Leading Food & Agribusiness club, Sourish interned in marketing at FormsAdda.

Campus
ambassador of ABG, he won competitions at IIM-A & ISB. An IITJAM qualifier, Centre topper of
NGPE Olympiad, regional finalist of CL Quiz, he is a state level Sprinter, Zonal level basketball
player & avid debater.

Sourish devised a channel strategy for Godrej animal feed after analyzing historic sales data & doing
a market survey of 60 distributors in 15 districts while benchmarking Godrej across 12 parameters.

During his Godrej marketing internship, Sourish analyzed the sales data of animal feed of 2 states
across 52 districts of past 3 years. He figured out the market share & geographical penetration in
those states. He categorized 220 distributors of 2 states into 4 categories. He did a growth-de
growth analysis of 3 categories of feed in 2 states and gave key insights. Identified predictive
patterns in the buying frequency of the distributors. Benchmarked Godrej against competitors on 12
parameters. Did an extensive market survey of 60 pre-determined distributors and 30 retailers
across 15 districts and identified the key priority drivers across all 4 categories of distributors.
Compared the drivers of both states & reasons for de-growth of both states. Identified 7 districts in
MP and 9 districts in RJ to be the “Focus districts” for increasing growth in depth. Provided a
promotion strategy for all the 3 types of feed on 9 parameters keeping in mind the ticket size of the
distributor. Identified the specific TG & came up with detailed type wise channel sales growth
strategy & also came up with a distributor management and incentive driven promotion strategy in
the key focused districts.

 Analyzed historic sales data of animal feed of 2 states across 52 districts of past 3 years &
categorized 220 distributors into 4 categories
 Performed a growth-de growth analysis of 3 types of animal feed & gave key insights &
identified predictive patterns in buying frequency of distributors across the sales data
 Carried out an extensive primary market survey of 60 pre-determined distributors & 30
retailers across 15 districts & identified key motivators & demotivators of the channel &
benchmarked Godrej against competitors on 12 parameters
 Identified 7 districts in Madhya Pradesh and 9 districts in Rajasthan as key target districts for
increasing depth of the channel
 Designed a detailed type wise channel sales growth strategy for all 3 types of animal feed
based on the ticket size of the distributor & devised an incentive driven promotion strategy on
9 parameters in the key target districts