Anupam Singh

Anupam Singh


Successful Sales & Marketing professional with proven track record to grow revenues and market share in diverse segments and geographies. High integrity, result-oriented leader with 16 years of experience in Automotive and Real Estate Sectors. Ability to quickly analyze key business drivers and develop strategies to grow top line as well as bottom line. Executive delivering high growth in complex market conditions through bottom-up strategy and analytical approach. Management strengths include :

  • Sales, Revenue & Profit Growth
  • New Market Penetration
  • Successful Product Launches
  • Strategic Planning
  • Product Configuration & Positioning
  • Key Account Management
  • Positive Client Relationships
  • Market Research & Analysis
  • Contract Negotiation
  • Leading & Developing teams
  • Influential Presentations
  • Managing Budgets

Key Differentiators

  • 16 years of Sales, Marketing, Business Development and Strategy Development roles in dynamic and highly competitive environments
  • Vast experience in Automovite sector spanning Commercial Vehicles and Passenger Cars. Product portfolio handled includes pick-ups, light trucks, buses, medium and heavy duty trucks, hatchbacks, sedans, utility vehicles and sports utitlity vehicles
  • Good exposure in Residential Real Estate sector covering low-budget group housing to super-premium golf-resort villas. Product portfolio handled includes small group-housing projects, low-rise residentials, integrated townships and villas
  • Solid command of dealership networks, team management, financer relationships and key account management
  • Excellent public speaking, communications and internal/external customer engagement, motivation, persuasion and coaching capabilities
  • Proven track record of success unsupervised with limited resources
  • Entrepreneurial Leader heading and finalizing large-scale efforts to expand competitive positioning, profitability and market capitalization. Offers pioneering industry success through continuous innovation, best practices and change management
  • Team leader quickly establishing relationships of trust to build consensus and foster growth-focussed collaboration
  • Strategist identifying deficiencies and crafting solutions that bridge gaps and improve competitive advantage
  • Oustanding relationship builder who quickly builds trust among stakeholders to establish sustainable competitive edge
  • Strong "general management" skills allow for a mulit-disciplinary, cross-functional approach to problem solving
  • A commitment to the highest levels of professional and personal ethics

Key Achievements

  • Propelled growth of East Region in passenger cars, achieving 50% growth in a key product category within a year. Established highest market share in the country of 36% for another category. Doubled dealership network in a short span of 24 months.
  • Revitalized North Region within 8 months of taking charge and led the team to grow volumes from 37,000 units in 2003-04 to 60,000 units in 2006-07. Grew revenues from Rs. 1200 crores to Rs. 2200 crores annualy during the stint. Broke new sales records with highest ever sales recorded in each product category and also achieved highest customer satisfaction scores in the country. Bagged prestigious orders from Indian Armed Forces, Paramilitary, Health Department, WHO and important Ministries
  • Boosted revenues of residential offerings in a declining market through innovative, customer-friendly schemes and new, affordable product offerings. Targetted new geographies including international markets of Singapore, UK and USA. The initiatives helped the company to net more than Rs. 100 crores additional revenue within a span of 4 months.
  • Developed and launched new concepts in mass passenger transit as Head of Bus product range, including high-powered rear-engine low-floor and high-floor buses. Introduced new features like air-suspension, CNG-powered engines and engine-driven air-conditioning. Increased contribution margins boosting the profitability of the buses portfolio.
  • Played a key role in the turnaround of the company in 1997 as Manager- All India Sales through massive efforts in boosting retail sales and reducing dealer outstandings
  • Responsible for the launch of key products including Mercedes-Benz, Tata Sumo and LP 609 minibus.

Work History

Work History
May 2007 - Present

General Manager - Sales & Marketing

Unitech Ltd.

One of India’s largest Real Estate Companies with land bank of over16,000 acres. Diverse portfolio of residential, commercial, retail, entertainment and hospitality projects

General Manager – Sales & Marketing

Key Responsibilities

  • Driving sales and marketing efforts for all residential projects of North Region
  • Management of Direct Sales Team of 25 persons
  • Channel Management of over 350 Real Estate Agents
  • Tie-ups and joint promotions with Banks and Home Finance companies
  • Developing relationships with Corporates for direct sale to their employee base
  • Planning and execution of promotional events, sponsorships, participation in Real Estate seminars and expositions
  • Tracking of market trends, competition landscape and customer requirements with a view to identify opportunities, decide product/pricing strategies and devise efficient customer service

