YFactor brochure

Company Confidential, YFactor Marketing Private Limited.19.04.2017
YFactor
Synergy Convergence Growth

About Us
YFactor provides Management Advisory Services focused on Business Strategy, Supply Chain, Human
Resources, Systems and Processes, Branding and Distribution. Our key target segment is Fast Moving
Consumer Goods and Consumer Facing Businesses in India and South Asia. We also work in partnership
with VC and PE funds for Private Equity Placement for the same target segment.
YFactor was established in 2009 by Divyaroop (Debu) Bhatnagar (IIT Kanpur, IIM Calcutta) and Shashi Kalathil
(DCE, IIM-Bangalore) who are both seasoned professionals in consumer oriented businesses. A summary of
their experience is given below:
Debu Bhatnagar
• More than 30 years of General Management, Sales and Marketing experience focused on the FMCG,
Telecom and Entertainment areas in India, Sri Lanka and the UK.
• 14 years at Hindustan Unilever in Sales and Marketing.
• 9 years in Chief Executive Positions at Benckiser, ICI, RPG Group and Bajaj Corp.
• 7 years with Hemas Sri Lanka as Sector Head of FMCG (Hemas is the 2nd largest non-food FMCG
business in Sri Lanka with close to 30% Market Share through their own brands).
• Debu is the Managing Director of YFactor.
Shashi Kalathil
• Over 27 years of General Management, Sales and Marketing experience focused on the FMCG,
Telecom, Media and Entertainment areas.
• 12 years at Hindustan Unilever in Sales and Marketing.
• 3+ years with RPG Cellular (one of the early cell phone start ups) as Head of Marketing, Sales and
Customer Services.
• 6 years with Pepsico. Experience included role of Director, South India Operations and Executive
Director Marketing, South Asia
• 6 years with Tata Communications, Neo Sports and Future Group in Chief Executive Positions.
• Shashi is based in Mumbai and is a Director on the Board of YFactor.

Our Services
Management Advisory
YFactor provides long term advisory services to companies spanning all aspects of the business cycle. Our
engagements typically cover three phases:
• Diagnostic: where we interact closely with company senior management, trade and business
partners, consumers and other stake holders to identify key elements that need focus and
improvement.
• Strategy Formulation: This phase includes formulation of robust Business Plans. These are backed
up with the wealth of experience that YFactor partners and advisors have in working with a wide range
of FMCG companies in India as well as relevant research and testing where required.
• Implementation: This phase may encompass a very wide range of corporate activity. On the HR side,
it may include recruitment of key personnel and training. In Marketing, there could be relaunches of
existing brands or new product development. YFactor stays engaged with companies over a long
period as they implement strategic plans to guide, control and mentor the process.
Distribution
Effectively reaching products to India’s vast and dispersed population remains one of the greatest challenges
facing marketers. YFactor provides solutions covering the following areas:
• System design and Organisation Structure: There are no ‘one size fits all’ solutions in distribution.
YFactor tailor’s solutions for different companies based on their specific requirements in terms of
reach, cost and intensity. Thereafter we help companies to recruit senior sales managers who will help
them to fulfill their objectives. We stay engaged till the system has stabilized and is working smoothly.
• Sales Training: Sales force productivity and effectiveness are key concern areas. YFactor provides
customized sales training solutions to help companies to stay ahead in this area.
Human Resources
YFactor provides a range of HR services for our clients:
• Search+: Most head hunting firms lack domain expertise in FMCG. Traditional search firms are
reluctant to deal with lower budgets and mid-level positions. Search+ from YFactor is focused on
FMCG companies. We are able to hire candidates for middle management to senior positions using
our internal resources.
• Training: YFactor has the expertise to provide a range of training solutions ranging from mentoring of
Sales and Marketing teams to Soft Skills.
• HR Systems: We can set up HR systems ranging from induction, compensation and benefits,
performance management, HR policies and so on.
• Development Centres: External evaluation of employee performance is possible via development
centres conducted by our experienced personnel.
Supply Chain
YFactor provides advisory services for:
• New Product Development including formulations and packaging
• Manufacturing facilities set up and finding contract manufacturing solutions
• Raw and Packing materials sourcing
• Logistics and Business Planning
India Entry
The growth of India’s vast consumer market has been very robust over the last decade. Most of the larger
multinational companies have already established a presence here. Smaller companies based abroad are

finding India increasingly attractive and are interested in entering as soon as possible. YFactor provides various
services that are useful for overseas companies who wish to enter India:
• Market Mapping and determination of sales potential
• Supply chain structure including determination of import duties and channel margins
• Identification and evaluation of potential distributors and channel partners
• Advise on appropriate corporate structure
• Help in staffing and recruitment of key personnel
Private Equity
Family owned businesses in India have undergone rapid growth over the last ten years. This growth has led to
a requirement of funds to fuel expansion. YFactor has had an association with Sequoia Capital for close to a
year. We continue to maintain close links with leading Private Equity funds to provide capital for our clients. We
have developed a close understanding of several sub sectors in the FMCG space and have mapped the
segment thoroughly from the perspective of funds infusion and M&A.

