Innovations in the Automotive industry are exciting, especially when they deliver vehicles that are functional, efficient, and tailored to the evolving preferences and lifestyles of consumers globally!

Jayesh Manmode, our next pathbreaker, Global Product Planner & Strategy Manager at Hero Motor Corp for the Premium Automatic Two Wheeler category, translates customer insights into actionable requirements.

Jayesh talks to Shyam Krishnamurthy from The Interview Portal about his journey, from hands-on experiences on vehicle building ( ATVs and cars) to analyzing diverse markets catering to a wide range of customer requirements !

For students, the world is changing faster than your phone updates ! The best opportunities for growth are usually hiding where things feel the most daunting.

Jayesh, can you share your background with our young readers?

I grew up in Indore, which is proudly known as India’s cleanest city, having won this title consecutively seven times (I never miss a chance to highlight that!). From a young age, I was captivated by anything automotive—from cars and motorcycles to airplanes and tanks. My curiosity was always supported by my parents. I have kept a miniature car collection since my childhood, and a few still decorate my study table.

My late father, Mr. Harihar Manmode, came from a humble background, working his way up from a textile mill worker to driving a cargo auto-rickshaw, and eventually owning a Tata 407, a midsize truck. On Sundays, whenever he was home, I would sneak into his truck and pretend to drive it, though I could only manage either to steer or to use the pedals at once. Although he didn’t get the chance to teach me to drive, his dedication to hard work and perseverance left a lasting impression on me, shaping the values I hold dear today.

In school, I actively participated in extracurricular activities, particularly those related to science and technology. I engaged in science fairs and was drawn to engineering projects, which fostered my interest in engineering, supported by encouragement from my family, especially my mother, Mrs. Shobha Manmode.

What did you do for graduation/post-graduation?

I pursued a BTech in Mechanical Engineering from Acropolis Institute, affiliated with Rajiv Gandhi Technical University in Indore. As part of the first batch of mechanical engineering students, we took various initiatives, including starting a college-level club of the Society of Automotive Engineers (SAE). We competed in national engineering competitions like BAJA, where we designed and built All-Terrain Vehicles (ATVs) that were tested on the challenging tracks of NATRAX, and SUPRA, where we focused on designing race cars for on-road events at the Buddh International Circuit. These projects not only developed my problem-solving skills but also deepened my technical expertise through practical, hands-on experience.

I later pursued an MBA in Strategy Management from OP Jindal University. This mix of engineering and business studies are helping me learn not just about making things, but also about making things that people really need and want.

What were some of the key influences that led you to such an offbeat, unconventional and cool career in Automotive Product Planning ?

I chose this career path because I am really enthusiastic about cars & bikes and wanted to help develop products that do more than just get you from point A to point B—they enhance the ride and make it way more enjoyable and practical!

My early fascination with how things work naturally led me to engineering. As I explored different roles, I found great opportunities to use my skills to make a real impact in organizations.

  • The guidance from my seniors on the importance of understanding consumer needs and market dynamics profoundly shaped my strategic thinking.

People/Mentors:

  • Throughout my career, I have been fortunate to have several mentors who played pivotal roles. For example, during my tenure at Renault Nissan, I had the opportunity to work in Japan, where I learned about the Japanese approach to business and teamwork. This experience greatly broadened my understanding of globalization and the collaborative efforts required to produce the right products for customers.
  • The experienced people I have worked with in every company have shared valuable industry knowledge and showed me how to balance business goals with what customers want.

Events/Turning Points:

A couple of standout events really turbocharged my career path:

  • Back in college, my friends and I, full of excitement and without any outside sponsors, decided to compete in the BAJA competition. This started an adventure full of challenges that we hadn’t expected. Building two race cars one after the other and seeing them racing on the track was thrilling and led directly to my first job in Chennai.
  • The second significant moment occurred when the Global Head of the company visited India and specifically requested the Product Planners to brief him on the Indian car market and consumer preferences. This interaction highlighted the critical role of a product planner and strategist within the organization and convinced me that this was the path I was meant to pursue.

How did you plan the steps to get into the career you wanted?

