Guest Lecture Series: Mr. Gautam Mishra, Regional Head, Cremica Food Industries Ltd.

On March 20th, 2018, TAPMI was graced with the presence of Mr. Gautam Mishra, Regional Head at Cremica Food Industries Ltd. He addressed a cohort of students on the growing marketing trends and changes happening in the FMCG sector.

He began with an overview of the industry explaining how there are nearly 8.4 million retail outlets in the country out of which 2.3 million outlets dealing in FMCG products contribute to almost 80% of the sales. He also emphasized the importance of distribution and the importance of both quality and quantity of distribution to be taken into consideration for optimal decisions.

He also highlighted facts about the contribution of the rural and the urban markets in FMCG sales. He talked about the different A’s of rural marketing namely, Availability, affordability, acceptability, and awareness, and also discussed how marketing strategies directed at rural markets were different with respect to communication mediums, transport facilities, electrification, etc.

Mr. Mishra then spoke about the premium rush and how Premium was the mass and super-premium the new premium in India today.

He emphasized three core values: integrity, speed and personal ownership that are necessary for each one of us to inculcate in ourselves to be successful in the future. These would help us to self-articulate our thoughts. He also listed four leadership skill sets that we should possess. They were thought leadership, people leadership, action leadership and result leadership.

Mr. Mishra then mapped out his journey from working in Onida, Perfetti van Melle, Britannia and others to Cremica currently and how he added value to each of these organizations through his hard work and strategies. He discussed his initiatives in areas of distribution, value chain, sales, etc, that helped them grow and become more efficient. Overall it was a wonderful learning experience for all of us and we took great insights into the FMCG sector and the career path that can be taken in this area ahead.