As Tata Housing’s Head of Marketing Services, Rajeeb is responsible for leading all corporate and project marketing efforts. Rajeeb joined Tata Housing Development Company Ltd (a 100% subsidiary of Tata Sons) in 2006 as Senior Manager – Marketing Services and has swiftly progressed to head the department within a short span of time. At Tata Housing Rajeeb has played a key role in building a distinctive brand image for Tata Housing in a highly unorganized and cluttered Indian real estate market, almost from scratch. During his tenure, Rajeeb introduced various innovative marketing concepts, which helped to minimize marketing spends upto 2% of the revenue with faster turnaround for the projects. He was recently bestowed with the PowerBrands Hall of Fame Most Dynamic Professional of the year 2011 at Awards function held in London.
Today, the company has built a perception of building landmark projects, ethical business practices and a consumer centric corporate. Rajeeb is also the force behind Tata Housing winning numerous awards such as the Top 10 Developers of India by Construction World, Developer of the Year by Construction Week, GIREM 2010 for Best Real Estate Developer, GIREM 2009 for Promising Future Company, Multiple awards at Asia Pacific Property Awards 2009 & 2010 among others, both at a domestic and International platforms.
Prior to joining Tata Housing, Rajeeb worked with UB Group as a Senior Brand Manager, handling the world No.1 and UB Group’s flagship whiskey brand – Bag Pipper. During his tenure at UB Group, Bag Pipper overtook Johnnie Walker to become the world’s highest-selling brand. Was also instrumental in launching an alcoholic beverage (Bag Pipper) for the first time in tetra pack.
Before joining UB Group, Rajeeb worked with TATA Chemicals as a Brand Manager – Branded Salt, where he played an important role in the successful re-launch of TATA Salt Brand with the most popular campaign (TATA Namak – Desh Ka Namak) as well as in increasing its market share to its highest level and was more than the combined market share of the next two competitors. During this period, in every second 14 packs of Tata Salt was getting sold with wide penetration of 8 lakh retail outlets. This campaign made the Tata salt as a generic brand in the salt category.
During the same period Tata Salt also launched a low-cost branded iodized salt ‘Samunder’ in order to reach the bottom of the pyramid and successfully convert the un-branded salt users to use Iodized Namak. Samunder today is No.2 branded salt next only to Tata Salt. These marketing innovations helped Tata Salt to be the No.1 trusted brand and undoubted leader in the category. Rajeeb has also been the part of launch team, which launched branded cooking soda for the first time in India.
Rajeeb started his career with AC Nielsen as a quantitative research division. He handled brands like Dabur, Horlicks, Coca Cola among others. He was actively involved in various research processes like brand tracking study and new product research and was instrumental in initiating ad pre testing study for various brands. Rajeeb was also closely involved with the product launch of Dabur Hommade cooking paste and Dabur Real Juice.
Rajeeb holds a MBA degree specializing in Marketing and has an in-depth understanding of the Indian consumer psyche and an experience of over 11 years has helped Rajeeb develop marketing philosophies that reflects the needs of the Indian masses across companies.
As the leader of a real estate company, it is rewarding to observe that property purchasing action in India seems to be moving online quickly. Indian consumers are now not only researching properties online before buying, they are even making a further commitment by paying the booking amount. This seems to be the natural progression for buyers who are now younger, tech-savvy and are seeking information and transparency when dealing with developers.