Our Team
Along with Debu Bhatnagar and Shashi Kalathil, the key members of our team are:
Ajay Khanna
Ajay has an Honours degree in Economics from
Hindu College, Delhi University followed by an
MBA in Marketing and Finance from IIM
Ahmadabad. Ajay spent 9 years at Hindustan
Unilever where he initially worked in Detergent
Sales for East Zone, then handled Marketing for
the Paras Agribusiness portfolio, and later was
involved in the turnaround of the Footwear export
business in Chennai as Business Development
Manager. Subsequently he joined PepsiCo and
spent 9 years there, including the roles of Head of
Beverage Sales (Calcutta), I&S Manager (Internal
Change Consultants), General Manager –
Franchise, North India, Goa & Nepal, (New Delhi),
Regional Key Account Manager (Hong Kong), and
finally Franchise Director (Indonesia) for both
Beverages and Snack Foods. Ajay then spent 4
years with Electronic Arts Inc. as General Manager
for India, where he devised and executed the entry
strategy of EA in India. Ajay is uniquely a
Marketing and Sales manager with a strong
financial background. He is an expert on General
Management, Strategic/ Financial Planning, Project
Start Up/Scale Up, Financial Re-Engineering and
Business Turnaround with a focus on turning
around and scaling up small and medium sized
business. Ajay Khanna is based in Delhi and is a
Senior Advisor with YFactor.
Rajiv Khurana
Rajiv has a Masters in Pharmaceutical Technology
from Punjab University, Chandigarh and a
Graduate Diploma in Packaging from the Indian
Institute of Packaging and Asian Packaging
Federation. Rajiv spent 25 years with Reckitt
Benckiser in India, rising to the post of Technical
Director, South Asia. He was involved in several
global initiatives during his stint with Reckitts. He
established his own Consulting firm, Triaksha in
2006 providing end to end solutions for technology
and supply chain issues for FMCG Companies.
During this period he was involved with many
FMCG clients such as VLCC, Reckitts and Sahara
for a range of projects including New Product
Development, Vendor Development, Quality
Assurance and Regulatory Matters. Rajiv has been
associated with YFactor since 2011. He was
involved in a techno-economic feasibility study for
a US based Personal Care company who wanted
to set up a manufacturing facility in India. He is
also working on locating contract manufacturers for
the same company as well as technical and legal
matters for a UK based client. Rajiv Khurana is
based in Delhi and is a Senior Advisor with
YFactor.
Devi Muthu Bhatnagar
Devi has a degree in Physics from Madras
University followed by an MBA in Marketing and
HR from IIM Kolkata. Her experience spans both
the Market Research and HR fields. She has
worked with AC Nielsen in their Mumbai, Chennai
and Delhi Offices and has been involved with
FMCG and Media Research. As a consultant, she
has handled market entry strategies for Fruit Juice,
Garden Furniture, Detergent Powders, Packaged
Foods, Bread and Kitchen Knives. In the HR area,
Devi has worked with HMT, Eicher Motors and
Corn Products. She was the head of HR for KLG
Systel. At present, she is an associate with Right
Management since 2005, initially based in Sri

