Internal Communication.
 Created print communication specific to each market in rural India, resulting is very strong and loyal
customer network across markets.
 Launched very successfully all new brands and achieved significant market share in the very first year.
 Developed a strong dealer network of over 500 distributors across states
 Received for 3rd
consecutive year the best film award from FAI (Fertiliser Association of India) on Pan India
basis.
 Received multiple awards for best calendar, leaflet designs from trade bodies.
Prachaar Advertising, Mumbai June 1993 - April 1990
Assistant Manager – Client Servicing & Production April 1991 to June 1993
Executive – Client Servicing April 1990 to March 1991
Key Result Areas:
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8.  Solely responsible for Events/Exhibitions, Sales Promotions, Cross Promotions/Tie-ups, Sponsorships,
Advertising, Brand Awareness & Brand Building Exercises activities to ensure higher brand visibility.
 Responsible for Weekly and Monthly Reports/Reviews.
 Responsible for time to time Market Research and Post Event Analysis.
 Responsible for Market intelligence and coordination with Media and PR.
 Team head for client relations and briefing the creative team on client expectations.
 Participating in Strategy, Planning and Market Potential studies in Pre launch stages
 Directly responsible for production of creative’s for Print, Radio, Television
Achievements:
 Important role-played in product launches & awareness programs.
 Flawlessly handled major Events and Exhibitions/Promotions.
 Collaborated with various associations and trade bodies for client meets
 Consistent growth in revenue / client billing by 25% year on year.
Academics
 Master of Management Studies (MMS) Narsee Monjee Institute of Management Studies, Mumbai
University’ 90 (Econometrics paper not cleared)
 Internship for a year April 1987 - 1988, worked as Management Trainee in
Laxmi Boilers, for work experience before joining MMS.
 Bachelor of Commerce N M College of Commerce and Economics, Mumbai University’ 87
 Diploma in Mass Communication St. Xavier’s College, Mumbai in 1984
 ICSE 10th
Class Jamnabai Narsee School, Mumbai, passed out in 1982
Personal Details
 Father’s Name Late Arvind H Mehta
 Date of Birth 29th
July, 1963
 Marital Status Married
 Wife – Rajul Mehta M Com, CAIIB and Certified Yoga Teacher
 Daughter – Ms. Disha Mehta Master’s - Nottingham University, UK. Works with ZOMATO, Pune
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