Role Overview The Senior Manager – Product Standardization & Branding will lead the development and implementation of a comprehensive branding and product standardization strategy for a diverse portfolio of farm and non-farm products manufactured by SHG-run microenterprises under the Indira Mahila Shakti program. The role is central to ensuring product quality, brand consistency, consumer trust and market competitiveness through the creation of unified visual identities, scalable product portfolios and end-to-end market linkage strategies. As part of the State Program Management Unit (PMU) at SERP, the role involves working in collaboration with sectoral specialists, government departments, buyers, certification agencies, marketing teams, producer organizations, design professionals, e-commerce platforms and certification agencies to build recognizable product brands, enhance product value and expand market access. The position reports to the Director, PMU – IMS and works in collaboration with thematic specialists. Mode Of Employment Contractual appointment for a fixed term of three years. Remuneration A consolidated monthly remuneration in the range of ₹1,00,000–₹1,25,000, depending on experience and qualification. Qualifications Postgraduate degree in Marketing (or) Brand Management (or) Agribusiness (or) Rural Management. Preference will be given to candidates with certifications in product development, quality control, branding, designing or packaging. Experience Preferably 10 years in product development, quality assurance or branding, with at least 5 years in a strategic leadership with proven track record. Experience of working with rural products, SHGs, FPOs, MSMEs, or development sector enterprises is highly desirable. Job Roles And Responsibilities Key responsibilities include: Lead the development and implementation of a state-wide product standardization and branding strategy under the Indira Mahila Shakti program. Design and enforce quality benchmarks, packaging norms and certification protocols for farm and non-farm SHG products to ensure market competitiveness. Develop and institutionalize a unified branding model, including visual identity, brand messaging and promotion standards across product categories. Support innovative product packaging design, value addition and market-aligned product development in collaboration with domain experts. Facilitate market access strategies including retail partnerships, institutional tie-ups, digital commerce onboarding (e.g., ONDC, Flipkart) and brand promotions. Build capacities of district teams and SHG producers on branding, quality assurance and market access through toolkits and field demonstrations. Product Standardization & Quality Assurance Develop and institutionalize product quality standards for both farm (e.g., millets, pulses, dairy etc.) and non-farm (e.g., handlooms, handicrafts, personal care etc.) products. Facilitate certifications (e.g., FSSAI, Agmark, Handloom mark, GI tags) and establish protocols for quality audits. Packaging, Labelling & Product Design Create guidelines and frameworks for packaging, labelling and compliance for farm and non-farm products. Facilitate partnerships with design and branding agencies for label development and visual identity. Promote sustainable packaging models aligned with market and environmental trends. Branding Strategy & Market Positioning Develop and implement a state-level brand model for SHG products, with sub-brands for specific product categories and geographies. Create a comprehensive branding strategy, visual identity, promotional campaigns and story building. Design and disseminate district branding plans based on unique local value propositions and cultural identity. Market Linkages & Promotion Identify and forge market tie-ups with retailers, aggregators, institutional buyers and public procurement platforms. Facilitate integration with e-commerce and B2B platforms like ONDC, Amazon, Flipkart and niche rural commerce sites. Lead trade fairs, exhibitions and buyer-seller meets to enhance market visibility of SHG enterprises. Digital Commerce & Content Strategy Collaborate with IT/digital teams to enable SHG product onboarding on digital marketplaces. Drive creation of digital assets – product catalogues, videos, promotional content and packaging templates. Contribute for development of digital dashboards to track branding and market performance. Capacity Building & Mentorship Build capacities of district teams, producer groups and SHG federations in product quality, packaging, branding and customer experience. Facilitate training modules on compliance, food safety, product design and customer feedback systems. Guide district teams in implementing the strategies Monitoring & Strategic Inputs Track branding and marketing KPIs across geographies and categories; suggest interventions and course corrections. Provide insights and reports to senior leadership on emerging market trends, competitor analysis and branding benchmarks. Ensure alignment of branding strategy with overall enterprise development and livelihood enhancement goals of IMS. Administrative & Coordination Support Work closely with other specialists of the PMU, district teams and thematic experts in designing and monitoring food processing initiatives. Preparation of Annual Action Plans (AAPs), review reports and policy briefs. Represent the program in sectoral forums, industry conclaves and knowledge-sharing events. Work closely with District teams and handhold in implementing the strategy for achievement of the results. 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