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Jayant Kapre has built United Biscuits India business from scratch

Arunima Mishra     February 27, 2014

{mosimage}As the first employee of the India operations of British multinational United Biscuits (UB), Jayant Kapre has been instrumental in building the business from the ground up in just five years. "United Biscuits India is the most important thing that I have ever done," he says.

Kapre considers UB India a start-up as globally, too, it is funded by private equity. The Rs 120-crore Indian arms products are sold in 100,000 stores and 4,000 modern retail outlets in 600 towns.

Commercial operations began in January 2010, and grew 50 per cent last year. Kapre says it was a challenge to create disequilibrium and disrupt a market in which consumers are used to certain brands, and to let consumers know where they have missed value.

He built his sales and marketing team from sectors as varied as confectionery, dairy, frozen products and cola. He says they worked seven days a week for the first two years to make the new venture a success.

He adds that he has a small team of like-minded people who have a practical approach, are fast decision-makers, and can spot errors quickly.

UB India has 800 distributors, exports to 26 countries, and is in talks to expand further. In addition to its factory in Ambala, Haryana, UB has set up a contract manufacturing facility in Hyderabad to cater to southern markets.

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