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Photography, Drawing, Graphic design, Music & Social Service


20 plus years experience with a core background of design, marketing and business development. Rich experience in creating impressive, innovative and informative retail design. Proficient in discernible improvements in design, time and cost saving. Adept at multi tasking and meeting deadlines without compromising on the quality of the deliverables. Good authority on team management, effective communication, motivation and presentation skills.


Lakshman Kandarpa

“Raja has one of the rarest combinations among VM professionals. While he is creative and innovative as most of them's ability to balance the creativity, flow of ideas and yet be connected to Business prorities that set him apart.”

Work experience

Oct 2008Present

Chief Manager - Visual Merchandising & Store design

Reliancedigital retail limited
  • Lead a branding, visual merchandising function of CDIT retail format.
  • �Launched 10 new stores (CDIT specialty store - approx. 15000 sq.ft) and 3 ‘digital xpress’ store (CDIT- Grab & Go format - approx. 2000 sq.ft) with innovative visual creative and communication.
  • Spearheading visual merchandising function of New store lunch of Value Format (Reliance Mart) include food, consumer electronics, footwear, apparel, health & wellness, books & music, jewelry and auto retail.
  • Formulated VM guidelines, Visual Data Bank and Implementation process.
  • Integrated End Cap strategy to showcase new arrivals, great offer and new technology.
  • Part of store design team to enhance space management of store by optimizing plano-gram and identifying space on hire to generate additional revenue.
  • Develop and control budgets that will result in lower over-all store costs.
  • Vendor negotiation, cost cutting and quick turnaround time.
  • Team management and training the associates.
  • Brief, create and deliver media campaign & in-store brand communication.
  • Research and integrate innovate visual merchandising concepts to improve business.
Mar 2008Oct 2008

Senior Manager – Marketing & Visual Merchandising

MAX Hypermarket India Limited
  • Led the entire visual merchandising team, brand positioning and general marketing initiatives.
  • Work closely with SPAR International to ensure brand consistency and style of display.
  • Launched a new hyper mart with innovative visual concept and communication.
  • Designing, planning & executing seasonal Visual Merchandising display concepts.
  • Directed development of direct marketing, media, creative, sales promotion and PR strategies.
  • Briefing and creating media designs for ATL and BTL activities.
  • Spearheaded event managements & promotional activities improve customer walk-ins by 45%.
  • Implemented every day low price campaign successfully resulting in an 18% growth on sale.
Apr 2007Mar 2008

Manager – Marketing & Brand

TRINETHRA Super Retail Private limited
  • Led the entire regional visual merchandising function and neighborhood marketing initiatives.
  • Co-ordinate with architects & agencies of retail design and ensure timely implementation of visual elements and maintain highest visual presentation standard across the stores.
  • Design and develop engaging and entertaining store fixtures and point-of-purchase materials.
  • Develop new innovative creative concepts to motivate and involve customers at point of sale end cap.
  • Pioneered completion of brand conversion refurbishment for 279 stores in 90 days with extensive planning on complete visual merchandising fixtures and custom made materials.
  • �Pre-planning & better negotiation reduced the refurbishment cost of 279 stores by 50% and thus saved approx. 25 millions INR to the company.
  • Develop and control budgets that will result in lower over-all store costs.
Jun 2005Apr 2007

Asst. Manager – Visual Merchandising & Marketing

Pantaloon Retails India Limited

  • Led the visual merchandising & Marketing team of Kerala & Tamilnadu.
  • Detailing merchandise display involving color blocking, styling of mannequins, focal point display, and thematic categorization & cross merchandising.
  • Design and implement visual merchandising & marketing dockets for promotions & festive session.
  • Spearheaded employee sales contests, promotional events and BTL marketing activity.
  • Implemented Company’s most successful sales promotion (Sabse Sasta 3 din) resulting in record customer traffic increase and sale increase of over 45%.
Jan 2002Jun 2005

Consultant – Visual Merchandising & Marketing

ARA International Group

  • Spearheaded all aspects of Visual Merchandising and the department related functions nationwide.
  • Conceptualize and implement retail store design & visual communication project.
  • In-depth Brand-Integration activity, by a detailed study of each brand’s merchandise-mix & highlighting the same based on the key collections & core products.
  • Unique store design with focal point display, and thematic categorization & cross merchandising.
  • Design and executed custom designed POP materials & display units.
  • Plan / Develop / Manage advertising & marketing strategies for clients
  • Briefing and creating media designs for ATL and BTL activities.
  • Direct the efforts of an in-house staff of 21, as well as outside retail design firms, graphic designers and general contractors.
Dec 1999Jan 2002

Manager – Marketing & Business Development

CMTES Informatics Limited

  • Led the business development & marketing team.
  • Managed and sustained with all franchisee count even at the turbulent time from 2001 to 2002.
  • Complete Vendor negotiation / management for printing course wares and work books.
  • Responsible for Advertisements & Marketing promo including BTL activity, Event Management.
  • Increased the franchisee count to 38% (121 centers to 167 centers) within a year.
  • Initiated regional college tie-up which resulted a average revenue growth of 60%.
Aug 1993Dec 1999

Business Entrepreneur


  • Started a computer education center, a franchisee of BDPS Limited, Mumbai.
  • Outperformed as a destination computer education center in the District covering the students’ community from engineering to arts curriculum.
  • Tamizhaga Cultural Academy Award (1999) as a best computer education center in the district.
  • Interview in ‘Uyar Thozhil’ (1999) - leading Tamil business magazine as an evolving entrepreneur.
Jul 1989Aug 1993

Creative Head & Media Manager


  • Handled the team of creative domain.
  • Planned, scheduled & coordinated ad-shooting production and responsible for final shot with agency.
  • Responsible for graphic design, layout and pre-press production of print media & advertising. 



Executive MBA

ICFAI University

PG Diploma in Computer science


Computer Society of India (CSI) Certificate holder

Jul 1984Apr 1987


Madurai Kamaraj University