ANIT RAMAWAT

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Storyways is an organization that passionately works in the field of Learning and Education through its Flagship Brands of Omnio Future, Arise Gurukulam and Garbha Gurukulam

About Omnio Future (OF):

• OF blends Ancient Indian Wisdom with Modern Sciences to unlock Child’s Learning Potential
• Its Programs span across all age groups, right from Pregnancy and Early Childhood to Adults
• Arise Gurukulam is the World’s First Online Vedic School aimed at Reviving the Gurukulam Tradition of Learning & Education

Accomplishments:

• 78000 Hours of Online Learning Delivered within 18 months
• 4800 Registered Learners (Customers) across 182 Courses
• Certified and Recognized by Government of India with Start Up India
• Quarter on Quarter Growth on Learners with a Global Presence across 9 Countries.

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CONSUMER CENTRICITY. BUSINESS STRATEGY. CROSS-FUNCTIONAL LEADERSHIP
Leading Customer Marketing for Beauty & Personal Care (PC) with an Annual Turnover of $ 2.4 billion (contributing 50% to HUL’s revenue)

Leading Business Growth

• Top Contributing BPC Cluster Globally for 2 years running
• Big Turnaround on growth from -0.6% in 2016 to 7.6% in 2017 and 5.5% in 2018

Winning with Innovations

• Crafted & Executed Launch 2.0 Framework translating to flawless launch execution, which ensured best-ever Launch Benchmarks on Distribution, Right Assortment in Right Stores & Building Brands in-Store
• Flawlessly Relaunched 4 Iconic Brands in Market – Fair & Lovely, Lifebuoy, Close-Up and Sunsilk translating to COTC (Core of the Core) Business growing 1.2x times of the Category Growth Winning in Many Indias (WIMI): “an Initiative to capitalize on India’s Diverse Consumers cape”
• Project Leader on Local Deployment Toolkit (LDT) which has significantly augmented mental reach by WIMI Clusters in Clusters and synergized CD/BB Actions on Key JTBDs. Leading to LDT Focused cells growing 1.3x of the Rest

Selling with a Purpose: Created powerful platforms like- Shubh Aarambh to link Trade Activations that raised awareness/funds for Nanhi Kali (educating the girl child), Naam (supporting Maharashtra’s farmers)
Awards & Certifications

• Certified in Digital Transformation (Platform Strategies) through MIT Sloan Executive Education program
• Won 2018 Chairman’s Award on Market Development
• Awarded 2019 CD Future Fit for Building Key Capability: Local Deployment Toolkit in WIMI

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CONSUMER CENTRICITY. BUILDING BRANDS. CROSS-FUNCTIONAL LEADERSHIP
Leading the Marketing Function, Brand Building and Digital Strategy for PUREIT PORTFOLIO
Key Accomplishments & Achievements:
Leading Business Growth

• Grew by 15% in 2016, adding more delta in 2016 than the cumulative delta of 2011-2015
• Pureit became HUL’s largest brand on Ecommerce Channel grossing over $ 10 million in topline

Winning with Innovation

• Launched Classic RO+MF which became Home Care’s biggest launch in 2016 and also won the Water Digest Awards 2015-16 as the Upcoming RO of the year
• Digital Torchbearer in Home Care: Digital Leads grew by 95%, Social added 25%+ delta to our reach & leads, Consumer Visits crossed 3mn+ for the first time ever, Efficiency KPIs of Pureit stood @1.5x of HUL and Ecommerce exploded @2x
• Crafted & Deployed “Project Stork”: Pureit’s Campaign to drive Consumer Acquisition by activating the Life-stage Trigger of New and Expecting Parents.

Selling with a Purpose: #PureitCares Campaign during Chennai Floods in 2015: activated ATL & On-Ground Campaign within 24 hours of Chennai Floods. Pureit provided Access to Clean Drinking Water through 750 Pureit Water Zones, Takebacks, Servicing & Awareness Campaign on Digital & TV.
Partnership with Micro-Finance Institutions (MFIs): Built $ 2 million Business through Partnerships with MFIs & NGOs. Pureit pioneered consumer education on water and unlocked financial access at less than $1 weekly EMI translating to high penetration even in Rural India
Awards & Recognition

• Maddies Award 2016 Bronze: Smartest Advertiser during IPL
• Emvies Award 2016 Silver: Best Media Innovation for Pureit Cares Campaign
• Festival of Media APAC (FOMA) Awards 2017 Silver: Best Use of Mobile (APAC level Award)
• AFAQS Foxglove Awards 2016 Bronze: Brand Activation and Promotion
  Executive Directors Award for the Most Innovative Campaign for 2015 for Project Stork

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BRAND LOVE. RURAL MARKET DEVELOPMENT. DRIVING BUZZ
Key Accomplishments:
Leading Business Growth

• Winning in Rural Market Development Gained +450bps of All India Rural Penetration in 2014 by creating and activating Vim’s Rural MDM Framework across vectors of geography, LSM, segments and activations
• Vim Liquid grew at an accelerated pace of 33.5% growth in 2013 and further strengthened its leadership in the segment

Winning with Innovation: Vim’s Value-added Offering of Vim Antibacterial Dish Wash Liquid with Neem & Lemons was launched in a record time of 35 days from concept to on-shelf, thereby delivering swift & impactful pushback to Dettol’s foray into Dish Wash Liquids.
Building Brand Love: Won the Executive Director’s Award for the Most Consumer Responsive Brand. Vim was lauded for putting consumers at the heart of everything, active social listening and responsive actions

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CUSTOMER CENTRICITY. CHANNEL DEVELOPMENT. STRETCHING TO GROW
Key Accomplishments
Best Turnaround Brand in Home & Personal Care

• Awarded HPC Director Award for Best Turnaround Brand for Lifebuoy in 2011
  HUL gained Market Share of 90 bps. More so, the gains have come from Channels of the Future- Modern Trade (320bps gain) & Rural India (187bps gain)

Transformation & Re-design of the Grocer and Chemist Channel Program

• Consolidated & Re-launched HUL’s Retail Loyalty Program “Super Value Stores” in Q1’2011.
• Enhanced Clarity of Proposition & Trade Incentive leading to enhanced Customer Engagement and 101.5% Delivery on Ambition for All Quarters in 2011

Fastest Growing Channel in General Trade: HUL’s Chemist Network grew at 25.8% in 2011

• Personal Care Portfolio in Chemist grew 1100bps ahead of HUL’s All India Growth

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Key Accomplishments:
SMART Branded Activations: Successfully Conceptualized and Led Regional Branded Activations- Harpic Max Star, Vanish Pink Star, Mortein Terminator Program translating into competitive gains
Hub of Test Markets: Successfully Tested 3 Key NPD Launches: Airwick Freshmatic (158% Achievement on Test KPIs), Harpic Hygienic ITB (231% Achievement), Veet Cold Wax Strips (140%)
Portfolio Growth Leadership: Significant Achievement in 2009 of South being the Growth Leader in Dettol Soaps, Harpic, Lizol, Strepsils and Dettol Handwash across All Regions in India

LEADING TEAMS. CUSTOMER RELATIONSHIP. MARKET-CENTRIC GROWTH
Key Accomplishments:

• Consistent year after year delivery on Annual Growth Plans
• Awarded Top 3 Achievers of Business Plan across RB-India, at the Annual Marketing Conference, Dec 2008
• Rated for Highest Team Success Factor in RB-North Region at Goa Conference, Jan 2008.