SHEKHAR SATI

Senior Management Professional

P & L Management/ Sales & Marketing/ Business Development
Industry Preference: Building Material
Location Preference: Delhi/ NCR
sati_shekhar2002@yahoo.com 09650914455

Key Skills Profile Summary

P & L Management ● Result-oriented professional with 26 years of experience in
Profit Centre Operations, Sales & Marketing, Business
Sales & Marketing
Development, Client Relationship Management and Team
Business Development Management.
● Hands-on experience in creating and sustaining a dynamic
Channel & Distribution Management environment that fosters the development opportunities and
motivates the high performance amongst the team members.
Large Turnover Management ● Skilled in managing business operations with profitability,
forecasting monthly/ annual sales targets, & executing them
Product Management
within time frame.
Key Account Management ● Proficient in initiating & developing relationships with key
decision-makers in target organizations for business
Team Building & Leadership development.
● Expertise in planning sales in entire India and SAARC.
● An enterprising leader with skills in leading personnel towards
accomplishment of common goals.

Soft Skills Education

Team player ● MBA in Sales & Marketing from Shobit University, Meerut.
Communicator
● Bachelor of Science from Kumaon University, Nainital.
Innovator
Thinker
Collaborative
Intuitive
● Career Timeline

Neelkanth Orient Bell Ltd., Welspun

Industries Delhi as Head – Flooring Ltd,
Excel Bath Fittings Sales (North, Hyderabad as
Ltd., Pvt. Ltd., Central & West National Sales
New Delhi as Chandigarh as India) India Head
Sales Regional Manager Operations
Executive

1995 1998 2002 2007 2013 2016 2018 2019

- - - - - - - -
1998 2001 2007 2013 2016 2018 2019 Present

Sun Earth Ceramics Jaquar & Co. Simpolo Vitrified

Pvt. Ltd, Greenpanel
Ltd., Chandigarh, Pvt. Ltd.,
Lucknow as Gurgaon as Vice Industries Ltd.
Punjab as Senior
Area Manager Assistant President (Sales Gurgaon as
General & Marketing) President Sales &
Manager - Marketing (MDF &
Branch Head Flooring)
(UP East,
West & UK)

● Work Experience
Chief Operating Officer - Infra.Market - Feb 2023 - Present

Since 15th October’19 to Feb '23 with Greenpanel Industries Ltd., Gurgaon President (Sales) for MDF & flooring
Business

Greenpanel Industries Ltd. is India’s largest interior infrastructure company having 32 branches across India and presence
in more than 300 cities. The company manufactures products such as MDF, Plywood, Flooring and Veneers.

Key Result Areas:

Building a strong distribution network for achieving greater market reach and penetration
Calculating sales forecasts for newly launched products; defining the financial budget and targets for new sales projects
Devising & implementing Go-to-Market Strategy for new markets, basis feasibility study of neighboring markets,
launching new products, enhancing profitability and developing high performance teams
Performing market assessment for developing potential partners and accordingly defining market entry strategies;
preparing monthly, quarterly and annual sales forecasts
Training new sales team members; monitoring performance of different sales personnel and comparing the same to
the month’s objectives.
Penetrating business in Indian market and consistently improving profitability; identifying changes in market demand
and new streams for revenue growth; revamping sales strategies for expansion of market share.
Defining product/channel sales & marketing strategy, including development of channel marketing activities in
accordance with overall business goals and objective
Improving operational efficiency at branches through consistent monitoring /training/guidance & providing solution of
problems at the earliest; appointing & training sales force / distribution network for higher revenue generation
Resolving critical issues related to sales and escalating important matters to upper management, managing BTL
planning & execution to the tune of end-to-end.
Reviewing monthly stock activities & optimal inventory management and managing overall operations of Plants across
location
 Ensuring effective hiring, orientation, training, development and retention of sales team members; displaying a dynamic
leadership style to motivate and empower the team to ensure successful achievement of EBITDA and PAT.
Monitoring & evaluating the performance of sales & promotional schemes.

Highlights:
Was elevated to the position of President-Sales MDF in the month of October’2020 for outstanding overall Business
performance.
Worked closely with top-tier channel partners on custom marketing programs that resulted in revenue enhancement
from Rs 478 Cr to 1585 crores in FY21-22. Targeting a turnover of 2000 crores plus by FY23. Done 480 crores in Q1-
22-23.
Led the New product launch of HDWR (high-density high-water resistance MDF).
Achieved market penetration and product expansion through strategic business planning which resulted in 60%
increase in revenue and 25% profitability.
Developed strong dealer/sub-dealer network to achieve 100% visibility, availability of products in Tier II & III
towns.

