Category Leader – E-commerce

Location: Bengaluru, HSR | Full-time

About the Role

We are looking for an entrepreneurial and growth-oriented Category Leader – E-commerce to own and scale our rapidly growing E-commerce business at AppsForBharat.

The business is already generating ₹100 Cr in annualized revenue, and we are now entering the next phase of growth — with an ambition to scale the business to ₹300 Cr+ and build a much larger, profitable and sustainable E-commerce vertical.

This is a high-ownership business leadership role where you will own the P&L and growth agenda end-to-end — from category and assortment strategy to customer experience, merchandising, supply chain, marketing levers, profitability and team building.

We are looking for someone who can think like a business owner, identify the biggest growth opportunities, and translate them into execution. You will work closely with the leadership team and cross-functional teams across Product, Tech, Marketing, Operations and Supply Chain to build the next phase of the business.

What You'll Own

1. Business Growth & P&L

• Own the overall E-commerce P&L, with responsibility for revenue, margins, contribution and sustainable growth.
• Define and execute the roadmap to scale the business from ₹100 Cr to ₹300 Cr+.
• Identify the biggest growth levers across acquisition, conversion, AOV, repeat purchases, assortment, pricing and customer retention.
• Build business plans, revenue forecasts and growth targets; track performance against plan and course-correct quickly.
• Balance growth with profitability and build a healthy, scalable business model.

2. Category & Assortment Expansion

• Own the overall category strategy and continuously expand the assortment of divine, spiritual and devotional products.
• Identify whitespace opportunities and new product/category opportunities based on customer needs, trends and business potential.
• Drive SKU-level performance — identifying winners, fixing underperforming products and improving the overall portfolio mix.
• Build frameworks for new product launches, pricing, packaging, positioning and lifecycle management.
• Develop differentiated products and offerings that strengthen AppsForBharat's position in the spiritual commerce space.

3. E-commerce Growth & Merchandising

• Own the overall customer journey across the app and web store, from discovery to purchase and post-purchase experience.
• Improve key ecommerce metrics including traffic, CTR, conversion, AOV, repeat rate and customer lifetime value.
• Drive merchandising strategy to improve product discovery, cross-sell, upsell and category penetration.
• Partner with Product and Tech teams to identify and prioritize improvements across the shopping experience.
• Build and optimize promotional, campaign and merchandising calendars in partnership with Marketing.

4. Customer & Retention Growth

• Build strategies to increase repeat purchases and customer lifetime value.
• Understand customer cohorts, purchase behavior and category affinity to identify opportunities for deeper engagement.
• Work with CRM/Marketing teams to create targeted journeys, offers and campaigns that drive repeat transactions.
• Develop a strong understanding of what drives customers to buy, return and purchase across multiple categories.

5. Supply Chain, Inventory & Operations

• Partner closely with Supply Chain and Operations to build a scalable and efficient operating model.
• Improve inventory planning, availability and working capital efficiency while minimizing stockouts and excess inventory.
• Build processes to ensure consistent product quality, packaging and customer experience.
• Identify operational bottlenecks and implement systems/processes that can support the next stage of business scale.
• Ensure new category and SKU launches are operationally ready and delivered within timelines.

6. Data, Analytics & Business Reviews

• Build a strong data-driven culture around category and business decisions.
• Establish and track key business metrics across revenue, margin, conversion, AOV, repeat rate, inventory turns, CAC and contribution.
• Conduct regular business and category reviews to identify trends, opportunities and risks.
• Use customer and product-level data to make decisions on assortment, pricing, promotions and investments.
• Build dashboards and mechanisms that provide clear visibility into business performance.

7. Team & Leadership

• Build and lead a high-performing team across category, merchandising and business operations.
• Set clear goals, ownership structures and performance metrics for the team.
• Develop strong second-line leaders and create a culture of ownership, speed and accountability.
• Work closely with Product, Tech, Marketing, Supply Chain, Finance and Operations to drive cross-functional execution.
• Act as the primary business owner and thought partner for the E-commerce vertical with the leadership team.

What We're Looking For

• 8–12 years of experience in E-commerce, Consumer Internet, D2C or Retail businesses.
• Strong experience in scaling an existing business/category, ideally having grown a business from approximately ₹5 Cr to ₹30 Cr+ or equivalent monthly scale.
• Proven experience owning P&L / revenue / contribution for a meaningful business or category.
• Strong understanding of E-commerce growth levers — conversion, AOV, repeat rate, assortment, pricing, merchandising and customer retention.
• Experience managing the complete lifecycle of products/SKUs, from identification and sourcing through launch, growth and optimization.
• Strong analytical orientation with the ability to translate data into business decisions.
• Experience working closely with Product, Tech, Marketing, Supply Chain and Operations teams.
• Demonstrated ability to build and lead high-performing teams.
• Strong commercial acumen and understanding of unit economics.
• Entrepreneurial mindset with a high bias for ownership, speed and execution.
• Comfortable operating in an ambiguous, fast-moving environment and building processes as the business scales.

What Would Make You Stand Out

• Experience scaling a D2C / E-commerce / Consumer Internet business from ₹5 Cr to ₹30 Cr+ monthly.
• Experience owning a category or business with full P&L responsibility.
• Experience in high-growth startups where you have had to build teams, processes and operating mechanisms while simultaneously delivering business growth.
• Experience in categories involving high SKU breadth, repeat purchases and strong merchandising/retention levers.
• Experience building or scaling a new category/business within an existing consumer platform.

Why Join AppsForBharat?

• Own and scale an already proven business rather than starting from zero.
• Opportunity to take a ₹100 Cr business to ₹300 Cr+ and build a significant business vertical within AppsForBharat.
• High visibility and direct ownership of business outcomes.
• Work at the intersection of E-commerce, Consumer Internet and India's rapidly evolving devotion economy.
• Opportunity to build a differentiated spiritual commerce business for millions of consumers.
• Work closely with the founding and leadership team with significant autonomy and decision-making ownership.
• Build a high-performing team and create the operating engine for the next phase of growth.