1. Sanjay Deosthali
(M) 9833866462 / E- Mail: deosthalis@yahoo.co.in
SENIOR LEVEL ASSIGNMENTS
~ Director Sales and Marketing / Managing Director
 A dynamic professional with nearly 30 years of rich cross
departmental experience in the areas of Strategic Planning,
Business Development, Sales & Marketing, Key Account
Management, Quality Assurance, Pre / After Sales Service,
Team Management, General Management etc.
 Presently working with ELANTAS Beck India Ltd
(ALTANA Group) as Business Lines Manager ( equivalent
to Director Sales and Marketing) responsible for TO of @
350 Crores
 A thorough planner, strategist & implementer with
demonstrated abilities in devising sales & marketing
processes, product launches and accelerating the business
growth.
 Hands on experience in marketing of products like
Alternators, Switchgears, Controlgear, Fusegear, Lighting
products, Domestic Switchgears and Building Automation
products, Automation Products, Electrical Cables (Control,
LV,MV,EHV) and Wires, Electrical Wiring Accessories,
Electrical Insulation Systems as well as Projects
 Proven abilities in cementing healthy relationship with the
clients for generating business and leading workforce
towards accomplishing business and corporate goals. In-
depth Knowledge about customer segments like OEMs,
Consultants, Contractors, EPC contractors, Govt Deptts.,
System Integrators, Distribution Channels, Industries Like
Steel, oil and Gas, Cement, Mines, Power Plants, Electricity
Boards, Ports etc , Exporters.
 Possess excellent communication & interpersonal skills with
strong analytical, team building, problem solving and
organizational abilities.
 Exceptionally well organized with a track record that demonstrates self motivation, creativity &
initiative to achieve personal & corporate goals.
Core CompetenciesCore Competencies
Strategic Management and Planning
 Worked with Multinational consulting company in Developing strategy for growth and profitability,
Organisational Transformation and implementation of the same.
 Formulating annual operating plan and strategic action plan to achieve the set objectives;
streamlining existing processes to enhance efficiencies while minimizing operational time/costs.
 Expertise in System Development and Tools for Improving the individual and organisational
efficiencies.
 Product Costing and Contribution planning for Achievement of Top and Bottom Lines.
 Marketing Plans and Marketing Kits such as newsletters / mailers, Addressing Seminars, Creating
Sales tools like Catalogues/ DVDs/Website designs, Running Key account Management and Go
to Market programmes, Participation in Trade Exhibitions.
Business Development / Industrial Sales & Marketing
Dexterity OverviewDexterity Overview
• Strategic Planning- Hands on
experience in developing
strategy, Organisational
Transformation.
• Sales and Marketing –
Budgeting, Forecasting, New
Business Development, Product
Launch, Key Account
Management, Profitability
Planning and Budget Delivery
• Sales / Profitability Analysis,
Costing and Pricing
• Distribution / Channel
Management
• Project Sales and Management
• Team Building & Leadership
• Handled wide range of products
like Industrial, Domestic, Capital
Equipment, Projects etc.
• International Exposure :
Exposure to International
Partners as well as Customers
Current CTC: 60 Lacs PA. + Perks
Expected CTC: Negotiable + Perks
Educational BackgroundEducational Background
B.E. (Electrical), Masters in Marketing
Management (MMM) from Mumbai
University
Accredited SAP Consultant (SD)
One Month MDP – RPG Group
Personal SilhouettePersonal Silhouette
Contact Address: 502-503, Silverfields,

2.  Overseeing sales & marketing operations, thereby achieving increased sales growth.
 Utilizing client feedback & personal network to develop marketing intelligence for generating
leads.
 Conducting competition analysis by keeping abreast of prevalent market trends.
Distribution Management
 Developing channel partners for achieving business volumes consistently and profitably; defining
& implementing key performance indicators to measure distributors/ OEMs performance
periodically.
 Recognizing and establishing financially strong and reliable channel partners for deeper market
penetration; providing training to channel partners for ensuring quality performance.
Key Account Management
 Interfacing with institutional & corporate clients for suggesting the most viable product range and
cultivating relations with them for securing repeat business.
