Shantanu is a seasoned sales and marketing professional with around 17 years of experience across FMCG, sales strategy, route-to-market, trade marketing, key accounts and channel development. He holds an MBA from Faculty of Management Studies (FMS), University of Delhi and began his career with IBM before moving into sales and marketing roles at Vodafone and subsequently Britannia Industries.
At Britannia, Shantanu has held several leadership roles spanning urban markets, state operations, regional sales, sales strategy, route-to-market and trade marketing. He currently leads the company’s Organised Trade business, covering channels including e-commerce, modern trade and alternate channels.
His experience gives him a strong understanding of India’s evolving FMCG distribution landscape, including channel development, retail execution, shopper behaviour and route-to-market strategies. Earlier, as National Sales Development Manager, he also shared industry perspectives on FMCG route-to-market, outlet characteristics, product visibility and availability.
More recently, Shantanu has been speaking about the changing dynamics of quick commerce, consumer behaviour and the future of marketing. At a recent FMS leadership session, he discussed how brands need to rethink visibility, trial and conversion as consumers increasingly make purchase decisions on quick-commerce platforms. He also highlighted premiumisation, continuous innovation and the growing role of AI in content creation and digital marketing.
Shantanu Gupta’s combination of organised trade leadership, FMCG sales expertise and understanding of emerging commerce channels makes him a relevant voice on the transformation of India’s retail and consumer ecosystem.