This document contains a summary of Arockia Chelladurai's professional experience and qualifications. He has over 8 years of experience in sales, marketing, and business operations in the retail industry, primarily focused on the dairy, chilled, frozen, staples, and home/personal care categories. Currently he is a Senior Manager at Reliance Cash & Carry managing categories worth Rs. 550 crores monthly. Previously he held manager roles at Spencer's Retail Ltd. focusing on merchandising and the staples category. He has a Post Graduate Diploma in Business Administration and B.Sc. in Mathematics.

1. AROCKIA CHELLADURAI
: +91-7738743522
: duraiakash@gmail.com
: arockia chelladurai
Proactive & creative marketing professional with a demonstrated record of achievement in conceiving & implementing
ideas that fuel market place presence and drive revenue in Retail industry
Seeking challenging assignments in Sales & Marketing / Retail Buying / Retail Operations/ Business Development /
Product Management with an organization of high repute, preferably in Dubai
Domain Expertise: Dairy, Chilled and Frozen (Perishables Category); Staples (Consumption and Basic Category for buying
and Selling); Home & Personal Care (Beauty, Cosmetics & Home Care Products)
PROFILE SUMMARY
• A dynamic professional with over 8 years of rich experience in managing sales & marketing and strategic business
operations with key focus on profitability by ensuring an optimal utilization of resources
• Insightful experience in handling a wide spectrum of sales & marketing activities from developing business plans /
marketing strategies to implementing and executing them in real time sales environments
• Skilled in driving business growth through identification & penetration of new market segments; understanding
business needs & identifying initiatives that allow a business to meet organization goals
• Distinction of working on Super Market Format, Cash and Carry Stores
• Demonstrated acumen in ensuring category P&L by delivering optimum margin growth on YOY basis; evaluating the
stock flow at SKU level and enhancing sales through profitability of the category
• A strategist cum planner with proficiency in overseeing all aspects of product management activities including
product enhancements, competitive analysis, market forecast and product positioning
• Competent in implementing solutions to customer needs with an aim to improve customer contentment; insightful
experience in interacting with the customers to gather their feedback regarding product satisfaction
• Expertise in assessing as well as recognizing & nurturing creative potential of each resource; expertise in managing
development of corporate level training and development programs
• Prudent, disciplined & self motivated with excellent people management, analytical & problem solving abilities
ORGANIZATIONAL EXPERIENCE
Sep’11 - till date Reliance Cash & Carry (A division of Reliance Retail Ltd.)
Growth Path
Sep’11 –Apr’14 Manager - Home & Personal Care
Managed P&L of the Homecare & Personal Wash Category and developed total business of 58% of
the total HPC business that is Rs. 350 crores
Since Apr’14: Senior Manager -Home & Personal Care
Leading 3 major categories (Soaps, Oral and Hair Care) worth 42 cr per month and heading a total
business of 550 crores.

