Vivek Aggarwal
Associate Director & E-commerce/Quick-Commerce Professional
Bengaluru, IN.About
Highly adaptable and results-oriented Associate Director with ~7 years of experience in e-commerce and quick-commerce, specializing in building and scaling high-growth businesses. Proven leader in P&L management, category expansion, and strategic market penetration, driving significant GMV growth and bottom-line contributions for major platforms like Zepto and Flipkart. Adept at leveraging data-driven insights to lead cross-functional teams and achieve ambitious business objectives in dynamic environments.
Work
Bengaluru, Karnataka, India
→
Summary
Currently leading the establishment and scaling of Zepto's non-grocery Home Products business, driving significant GMV and P&L growth while expanding market share and product selection.
Highlights
Spearheaded the establishment and scaling of the non-grocery Home Products business at Zepto from inception.
Built a $250 Million GMV business within 12 months with strong bottom-line contribution by strategically managing product, growth, and supply chain.
Managed end-to-end P&L for diverse home essential categories (Décor, Furnishing, Cleaning, Tissues, Utility, Bath & Laundry), achieving a 5x top-line growth and 12x bottom-line growth.
Achieved the highest selection in Q-commerce within a single quarter, introducing 12,000 unique selections and new segments like Gardening and Tools to gain first-mover advantage.
Scaled brands through strategic investments in Off-App channels, banners, performance marketing, sampling, and gift boxes, resulting in a 3.5x increase in Share of Voice (SOV) and a 2.5x increase in Overall Product Distribution (OPD) share.
All India, Karnataka, India
→
Summary
Managed both product and business aspects for the Home Improvement Tools category, driving P&L growth, optimizing vendor metrics, and leading strategic initiatives.
Highlights
Managed a ₹2000 Crore+ P&L for the home improvement tools category (AOP 2023), achieving over 35% YoY growth and consistently exceeding monthly top-line targets.
Boosted conversions for 60 Million+ monthly visitors through in-app vendor merchandising, strengthened recommendations, and targeted product portfolios via vendor negotiation.
Implemented data-driven insights and analytics to significantly improve vendor metrics, including Click-Through Rates (CTRs), visits, conversions, and margins.
Devised and implemented a process for auto-exclusion of poor listings, democratizing the reward structure for all vendors to ensure quality and fairness.
Led a 15-member team (6 Category Managers, 7 Jr. KAMS, 2 Data Analysts) to achieve 103% of the Annual Operating Plan (AOP) at a portfolio level.
Spearheaded key initiatives including 'Valentines Fresh Flower 1-Day-Delivery' and 'Girls Garage' (promoting DIY among women), contributing to a 4x YoY category scale.
West UP and Uttarakhand, Uttar Pradesh, India
→
Summary
Managed the entire foods portfolio with an annual turnover of ~₹100 Crore, driving sales, distribution, and market penetration across West UP and Uttarakhand.
Highlights
Handled a comprehensive food portfolio with an annual turnover of ~₹100 Crore, encompassing Atta, Noodles, Biscuits, Confectionery, Juices, Spices, and Snacks.
Formulated and executed a rural distribution strategy in Uttarakhand, deploying 100+ rural SL outlets and 50+ Stockist markets to reach over 10,000 households.
Orchestrated a Confectionery Drive that generated the highest 'Fantastik' sales of ~₹3 Million per month, increasing Wholesale PDO by 25% and improving outlet repeat order rates by 32%.
Drove a 2% increase in Weighted Distribution for B-Natural Juices at Grab-n-Go outlets, enhancing market acceptance and competitiveness.
Managed a large sales team comprising 6 Area Executives, 30+ Team Leaders, 26 Distributors, and 100+ frontline salesmen.
Devised and executed cost-efficient territorial plans to penetrate over 5,000 markets, generating ~₹50 Lakhs in incremental business.
Gurgaon, Haryana, India
→
Summary
Drove business development initiatives focusing on B2B vendor and customer engagement, and product enhancement for Urban Company.
Highlights
Managed B2B vendor engagements, increasing lead generation response rates from 1.5x to 2x and boosting the on-boarding rate from 56% to 70%.
Successfully onboarded and engaged over 1,000 professionals onto the platform through strategic calls, emails, and meetings.
Managed end-to-end product modifications, developing features like 'Signing off' and 'No visibility during specific hours' to re-engage disengaged professionals.
Resolved critical platform issues including monetization and demand insufficiency by implementing solutions like direct lead forwarding and enhanced profile management tools.