Business Head - Consumer D2C

Business Head – Consumer D2C Sakthi Super Hub & CarPod

Location: Coimbatore / Tamil Nadu (travel across South India as needed) | Type: Full-time | Reports to: Promoter / Group Leadership

Role purposeOwn two early-stage, founder-backed consumer businesses and take them from thin websites to real revenue: Sakthi Super Hub (multi-brand food and wellness D2C that can later become physical retail) and CarPod (premium parked-vehicle protection pods sold direct to consumer). This is not a coordinator role. It is a builder who lives with the brands, the storefronts, the customer, the unit economics, and the team that does not yet exist.

The two initiatives1. Sakthi Super Hub — sakthisuperhub.comGroup D2C storefront for existing consumer verticals: Soya Sakthi, Mirakle (mirakle.life), Sakthi Dairy, and VIA Foods. Today the site is a basic shell with Soya Sakthi Prime as the live SKU set. Mandate: make it a working multi-brand store, then prove a path to physical retail.

2. CarPod — carpodpro.comPremium protection for parked cars and bikes: full-enclosure pods, bubble covers, flood covers. High-ticket, installation-led, pan-India delivery. Mandate: clarify the offer, fix the store, sell, install, and service without damaging brand trust.

What success looks like in the first 12 months• Sakthi Super Hub live as a complete multi-brand catalogue (not one soya line only), with clean product pages, payments, fulfilment, and repeat-order mechanics.

• Clear monthly D2C GMV, contribution margin, and CAC/LTV for each brand — even if early numbers are small.
• Mirakle, dairy, and VIA Foods actually sellable on the Hub, not just listed as tiles.
• CarPod offer rewritten so a first-time visitor understands the product in 10 seconds; size/fit, install, warranty, and after-sales documented.
• A working install-and-service playbook for CarPod (South India first), with lead-to-install cycle time measured.
• A 90-day physical-retail test plan for Super Hub (shop-in-shop, pop-up, or exclusive counter) with a go / no-go recommendation.
• A small operating team or agency stack in place so the business does not depend on one person for every order.

ResponsibilitiesP&L and ownership• Treat Super Hub and CarPod as two P&Ls under one seat. Weekly numbers: traffic, conversion, AOV, GMV, returns, contribution, cash.

• Set 90-day and 12-month targets with leadership; flag when a brand should stay D2C-only vs go physical.
• Protect working capital: inventory, packaging, install kits, and dead SKUs.

Brand and offer• Write and hold the simple story for each brand. Super Hub = trusted group nutrition and wellness in one cart. CarPod = premium shield for a parked vehicle, not a cheap cover.

• Kill placeholder copy, wrong brand names, and leftover template text on both sites.
• Define pack architecture, price ladder, bundles, and subscription / refill where it fits (especially soya, Mirakle, dairy).
• Own photography, PDPs, FAQs, warranty language, and claims so they stay legally and scientifically honest (especially Mirakle).

Digital commerce• Run both storefronts end to end: catalogue, checkout, payments, logistics partners, COD vs prepaid mix, refunds.

• Choose and manage the stack (current sites are basic e-commerce shells). Upgrade only when it improves conversion or ops, not for decoration.
• Performance marketing that can be turned off: Meta, Google, marketplaces (Amazon / 1mg / Healthkart for Mirakle; auto forums and classic-car groups for CarPod).
• Marketplace vs own-site mix. Own-site first; marketplaces only with margin discipline.

Operations and customer• Map factory-to-door for foods and factory-to-install for CarPod. Own SLAs with plants, 3PLs, and install crews.

• Build a lightweight CRM / ticket loop. First-response and install-quality matter more than vanity ads.
• CarPod: site survey, size selection, installation, demo of blower/filter, after-sales and rodent/flood claims process.
• Super Hub: cold-chain or ambient rules by SKU, expiry, batch, and returns.

