Associates: Founding


Background :

BA (Hons) Economics : University of Delhi, India

MBA : University of Dayton, Ohio, USA

Base : Mumbai

Professional Experience :

Roshan has over 30 years of experience in Sales, Marketing, Human Resources and General Management. He was on the Board of Directors of a major consumer products company, Eveready Industries India Ltd, with responsibility for Marketing and Sales. He later was Managing Director for Franke, a Swiss manufacturing and sales company, in Kitchen Systems.

As Manager for Human Resources with Union Carbide India Ltd, he revolutionized the training of shop floor employess. He created the very first Training Modules for the workforce. Was sent to the Professional Development Laboratory, in New York, for certification in 'High Performance Selling', a sales training programme based on the Xerox and Huthwaite Sales Systems. He was the designated HPS trainer for Asia and Far East, conducting HPS Programmes for the sales force of Asia Pacific.

Established Professional Skills Development : A Sales Training Cell which today has developed to a full fledged Eveready Academy of Sales Training.

He was then elevated to the Board in 1997.

Roshan has done a 3 year internship with ISISD, a society for furthering behavioral research in India. President of the Advertising Club of Calcutta. Vice-President of the Calcutta Management Association. He was also Chairman of the Technical Education sub committee of the CII (Confederation of Indian Industries) of Eastern India.

A widely respected expert in Rural Marketing, Roshan has spoken at many a fora urging companies not to ignore the potential of interior India.

On June 1, 2007, formed Roshan Joseph Associates to offer inputs into the growing market for Sales training, consolidating his experience in and passion for Training and Development. With partnering world renowned sales training companies like Carew International, USA and The Retail Centre, Australia, Roshan is poised to bring world class training skills to the Asia region. He is also been accredited as Master Trainer for Carew facilitator certification in Asia.

Background :

Engineering graduate from Pune Engineering College.


Mr. Thakur Ahuja has 15 years of marketing experience in a Pvt. Firm.He left the firm in the position of ‘Export Manager’.

He is also experienced in finance and administration.

He promoted ‘Sleek International’ modular kitchen company which has achieved leadership as a major Indian brand.


BA in Journalism and Promotional Communication Cleveland State
University USA.

MBA from Cleveland State University (CSU), USA
Base: Mumbai

Professional Experience:

- Ajoy Benoy Joseph has 10 years (approximately) of work experience in marketing & sales and communication training. He has had professional exposure in both, the advertising world, as also, in marketing and selling. In addition, Ajoy is a marketing communication expert.
- He worked in client servicing for 4 years with the advertising industry, with Ogilvy and Mather (which is India’s leading Advertising company) and Bartle Bogle Hegarty in Mumbai, India. During his tenure with these organisations, he handled brands such as Cadbury Perk, Kodak Digital Cameras, Dove Skin and Hair, Parachute Coconut oil, Parachute Advansed Ayurvedic and Mediker.
- Ajoy joined B-More Consulting, where in addition to being a Facilitator for workshops to be delivered, he has the responsibility for ensuring that the quality of training at B-More Consulting is maintained to the expected International standards.
- Ajoy received his Certification, directly from Carew International Inc., in the USA and is an accredited Carew facilitator. As a Carew facilitator, he has worked with clients from diverse industry segments in India and with select clients in the Middle East.
- Another aspect of his role is to drive the Sales and Marketing efforts at B-More Consulting. In this role, he has been responsible for taking the offerings of the organisation to clients across the length and breadth of India.
- Ajoy is, currently, working on a number of initiatives to help small and medium companies that need direction and help in marketing, advertising and sales.

Background :

B- tech ( Production ) Engineer from Pune University, 1992

Diploma in Business Management, Mumbai University, 1993

Achievements :

Won the ‘Retailer of the Year’ Award at the Indian Kitchen Congress, 2012

Won 50 Most Talented Retail Professionals of India by ET NOW- Award for Excellence at Asia Retail Congress.

Most Preferred Modular Kitchen Brand 2012 (India) at Home Congress. 2013

Fastest Growing Brand (Modular Kitchen) at Era Fame Awards 2013.

Gold award in the category "Modular kitchen Fittings" by Reader’s Digest Trusted Band Survey 2016.

Professional Experience :

Immediately after finishing his B.Tech in Engineering, from Pune University, Rajesh T Ahuja started his entrepreneural career.

Silverline Wire Products, in 1993, was his maiden effort as a manufacturer of plastic coated wire products for household applications.

As he grew in experience, he realized that they were better margins and greater product specialization in the manufacture of kitchen accessories . He became the first manufacturer to specialize in accessories, for Modular kitchens. In 1998, he started building the brand SLEEK, with aggressive marketing campaigns to promote wire products in urban Indian kitchens – thereby gaining first mover advantage and garnering a strong market share.

He soon realized that there was an untapped demand for a one - stop solution in the emerging modular kitchen industry. He pioneered the concept of retailing modular kitchens by starting a state of the art designer showroom at Borivali, Mumbai in 2000. The consumer response exceeded all expectations and so in 2001 he set up a second showroom in Powai. Today there are 28 showrooms spread over 7 Metros.

Rajesh realized that growing need for modular kitchens could be helped by introducing modular kitchens, while retaining civil platforms, thereby recognizing the special needs of the Indian consumer. This again met with huge success.

Rajesh identified that the modern retail boom could be channelized to sell modular kitchens. He introduced the concept of “ Shop in Shop” (SIS) , which was to put a stall in a departmental store . In 2006, he started working with Shoppers Stop and other national chains. By 2012 they were over 11 such units operating in Malls across the country.

Sleek grew essentially on a trading model and by 2009, the first foray into manufacturing was made, establishing a joint venture unit in Udaipur called Sleek Furnitech . This was followed by the acquisition of a stake in Kitchen Grace one of the pioneers in factory fitted modular kitchens.

Rajesh lead Sleek to a prominent position in a modular kitchen business and introduced the concept of a brand ambassador for Sleek . He positioned Sleek as “The Kitchen Specialist”. This was best communicated to the consumer by enlisting India’s most prominent Chef, Sanjeev Kapoor as the ‘Specialist’ ambassador .

In 2013 the mega paint company, Asian Paints, who were keen to enter the Home Improvement sector, identified Sleek as a prime acquisition, in its path to creating a space in this growing segment. A 51% stake in Sleek was acquired by Asian Paints.

Rajesh’s success is a combination of detailed technical know- how, combined with an evangelistic zeal to spread the knowledge among all employees, through intensive training programs.

He believes in the power of education and has attended many of the programs conducted for executives by the Indian Institute of Management and ISB. His quest for continuous learning has included his admission into the 3 year program of Harvard University called Owner President Management ( OPM). He combines this stress on education with great leadership abilities. He is an inspiring leader and does look for new worlds to conquer.

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