Product Manager

Role & responsibilities

A. Product Development & Packaging 15%

• Develop the roasted makhana product portfolio, including 6+ grade makhana, Peri Peri and Himalayan Salt flavours.
• Coordinate with procurement and production partners to maintain consistent size, taste, crunch, quality and supply.
• Work on pack sizes, pricing, packaging design and product differentiation.
• Conduct consumer tasting, competitor benchmarking and product feedback exercises.
• Coordinate with production, quality and packaging vendors to improve product quality and shelf life.
• Ensure packaging and product information comply with applicable FSSAI and labelling requirements.

B. Branding & Brand Building 15%

• Develop the positioning, product story and brand communication for Earth n Essence makhana.
• Build a premium brand identity around Darbhanga origin, selected 6+ grade, quality and distinctive flavours.
• Coordinate packaging design, product photography, videos, brochures and retail marketing material.
• Develop clear product USPs and compelling customer communication.
• Maintain consistent brand identity across packaging, website, social media, marketplaces and retail outlets.
• Study competitors, their pricing, packaging, promotions and distribution strategies.

C. Digital Marketing & Online Sales — 20%

• Manage the makhana product pages on the Earth n Essence website and relevant e-commerce marketplaces.
• Coordinate onboarding and product listings on suitable online grocery and quick-commerce platforms, subject to commercial viability.
• Plan and execute Instagram, Facebook, WhatsApp and other relevant digital campaigns.
• Coordinate with performance marketing agencies or freelancers for advertising, creative development and campaign optimisation.
• Track website visits, conversion rates, cost per acquisition, advertising expenditure, return on ad spend and online revenue.
• Develop product videos, reels, customer testimonials, influencer collaborations and campaign calendars.
• Run offers, bundles, sampling campaigns and repeat-purchase initiatives.
• Monitor customer reviews, complaints, ratings and online product performance.

D. Offline Sales & Distribution — 25%

• Identify and approach premium supermarkets, gourmet food stores, specialty retailers and modern trade outlets in Mumbai.
• Develop relationships with retail founders, category heads, procurement managers and store managers.
• Present the product range, pricing, margins, product samples and commercial proposals to prospective buyers.
• Secure new retail listings and follow up until products are stocked and available for sale.
• Develop a network of distributors, stockists and sales partners wherever commercially justified.
• Coordinate in-store sampling, product demonstrations, displays, promotional schemes and merchandising.
• Track retailer orders, stock availability, secondary sales, replenishment and outstanding payments in coordination with the relevant teams.
• Explore corporate gifting, premium hampers, hospitality and other suitable institutional sales opportunities.
• Prepare weekly sales reports and maintain a pipeline of prospective customers.

E. Business Development & Revenue Growth — 15%

• Own the agreed monthly and quarterly sales targets for the makhana category.
• Develop sales plans covering online, offline retail, distributors and institutional customers.
• Identify new customer segments, channels, locations and business opportunities.
• Work towards repeat orders and profitable revenue rather than merely securing initial product listings.
• Track selling prices, discounts, channel commissions, gross margins, promotional costs and contribution profitability.
• Recommend suitable pack sizes, product bundles and pricing based on customer feedback and market performance.
• Build and maintain a sales pipeline with clear follow-up dates, expected order values and conversion status.

F. Planning, Reporting & Coordination — 10%

• Prepare monthly marketing calendars, sales plans and product launch schedules.
• Maintain sales, inventory, campaign expenditure and customer performance dashboards.
• Coordinate demand forecasts and replenishment plans to minimise stock-outs and excess inventory.
• Monitor product returns, complaints, damaged packs and expiry-related risks.
• Submit weekly progress reports and monthly business reviews to management.
• Coordinate with procurement, production, finance, packaging vendors and external marketing agencies.

Total: 100%

Preferred candidate profile

• 2–4 years of experience in FMCG, packaged foods, snacks, D2C brands, e-commerce or consumer marketing.
• Experience in at least two of these areas: digital marketing, retail sales, brand building and e-commerce.
• Comfortable personally visiting retailers, presenting to buyers and following up on orders.
• Working knowledge of Instagram, Meta Ads, marketplace listings, Excel and sales reporting.
• Strong communication, negotiation, execution and analytical skills.
• Willingness to work in a startup environment with limited resources and significant individual ownership.

Perks and benefits

ESOP AFTER A YEAR CAN BE THERE