Associate Director/Director - Own Brands - FMCG/D2C/Private Label

Associate Director/Director - Own Brands

About the Role:

- The Associate Director / Director - Own Brands will build and scale a high-impact private label portfolio from scratch for our branded retail stores.

- You will operate as a mini-CEO for Own Brands - owning what to build, why it should exist, how to bring it to life, and whether it makes money.

- This is not a maintenance role. This is a 0 - 1 - 10 build. We are looking for someone who can build this as a business from scratch.

- You will define the portfolio strategy, develop products end-to-end, and ensure strong unit economics and repeat-driven growth. This role sits at the heart of our long-term profitability and differentiation strategy.

Key Responsibilities:

1. What Should We Sell?

- Deeply understand Indian middle-class households - consumption, frequency, spending patterns.

- Identify high-volume categories where private labels can win.

- Decide which SKUs to launch and in what sequence.

- Build a clear 2-3 year portfolio roadmap.

- You should be comfortable working with incomplete data and making sharp calls.

2. Why Will Consumers Choose Us?

- Spend time on the ground - homes, stores, competitors.

- Understand why consumers buy specific brands.

- Identify dissatisfaction and white spaces.

- Define the value proposition clearly for each product.

- Be able to articulate in one line why this product should exist.

3. Build the Product

- Identify and negotiate with manufacturers.

- Develop product samples.

- Iterate on quality and cost.

- Ensure target margins are met.

- Manage compliance and quality processes.

- You should be comfortable getting into the factory, not just sitting in meetings.

4. Take It to Market

- Design pricing.

- Decide pack sizes.

- Build packaging through agencies (clear, brief, tight supervision).

- Pilot in limited stores.

- Track performance.

- Improve quickly.

- You will be responsible for ensuring the product moves off the shelf.

5. Own the P&L

You will be responsible for:

- Revenue

- Gross margin

- Inventory

- Repeat purchase

- Store-level contribution

- Product profitability

Signs of a fit:

- 6+ years of experience in FMCG / D2C / private label.

- Has launched products end-to-end.

- Strong commercial understanding - costing, pricing, margins.

- Comfortable working with manufacturers.

- High ownership mindset.

- Bias for action.

- Can operate in ambiguity without waiting for structure.

Why You Should Apply

- You'll be a key player in shaping how our brand feels to our customers and the local community.

- Be part of exciting, high-energy events that bring people together and make a real difference.

- Creative freedom to come up with cool ideas and see them come to life!

- You'll learn a ton about brand-building and marketing while having fun.

- Work in a dynamic, fast-paced environment where your ideas actually matter.

If you're passionate, energetic, and ready to make a real impact, we'd love to hear from you!