Saurabh Bajaj is the Marketing Head for the Dairy Business at Britannia Industries Limited and has been leading it across India and Bhutan since September 2019. He is an alumnus of Delhi College of Engineering and completed his PGDM (MBA) from Indian Institute of Management Indore in 2004. He has since, spent over 16 years in the field of Sales & Marketing having worked for a decade with Mondelez from 2005 to 2015, then as the Innovation Head for Premium & Luxury Spirits with Diageo for 2 years, before joining Britannia, 3 years back. Saurabh joined Britannia in 2017 as the Marketing Head for the International Business which has offices in Bangalore, Dubai & Kathmandu where he worked on several exciting Innovations & Activations across the Middle East and contributed to Market entry proposals for Egypt & Bangladesh. He is now managing an extremely exciting mandate for Britannia as the Marketing Head for Dairy as Britannia plans for serious investments in a Dairy line at its Ranjangoan facility, which with milk procurement will allow Britannia to prepare for a significant scale-up of its 500 Cr profitable Dairy Business.
He is an innovative marketer & is quick to identify new consumer trends and launch industry leading initiatives. One of his recent contributions within Britannia was in the identification of the dramatic rise of in-home cooking as a new consumer passion point and hence the launch of Britannia Cheese Star Chef which was the largest single Brand Digital initiative for Britannia and also the Best performing in terms of metrics tracked by the company, delivering between 200-250% of Industry benchmarks.
While in Mondelez, Saurabh successfully rejuvenated the companies Gifting Business through top end growth & profitability enhancement through a series of game changing initiatives in both the front end & the back end of the business.
In the early years of Digital evolution in the country, Saurabh pioneered the entry of Cadbury Brands on Digital, through Cadbury Celebrations in 2011-12. It was one of the first FMCG Brands in the country to reach 1 Million Fans.
The key to Saurabh’s success over his career comes from his optimism & positivity as well as his passion for people. He believes that true innovations & break through ideas only emerge when there is an atmosphere of absolute trust and a wide range of stake holders are brought into the same room. It is this style of working that lead to creation of game changing activations where Creative Agencies, Digital Agencies, Media & PR Agencies worked together seamlessly with close coordination and built upon each other’s ideas.