Lanka and subsequently in India. She has worked
on site with Clients for developing and
implementing HR systems and leadership
development of Middle to Senior Management.
She has worked in individual Development Centers
with several of the leading companies in Sri Lanka
and India. Devi Muthu Bhatnagar is based in Delhi
and is a Director on the Board of YFactor.
Seema Seth
Seema is a Post Graduate in IR & PM, with 25
years of experience in the corporate world. She is
an HR professional and has done extensive work
in that function, which includes recruitment,
performance management, employee engagement,
mentoring and counseling. She has worked in
organizations like Eicher, Benckiser, HCL and
American Express. She has been working as an
independent consultant since the past 5 years and
has been engaged in free lance HR assignments
and corporate training. She has partnered with
companies for managing their HR processes,
which include designing/customizing policies,
recruitment, employee retention programs. She
can design training programs and has facilitated
many training programs for organizations like
Nestle, Vodafone, and Hewitt, to name a few. She
has done competency mapping for organizations
and is an assessor for Development Centers for
companies like Vodafone, Tata Sky, Pernod
Ricard, Frito Lays, etc. Seema Seth is based in
Delhi and is a Senior Advisor – HR with YFactor.
Bodhisatwa (Bodhi) Banerjee
Bodhi has an Honours degree in Chemistry from
Calcutta University. He has also attended short
management courses with reputed institutes during
his professional career. He gained his initial
experience at Hindustan Unilever where he spent
15 years in Sales. He has handled entire East
Zone for Sales and Distribution at the middle
management level. After Unilever, Bodhi moved
on to Zonal Manager roles in Benckiser, and
Senior Manager Roles in the RPG Group and ICI
Paints. At Benckiser, he launched the MNC in the
Eastern part of India and worked for 2 years. At
RPG he was involved with setting up the
distribution and channel network of one of the early
Cellular Phone networks in Madhya Pradesh and
Chattisgarh for 3 years. Bodhi then spent 6 years
with ICI Paints, as Regional Sales Manager - East
for their Decorative Paints Business. Bodhi then
handled Sales and Behavioral training
independently for company’s e.g., Hindustan
Unilever, Nepal Unilever, ICI Paints, Hemas – Sri
Lanka, GSK, ABP – Telegraph and Bharti Airtel for
3 years. Bodhi then worked for the Bharti group as
a training manager in their North East & Kolkata
circles till 2011. Bodhisatwa Banerjee is based in
Kolkata and is a Senior Advisor – Sales &
Distribution with YFactor.
Dinesh Jain
Dinesh is an alumnus of IIFT, ISB and Kellogg
School of Management. He gained his initial
experience at Unilever in India and overseas
operating in beverages, exports and detergents in
largely sales and marketing functions. He handled
brands like Brooke Bond, Dalda, Fair & Lovely,
Flora and Oxo. Dinesh moved on leadership roles
in Remy Cointreau (liquor) and ABP (media) before
taking over as CEO of Zee Turner and Nissan
motors NSC in India. Dinesh has worked in start-

ups (Remy Cointreau and Nissan) and in
turnaround situations (ABP and Zee Turner).
Dinesh has built brands and businesses in India,
South East Asia and Middle East by retooling of
business operations and Map to Market strategies.
Dinesh Jain is based in Delhi and is a Senior
Advisor with YFactor.
Pravin Kini
Pravin Kini has over 29 years of experience in
Marketing and General Management. Pravin is a
Science graduate from Mumbai University and has
a Masters in Management Studies from Mumbai
University. After his post-graduation, he did a brief
stint of 1½ years with JB Pharmaceuticals in
Mumbai. Pravin then worked for 5 years in JL
Morrison where he worked briefly as Regional
Sales Manager (West) and later for 4 years as
Brand Manager for NIVEA in India. He later did a
stint of 18 years with Reckitt Benckiser (formerly
Reckitt & Colman) and has worked in India, UK,
Africa and Thailand. Starting as a Brand Manager
for Dettol in India he moved to UK as a Category
Manager for Antiseptics and Cold Flu categories.
Pravin moved internationally for 12 years in Reckitt
Benckiser and headed the marketing function as
Marketing Director for several countries including in
Central Africa and Thailand. He has managed the
FMCG and the OTC businesses within Reckitt
Benckiser. Pravin joined as CEO for Sutures India
Pvt Ltd (SIPL) in 2011, a USD 30 million, medical
devices company based out of Bangalore. SIPL is
the largest Indian player in the Sutures market with
a significant international business. In 2014 Pravin
ventured out on his own has since been a
consultant in marketing and business strategy.
Pravin Kini is based in Pune and is a Senior
Advisor with YFactor.
KVN Doss
KVN Doss has over 20 years’ experience in Sales
& Marketing. He is a Commerce Graduate from
Osmania University, Hyderabad. After his
graduation, he worked for 8 years with Hindustan
Lever Ltd, covering various markets in Andhra
Pradesh and Karnataka, selling soaps &
detergents. Thereafter, he went to Oman and
worked with Senco for 1 year as Assistant Sales
Manager, selling office & domestic furniture to
Government departments, Private companies and
Ex-showroom customers. Doss then worked for 3
years as Area Sales Manager with Kothari General
Foods Corporation Ltd where he was involved in
the launch of cold refreshment beverages Ju’C and
Tang, extensively covering Andhra Pradesh,
Karnataka and Mumbai. He then worked as Area
Sales Manager with Jenson & Nicholson India Ltd,
selling paints & surface coatings. He later did a
stint of 4 years with AV Thomas & Co Ltd as
Regional Marketing Manager, where he launched
AVT Tea. He then Joined Targof Pure Drugs Ltd,
where he served for 1 year as Vice President –
Marketing, handling bulk drugs like Norfloxacin,
Ciprofloxacin, Omeprazole, Nalidixic Acid and
Alprazolam. In 1996 Doss ventured out on his own
and started a garment-making unit, specializing in
denim jeans, shorts and skirts, cotton casual
trousers, chinos, etc. Doss is now based in
Bangalore and is a Senior Advisor – Sales &
Distribution with YFactor.

