Head of E-commerce - Rural E-com

About the Role

Our client, a 0–1 stage e-commerce startup, is looking for an entrepreneurial Category Head – Rural to build and scale its rural commerce category from the ground up. This role offers complete ownership to define the strategy, onboard suppliers, design the assortment, price for value-conscious customers, and establish a robust supply chain tailored to rural and semi-urban markets. You will directly own the P&L, drive customer adoption, and set the foundation for future category growth.

Key Responsibilities

• Define and execute the category vision, strategy, and roadmap for rural commerce.
• Conduct in-depth market research to understand rural and semi-urban customer needs, pricing sensitivity, and product gaps.
• Build and manage strong supplier/vendor partnerships to ensure quality, affordability, and reliable supply.
• Curate assortment that balances affordability with aspirational demand.
• Collaborate with product, marketing, and operations to launch localized GTM campaigns and drive adoption.
• Own category P&L, focusing on revenue growth and positive unit economics.
• Experiment with innovative distribution and last-mile delivery models suited for rural India.
• Track category performance through KPIs (sales, conversion, retention, customer feedback) and adapt strategies accordingly.
• Lead negotiations for pricing, promotions, and partnerships to strengthen the customer value proposition.

Required Qualifications & Skills

• Bachelor’s degree (MBA preferred).
• 8–12 years of experience in category management, business development, or rural commerce (FMCG, consumer durables, agri-tech, or e-commerce).
• Proven track record of building and scaling a category/business from scratch in a 0–1 stage or high-growth environment.
• Deep understanding of rural consumer behavior, distribution networks, and pricing strategies.
• Strong vendor management, negotiation, and relationship-building skills.
• Data-driven with strong problem-solving abilities.
• Willingness to travel extensively to rural and semi-urban locations.