Magicrete Building Solutions Pvt. Ltd. (https://www.magicrete.in)

 

Designations & Promotions:

 

• President-Sales & Marketing (Oct 2020-Till Date)

• Vice President-Sales & Marketing (Oct 2016-Oct 2020)

 

About The Company:

 

Magicrete Building Solutions is a leading manufacturer of walling products in India. The company specializes in the production of lightweight concrete (AAC) blocks, adhesives (for block jointing and tile fixing), plasters and wall putty. Magicrete is at the forefront of green building materials and is recognized as a pioneer in manufacturing AAC blocks. With five manufacturing units located in Gujarat, Maharashtra, Bangalore and Haryana, Magicrete strategically covers the markets in PAN India.

 

Founded in 2008 by an alumnus of IIT and IIM, Magicrete has established itself as a key player in the industry. The company boasts a production capacity of 15,00,000 cubic meters per annum and has a strong nationwide presence in the AAC Fly Ash Blocks Market. Magicrete's commitment to innovation and sustainable construction materials has contributed to its success in meeting the evolving needs of the construction industry.

 

Role and Responsibilities:

 

• As the direct report to the Managing Director (jointly to the Executive Director and Promoter), I am entrusted with the overall responsibility for sales and marketing strategies, P&L management, channel development and customer service/retention.

• I conduct thorough market research and customer surveys to gain insights, devise effective promotional and interactive programs and maintain crucial industry relationships.

• I closely monitor the activities of competitors, including acquisitions, pricing changes and new product developments, to stay informed and adapt our strategies accordingly.

• I establish, monitor and report on team goals to ensure alignment and accountability.

• I coordinate sales and marketing efforts to enhance brand awareness and visibility in the market.

• I am responsible for preparing and managing the budgets for the sales and marketing department on a monthly, quarterly and annual basis.

• I proactively identify opportunities to reach new market segments and expand our market share. I have developed a visionary plan for a dynamic start-up focused on achieving national retail distribution.

• I demonstrate strong leadership skills in effectively managing a diverse team responsible for sales excellence, client relations, lead generation and the development of robust sales strategies.

• My role requires a special focus on evaluating, improving and establishing new processes that positively impact functional efficiency and P&L performance.

• I contribute to the design of branding, positioning and pricing strategies to maximize market impact and profitability.

• I develop comprehensive hiring plans on a quarterly and annual basis to ensure we have the right talent in place to support our growth objectives.

 

Key Strategies Implemented:

 

• Implemented effective lead generation strategies and streamlined lead management through the implementation of a CRM system.

• Adopted a segmented approach, targeting specific customer segments based on their unique needs and preferences.

• Utilized geographical tracking to optimize sales and marketing efforts in different regions.

• Implemented an aggressive volume strategy to drive sales and increase market share.

• Executed comprehensive marketing and promotion campaigns, utilizing digital platforms, advertising channels and creative communications.

• Established a B2C vertical and retail distribution channel to expand market reach and increase consumer engagement.

• Implemented after-sales campaigns to enhance the customer experience and foster long-term loyalty.

• Successfully launched dry mix mortar products to meet market demand and diversify the product portfolio.

• Implemented share of wallet programs to increase customer retention and maximize revenue from existing customers.

• Conducted sampling and technical support drives to showcase product quality and help potential customers. 

• Provided individual mentoring and development programs, such as PRPs (Performance Improvement Plans), GIDs (Growth Improvement Plans), and IIDs (Individual Improvement Plans) to enhance the skills and performance of team members.

• Conducted skill development sessions to continually enhance the capabilities and expertise of the sales and marketing team.

• Developed a go-to-market strategy to target government contracts and expand into various geographies.

 

Outcomes:

 

• Successfully turned around struggling sales to achieve remarkable success. Implemented effective sales strategies, established efficient lead management processes and trained a high-performance sales team.

• Led a company-wide transformation by setting a new strategic direction, resulting in a significant revenue growth of over 3 times within a span of less than three years.

• Tripled annual sales volume in the North and West regions of India within three years, increasing sales from 8,000 cubic meters to 30,000 cubic meters, including allied product sales with a minimum year-on-year growth of 25%. Achieved 40% sales volume growth in the West region within just 18 months, despite the challenges posed by the pandemic.

• Successfully increased market share from approximately 13% to 25%.

• Pioneered the creation and development of a retail sales vertical, which accounted for approximately one-third of the total sales volume within a two-year period (2021-2023).

• Expanded the sales department from 17 to 55 employees, cultivating a competitive sales force through the implementation of performance-driven sales incentive programs.

• Implemented improved sales policies and practices, including defining the sales cycle, creating accurate job descriptions and establishing standards for customer relationship management.

• Significantly reduced debtor days from over 100 to 50 days within 24 months. Implemented measures to ensure that nearly 50% of the business operates on advance payments, while the remaining portion is secured with Post-Dated Cheques (PDCs).