Key Achievements

  • Successfully launched many residential projects in Delhi National Capital Region and Mohali (Chandigarh)
  • Achieved 50% growth is sales through event-based campaigns with key financiers like HDFC, Citibank, HSBC and ICICI Bank
  • Spearheaded the Overseas Market initiative of the company targeting NRIs in Singapore, UAE, UK, Canada and USA
  • Started the internet marketing initiative for both domestic and international markets
  • Accelerated sales in a declining market through innovative customer-friendly schemes and new, low-budget product offerings
  • Developed and implemented the Sales Process Manual for Residential Sales with National Institute of Sales (NIS Sparta)
  • Worked closely with McKinsey & Co. for implementing the blueprint of driving sales growth
Jul 1993 - Apr 2007

Asst. General Manager

India’s largest Commercial Vehicle Manufacturer and second largest Passenger Car Manufacturer with revenues of approx. US$ 6 billion (Rs. 27,266 crores)in 2006-07

Regional Manager – North (Passenger Cars) May 2003 – April 2007

Region encompasses the states of Delhi, Haryana, Punjab, Uttar Pradesh, Uttaranchal, Himachal Pradesh and Jammu & Kashmir

Key Responsibilities :

  • Achievement of Sales and Market Share targets for Cars and Utility Vehicles for North Region (Annual sales of approx. 60,000 units and turnover of over Rs. 2,200 crores / US$ 500 million)
  • Dealer network management and development (currently at a level of 42 dealers)
  • Planning and execution of Regional advertising and local sales promotion schemes
  • Improvement of Customer Satisfaction in Sales as well as After-Sales Support
  • Liasoning with Armed Forces, Paramilitary, important Ministries, DGS&D, UN agencies and other organizations headquartered in Delhi for the company’s business interests
  • Relationship building with Govt. departments, key institutions and important corporates
  • Contract negotiation and agreement for large orders with key clients
  • Monitoring and control of financial exposure and sales outstandings
  • Handling of administrative, commercial and legal issues
  • Team management of 50 officers under the Regional office

Key achievements

  • Successfully turned around falling sales of Indica within 8 months by rejuvenating team and increased customer contact. In 2004-05, North Region clocked the highest growth amongst all regions of 36%.Highest ever monthly sales were recorded in 8 out of 12 months in 2005-06. In 2006-07, Indica grew at a pace of 30% and continues to increase its share in the segment
  • Established Indigo as the market leader in its segment in a fiercely competitive market through intelligent positioning against competitor models and aggressive below-the-line activities
  • Successfully launched new models and variants viz. New Indica V2, Indigo Marina, Safari Dicor with the Common Rail Diesel Injection technology, New Indigo through high profile events at major locations
  • Developed and executed a comprehensive strategy to double market share in the UV segment in Uttar Pradesh (Project Crackdown). The market share went up from 12% to 15% within a span of 6 months. The distribution network expansion strategy, which was part of the Project, was taken up on a National level, and the Project replicated in other states throughout the country where the company had a weak market share
  • Made deep inroads into the BPO/Call centre market after thorough study of their transport requirements and a planned, integrated approach to provide transport solution to the segment
  • Made major forays into the institutional segment by identifying and developing relationships with major vehicle buyers. Results were immediate and in 2003-04 itself, the growth was 127% in the segment. Achieved breakthrough orders in Health Department (500+ vehicles) World Health Organization (115 vehicles), Reliance Energy (142 vehicles), UP & Haryana Police. In 2006-07, breakthrough orders for radio-taxis were obtained from major fleet operators running into several hundreds.
  • Improved Customer Satisfaction scores continuously and in 2005-06, North Region had the highest Customer Satisfaction scores in both Sales and After-Sales in a study done by TNS Automotive. In 2006, North Region scored highest in Customer Satisfaction scores in a study done by JD Power and Associates
  • North Region had the highest Dealer Satisfaction scores in 2006 in a study done by TNS Automotive

Regional Manager – East (Passenger Cars) June 2001 - April 2003

Responsible for the States of West Bengal, Orissa, Bihar, Jharkhand, Sikkim, Assam, Meghalaya, Mizoram, Nagaland, Manipur, Tripura, Arunchal Pradesh; Union Territory of Andaman & Nicobar Islands; countries of Nepal and Bhutan

Took over the Region with the main task of boosting car sales and improving Customer Satisfaction Responsibilities were similar to the ones in the current role as described above. Annual sales handled were 10,500 units and turnover of about Rs. 400 crores.

