Brand Stories

Chapters I've written so far

Three arenas, one working philosophy — that regulated categories, done right, produce the most loved brands. Scroll to walk the timeline.

Ch. 01
Jun 2025 — Present

Alkem Laboratories

The Portfolio Architect

Deputy Manager · Corporate Strategy & Business Development (Digital Lead)

Mumbai

I drive commercial excellence and AI integration across Alkem's 26 business units — building the automated tools and digital platforms that optimise field operations and marketing nationwide.

  • Spearhead predictive AI 'nudge' initiatives that turn historical sales and field-effort patterns into personalised Next-Best-Action coaching for medical reps
  • Scaled MediSamvad, our HCP engagement platform, to 2.2 lakh+ doctors — running WhatsApp, RCS and email journey marketing, fully compliant
  • Manage product reallocations, BU expansions and mergers across all 26 divisions to maximise ROI and defend high-risk portfolios
  • Deployed 'DietGenie' — personalised dietary intelligence that deepens HCP and patient retention
  • Built an AI reporting canvas fusing five data lakes (SAP, IQVIA, SMSRC, HR, Finance) and a targeting tool that cascades DSM-to-MR targets in 30 minutes
RecognitionLPC Pharma AI Innovation Award · DigiPharmaX · Hall of Fame ×2
Ch. 02
May 2024 — Feb 2025

Bira 91 Beverages

The Cultural Craftsman

Management Trainee — Rotational

Delhi NCR · Chandigarh · Mysuru · Bengaluru

I lived every side of the beer business — from decoding a decade of category data to redesigning the taproom experience — and became a Cicerone-certified brand insider along the way.

  • Reframed a decade of national beer data into state-specific brand playbooks that traded volume for meaning
  • Reimagined the Chandigarh B9 Taproom around a mood-based 'Beer Finder' — a story-first experience that changed how the brand met its consumer
  • Owned 400+ HoReCa relationships in Delhi NCR — the accounts that decide whether a brand is served or shelved
  • Cicerone-certified · earned as much respect from brewers as from bartenders
RecognitionBeast Award · Top Sales Performer, New Account Acquisition
Ch. 03
Apr 2023 — Jun 2023

Tata Consumer Products

The Launch Whisperer

Emerging Leaders Plus — Summer Intern

Mumbai

I cut my teeth taking four Tata launches from PowerPoint into 450 real Indian storefronts — and left behind an SOP that outlasted the internship.

  • Executed the ground game for four national product launches across 11 regions
  • Built the SOP framework Tata still uses to shepherd new products from shelf to consumer
  • Learned how modern trade and general trade really work — from the store, not the boardroom
© 2026 · Ashwin Kalra · Portfolio & AI Digital Strategist