Permendra Singh

Doer
DISC Type : sd

Chief Business Officer at Cello

Mumbai, Maharashtra, India

Overview

Permendra Singh is the Chief Business Officer at Cello, a dynamic professional with over 18 years of experience in marketing, sales, and licensing across the consumer goods, FMCG, and media industries. A graduate of Rani Durgavati Vishwavidyalay, he is described by colleagues as result-oriented, dynamic, and a great team builder.

Beyond his corporate roles, Permendra has a passion for entrepreneurship, having co-founded Terosa, a venture focused on social entrepreneurship. He has a keen eye for design and a strong appreciation for authentic brand values and sincere customer engagement.

Unique fact: He co-founded a social entrepreneurship venture, showcasing his interest in building businesses that create a positive social impact.

Personality Overview

Strategic Planner

Long-term Focused

Risk-Accepting

They are very professional in their approach and can weigh multiple perspectives together.  They might take some time to make their mind up but once they do, they don't change it easily. Reading between the lines and seeing beyond your words comes naturally to them.

Topics They Care About

Brand Building
Participates in industry discussions on balancing long-term brand building with short-term revenue goals, viewing it as a core strategic function.
Consumer Products
His career is centered on leading consumer product divisions for major brands like Mattel, Reliance Brands, and Cello, with expertise in P&L management.
Brand Licensing
Possesses extensive experience from both sides of the licensing industry, as a licensor with The Walt Disney Company and a licensee with Mattel and Cello.

Media Appearances

Permendra has no verified media appearances

Work History

4-2024
Chief Business Officer at Cello
4-2022 - 4-2024
General Manager at Reliance Brands Limited
5-2020 - 4-2022
Co-Founder (Terosa) at Dream Rovers Pvt Ltd
12-2017 - 5-2020
Head - Consumer Products at Mattel India
2-2014 - 5-2016
Director-Marketing at Cello Pens Pvt Ltd (BIC Group)

Education

1996 - 1998
MBA from Rani Durgavati Vishwavidyalaya
1991 - 1995
B.Sc from Ajmer University

More Information

Social Presence :

Prographics :

Exp : 25 Location : Mumbai, Maharashtra, India Job Level : Leadership Designation : Chief Business Officer at Cello
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Insights For Selling To Permendra

During A Call Or A Meeting

DO's

  • Ask them at the end if they see a strong value prop in your product; expect an honest answer
  • Come across as a trustworthy professional and be respectful, they usually know their game
  • You can spend time on BANT (or other qualification methodology) but keep it to the point

DONT's

  • Don't go over them unless you are left with no other option
  • Don't get into pricing discussions early on, steer conversation towards proven results
  • Avoid putting conscious effort into relationship-building

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Permendra is

  • Strong proof of impact and their conviction will matter the most, but they wouldn't want to act unilaterally either
  • Will you ever get a clear answer from Permendra

  • They will say no if they are not convinced but you will have to prompt them.

Insights For Deal Planning

    How fast (or slow) will Permendra move?

  • They will want to understand things well but can move fast once they have a clear picture.
  • Can Permendra take some risk or not?

  • They have good risk tolerance but are likely to think it through once or twice.

You And Permendra

Personality Compatibility


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