About the Author: Manish Khandpekar is a B.Pharm (The Bombay College of Pharmacy) and PGDBA (Marketing) from Mumbai with 22 years of experience in top organizations like Zydus & Ipca. He joined as a medical representative, became a brand manager, and went on to become a vice president of sales and marketing in 15 years. From managing small brands to building 100-500 crore value brands, he has had sustainable competitive experience in marketing, sales, and as operations head.