 Managing activities pertaining to negotiating/ finalization of deals (techno commercial) for smooth
execution of sales & order processing.
Man Management
 Leading, mentoring & monitoring the performance of team members to ensure efficiency in
process operations and meeting of individual & group targets.
 Creating and sustaining a dynamic environment that fosters development opportunities and
motivates high performance amongst team members.
Career ScanCareer Scan
April 2012 till Date with ELANTAS Beck India Ltd (ALTANA AG Group) as Business Lines
Manager (Equivalent to Sales Director) – South Asia Operations reporting Directly to
Divisional President Elantas Germany
ELANTAS Beck India Ltd is part of Altana Group with head quarters in Wessel, Germany. Altana has
four companies under its umbrella with ELANTAS being one of them. ELANTAS Beck India Ltd is in
to liquid electrical insulations, Capsulation and Potting compounds and Construction Chemicals a TO
of around 320 INR crores. The countries handled include India, Pakistan, Bangladesh, Sri Lanka,
Middle East. The sales through some of the other countries also happen through the distibutors /
offices- These include Singapore, Thailand, Malaysia, Australia etc.
The organisation structure is such that the Business Lines Manager is responsible for the entire
Gamut of operations including Sales and Marketing, Supply Chain Management, production
planning, Commercial matters pertaining to the sales and marketing and independently reports to
President Elantas Group. The Managing Director is responsible for production, administration, HR,
Technology, Legal and Finance functions.
Worked with International Consultant to develop strategy for growth and margin improvement,
reorganisation and execution of the same and devising the controls for the same. Delivery 12%
Growth YOY for the last three years in subdued and negative market with Increased in profitability
March 08 to April 2012 with RPG Cables Ltd. as General Manager Sales and Marketing –
Responsible for Sales and Marketing of Cables in Local and Export Markets.
RPG Cables is leading manufacturer of Control Cables, LV,MV and EHV Power Cables, Telecom
Cables with a TO in the excess of 575 Crores. Joined the company when the company was
registered under BIFR scheme with a TO of around 250 crores and contributed to TO of 575 crores
with company coming out of BIFR. Underwent Leadership Development Programme. Won the award
for the best Project Planning and Execution
Role:
 Handling Sale of Cables in Local and Export Markets.
 Development of Marketing Plans and Execution.
 Achievement Budgeted Sales and Contributions, Product Costing.

3. Significant Accomplishments:
 Responsible for Sale of approx 400 Crores.
 Developed New Customers like Siemens (15 Crores), IOTL (10 Crores), CIPLA (11 Crores), Tata
Power (8 Crores), Reliance Energy (8 Crores).
 Introduced Systems for enquiry Monitoring, follow up and efficiency.
 Tendering and Costing of Cables.
 Follow up with EPC Contractors for business of EHV cables like Tata Projects, Siemens, ABB,
Jyoti Structures etc and with SEBs.
 Developed Catalogues, Quarterly News Letters. Improved Product Packaging etc.
 Costing Methods and Increased the Contribution from 15% to 18%.
 Bagged Winner Award for Two Quarters (out of 3) for Overall Performance.
May 2004 to Feb 2008 : INDOASIAN Fusegear Ltd. Joined as D.G.M – Sales and Marketing and
promoted as GM – Sales and Marketing (Industrial Products)
A leading Electrical Company with Interests in Domestic and Industrial Switchgears, Lighting
Products, Cables and Wires, Electrical Wiring Accessories and Automation Products
Role:
 Looking after marketing & sales of products in Western Region (as DGM) and then on All India
(as GM). Responsible for Depot / Go-down Operation at Mumbai and Ahmedabad
 Identifying and developing key corporate accounts, generating business, organizing product
launch and positioning new products, Making Presentations and Product Approvals.
 Managing a wide gamut of functions like market scan & research, business analysis, Strategy
formulation for growth, dealer development, promotion & media plans, developing - long range
plans, new business avenues, new OEM’s, etc.