Physical path (Super Hub)• Design the first offline format: exclusive counter, shop-in-shop, or small format store. Pilot in 1–2 cities before a network idea.

• Use group strengths where they help (logistics, existing Sakthi / ABT retail relationships) without dumping wholesale habits onto a D2C brand.

People and vendors• Hire or contract: content, performance media, customer support, CarPod install partners, warehouse pick-pack.

• Be the single internal champion. Factories, finance, legal, and group brands should have one person to call.

Skill set requiredMust have• D2C operator, not a brand intern. Has run or been no. 2 on an own-site commerce P&L (foods, wellness, durables, or auto accessories). Knows why contribution margin dies.

• Offer clarity. Can rewrite a confused product page into a sentence a customer understands. Comfortable killing bad copy.
• Full-funnel digital. Catalogue, ads, landing pages, WhatsApp / call close, fulfilment. Not ‘I handled Instagram’.
• Unit economics. SKU cost, packaging, freight, COD leakage, return rate, install cost. Spreadsheet-native.
• Vendor and plant fluency. Can sit with a soya / dairy / beverage plant or a PVC fabricator and get dates, yields, and defects — without waiting for a coordinator.
• Customer obsession. Will answer reviews, watch first 50 orders, and change the pack or install SOP. Not allergic to operations.
• Bilingual work style. English for brand and dashboards; Tamil (and ideally Hindi) for plants, installers, and South India customers.
• Builder temperament. Comfortable with thin websites, missing SOPs, and no dedicated team on day one. Does not need a 40-person org to start.

Strongly preferred• FMCG or nutraceutical D2C in India (protein, dairy, beverages, wellness drinks).

• High-consideration home / auto product with installation (covers, water, solar, interiors, EV chargers, aftermarket).
• Experience taking a brand from website-only to first physical touchpoints.
• Basic design taste: can brief a designer and reject a messy theme.
• Marketplace listing experience (Amazon, Flipkart, 1mg, auto marketplaces) without becoming dependent on them.
• Classic-car / enthusiast community familiarity is a plus for CarPod, not a requirement.

Not a fit• Pure marketing managers who have never owned fulfilment or margin.

• Retail merchandisers who only know distributor-led FMCG and want to ‘appoint stockists’ as the first move.
• Agency account leads who need a large brand team behind them.
• People who want to redesign logos for six months before the first clean order.

Experience and profile• 8–14 years overall; at least 3–5 years in D2C, e-commerce brand, or consumer founder / no. 2 role.

• Has personally shipped a catalogue live and watched weekly orders, not only decks.
• Graduate in any discipline; MBA is optional. Proof of building beats pedigree.
• Based in or willing to be in Coimbatore / western Tamil Nadu. Frequent plant, warehouse, and customer visits.

How the role is structured• One full-time seat. Two businesses. Shared playbook: own-site first, honest product, tight ops.

• Time split will flex. Early months: Super Hub catalogue + CarPod offer/install clarity in parallel. Do not starve one for a vanity launch of the other.
• Authority: day-to-day spend within an agreed budget; pricing, listing, creative, and vendor choice. Major capex, factory commitments, and brand-architecture changes with leadership.
• Support from group: product supply from existing plants/brands, logistics relationships, finance, and legal. Not a large dedicated staff on day one.

CompensationCompetitive fixed pay for Coimbatore + variable tied to GMV, contribution, and milestone delivery (store completeness, first 1,000 Super Hub orders, first 100 paid CarPod installs — numbers to be set at offer). ESOP / long-term incentive can be discussed if the person treats this as a multi-year build.

How to applySend a short note (one page, not a 12-slide deck) covering: (1) a D2C or consumer business you actually ran, with numbers you can defend; (2) which of the two initiatives you would fix first in 30 days and why; (3) current location and notice period.

Title on the offer letter can be Business Head – Consumer D2C, or Head of Brand & Commerce – Super Hub & CarPod, depending on the candidate.

ABT Group

• Internal hiring brief
• September 2026