Advisory Role - Basmati Rice Startup

About the Company

A trusted name in Basmati rice exports for over three decades, we are now diversifying into the Indian domestic market with a high-potential branded rice portfolio. Backed by strong sourcing capabilities, international credibility, and deep agri-trade roots, we aim to build a premium Indian brand that resonates with quality, health, and heritage.

Role Objective

To provide strategic advisory support in setting up and scaling the branded rice business in India, leveraging deep FMCG market insights, channel strategy, product positioning, and go-to-market frameworks. This is a hands-on advisory role, ideal for someone who enjoys building from scratch while guiding a passionate promoter team.

Key Responsibilities

- Guide the brand positioning, packaging, and pricing strategy for the domestic Basmati rice portfolio

- Define go-to-market roadmap: channel strategy (GT/MT/E-comm/HoReCa), distribution planning, and retail footprint

- Review and advise on marketing campaigns, brand communications, and promotions (online/offline)

- Support the hiring and evaluation of core commercial and sales talent

- Share insights on competitive benchmarking, category trends, and consumer insights

- Mentor the promoter team on scaling, governance, and strategic choices

- Participate in monthly and quarterly review meetings to evaluate progress and recalibrate plans

- Make selective introductions from personal network to accelerate growth

Candidate Profile

- 25+ years in FMCG sales, marketing or general management, ideally in staples, food, or packaged goods

- Prior experience working with/mentoring startups, D2C brands, or new business units

- Demonstrated success in launching or scaling a branded product in Indian markets

- Strong understanding of distribution dynamics - urban and semi-urban

- Experience in South Mumbai or Western India retail landscape is a plus

- Excellent communicator, with a builder mindset and pragmatic approach

- Comfortable with a flexible 3-day/week schedule; physically available in South Mumbai on workdays