VEGROW
Website:
vegrow.in
Job details:
Vegrow is India's leading technology-driven B2B fruit marketplace, connecting farmers, buyers and businesses through an integrated supply chain ecosystem.
FruitX (formerly FXS) is Vegrow's technology-enabled Mandi business that modernizes traditional fruit trading by digitizing procurement, auctioning and buyer transactions. The platform brings together farmers and buyers through transparent auctions, technology-led operations and efficient on-ground execution, enabling better price realization for farmers while ensuring consistent quality and reliable supply for buyers.
Role : Head – FXS Demand (FruitX Business)
Base Location Location: Nashik / Pune (Candidates currently based in Maharashtra or willing to relocate to Maharashtra are encouraged to apply)
Travel Frequency: High. (Frequent travel across the Nashik–Solapur belt and Gujarat based on mandi locations and business requirements)
Role Overview: The Head – FXS Demand will lead the commercial demand charter by driving buyer acquisition, customer relationships, auction participation, credit governance and marketplace growth across multiple mandis. The role is responsible for building a strong buyer ecosystem, maximizing marketplace liquidity, driving profitable growth and delivering superior customer experience through data-driven commercial decision making. The ideal candidate should possess strong General Trade experience, deep understanding of channel and distribution businesses, excellent commercial acumen and proven leadership experience managing large field teams.
Business Leadership
- Own the overall Demand charter for the FruitX business across assigned markets.
- Drive sustainable revenue growth, profitability and business expansion.
- Develop annual business plans, market expansion strategies and growth roadmaps.
- Drive business performance through regular reviews, commercial analytics and operational excellence.
- Partner with leadership to identify new business opportunities and scale the business.
Demand Leadership
- Lead buyer acquisition, customer management and relationship development.
- Drive auction participation and marketplace liquidity.
- Develop demand generation strategies and expand customer base.
- Improve customer retention and customer experience.
- Monitor demand trends, pricing and market intelligence.
- Lead strategic account management and profitable growth.
Farmer Engagement:
- Build and maintain strong relationships with farmers across operating mandis to understand crop arrivals, market dynamics and quality trends.
- Ensure transparent communication and seamless coordination between farmers, mandi teams and buyers.
- Gather on-ground market intelligence and farmer feedback to improve auction participation and marketplace efficiency.
Credit & Commercial Management:
- Own customer credit governance, collections and receivables management.
- Drive commercial negotiations while protecting business margins.
- Ensure adherence to credit limits, payment cycles and collection targets.
Cross-functional Collaboration:
Work closely with Operations, Quality, Finance, Product, Technology and Analytics teams to improve customer experience, technology adoption, operational productivity and marketplace performance.
Team Leadership:
- Lead and develop high-performing Demand teams across multiple locations.
- Build a culture of ownership, execution excellence and customer centricity.
- Coach and mentor regional managers and field teams.
Desired Candidate Profile:
- 8–12 years of experience in General Trade, Food, Agri-business, Fresh Produce, Retail or Distribution-led businesses.
- Relevant experience from Agri Input/Output companies is preferred.
- Proven experience in revenue growth, customer acquisition, demand generation and business profitability.
- Strong experience in customer management, channel development, credit management and market expansion.
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