Since 1st April’18 to 11th October’19 with Welspun Flooring Ltd., Hyderabad
National Sales Head (Sales)- India & SAARC

As a US$ 3.5 billion company, Welspun Group is one of India’s fastest growing conglomerates, registered at a CAGR of
30% over the last decade. Welspun is a fully integrated player within the Pipes, Plates & Coils and Home Textiles sector,
while it also has a presence in the other business verticals such as Steel, Infrastructure and Energy. As a globally
recognized leader in the fields of Line Pipes and Home Textiles, Welspun Group has captured a strong foothold in more
than 50 Countries, it employs over 25,000 people and has as many as 100,000+ shareholders.

Through a vast global footprint, the company has leveraged many businesses association with a marquee of esteemed
clients, especially within the Oil & Gas and Retail sectors where most companies are listed in the Fortune 100. Among
the group’s subsidiaries are Welspun USA, Welspun Tubular LLC, Welspun Middle East and Welspun UK.

In line pipes also the company has the 4-credential project into the kitty in US, Peru, Middle East, Gulf etc. having
factories in US and Middle East too. While in the Home Textiles sector, Welspun is the largest integrated towel
manufacturer in Asia and supplies towel and bed sheets to top 20-25 retailers of the world out of fortune 30 companies.

The group has diversified its business in last two three years into infrastructure development and construction of world
class roads and bridges. Welspun has recently constructed the Delhi Meerut highway which is world class in facility and
was delivered in record 18 months against 30 months’ timeline.
Now the company is venturing into flooring business with an initial investment of around 1500 Crores near Hyderabad
in Telangana. The plant is coming up into 600 acres of land where the company would be producing Click n lock tiles,
Artificial Grass, Broadloom Carpet and Carpet tiles, Except Broadloom in rest all 3 categories company would be the
exclusive producer at such a large level.

Role:
As National sales head for India & SAARC my role was to make a proper sales and marketing set up and built a strong
team of around 150 people and to launch and establish the product in Indian and SAARC market in all the segment be
it residential, commercial, Hospitality and in Govt. sector. Apart from this my job responsibilities was to work closely
with product design team, marketing, supply chain, R& D, HR and compliances, plant project team and jointly make
the strategies of all functions including sales.

Achievements in Welspun:

1-Gave organization the understanding of market, markets size all four categories, dealers and studied end
user perception about design, pain points of market, their way of thinking on designs, product assortments,
business possibility of Welspun products in flooring industry.

2. Jointly finalized the product assortment for to be imported material and future home production also in wood, stone
and marble.

3- Product pricing for market with price waterfall from MRP to backward covering end user, dealer, architects, freight,
taxes and distributor margin which is proving to be a key to run the business now.

4- Made dealer distributor agreement, MOU, s, different sales and marketing related policies, price list, MRP, s to roll
out the business.
5- Carried all India recruitment drive aggressively taking HR along and almost have done more than 120 plus hiring’s
before formal start of production. Almost 95% team was trained before launch.

6-Seeing the heavy investment in product took strategy of distributors and appointed 41 distributors and around 450
retailers in one year’s time with a good investment on products by them.

7-I personally have travelled almost every state and deep town of India and Nepal, Bhutan to finalize the channel
partners and still maintaining good rapport with all important stake holders.

8- Focused on all marketing and BTL activities with full vigor. GSB, s, ISB, s and ACP got installed and market started
getting visibility quickly.

9-A separate BTL team was created which is actively working in support of sales team. Created a pool of 6-7 fabricators
and interiors to carry out the display program. 30 displays will be ready for LPT and Grass till June end.

10 -Started dealer engagement program in different towns to promote product ranges and earn distributors loyalty for
brand Welspun.

● Previous Work Experience

Since Jan’16 to 31st March.2018 with Simpolo Vitrified Pvt. Limited, Gurgaon
Vice President (Sales & Marketing)

Role:
● Contributing towards establishing the company and its products in entire NEC market and in govt. vertical on Pan India
basis.
● Creating and mentoring a team of people to explore all round business avenues lying in all segments whether retail,
projects, architects, govt. institutions & departments and corporate houses.
● Ensure that all round business spread for the company by a paradigm shift from an unorganized to organized working.
● Regulating execution of all ATL/ BTL activities on regular basis to uplift the image of the brand in market and in
architects and influencer’s fraternity.
● Facilitating creation of a market of around 350 crores in assigned markets in FY16-17.