Key achievements

  • Achieved growth of 50% for Indica in 2001-02, followed by growth of 30% in 2002-03
  • Surpassed targets of Utility Vehicle range for two consecutive years, achieving market share of 36% against a national market share of 23%
  • Doubled dealership network in the East region from 14 to 28 within 20 months
  • Increased Service Centres at strategic locations for convenience of customers, this led to consistent increase in Customer Satisfaction scores
  • Bagged an order of 181 utility vehicles from Govt. of Jharkhand, the country’s largest single order for the category in the year 2002-03
  • Successfully launched the Tata Indigo, India’s first sedan, through high-profile events at four major locations

Sr. Product Manager – Buses (All India) June 1999 – May 2001

Appointed to a new position created for the first time in the Company with the mandate of developing future business plans for the buses portfolio. Key responsibilities were to achieve all-India sales volume, market share, contribution targets (volume of over 20,000 units and turnover of Rs. 1,000 crores) and to develop new products through ‘Voice of Customer’ feedback technique and identification of perceived gaps in the product offerings that presented opportunities for growth

Key achievements

  • Worked on several new concepts in mass passenger transit and developed new products in the bus segment.
  • New concepts developed: Rear-engine, integral (monocoque) construction, alternate fuels (CNG), air suspension, engine driven air-conditioner
  • New products developed:Low-floor bus for in-city travel, Integral high-deck buses for long distance travel, CNG-powered bus, Tarmac coach for airports
  • New products introduced: LP 407, a minibus with 6-tyres for better safety; CNG-powered bus for clean-fuel ; Air-suspension bus for better ride comfort; Turbo-range in minibuses for better power and speed; Fuel-efficient, low-cost bus for mofussil operation; High-powered, front overhang, longer wheel-base bus for inter-city luxury operation
  • Popularized the high-performance Cummins-powered buses through massive direct contact programs across the country
  • Increased contribution margin on Cummins-powered buses from a negative position to a very healthy level through a series of price increase and cost-cutting measures within 18 months
  • Incorporated several fully-built bus options under DGS&D rate contract, resulting in orders which brought in higher revenues as well as contributions

Sub-Regional Manager (Gujarat & Rajasthan) April 1998 – May 1999

Key responsibility was achievement of sales and market share targets for Gujarat and Rajasthan for Commercial Vehicles range (Sales turnover of over Rs. 510 crores)

Key achievements

  • Achieved sales of over 12,000 vehicles, 10% above plan
  • Reduced dealer inventory by more than 50%
  • Obtained the company’s largest order for 40-ton tractor trailers of 12 nos.
  • Obtained the first order of 50 multi-axle tippers from Reliance Petroleum – a new concept in bulk cargo transportation
  • Breakthrough order of the first ‘Cummins’ powered buses from Gujarat State Road Transport Corporation
  • Started the first stockyard managed by private party on commission basis in the country at Ahmedabad

Manager – All India Sales June 1997 – April 1998

Position was at Sales Headquarters and key responsibility was to assist Head of Sales in planning and achievement of sales and market share targets for Commercial Vehicles and Passenger Cars

Key achievements

  • Achieved sales of 5% above target in a declining market
  • Reduced dealer outstandings by more than 60% in 12 months
  • Worked with Andersen Consulting for formulation of Sales Process Manual under Project Top Gear
  • Improved retails by 25% through the special task force embedded at key dealerships
  • Launched the Tata Safari, the company’s first Sports Utility Vehicle

Manager (Cross Function) April 1996 – May 1997

Selected in the company’s ‘Fast Track’ Scheme and put through one year of cross-functional rotation in the organization. Assignments were Logistics Planning for Exports Division, Implementation of ‘Just-in-time’ materials supply at Pune Works, Quality system improvement at Lucknow works and Capital Budgeting process implementation at Corporate Planning

Key achievements

  • Reduced vehicle throughput time for shipping by more than 50% through introduction of ‘bar coding’ on exports vehicles
  • Initiated direct supply of material to production line at Pune Works, thus resulting in substantial savings on inventory costs
  • Identified factors affecting assembly line quality of work at Lucknow Plant which resulted in 30% reduction of Pre-delivery Inspection product complaints
  • Oriented and trained all senior management of Lucknow Plant on Tata Business Excellence Model
  • Established detailed procedure for systematic capital budgeting for the entire company including all manufacturing locations and field offices

Asst. Manager – Marketing July 1993 – March 1996

Beginning of the career was in the Marketing Department with key responsibility of product management of Light Commercial Vehicle and Passenger Car Range

Key Achievements

  • Co-ordinated the launch of the first minibus from the company – the LP 609
  • Member of the core marketing team which launched the company’s first multi-utility vehicle – The Tata Sumo. The Tata Sumo notched up a record booking of over 90,000 in just 5 states in the first phase and went on to overtake Maruti 800’s earlier record of the fastest passenger car to reach the 100,000 sales mark
  • Marketing representative in the cross-functional team which worked on the development and introduction of the company’s first Sports Utility Vehicle (SUV) – the Tata Safari
  • Worked on dealership network expansion plans, assisted in formulation of dealership selection criteria and evaluated several candidates for dealerships
  • Lead efforts for successful implementation of ISO 9000 systems across the marketing and sales functions
  • Planning and execution of launch of Mercedes-Benz E-Class in India
  • Liasioning with Mercedes-Benz (India) Ltd. for marketing and sales distribution issues