Building the Foundation: My plan was pretty straightforward—first, build a solid foundation. So, I pursued engineering, where I spent a lot of time figuring out how to make things work. I grabbed every chance to apply my technical skills in real-world situations, participating in college events and national competitions. Making it through an engineering degree is practically a masterclass in preparing for the real world, wouldn’t you agree?

My first big break came in my first organization at Renault Nissan Technology, where I worked as a Marketability Engineer. Here, I learned that understanding what customers actually want is a bit like solving a puzzle. This experience taught me how to translate customer needs into features or specifications during the development of new models, a skill that’s served me well ever since.

During the final year of my engineering, I was recruited by Renault-Nissan through the SUPRA event. I joined the Marketability team, which was part of the customer-oriented engineering division. You could consider it the frontline of R&D. My responsibility was to set the performance targets for new models once their concepts were conceived in the system by the product planners. This involved benchmarking competitor vehicles from the perspective of customer usage, which required subjective evaluation. For example, determining the appropriate acceleration for a mid-size SUV involves balancing performance with fuel efficiency, especially considering value-conscious Indian buyers. To perform such a crucial task, I underwent rigorous training and received certification from Nissan’s driving academy in Japan.

However, as I progressed in my career, I realized that I had a strong inclination toward originating new ideas—whether conceptualizing an entirely new product or introducing a new feature. This realization led me to explore roles that allowed me to leverage this strength, which I eventually found at Eicher Polaris.

My career strategy was straightforward: seek roles that offered opportunities for learning and growth. I began by consulting with professionals already in Product Planning roles, diving deep into the nuances and requirements of the field, and gradually preparing myself for it. My goal was always to blend my technical expertise with strategic thinking, which made my transition from engineering to product planning and strategy smooth and fulfilling. The result? A career that’s as dynamic as the products we create!

Now, what exactly does a Product Planner do? As I mentioned earlier, they are the ones who initiate the idea of a new model by analyzing the market and business opportunities and help it take shape within the system, enabling other functions to start developing the model. For instance, designers draw inspiration from the concepts presented by the Product Planner and use their creativity to design the vehicle. Subsequently, engineers develop every component of the vehicle, which is then rigorously tested. Meanwhile, other teams prepare for its manufacturability, costing, marketing, and promotion, leading up to the final product launch.

I have worked with a few companies, including Honda Motorcycles & Scooters India (HMSI) and Maruti Suzuki India Ltd (MSIL). At HMSI, I worked as a Market Planner, where my primary role was to price new models in a way that offered the best value to the customer without compromising the company’s profitability. At MSIL, I was the Product Manager for the Vitara Brezza, Ciaz, and Alto for a short period. My responsibilities included optimizing the feature variant strategy and pricing strategy. Across all these roles, a common theme was the necessity of a solid understanding of the customer, segment, and competition—an expertise I have developed over time.

Market research is one part of the Product Planning

How did you get your first break?

My first big break came at my first organization when I was given the responsibility to lead a cross-functional team tasked with setting performance targets for new car models. This was a game-changer for me; it was my chance to show that I could juggle both engineering details and market requirements, all while leading a team.

Utilizing the learning and experience from the Marketability role, I later secured an opportunity to work as an Assistant Product Planner at Eicher-Polaris, which made Multi Utility Vehicles. Although my tenure at Eicher-Polaris was brief, it catapulted me deeper into the planning role. I was not only applying my previous learning but was also quickly grasping new aspects of the role, further enhancing my strategic capabilities.

I decided to pursue an MBA later in my career to strengthen my techno-commercial skills while continuing to work. I chose an online program for its flexibility. Formal education and training are essential for enhancing your abilities and ultimately boosting productivity.

What were some of the challenges you faced? How did you address them?

Challenge 1: Understanding diverse market needs across different regions in my first organization

Solution: To tackle this, I got hands-on with extensive research, both from existing sources and directly in the field. With guidance from our mentors in Japan, we worked closely with local teams to make sure our products met the right standards and that targets matched regional preferences. It was a true team effort, and it really paid off.

Challenge 2: Balancing innovation with practicality during the new feature addition.