Accomplishments:

● Played a key role in reforming HR system and implementing proper reporting system.
● Designed proper leave policy, redefined TA/DA policy, Showroom policy, annual GOS for dealers and worked on training
manual for all India sales force & dealers jointly with Liberation coaches Pvt. Ltd. Mumbai.
● Efficiently augmented revenue by 25% and market share by 5% through the implementation of market mapping and
network expansion strategies
● Developed strategic and operational sales plans which resulted 20% increase in overall sales and gross margin.
● Successfully amplified customer base by 22% through maintaining effective relationships, Growth oriented schemes
and loyalty & annual dealer engagement programs
● Holds the distinction of expanded sales by around 20% through innovative selling techniques such as motivational
incentives for team, retailer’s frontline team and sales force, Masson training programs, sales skill development training
of team and dealer’s staff, leadership training programs up to regional manager level & above, architects and channel
partners meets promotional events etc.
● Acknowledged for being recipient of around 2 dozen of different category Awards for last 8-10 consecutive years in
recognition of exceeding annual sales targets.
Feb’13 to Jan’16 with Orient Bell Ltd., Delhi
Head – Sales (North, Central & West India Operations)

Role:
● Monitored sales targets of 500 Crores for Orient & Bell Brands with a team size of around 120 members in all across
the states of North, Central and western India.
● Regulated the entire network including various business models – channel sales, institutional sales, Orient Tile
Boutiques & Franchisee and so on.
● Facilitated formulation of annual sales plans and strategies in close coordination with team of AGMs, ZMs, and RMs for
their respective markets and zones.
● Conducted review on complete sales, marketing, business development activities with focus to assess the business plan
region-wise, state-wise, territory-wise, product-wise and brand-wise for successful achievement of business &
profitability targets.
● Contributed towards finalization of state-wise targets, promotional schemes, team management, trainings &
promotional meets in Architects & Builders fraternity all across the states and presented the growth/ review report to
higher management including president and above.
● Instituted state/ depot wise inventory control with reduction based on aging of stocks, payment aging analysis and
control and tracking of timely C form collections.

Major Achievements other than sales

1- I was Actively involved in design development along with the designing team and plant head basis on the feedback and
requirement.

2- Revived entire DORA plant of orient bell to consume the entire production in the market after liquidation of dead and
slow-moving inventories to zero level. Changed the production line from 16*16 to 24*24 and produced and successfully
sold around 1, 50,000 sq. of ceramic digital. By doing this we could get a better realization of Rs.140/- per sq. from the
same plant with nominal investments.

3- Inculcated the habit of regular forecasting within sales team, by doing this, plant was produced 90% material as per
forecast which tremendously helped to reduce the bad inventories.

4- Did regular Kaizen projects at all three plants by forming 3-4 teams in each zone from sales with a clear target of bad
inventory liquidation. This helped to keep the slow-moving stocks under control and similarly the kaizen of plant and
production helped to continuously improve the quality which ultimately gave a positive impact on overall turnover as we
generated additional 125 Cr from the same manufacturing set up.

5- I was actively involved in deciding the life cycle of the products/designs by continuous and monthly monitoring of SKU
movement and if needed designs to be phased out without delaying much.

6- Developed a proper transportation system with close coordination of supply chain head to reduce the freight related
issues of dealers, transit breakages, ensure time bound deliveries etc.

7- Reviewed the insurance claim process and took immediate steps to speed up the delayed insurance issues by changing
the insurer wherever needed and with nominal premium hike for hassle free settlement.
 Previous Work Experience
Jul’07 to Jan’13 with Jaquar & Co. Pvt. Ltd, Lucknow.
Assistant General Manager - Branch Head

Jan’02 to Jun’07 with Excel Bath Fittings Pvt. Ltd., Chandigarh

Regional Manager – Sales

Dec’98 to Dec’01 with Sun Earth Ceramics Ltd., Chandigarh, Punjab

Last designated as Senior Area Manager

Jan’95 to Nov’98 with Neelkanth Industries Ltd., New Delhi

Sales Executive

Personal Details
Date of Birth: 7th December 1973
Contact Address: Flat No.40, Rohit Apartments, Sector-10, Dwarka, New Delhi - 110075
Languages Known: English, Hindi and Punjabi