TANYA INDUSTRIES

New Business Vertical Paints & Coatings

Assistant Manager Commercialisation & Sales, Paints, Coatings & Construction Chemicals

Job Title - Assistant Manager Commercialisation & Sales, Paints, Coatings & Construction Chemicals

Vertical -Recent Business Vertical Paints & Coatings (ground-up setup)

Experience - 6 - 10 years in sales, marketing, or commercialisation of paints, coatings, or construction chemicals

Education - B.Sc./B.Com/MBA (Marketing/Sales) preferred; a science background (Chemistry/Paint Tech) is an advantage but not mandatory

About the Role

Tanya Industries is building a Paints & Coatings vertical from the ground up, building on its existing Polymer Modified Bitumen (PMB) strength. This is a founding, market-facing role focused on turning new formulations into a real business driving customer trials, go-to-market strategy, channel development, and commercial launch. You will be the vital link between the technical/R&D; team and the market, ensuring every product that gets developed actually sells.

Key Responsibilities

- Own the go-to-market strategy and commercial launch plan for the new product portfolio.
- Lead customer and site trials, gathering market feedback and translating it into product and positioning inputs for the R&D; team.
- Build and manage the sales pipeline, dealer/distributor network, and key accounts for the new vertical.
- Conduct competitive benchmarking of market products from a pricing, positioning, and customer-value standpoint.
- Support pricing and feasibility decisions by bringing market and customer insight into raw-material and cost discussions.
- Coordinate with Procurement, Manufacturing, and R&D; to align commercial commitments with production capability.
- Represent the new vertical at customer sites, trade shows,



and industry forums to build early market presence.
- Troubleshoot field issues in coordination with the technical team, acting as the primary customer-facing point of contact.

Must-Have Skills

- Proven track record in sales, business development, or commercialisation within paints, coatings, or construction chemicals.
- Strong understanding of dealer/distributor and institutional/project sales channels in this industry.
- Ability to read and use basic technical data (viscosity, adhesion, coverage, weathering, etc.) to have credible conversations with customers and the technical team deep formulation expertise is not required.
- Comfortable working in a founding, ambiguous environment with no existing sales structure, SOPs, or team in place.
- Strong negotiation, relationship-building, and market feedback skills.
- Experience running customer trials and managing launch timelines end-to-end.
- Basic familiarity with paints/coatings or construction chemicals through prior industry exposure or a science-adjacent background is expected; hands-on formulation experience is a plus, not a requirement.

Good-to-Have

- Experience in the protective/anti-corrosion coatings or bitumen/polymer-modified systems space.
- Exposure to capex/budget planning for a new business line.
- A science background (B.Sc./M.Sc. Chemistry, Paint Technology) is a plus,



but a strong commercial background with basic technical fluency is equally valued.

What You'll Work Across: Concept Commercialization As a founding hire, you'll be involved end-to-end in bringing the new product line to market from shaping the initial product ideas around market gaps, through customer trials, to full commercial launch.

Stage 1 - Concept

What You'll Own - Shape the initial product ideas based on market gaps and target segments.

Why It Matters Here - You'll help decide what this business builds first, not just execute a fixed brief.

Stage 2 - Customer Trials

What You'll Own - Coordinate and lead trials at customer/site level, capturing performance feedback.

Why It Matters Here - Confirms real-world fit before a formulation moves further.

Stage 3 - Scale-up

What You'll Own - Track the move from trial batch to full commercial batch, flagging commercial risks.

Why It Matters Here - Where cost and supply commitments need to hold up.

Stage 4 - Channel & Market Setup

What You'll Own - Build the dealer/distributor network and institutional/project sales pipeline.

Why It Matters Here - You're building the go-to-market engine from zero.

Stage 5 - Quality & Positioning

What You'll Own -Work with the technical team to translate specifications into customer-facing value.

Why It Matters Here -Sets how the product is positioned and sold, not just how it's made.

Stage 6 - Commercialization

What You'll Own -Own product demos, customer trials, and the go-to-market launch.

Why It Matters Here -Where your commercial work turns into a real business outcome.

Relevant Industries

Decorative & industrial paints • Protective/anti-corrosive coatings • Construction chemicals (waterproofing, adhesives, admixtures)

📌 Assistant Manager (Jabalpur)
🏢 Tanya Industries
📍 Jabalpur