Neeraj Chandra
An alumnus of IIM Ahmedabad and an Electrical
Engineer from IIT Kanpur, Neeraj started his
career with Unilever in India where he held
several positions in Sales and Marketing over a
period of 20 years reaching the position of
Regional Brand Director for Asia. Neeraj then
moved as the VP & Chief Operations Officer for
Britannia where he built new benefit spaces,
new brands, and big new channels, successfully
tripling the businesses to a billion dollars.
Thereafter, he moved to Emami as the CEO –
Consumer Care Division. Neeraj has a passion
for creating large new businesses and brands.
He has initiated large personal care sectors -
starting with shampoo sachets and then onto
deodorants, lotions and face washes. He has
also built new categories and the health
segment in foods. Neeraj Chandra is based in
Bangalore and is a Senior Advisor with YFactor.
Sanjeev Malhotra
An MBA with over 30 years of experience in
highly competitive and growth oriented
industries like telecom, consumer durables and
media. Extensive experience in Marketing, Go-
To-Market Strategy and Execution, Sales &
Distribution in B2C and B2B environments.
Experience in managing large campaigns
spread over multiple regions and geographies.
Sanjeev has worked as Product Head for Onida,
Marketing Head for RPG Cellcom, Indore and
Hutch in Kolkata. He has been Head of
Marketing for Tata Teleservices in North and
South India. Sanjeev Malhotra is based in Delhi
and is a Senior Advisor – Marketing with
YFactor.

Some Examples of our Work
Management Advisory
Non-Food
• We have had an over 6 month’s engagement with a North Indian company involved in contract
manufacture and packaging. The work involved development of an FMCG launch strategy including
product development, packaging, advertising and setting up of a distribution system leading upto a market
launch.
• Comprehensive Diagnostic study covering Branding, Promotion and Distribution conducted for Sri Lanka’s
second largest Personal Care Company with a view to accelerating market share growth.
• 40-year-old OTC Pharmaceuticals Company based in Delhi who wishes to enter the FMCG market. The
work has involved development of FMCG brands and setting up of a new division. A business plan has
been evolved and key personnel recruited. The scope of YFactor’s engagement was widened to include
the OTC Business. A full Diagnostic study covering all aspects of the company’s working has been
conducted and a strategic plan has been formulated.
• Market Entry Strategy for a Kolkata based group who want to enter the home care market in East India.
• Revamp of ‘Go to Market’ Strategy for a leading paper manufacturer covering all aspects of Brand
Architecture, Distribution System and Organization Structure. The study has been followed by evaluation of
the attractiveness of the Stationery business for the same company. At present, we are engaged in
implementation of a pilot project for a new Key Accounts system for Delhi and Bangalore to be rolled out
nationally thereafter.
• YFactor is involved with distribution strategy development for a major Ayurvedic medicines manufacturer.
The project involves evaluation and recommendations for their direct dealer programme followed by
implementation. It includes restructuring of marketing strategy; sales personnel contact and development
of an IT based information system.
• YFactor has been appointed to revamp the full ‘Go to Market’ strategy for India’s leading manufacturer of
Automobile Fluids. The project encompasses a relook at the product line up, distribution system,
organisation structure and advertising and sales promotion.
• Market Mapping study and recommendations on a market entry strategy for a manufacturer of industrial
plastic products who wishes to enter the consumer plastics area. The study encompassed market visits in
12 cities, desk research of key international markets and discussions with trade.
• YFactor is advising a major importer and distributor of FMCG ingredients who wishes to enter the premium
personal care market. Market Research and Brand Development in underway and a test market is to
follow.
• Business Planning and revamp of operations for the B to C Business of a Cables and Wires Company.
Packaged Food
• We were engaged with a well-established Mumbai based contract manufacturing organisation that is
negotiating a JV with a leading Italian packaged foods company. YFactor has been involved in Business
Planning and all aspects of structuring the JV.
• India’s largest wheat milling business that has also diversified into snack foods. YFactor has been involved
in organisation structure and recruitment. We are also advising the company on the optimum distribution
system to be followed for wheat products.
• North India based company involved in innovative potato based ready to cook products. The company is
already well represented in the institutional segment and is looking for growth and acceptance in the
consumer market.

