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Brand & Category Development: Amruta Tea
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Job Title:
Sr./Manager – Brand & Category Development: Amruta Tea
Business Unit: Amruta Tea (Malpani Group)
Location: Pune (with periodic travel to vendor sites, exhibitions & events)
Reports To: Business Head – Amruta Tea / Director – Amruta Tea
Role Objective
To scale Amruta Tea into a multi-product, multi-channel FMCG brand by expanding its product portfolio through white-labelling partnerships, driving new product development, building strategic brand collaborations, and activating on-ground marketing initiatives that enhance visibility, reach, and profitability.
Key Responsibilities
A. Product Expansion & White-Labelling
- Identify, evaluate, and onboard suitable white-labelling vendors for new FMCG beverage or allied product lines.
- Conduct detailed due diligence—product quality audits, manufacturing capability assessments, pricing viability, and compliance checks.
- Support data-driven product selection backed by market research, sales inputs, and competitive benchmarking.
- Coordinate new product development (NPD) including packaging, branding, and market positioning with internal design and sales teams.
- Monitor online sales and consumer feedback post-launch to refine offerings and ensure successful category growth.
B. Brand Collaborations & Strategic Partnerships
- Drive cross-brand collaboration opportunities across Malpani Group businesses for Amruta Tea (e.g., kiosks in parks, commercial complexes, events, etc.).
- Independently lead meetings and negotiations with third parties, hospitality partners, and co-branding prospects in absence of senior management.
- Evaluate each initiative on brand visibility, ROI, operational feasibility, and customer experience.
- Develop SOPs for kiosk operations — including menu curation, pricing, service quality, and visual consistency.
C. Business Development & Industry Networking
- Identify and engage industry professionals, consultants, and potential collaborators relevant to the FMCG beverage sector.
- Organize and represent Amruta Tea at national FMCG trade fairs, exhibitions, and tasting events, from registration to stall setup and visitor engagement.
- Continuously scan for new markets, partnership models, and growth channels (offline & online).
D. Cross-Functional Collaboration
- Work closely with Sales, Marketing, and Supply Chain teams for aligning product launches with market readiness.
- Coordinate with Finance for feasibility studies, costing models, and vendor payment terms.
- Liaise with Branding & Digital Marketing teams for go-to-market campaigns and online product listings.
Key Competencies
- Strong understanding of FMCG product lifecycle and white-labelling processes.
- Analytical and hands-on approach to vendor evaluation and due diligence.
- Experience in new product development, market research, and category management.
- Excellent interpersonal and negotiation skills for partner collaborations.
- Creative yet structured mindset to balance brand positioning and ROI.
- Proficiency in Excel / MIS / e-commerce dashboards for performance tracking.
Preferred Qualifications
- MBA / PGDM in Marketing, FMCG Management, or related discipline.
- 5–10 years of experience in FMCG (preferably Beverages / Packaged Food / Tea & Coffee sector).
- Exposure to product sourcing, white-labelling, or brand collaboration roles will be highly preferred.
Performance Indicators (KPIs)
- Number of successful new products added & launched.
- Vendor partnerships onboarded and evaluated.
- ROI from kiosk or brand collaboration initiatives.
- Incremental sales growth and online traction for new SKUs.
- Brand visibility improvement metrics (events, collaborations, etc.).
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