Sales Leadership2019-10-17T16:54:23+05:30



with INDUSTRYCredsTM Certification
and Live Projects

for current B-school Students

Launch your sales career by mastering B2B and B2C sales setups through hands-on projects, Indian industry relevant content and one-on-one coaching with industry professionals. Get a direct recommendation to our recruiting partners based on your INDUSTRYCreds™ certification score.

The applications for current batch are now open.

Apply Now
12 months exclusive access to industry mentorship & content
This would be the last batch for the year whose scores will be shared with our recruiting partners.




“The uniqueness that Kraftshala brings to the table is to demystify ‘marketing’ and bring in tools on the science and art of marketing. This results in a set of students who come in appreciating the brand and become real assets to the company from day 1.”

Kriti Kaur Sablok
Recruitment Manager, Hindustan Unilever

Kraftshala provides a learning experience to students which is very relevant to them. They also provide students an opportunity to work on live projects where in addition to being taught by faculty, students also get mentored by business professionals who have seen the industry for a while. Kraftshala helps us build those competencies in marketers and sales folks who understand the business as on the ground so they can hit the ground running when they join these corporates.”

Keyur Gupta
HR Business Partner, Nestlé

Program Benefits

Get hands on exposure through live projects

Learn by working on an in-depth & challenging retail project from a major FMCG and a category building project from an Ecom company. Get a chance to understand how growth is driven across consumer goods, e-commerce, banking and B2B businesses 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 the application of concepts that you can use in your placement preparation and help you crack national case competitions.

Stay on track with Personalized Coaching

Book Personalized Coaching with Kraftshala experts and mentors from across the industry to help you with project feedback so that the concepts become second nature to you. 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.

Get High return on time invested (ROTI)

B-school curriculums are hectic. And thus there is no good to know or filler content. Get 4X more out of every hour that you spend preparing with us vs anything else.

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

INDUSTRYCredsTM 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

INDUSTRYCredsTM 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

INDUSTRYCredsTM 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

INDUSTRYCredsTM 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

INDUSTRYCredsTM 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

INDUSTRYCredsTM 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 current batch are now open.

This would be the last batch for the year whose scores will be shared with our recruiting partners.

Apply Now

Kraftshala Network

Meet your Course Architects

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

Adarsh K Menon

VP & Head, Private Labels & Electronics

Sudeep Chawla

Business Head,

Sreerupa Banerjee

VP, Brand Strategy & Communication,

Kunal Malhotra

Assistant Regional Manager, Zone AOA

Varun Satia


Sachin Kataria

Founder, Spherof Foods | Ex-Unilever

U Shankar Rao

Brand Advertising,

Kunal Bhardwaj

Vice President

Meet some of the mentors who you can directly talk to as part of the program

Sambit Dash

Head of Marketing

Mansi Khanna

Marketing Manager(Chocolates), Ex – P&G

Kunal Mehta

Ex – Global Innovation & Renovation Manager

Soumita Mukherjee

Ex – Category Manager

Anuri Mehta

Ex – Marketing Manager

Shail Gaurav

Category Marketing Manager- Dairy

Shanker Mohan

Associate Director,Ex – Amazon,Star

Bhrugesh Chauhan


Divya Aggarwal

Account Manager

Rajat Sharma

Senior Brand Manager

Rohan Arora


Gaurav Gupta

Senior Manger HRBP

Rudra Mishra

Deputy GM Marketing

Ashish Agrawal

Head – Digital Marketing



Live Project

Create effective distribution strategy for an FMCG brand,
Grow category for an Ecom brand

Personalised Interaction with industry experts

Feedbacks and mentorships with 200+ professionals

6-7 hours for 6 weeks

18,000/- + GST

Convenient EMI Options available
*See FAQs for more


INDUSTRYCreds™ scores are evaluation scores which are calculated on the basis of 10 parameters that reflect leadership and course specific functional aptitude. These parameters are used by all major recruiters in their own hiring process. This brand management certification is built in partnership with world’s best recruiters and help in identification & recognition of student potential against an absolute standard.

  • Gain access to the multiple opportunities opened by our recruitment partners based on your INDUSTRYCreds score
  • Add the online marketing certification to your resume and LinkedIn profile for increasing your chances of being shortlisted from the best recruiters
  • Keep yourself updated by participating in various events/webinars hosted for INDUSTRYCreds certified professionals


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