Meet the IAA Awardwinners-5: Chandramouli Venkatesan

07 Feb,2013

Chandramouli Venkatesan, Executive director Chocolates & Biscuits, Cadbury India was awarded Marketer of the year: FMCG – Food & Beverages at the IAA Leadership Awards last week. He spoke with RITU MIDHA soon after receiving the award.


What would you attribute this award to?

When you put in effort, you do not do it for awards. However, when you win the awards – the recognition definitely makes you feel good.


As for this award specially, It is an honour to get this award – as you are nominated and awarded by very competent peer group. Cadbury is an excellent brand to work for – which is much liked by the consumers. We have an excellent time and partners – and together we are quite effective.


You have worked with smaller or younger brands earlier – how does your experience in Cadbury differ from them?

It ultimately boils down to the task – there are different kinds of tasks.  While in some cases, you are fighting competitive challenge, in others you are working towards growing the category in the country. For instance, in case of chocolates – though it is a very strong market, one still needs to grow the market. Nature of challenge varies – but all jobs are challenging. I do not think there is any easy job there.


You are speaking of category expansion – to what extent is it possible to expand the market?

Per capita consumption in India is 110 grams, in developed world it is 10 kilgrams – so we are 100th per capita of developed world – so there is a very very long way to go – and opportunities are immense. Hence, as market leaders our focus continues to be expansion of the category.


What would be the key growth segment for Cadburys?

Our focus is three tiered. There are opportunities in all segments – be it rural, urban or upper end market.


Do you see rural consumer contributing here?

Rural is actually very strong. Overall economic development and information and awareness explosion – thanks to media penetration is very strong, has led to rural consumer demanding and consuming better quality products.


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