2. Key Result Areas:
• Managing P&L of the Leading 3 major categories (Soaps, Oral and Hair Care) worth 45 cr per month and heading a total
business of 550 crores
• Spearheading accounts like HUL, Reckit, Loreial, Marico, Dabur and Colgate
• Leading activities related to closing TOT (Terms of Trade) yearly basis and JBP (Joint Business Plan) for Annually
• Effectively conceptualizing promotional activities; arranging TOP- TOP meeting with key contribution vendors and
executing the Engagement activities
• Spearheading NSO (New Store Opening) for south stores
• Generating other income through visibility and marketing activities for the category
• Involved in driving top line through better promotions, rich assortment, aggressive theme based schemes & better
availability
• Managing business parameters entailing TOT, JBP, Mailer Promotions, Ladder Pricing, Kirana Sales, Space Selling, Range &
Assortment, Trade Loads and Receivables & Claims
• Overseeing troubleshooting related to market, target achievements, claims, pricing, etc.
• Conceptualizing varied Kirana offering to grow and sustain Kirana business by creating Promo plan
• Contributing in enhancing the store walk-in sales and profitability
• Developing buyers for trading and revenue generation
Highlights:
• Recognized as number one buyer in soaps category pan-India, for HUL with an average purchase of 18 crores per month
• Essayed a stellar role in controlling the inventory as per norms of 35 days over all
• Distinction of consistently achieving top-line & bottom-line budgeted results
• Successfully targeted and achieved 0.52% margin increase through new TOT for FY 2013-14
• Significantly created & implemented a pricing strategy that improved competitive position and increased margin by 0.22%
• Played a stellar role in implementing article level ladder pricing for all the articles and enhanced the basket value from
Rs. 850 to Rs. 1250
• Merit of increasing mailer sales contribution from 13.3% to 18.2% through theme based promotions and activities
• Instrumental in reducing inventory from 41 days to 35 days that assisted in increasing the stock turns
• Functioned as Category Captain for HUL, P&G and RCI Account, which contributed 55% of the category business
• Undertook new category initiatives by focusing on Handwash, Safe Wash, Dish Liquid and Matic Categories; ensured
business growth from Rs. 30 lacs to Rs. 1 Cr per month
• Imparted training to all new joining buyers for the HPC and Anchoring Category in the absence of senior
Jun’07 – Aug’11 Spencer’s Retail Ltd. as Manager - Merchandising (Staples)
Key Result Areas:
• Responsible for focusing on improving the business parameters involving ABV, Bill Penetration, NOB, Cross
Merchandising, GMROF, GMROI, Zero Sales, Monthly Basket Analysis and NPI Display Direction
• Accountable for implementation & increasing visibility of private label products across the stores
• Involved in managing a set of 70 vendors and 1000 plus SKUs
• Assessed the category & sub category mix and reinvented the same to align them with the current business goals
Highlights:
• Successfully handled P&L of the TN regions - Staples category and a total business of Rs. 42.65 crores
• Merit of driving the category in 55 Stores, entailing 2 Hyper and 53 Daily Stores across TN
• Significantly contributed 24% of region business and 20% of national business for Staples with 18% gross margin
• Efficiently managed DCF category with a total business of Rs. 13.5 Crores, prior to being promoted as Staples Category Manager
• Distinction of:
o Attaining budgeted top-line & bottom-line consistently with 8.75% YOY growth for FY 10-11
o Enhancing the category margin by 1.2% and 3 credit days on over all staples business for FY 09- 10
o Acquiring Rs. 23.63 lacs of business on dry fruits gift box with the YOY growth of 18% for Diwali in 2010
• Played a stellar role in monitoring the category DAD value below 0.025% against a budget of .05%
• Undertook following inventory management initiatives involving:
o Developing & introducing MSF correction & Fixing Model to fix the minimum stock quantity (5 days cover
reduction in FY 08-09)
o Demand forecasting for bulk procurement products to reduce unwanted inventory and forecasting the
forthcoming months demand, thereby ensuring Rs. 35 lacs of working capital reduction in FY 09-10)
• Instigated cluster pricing & location specific product and promotion for buying & non buying cycle
• Initiated entry price point articles and developed second level players to share more business to avoid monopoly
• Proactively created Model Track Sheet for TOP 200 articles that helped to consistently deliver above 90% fill rate at
store; the model has been appreciated & implemented nationally in FY 09-10
• Proficiently implemented 18 stores involving KVI pricing, cross cat promo, RSP on loose staples & oils, monthly basket
push on volume pack, till busters and local assortment

3. ACADEMIC QUALIFICATIONS
2007 Post Graduate Diploma in Business Administration (Marketing & Finance) from
Loyola Institute of Business Administration (LIBA), Loyola College, Chennai
2004 B.Sc. (Mathematics) from Arul Anander College, Madurai, Tamil Nadu
PROFESSIONAL ENHANCEMENTS
• Manager of the Year – For outstanding performance and exceptional commitment to team work over 2015
• Customer Service Award –For excellence and commitment to customer service for the period Oct – Dec’14
• Award of Excellence – For constant growth of categories and contributing 50% of overall HPC business – Nov’14
• Certified Trainer at Spencer’s Retail Ltd.
• Undergone an outbound training program on Leadership & Team Building Skills conducted by Pegasus Institute,
Bangalore & Pondicherry
• Attended a workshop on Negotiation which had faculty from XLRI, Jamshedpur
PERSONAL DETAILS
Date of Birth: 10th
April, 1983
Address: B- 501, Swagat CHS, Plot No. 19, Sector 3, Kopar Khairane, Navi Mumbai - 400709
Marital Status: Married
Languages Known: English, Hindi & Tamil