 Responsible for top-line profitability & increased sales growth in the designated areas and
motivating the sales team for accomplishing preset revenue targets and collection norms.
Significant Accomplishments:
 Growth in West from 12 Crores PA to 35 Crores PA.
 Growth in Industrial Products from 1.2 Crores to 5 Crores.
 All the Braches under my leadership were given performance Awards for the year 2004-05.
 Designated as the Best regional Head for 2004-05
Sept 1999 to Sept 2003 – As a CEO Pedershaab Millars India Pvt Ltd.
An IndoDenish JV company with Equity Participation from Danish Government (20%), Pedershaab
A/s – Part of FLS Group (40%) and Millars India Ltd.(40%). The company was engaged in
Manufacturing of Concrete Pipe Casting Machines and take turnkey contracts for establishment of
automated concrete pipe casting factories.
Role:
 Commencement of operation right from scratch, drafting the shareholders agreement, Technology
License agreements, RBI Approvals etc.
 Preparation of feasibility plans, short term and long term plans.
 Technology Transfers
 Design, Manufacture and Sales and Marketing. Finance and Administration etc.
Significant Accomplishments:
 Approval of new technology from BIS. Wrote two IS standards on Pre-cast Concrete Pipes and
Concrete.
 Completed four Greenfield projects of establishing the Concrete Pipe casting factories.
 TO of 20 Crores by fourth year of operation.
 Concept selling to BIS and Concrete pipe Industry.
Aug. 1997 to Sept 1999 – As DGM Sales and Marketing – West With Havell’s India Ltd
Leading QRG Enterprises – Multi crore Indian Electrical Engineering Group.
Role:
 Slaes and Marketing of Electrical Domestic and Industrial Switchgears in Western Region.
 Establish the distribution Channels.
 Preparation of Sales and Marketing Plans.

4.  Launch of New Products.
 Team Building
Significant Accomplishments:
 More than tripled the TO in two years. From 148 lcs to 450 lacs. For switchgear products, 240
lacs for Wiring Accessories and 1000 lacs for cables.
 Conceived and commenced the Godown Operations.
 Launched Crabtree range of Wiring Accessories and Cables.
 Booked Cable Order worth 750 lacs from Konkan Railways.
Feb 1992 to Aug.1997 Worked with M/s Telemecanique and Controls India Ltd. Joined as a
Branch Manager and Rose to the Level of DGM in 1996
Role:
 Responsible for business promotion of Switchgear and Controlgear products in Western Region
and Products like variable frequency Converters and Bus Trunking Systems on All India.
 Expansion of customer segments and establishment of Distribution Channels.
 Credit control and Sales Tax form Collection.
 Competitor Analysis and Pricing Comparisons.
Significant Accomplishments:
 Increased the TO from 480 lacs to 2420 lacs.
 Built the Best Sales Team in the Industry
 Commencement of New Branches in Raipur, Nagpur, Cochin and Madurai.
 Approvals from All the Major Consultants.
 Opened New Customer Segments like Govt Deptts. Projects, System Integrators.
 Rate Contracts with Major OEMs.
 Launched product promotion schemes to Dealers like foreign Trips, gold coin schemes etc.
 Launched two new Products.
From June 1984 to Feb. 1992 worked with Siemens Ltd. Joined as a trainee Engineer and rose
to Sr. Executive (three promotions)
Role:
 Reliability Evaluation of Switchgear products.
 Quality Audit and plans for improvement of product quality.
 All India After Sales Service.
 Preparation of Catalogues and Participation in Exhibitions etc.
 Pre Sales activities like product Presentations, Seminars, approvals etc.
Significant Accomplishments
 Increased the customer acceptance of Switch Fuse Units and Air Circuit Breakers which were
dead products by Quality Improvement and then promotions through Consultants, end users and
Panel Builders. Breaker sales zoomed from 500 PA to 1600 PA.
 Published path breaking guide on Electrical product maintenance.
 Reduction in complaint attending time from 3 months to 7 days by computerisation of complaint
attending procedure.
 Established product training centres for Sales staff and customers.
References : Shall be provided on request.
Sanjay Deosthali