Entrepreneur in Residence – Consumer Brands

About the Role

We are looking for an entrepreneurial, commercially minded operator to work closely with the Founder to identify, build, launch, and scale new consumer businesses from the ground up.

This is a 0-to-1 business-building role.

You will work across the full journey of creating new consumer brands — from identifying opportunities and validating ideas to product development, sourcing, branding, go-to-market, launch, and early-stage growth.

The role is suited to someone who thinks like a founder but wants to build within an established platform with access to capital, teams, operational infrastructure, sourcing capabilities, and existing D2C expertise.

You will not simply advise on new ventures. You will be expected to build them.

What You Will OwnOpportunity Identification

- Identify attractive opportunities across consumer categories including wellness, nutrition, personal care, beauty, food, lifestyle, household products, and other emerging segments.
- Study consumer behaviour, trends, competitor activity, pricing, product gaps, and changing customer needs.
- Identify underserved markets and white-space opportunities.
- Evaluate ideas based on market size, consumer demand, margins, repeat potential, regulatory complexity, competition, and scalability.
- Develop clear investment theses and business cases for promising opportunities.

Concept & Business Development

- Convert opportunities into commercially viable business concepts.
- Define the target consumer, problem being solved, product proposition, positioning, pricing, and business model.
- Build initial financial models covering:
- Product cost
- Gross margin
- Contribution margin
- CAC assumptions
- AOV
- Repeat purchase
- Working capital
- Inventory requirements
- Break-even scenarios
- Recommend which concepts should be tested, scaled, modified, or rejected.

Product Development & Sourcing

- Identify manufacturers, suppliers, formulation partners, and packaging vendors.
- Lead product sampling and iteration.
- Negotiate costs, MOQs, commercial terms, and production timelines.
- Work closely with NPD and sourcing teams to create differentiated products.
- Balance product quality, consumer proposition,



cost structure, and speed to market.
- Coordinate regulatory, quality, and compliance requirements where relevant.

Brand Creation

- Develop the initial brand strategy and positioning.
- Define brand proposition, target audience, tone, pricing architecture, and product portfolio.
- Work with creative teams on:
- Brand naming
- Identity
- Packaging
- Website
- Product communication
- Claims
- Launch assets
- Ensure that every brand has a clear and differentiated consumer proposition.

Go-to-Market

- Design the launch strategy for each new venture.
- Determine:
- Initial product assortment
- Pricing
- Offers and bundles
- Inventory
- Customer acquisition channels
- Marketplace strategy
- Influencer strategy
- Content strategy
- Coordinate performance marketing, creative, technology, operations, logistics, and customer support teams.
- Build a clear 30/60/90-day launch and validation plan.

Launch & Validation

- Take new ventures from concept to live market launch.
- Launch with controlled inventory and defined test budgets.
- Track early performance including:
- CAC
- Conversion rate
- AOV
- Contribution margin
- Repeat rate
- Refund and return rates
- Customer reviews
- Customer feedback
- Retention
- Product-market fit signals
- Rapidly identify weaknesses in the proposition, product, creative, pricing, or acquisition strategy.
- Run structured experiments to improve performance.

Scale or Kill Decisions

A major part of the role is knowing when not to scale.

You will assess each venture objectively and recommend whether we should:

- Scale aggressively
- Continue testing
- Reposition the proposition
- Change the product
- Change pricing
- Pause the project
- Shut it down and reallocate resources

The objective is not to launch as many brands as possible.



It is to identify and build businesses capable of becoming meaningful consumer companies.

Portfolio Building

You may initially work across several potential opportunities simultaneously.

As a particular venture demonstrates strong potential, you may transition into deeper ownership of that business and potentially become its:

- Business Head
- General Manager
- Brand CEO
- Venture Lead

Alternatively, you may continue incubating and launching additional businesses across the portfolio.

Who We’re Looking For

We are looking for someone who combines strategy with execution.

Ideally, you have 4–10+ years of experience across one or more of the following:

- Consumer startups
- D2C brands
- FMCG
- E-commerce
- Category management
- New ventures
- Founder’s Office
- Venture building
- Product development
- Brand management
- Growth
- Previous entrepreneurship

Prior experience launching a product, brand, category, or business from scratch is highly desirable.

Previous startup or entrepreneurial experience is a robust advantage.

What Makes Someone Successful in This Role

You are likely to succeed if you:

- Think like an owner rather than an employee.
- Are naturally curious about consumer products and businesses.
- Constantly notice new brands, products, trends, and market gaps.
- Can move from research to action quickly.
- Are comfortable with ambiguity.
- Can work without a predefined playbook.
- Understand numbers and unit economics.
- Are commercially minded.
- Can negotiate with manufacturers and vendors.
- Can work effectively with creative, marketing, operations, and technology teams.
- Are comfortable personally getting involved in execution when required.
- Can run several projects simultaneously.
- Are willing to abandon ideas when the data does not support them.
- Enjoy building businesses more than maintaining established ones.

What This Role Is Not

This is not a consulting role.

It is not purely a strategy role.

It is not a conventional Brand Manager position.

It is not purely business development or partnerships.

You will be expected to take ideas through the entire journey

Pay: ₹12,000.00 - ₹82,000.00 per month

Benefits:

- Food provided

Work Location: In person

📌 Entrepreneur in Residence (Andheri)
🏢 Altrone
📍 Andheri