DHIRAJ KUMAR MEHTA
Indore
Summary
Category Leader with 12+ years of experience in the Agri-Input industry, specializing in category strategy, sourcing, pricing, and P&L management. Proven track record of managing ₹100+ Cr business portfolios, improving gross margins (4-5%), and driving category growth through vendor partnerships, private label development, and data-driven decision-making. Strong expertise in building scalable supply chains, optimizing assortment, and leading cross-functional teams across multiple states.
Overview
12
12
years of professional experience
Work History
Category Manager
Gramophone, Voyage Agri Solutions Pvt Ltd.
Indore
06.2021 - Current
- Managed ₹100+ Cr category portfolio across seeds, crop nutrition, and crop protection, enhancing seasonal demand alignment and inventory efficiency
- Improved gross margins by 4-5% via strategic sourcing, pricing optimization, and product mix planning
- Led category planning (assortment, pricing, demand forecasting) aligned with seasonal consumption patterns
- Built direct sourcing partnerships with manufacturers, improving supply reliability and reducing procurement costs
- Designed and executed trade promotions and schemes, driving increased offtake across categories
- Launched private label seed products, improving control over margins and supply chain
- Led procurement operations across multiple states (MP, Rajasthan, UP, Chhattisgarh, Maharashtra)
Category Manager- North Zone
Agrim Wholesale Pvt Ltd
Gurugram
08.2020 - 06.2021
- Built and scaled North Zone operations across 4 states, achieving ₹1.5 Cr monthly revenue within 5 months
- Developed market intelligence on demand trends, pricing dynamics, and product movement, enhancing category decision-making
- Collaborated with category and supply chain teams to optimize assortment, pricing, and demand planning based on regional insights
- Improved sell-through and inventory movement by aligning supply with real-time market demand, optimizing stock levels
- Led team of 15 Area Sales Managers, executing strategies that supported regional growth
Agronomy Consultant
Plantix
Mohali
11.2018 - 08.2020
- Delivered data-driven agronomy advisory to farmers by diagnosing crop diseases, nutrient deficiencies, and pest infestations through image analysis and field expertise.
- Interpreted crop images and symptom patterns to recommend timely, cost-effective, region-specific solutions across multiple crops.
- Collaborated with internal agronomy and product teams to improve diagnostic accuracy and refine solution recommendations.
- Enhanced farm productivity and sustainability by providing timely, accurate, actionable agronomic support.
Area Sales Manager
Toor Fertilizers
Ludhiana
06.2014 - 11.2018
- Established a network of 100 distributors, contributing to revenue generation of 50Cr.
- Managed sales and business development operations across Amritsar and Ludhiana regions, improving market penetration.
- Led and trained a team of 4 sales executives, driving their daily activities and sales targets.
- Cultivated relationships with farmers, achieving a 5X increase in customer retention.
- Trained and mentored sales representatives to improve their product knowledge, sales techniques, and customer relationship management.
Education
Post Graduate Diploma - Business Administration (Marketing)
Symbiosis
Pune03-2014
Bachelor of Science - Agriculture (Honors)
Khalsa College
Amritsar05-2011
Skills
- Demand-Supply Balancing
- Inventory Management
- Product Lifecycle Planning
- Expiry Risk Management
- Sell-Through Optimization
- Price Fluctuation Management
- Seasonal Demand Analysis
- Vendor Sourcing
- Pricing Strategy
- Margin Optimization
- Demand Forecasting
- Private Label Development
- Trade Promotions
- Working Capital Optimization
- Supply Chain Optimization
Languages
- Hindi
- Punjabi
- English, Proficient
- Hindi, Native
- Punjabi, Native
Core Expertise
- Managed high-value, seasonal Agri categories with a focus on demand-supply balancing and inventory turns.
- Worked on product lifecycle planning, minimizing expiry risks, and optimizing sell-through.
- Handled price fluctuations and seasonal demand patterns across categories.
- Vendor Sourcing (Domestic and Direct Partnerships)
- Pricing Strategy & Margin Optimization
- Demand Forecasting (Seasonal Cycles - Kharif/Rabi)
- Private Label Development
- Trade Promotions & Sell-through Planning
- Working Capital & Supply Chain Optimization
Timeline
Category Manager
Gramophone, Voyage Agri Solutions Pvt Ltd.
06.2021 - Current
Category Manager- North Zone
Agrim Wholesale Pvt Ltd
08.2020 - 06.2021
Agronomy Consultant
Plantix
11.2018 - 08.2020
Area Sales Manager
Toor Fertilizers
06.2014 - 11.2018
Post Graduate Diploma - Business Administration (Marketing)
Symbiosis
Bachelor of Science - Agriculture (Honors)
Khalsa College