Brand/Product Manager

Reports to:

2–4 years

Own the products children use every single day.

We're building India's most-loved kids' essentials brand - the products that end up in a child's hands every single day.

Safe, beautifully designed, and built to last.

That starts here, with you.

Backed by Prime Venture Partners, Basil's next chapter is a 1,000Cr brand built on category expansion - bags, bottles, stationery, lunchware, sleep, travel, and everything a 4 to 12 year-old uses every day.

None of it happens without world-class product ownership.

We are a fast-growing kids' brand building products people genuinely love to use.

Great design is a competitive advantage here - not a nice-to-have.

You'll join a small, fast-moving team where every person's contribution shapes the product and the company.

This role sits at the intersection of

brand, product, consumer insight, category growth, and GTM

.

To excel at this role, one must build a sharp understanding of parents, children, usage occasions, market gaps, and what Basil can uniquely own.

What you’ll own

Build a deep understanding of both the parent as buyer and the child as user/influencer.

Speak to consumers — parents, kids, users, non-users, and lapsed customers — & understand what drives purchase, rejection, repeat, and cross-category adoption.

Mine reviews, returns, customer calls, marketplace feedback, social comments, and competitor products to identify real consumer needs and category gaps.

Translate insights into sharper product briefs, launch propositions, creative hooks, PDP content, and category growth plans.

Co-own the category P&L with the larger business team, driving revenue, growth, margin, sell-through, conversion, AOV, and repeat-rate goals.

Identify growth opportunities through market trends, consumer insights, category data, and competitive benchmarking.

Define what to build, for whom, at what price, and in what order — across lunchboxes, bottles, bags, and future kids’ essentials.

Own the product brief before a single sample is made - target customer, job-to-be-done, form factor, price architecture, and non-negotiables.

Work closely with Design, NPD, and Supply teams to launch new products based on consumer needs and portfolio gaps.

Partner through sampling, iteration, packaging, claims, and final launch readiness to ensure every product feels unmistakably Basil.

Assortment and Pricing:

Set and refine pricing across D2C, Amazon, Flipkart, and quick commerce - balancing competitive positioning and margin health by channel.

Build assortment architecture across entry, mid, and premium tiers.

Drive SKU rationalization based on sell-through and margin data.

Own product lifecycle thinking from launch to optimisation to eventual refresh or discontinuation.

Plan and execute product launches, campaigns, promotions, and seasonal moments across back-to-school, festive, gifting, and everyday use-cases.

Build launch playbooks for every new product — channel sequencing, hero claims, creative briefs, PDP inputs, influencer hooks, and performance benchmarks.

Work closely with Growth, Performance Marketing, Content, Design, Influencer, and Marketplace teams to ensure category insights translate into sharper communication.

Help answer: what is converting, what is not, and why?

Monitor product performance regularly and drive data-backed decision-making.

Track and improve key metrics such as revenue, conversion, AOV, repeat rate, attach rate, sell-through, SKU-level margin, returns, and customer feedback.

Build a structured feedback loop from post-launch performance back into product roadmap, creative direction, pricing, and assortment planning.

Who you are

You think like a category owner:

You may not have owned every lever independently, but you understand what moves a category — product, price, positioning, channel, creative, consumer insight, and margin.

You are consumer-obsessed:

You enjoy speaking to consumers and decoding what they actually mean.

You can separate what parents say, what children want, and what finally drives purchase.

You have product taste:

You notice if a latch is too stiff, a bottle is too heavy, a colour feels off-brand, or a design feels too childish for a 10-year-old.

Design instinct is a business skill here.

You are analytically sharp:

You can look at sales, margins, sell-through, conversion, reviews, returns, and channel data — and form your own point of view.

You can turn insight into action:

You can convert consumer conversations, review mining, and category data into product briefs, creative hooks, pricing decisions, assortment calls, and launch plans.

You work well cross-functionally:

You will work with the NPD, Content & Design, Growth & Performance Marketing, Marketplaces, and Supply teams.

You know how to bring clarity without needing to own every team directly.

What we won’t compromise on

Every product is used by a child every day.

Every product decision is made with that in mind - no exceptions, no shortcuts.

FDA, CPC, BIS compliance is non-negotiable.

Basil products look and feel like Basil products.

You hold the visual standard in every product, design, or vendor conversation - never negotiate it away for cost or convenience.