Sales Leadership2019-04-24T16:00:30+05:30



with INDUSTRYCredsTM Certification

for Postgraduates

Launch your sales career by mastering B2B and B2C sales setups through hands-on projects with Hershey, Indian industry relevant content and one-on-one coaching with industry professionals.Win direct Pre Placement Interviews and shortlists from the world’s top recruiters based on your INDUSTRYCreds™ certification score.

Apply Now
1 year exclusive access to industry mentorship & content



Program Benefits

Get hands on exposure through live projects

Learn by working on the in-depth retail project for Hershey and a category building project from Grofers. Get a chance to understand how growth is driven across consumer goods, e-commerce and B2B business like healthcare and IT.

  Master Practical Distribution Frameworks from Industry Leaders

The Kraftshala programs are co-created with India’s most skilled sales leaders, with frameworks and tips to help you quickly master application of concepts that you can use in your placement preparation.

Stay on track with 1:1 mentorship

Book 1:1 interactions with Kraftshala experts and mentors from across the industry to help you with project feedback, guidance and support. Craft an action plan that works for you.

Prepare for placement interviews

Get interview specific support in crafting your individual stories and appear for an extensive interview with an industry recruiter that maps closely to the final placement process.

 Enjoy flexible scheduling

B-school curriculums are hectic. Which is why all our programs can be customised to your pace and schedule.

Earn credentials that matter

The INDUSTRYCreds™ Certification score is the only metric that top sales and marketing recruiters value because it correlates strongly to eventual job and placement performance. It’s also the only certification through which you can earn direct PPIs from leading recruiters like Nestlé.

Student Speak

Kaustubh Tripathi
Kaustubh TripathiIIFT Delhi

IndustryCredTM Score - 85
Kraftshala with its two-pronged approach of structured course and great mentorship helped me gain a unique insight into how the FMCG industry functioned and prepared me before-hand to face the challenges to come during my summers!

Amula Pranathi
Amula PranathiIIM Kozhikode

IndustryCredTM Score - 85
PPO @ PepsiCo
From basic terms to industry practices, from explaining peripherals to deep diving into branding through a myriad of examples, the program has helped me build strong branding foundations.

Kunal Pareek
Kunal PareekSCMHRD

IndustryCredTM Score - 83
Placed @ L'Oréal
Kraftshala helped me understand the sales environment across different retail formats which was critical during my ITC internship. Videos were a great balance between theory and practical application, particularly in Indian context.

Preetham Krishna
Preetham KrishnaIIM Lucknow

IndustryCredTM Score - 81
Placed @ BCG
The course has helped me in better understanding customer’s perspectives. The theoretical knowledge, frameworks, and the live project have been very useful. It has helped during placements and National case competitions.

Sanchita Goel
Sanchita GoelIIM Indore

IndustryCredTM Score - 72
The program aided my understanding of the brand and enabled me to do my project better, which helped me crack a PPO as well as the best internship project award.

Anima Nivsarkar
Anima NivsarkarIIFT Delhi

IndustryCredTM Score - 74
PPO @ Tata Motors
National Finalist - ITC Interrobang
Brand Building helped me not only during my summer internship but also during competitions.

Navin Dhote
Navin DhoteSCMHRD

INDUSTRYCredsTM Score - 88
PPO @ Bajaj Auto
The program was well structured with challenging projects helping me strengthen my fundamentals and apply them in real life problems. The mentorship and interaction with Industry experts shaped my thought process and eventually bagged me a PPO.

Saransh Vyawahare
Saransh VyawahareIIM Udaipur

INDUSTRYCredsTM Score - 77
PPO @ Marico
I was a part of the Sales leadership program which i joined after my summer internship. It helped me get an on field exposure which helped me build my profile in the Sales and Marketing direction.

LakshyaIIM Ranchi

INDUSTRYCredsTM Score - 73
Placed @ Berger
The project was a nice start for me as a fresher before I started my internship. They also helped me prepare for my finals . Having that extra helping hand always helps in getting that edge and that is what I got for my finals preparation

The applications for April batch are now open.

Apply Now

India’s most powerful sales stories taught by people who created them.

Adarsh K Menon

Vice President & Head, Private Labels & Electronics

Sudeep Chawla

Business Head,

Sreerupa Banerjee

VP, Brand Strategy & Communication,

Puru Gupta

Co-Founder & CEO,

Varun Satia


Sachin Kataria

Global Marketing Manager, Foods

U Shankar Rao

Brand Advertising,


6 Weeks

Program Duration

5-6 Hours

Weekly time commitment


Interactions with Industry Experts

Live Project

Effective Distribution for Hershey’s

Program Fee

INR 18,000 + GST


Introduction to Sales Leadership

  • Understanding the Program and Project expectations
  • Get a Business Perspective to Sales & Marketing
  • The Sales Process Simplified

Understanding the Different Cogs of the Sales Machine

  • The Manufacturer, Distributor and Retailer Organization
  • Understanding the DNA of different Channels
  • Enablers to the Sales Team: GTM team, Trade Marketing, BTL team etc.
  • Different Shopping Missions and how to win in each of them

Category Growth Framework

  • Defining a Category
  • Using the category growth equation
  • Understanding shopper behaviour and path to purchase
  • Transforming shopper insights to solutions

Working in the Market

  • The role of a Territory Sales Officer
  • Dynamics between the salesman, TSO, Distributor and the Retailer
  • Problems in the Market: Differentiating Symptoms from Diseases
  • The role of an Area Sales Manager

Assessing the Health of a Sales System

  • Key Metrics used by the Sales Organization: Sales, Coverage, Bill Productivity, LPPC, Sales Returns etc.
  • Key Metrics used by the Distributor Organization: Return on Investment (ROI) Calculation
  • Key Metrics used by the Retailer Organization: Margin Calculation

Motivating Teams

  • Challenges of managing a team right after business school
  • Basics of Leadership
  • Building a self portrait
  • Goal Setting Practices

A Deep Dive into E-commerce

  • How is the E-commerce sector different from FMCG?
  • What is the team structure in E-commerce?
  • Understanding the different distribution models that exist in E-commerce
  • Deep-diving into the Inventory Management for different categories
  • How are targets set?

Understanding Key Metrics tracked in E-commerce

  • How is Top Line driven?
  • Understanding Selection
  • How is Bottom Line driven?
  • Delivering a perfect shopping experience online

Growth Drivers in E-commerce

  • Understanding the barriers in E-commerce Penetration
  • Demystifying the Big Billion Day
  • Analyzing Private Labels
  • Category Growth in E-commerce

A Deep Dive into Telecom

  • Understanding the different Business Lines in Telecom and their corresponding customers
  • The Distribution setup in Telecom
  • Differentiation in Telecom: Spectrum Auctions & Innovation
  • Organizational Structure in Telecom

Growth Drivers in Telecom

  • Metrics Tracked in Telecom
  • Sales force Incentivisation
  • Understanding the Key Challenges in Rural India for Telecom
  • Customer Experience Excellence at Vodafone

Additional Resources

  • Microsoft Excel Support
  • Storytelling through Presentations
  • Cracking interviews- the most effective methods