Category Business Associate

About Us: We are making natural living a HABIT little by little. We do so by serving 100% natural self care to our consumers. The products are scientifically formulated, guided by ayurvedic principles & modern science. They are prepared fresh everyday in our ayurvedic kitchen, out of whole and raw ingredients such as fresh milk, curd, fruit pulps, flowers, herbs, nut & spices. They are finally tested clinically for efficacy & safety. This offering of Fresh Ayurveda has made a mark in the Indian personal care industry.

Today ~60Lac customers trust us for their personal care needs. The founding team has a strong startup experience, is well funded and backed by tier 1 institutional investors.

About the role Most entry-level category hires start with a dashboard. This one starts with a phone call. The Category Associate's job is to build the category's understanding of its consumer from the ground up - through call surveys, focus group discussions (FGDs) and in-person interactions - and turn that into insight that shapes what we make, how we sell it, and where we invest next. It's a research-to-execution role: you generate the insight, then help ship the decisions that follow from it.

Why this starts with a real conversation, not a dashboard We won't pretend it's the easy part. Calling a stranger, running an FGD, or standing in front of a consumer and asking why she didn't repurchase is harder than pulling a report - and most people this early in their career would rather stay behind a screen. We're asking you to do it anyway, because it's the one input nobody else in the building has.

Secondary data - sales, ratings, app analytics - tells you what happened. A consumer conversation tells you why, often weeks before it shows up in a number. That gap is where category strategy actually gets built: which claim lands, which price point stings, which product idea is a real gap versus a nice-to-know. Skip the conversation and you're strategising on guesses.

It's also the fastest route to real say in the business. The Category Associates who move quickest into P&L ownership are the ones whose point of view the business trusts before the data catches up - because they built it firsthand, one conversation at a time.

What you'll own

• Consumer insight engine. Run structured call surveys, FGDs and in-person consumer interactions (store visits, pop-ups, cohort meetups) to build a live, ground-up read of what the category's consumer wants, buys, and drops off on - a standing system, not a one-time project.
• Insight → action. Convert raw consumer feedback into structured insight - need-gaps, purchase triggers, objections, usage occasions - that Product, Marketing and Ops can act on, and follow through to make sure it actually gets used.
• Category ops execution. Own the operational backbone of the category - listings, pricing hygiene, catalog accuracy, promo execution, inventory flags, competitor tracking - so nothing slips between insight and shelf.
• Data and dashboards. Track category KPIs (sales, conversion, repeat rate, ratings/reviews, NPS) and build or automate the reporting for them. The bar: build a workflow once, don't rebuild a report every week.
• Ground-up category mapping. Build and maintain the category's core reference material - competitor landscape, price-value map, consumer segments, category taxonomy - as living, reusable assets, not one-off decks.
• Cross-functional coordination. Work daily with Marketing, Creative, Ops and Supply to get category initiatives shipped on time.

What great looks like in your first 90 days

• You've personally spoken to 50+ consumers (calls, FGDs, in-person) and turned it into one clear point of view on a real gap or opportunity in the category.
• You've built, or meaningfully improved, a self-refreshing dashboard for the category's core KPIs - no manual pull required.
• You know the category's competitive set cold: pricing, claims, reviews, what's winning and why.
• At least one of your insights has visibly changed a decision - a listing, a claim, a promo, a launch input.

What you bring

• 1+ years of experience - freshers welcome; internships or research/analytics projects count.
• You genuinely enjoy talking to consumers - you'd rather run 10 calls than read 10 secondary reports.
• Strong with data: comfortable in Excel/Sheets at minimum; SQL or basic scripting is a real plus, and you're always looking for what can be automated rather than repeated by hand.
• Business-first instinct - you don't stop at "here's what the data says," you push to "here's what we should do about it."
• High ownership of ops execution - as comfortable in the weeds of listings, pricing sheets and trackers as you are in a deck.
• Bachelor's degree in any discipline - research, consumer behaviour, business or a quant background all work well here.

Location: Udyog Vihar, Gurgaon Website: www.nathabit.in Instagram: www.instagram.com/nathabit.in