• New Product Development, marketing and distribution set up for a well-established dairy company based
in Delhi. The first product (flavoured milk) was launched in May 2013. An entry into branded pouched milk
has been accomplished in March 2014.
• India’s largest manufacturer and exporter of honey who intends to launch a brand in the domestic market.
• Advise on Business Planning and Marketing for a milk collection business based in Bangalore that wishes
to enter the consumer space. Milk in various packaging options – Tetrapack, Finopack and Poly Pouches
has been launched in Bangalore.
• Involved with a health based breakfast cereals company to restructure their operations.
• Operational efficiency improvement for a Delhi based catering company.
• Set up of operations for a Hyderabad based dairy who wish to launch premium, organic cow’s milk. The
product has been launched in May 2014.
• YFactor has been involved with preparing a Business Case for launch of nutrition products for a large MNC
in India. There is a strong focus on the rural areas as well on the urban poor. Follow on projects include
Business Planning with multiple partners and demand forecasting for specific nutrition products.
Distribution
• YFactor has been advising a US based company who are involved in setting up a path breaking rural
distribution network in India. The pilot project has been set up in Jaipur, Rajasthan and the company is now
engaged in rolling out after raising funds. The company uses an innovative cell phone interface for booking
orders from rural retailers.
• Specific solutions for different requirements have been crafted in the following areas:
o OTC distribution through Chemist outlets for a leading brand of painkillers.
o Innovative distribution strategy for a wheat milling company who need to differentiate between
institutional and retail buyers.
• Sales Training: YFactor has entered into an association with Learning Facilitators for customised Sales
Training solutions for their clients. Programmes have been successfully implemented with one of Sri
Lanka’s largest packaged foods businesses and a large Personal Care company.
India Entry
• YFactor is associated with Amritt Inc. for providing India Entry services to US companies. Some examples
of the work we have done include:
o Technology partnership structured for a $5Bn US based MNC with an Indian FMCG company for
product development.
o Product and Brand Market Research for Jamaica based Foods Company interested in entering
the Indian Market.
o Market mapping for a US based outdoor furniture company who is exploring a market entry into
India
o Techno-commercial feasibility for a US based Personal Care Company who wanted to set up a
manufacturing facility in India.
o Marketing strategy formulation and search for suitable distribution channel partners for a leading
US based Vitamin supplements and Omega 3 Company.
o Location of suitable contract manufacturers for a US based company who wish to manufacture
and market OTC and Personal Care products in India. Production trials have commenced with the
objective of producing for the Latin American markets.
o Market Study for a US based Bakery Company who wish to test their products with Indian
consumers and retailers.
o Landscape study of the Indian market for a US based food and vitamin supplement company. 5
key categories are being covered to estimate market size and business potential.
o Identification of channel partners and evolution of a Go to Market strategy for a leading US based
furniture manufacturer.

o Landscape study for Homeopathic OTC and Consumer Focus Groups for a well-known US based
Homeopathic Medicines company.
• We have advised a UK based company on a Go to Market strategy for a break through hand sanitation
project. Regulatory matters have been reviewed. The promoters are now in the process of raising funds.
• We have worked with the world’s leading sports nutrition company to help them restructure their Indian
Distribution system and Marketing Strategy. The project has now been extended to evaluate local
manufacturing. Potential Contract Manufacturers have been identified and a detailed technical audit has
been conducted.
Private Equity
• Indian FMCG SME sector fully mapped from an M&A/PE Infusion perspective.
• A body of work has been created with respect to creating a category and company attractiveness
matrix from an investment perspective. Some examples of specific investigations are in the areas of:
o Snack Foods
o Male Grooming
o Multi level marketing – focused on OTC

YFactorSynergy Convergence Growth
YFactor Marketing Private Limited
1176 Sector A, Pocket A; Vasant Kunj
New Delhi 110 070; INDIA
Tel: +91 81300 88375
Divyaroop (Debu) Bhatnagar: +91 97177 74290; debu.bhatnagar@yfactor.in
www.yfactor.in, http://www.facebook.com/YFactorMarketing

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