Solution: Innovation is exciting but it needs to work for the customer. My focus was on making sure every new feature was both innovative and practical, adding real value for the customer while also boosting the business. As a product planner, this balancing act is a must-have skill, and it’s a skill I have developed over time.

Challenge 3: Adapting to new industries, like moving from passenger cars to two-wheelers.

Solution: Switching vehicle categories was a big leap, but I quickly learned that the fundamentals of understanding the customer and spotting broader trends apply everywhere. I leaned on my transferable skills and immersed myself in the specifics of the two-wheeler industry through continuous learning and hands-on experience. It was like shifting gears, and soon enough, I was cruising comfortably.

Where do you work now?

I currently work at Hero MotoCorp as Global Product Planner & Strategy manager for the Premium Automatic Two Wheeler category.

What problems do you solve?

My role is all about identifying new business opportunities and ensuring our products are designed to fit perfectly in diverse markets like India, Latin America, and Southeast Asia. Think of me as a tailor, crafting products to meet the unique needs of people across the globe. I work collaboratively with my team to translate customer insights into actionable requirements, defining the technical specifications and feature lists for new automatic two-wheelers. Our goal is to create products that not only meet customer expectations but also align with our business objectives at launch.

Skills Needed:

To do this, one needs a solid mix of market research, product lifecycle management, strategic planning, and a knack for understanding what consumers really want. I have picked up these skills through a blend of formal education and good old-fashioned on-the-job experience.

What’s a typical day like?

My day starts with catching up on the latest trends in the auto industry and the economy—whether it’s new product launches, technological advancements, or market shifts. This helps me stay informed and ready for the day ahead.

I then dive into cross-functional team (CFT) meetings to check on the progress of our projects. I work closely with different teams to refine upcoming model proposals, plan life cycle improvements, and brainstorm new product ideas. A big part of my day is also spent analyzing market trends to ensure our product strategies align with the company’s business goals.

Throughout the day, I stay connected with stakeholders to make sure our strategies not only meet business objectives but also contribute to building a better, more sustainable future.

What do you love about this job?

There’s so much to love about my role! It starts with direct interactions with customers from around the world, where I capture their needs and expectations. Then, I have the opportunity to take a concept from just an idea to something people use every day, which is incredibly rewarding. While I currently enjoy riding two-wheelers, my previous role gave me the pleasure of driving various cars during benchmarking activities. This blend of experiences fuels my passion for the automotive world, making every day exciting.

How does your work benefit society?

My role ensures that our products significantly enhance daily life by meeting essential commuting needs with innovative features. We focus on delivering vehicles that are functional, efficient, and tailored to the evolving preferences and lifestyles of consumers globally. This commitment to understanding and meeting consumer demands helps improve the overall quality of life, providing reliable and enjoyable transportation options that truly resonate with users.

Tell us an example of a specific memorable work you did that is very close to you!

One of my favorite projects is the ongoing development of the ‘XOOM 125 & XOOM 160’ premium scooters at Hero MotoCorp for global markets. This project is particularly close to my heart because it involves building upon the foundation laid by my predecessor. We have focused on enhancing these models by integrating advanced technology with real user feedback from various countries. This approach has allowed us to create scooters that are not only practical but also a joy to ride, ensuring they meet the diverse needs and preferences of our customers worldwide.

Your advice to students based on your experience?

Stay curious and keep learning—seriously, the world’s changing faster than your phone updates! If you think stepping out of your comfort zone is scary, I have got news for you: don’t just step out, pack up and leave that comfort zone behind. The best opportunities for growth are usually hiding where things feel the most daunting. Trust me, the challenge is worth it.

Future Plans?

I plan to keep revving up the automotive industry by focusing on innovative product ideas that align with global trends. Leveraging insights gained from understanding evolving markets, changing trends, and shifting consumer needs, I aim to drive business growth by ensuring our products stay ahead of the curve. My journey, from hands-on experiences with both two-wheelers and cars to analyzing diverse markets, has provided me with the tools to anticipate what customers will want next. Additionally, I aspire to mentor young professionals entering the field, guiding them through their careers just as my seniors and mentors have guided me. Sharing knowledge and nurturing talent is a way for me to give back to the industry that has fueled my passion.