Brand Manager

About Dhampure

Dhampure is the branded sugar business of Dhampur Bio Organics Limited (DBO), a listed agro-processing and sugar company. We manufacture at two plants in western Uttar Pradesh, Asmoli and Mansurpur, and reach customers through a growing depot network.

Our range includes packaged sugar, specialty sugars such as icing sugar, sachets and related products, with new products in development. We sell across general trade, modern trade, e-commerce, quick commerce and HoReCa.

The role

We're looking for a hands-on brand builder to take charge of Dhampure and grow it from a commodity into a brand consumers ask for by name. You'll report to the Marketing Head, Dhampure, and work as an individual contributor, managing our creative, media and research agencies. You'll work closely with Trade Marketing, E-commerce, NPD & QA, Sales (GT, MT, HoReCa, E-com) and Finance. The role involves regular market visits across our key states.

What you'll do

• Brand strategy: Own Dhampure's positioning, brand architecture and the annual brand plan.
• A&P budget: Plan and spend the advertising and promotion budget, and track the return on every rupee.
• Innovation: Drive new products, packs and price points with NPD & QA, from idea to launch.
• Market intelligence: Track market share, pricing, competition and consumer trends, and act on what you learn.
• Communication: Lead packaging design, campaigns, and digital and social content with our agencies.
• Brand health: Set up and track awareness, trial, repeat purchase and consumer feedback.
• Channel support: Give Trade Marketing and E-commerce the brand assets, content and story each channel needs.
• Compliance: Make sure packs and claims meet FSSAI labelling and Legal Metrology requirements

What we're looking for

• 6–10 years of experience, including at least 3 years in brand management at a process-driven FMCG company
• MBA in Marketing from a reputed business school
• Brand experience in foods or staples, ideally taking a commodity category to a branded one
• A track record of owning an A&P budget, with results you can show
• At least one launch led end to end: concept, pack, pricing and go-to-market
• Exposure to digital and performance marketing, including e-commerce and quick commerce content

Good to have

• Packaging development experience and work with design agencies
• Experience with consumer research and brand health tracking
• An understanding of north Indian markets and the general trade consumer
• Strong written and spoken Hindi and English