Deputy Product Manager

Purpose of the Position (Job Summary)

Responsible for end-to-end lifecycle of a product portfolio, including product positioning, trial analysis, demand generation, and coordination across internal and external stakeholders to maximize product potential and market reach.

Key Individual Accountabilities

Product Development & Commercialization

 Manage product evaluations across regions in coordination with R&D and field teams

 Track and document trial outcomes to enable data-backed product decisions

 Ensure market readiness through robust launch planning and technical groundwork.

Market Understanding & Positioning

 Identify regional cropping patterns, farmer preferences, and pain points

 Analyze competitor products and price positioning to build a clear edge

 Develop and refine value propositions tailored to market clusters

Field Execution & Farmer Connect

 Design and execute product demos, farmer meetings, and targeted campaigns

 Build local success stories to create strong pull and farmer trust

 Train frontline teams and channel partners to improve technical messaging

Sales & Supply Chain Coordination

 Provide inputs for demand planning and monitor stock movement

 Ensure product availability during peak seasons through close coordination

 Track primary and secondary sales to support business scale-up

Product Communication & Analytics

 Prepare impactful product collaterals, performance sheets, and technical content

 Gather field feedback and performance data for continuous improvement

 Share insights through regular dashboards and business review reports

Key Interactions

Internal                                                                                     External

 Sales Team (Regional & Zonal)                                             Progressive Farmers & Farmer Groups

 R&D and Product Evaluation Teams                                  Channel Partners (Distributors & Retailers)

 Supply Chain & Production Planning                                  KOLs & Agri Experts

 Marketing & Branding Teams                                               Agri Universities & Institutions

 Finance & Commercial Teams

Competencies, Technical and Functional Skills Behavioral:

 Product Development

 Market Understanding and Development

 Builds Partnership with Stakeholders

 Executes Efficiently

 Agile Towards Change and Innovation

 Thinks Strategically and Acts Decisively

Technical:

 Knowledge of seed technology, breeding methods, and agronomic performance parameters

 Understanding of regulatory requirements (e.g., varietal release, compliance)

 Competence in evaluating trial data and interpreting statistical outputs

 Familiarity with product development tools and protocols

 Exposure to crop physiology, biotic/abiotic stress tolerance, and pest/disease dynamics

Functional:

 Product lifecycle management from screening to commercialization

 Demand forecasting and supply planning coordination

 Execution of field demos, farmer meetings, and technical training

 Development of product positioning, value proposition, and collateral

 Market intelligence gathering – competition mapping, pricing, and performance benchmarking

 Coordination with branding, sales, and R&D to ensure integrated go-to-market strategy

 MIS reporting, dashboard tracking, and field performance documentation

Key Performance Indicators

 Timely execution of product launches and related marketing initiatives.

 Achievement of product-wise volume and value targets.

 Accuracy in demand forecasting vs. actual sales.

 Execution and impact of field demonstrations and farmer engagement programs.

 Adoption rate of new products across key geographies.

 Effectiveness of product communication and technical collaterals.

 Competitor benchmarking and actionable market intelligence shared.

 Inventory health – minimal ageing stock and optimal availability.

Qualifications

 Postgraduate degree in Agriculture (M.Sc. Agriculture preferred) or MBA in Agri-Business Management from a reputed institute.

 6–10 years of experience in product management, marketing, or portfolio management in the seed or agri-input

industry.

 Proven experience in handling crop portfolios, product positioning, and lifecycle management.

 Strong analytical, communication, and cross-functional coordination skills.

 Willingness to travel extensively across target markets and rural locations.