Market Linkages, Retail & Branding Associate - TRILINK, SAMS, Andhra Pradesh
1. POSITION VACANT: Market Linkages, Retail & Branding Associate - TRILINK, Andhra Pradesh, SAMS
2. ORGANISATIONAL BACKGROUND:
Our Client, the United Nations Development Programme (UNDP), works in about 170 countries and territories, helping to eradicate poverty, reduce inequalities and exclusion, and build resilience so countries can sustain progress. As the UN’s development agency, UNDP plays a critical role in helping countries achieve the Sustainable Development Goals.
UNDP has been working in India since 1951 in almost all areas of human development - from systems and institutional strengthening to inclusive growth and sustainable livelihoods, as well as sustainable energy, environment and resilience. With projects and programmes in every state and union territory in India, UNDP works with national and subnational government, and diverse development actors to deliver people-centric results, particularly for the most vulnerable and marginalized communities. As the integrator for collective action on the Sustainable Development Goals (SDGs) within the UN system, we are committed to support the Government of India’s national development vision and priorities and accelerate the achievement of the SDGs for the people and the planet.
UNDP India’s new Country Programme (2023-2027) builds on the prior work and aims to provide an integrated approach to development solutions in three strategic portfolios:
• Strong, accountable and evidence-led institutions for accelerated achievement of the SDGs
• Enhanced economic opportunities and social protection to reduce inequality, with a focus on the marginalized
• Climate-smart solutions, sustainable ecosystems and resilient development for reduced vulnerability
For more information about UNDP India, please visit https://www.undp.org/india
PROJECT BACKGROUND:
Andhra Pradesh is home to one of the largest tribal populations in India, with Scheduled Tribes (STs) constituting 5.53% of the state's population (Census 2011), representing over 2.7 million people. The state is home to 26 notified Scheduled Tribes, primarily residing in the tribal regions of Alluri Sitharama Raju, Parvathipuram Manyam, Visakhapatnam, Anakapalli, Eluru, and other districts. Tribal communities largely depend on agriculture, horticulture, Minor Forest Produce (MFP), livestock, and traditional crafts for their livelihoods. Recognizing the need for inclusive tribal development, the Government of Andhra Pradesh has implemented several flagship programmes and welfare initiatives through the Tribal Welfare Department, Integrated Tribal Development Agencies (ITDAs), and Girijan Cooperative Corporation (GCC) to improve livelihoods, enhance access to markets, strengthen community institutions, and promote the socio-economic development of tribal communities.
Girijan Cooperative Corporation (GCC) is the nodal institution responsible for promoting the economic development of tribal communities by supporting procurement of Minor Forest Produce, marketing of tribal products, supply of essential commodities, value addition, and enterprise development. Over the years, GCC has played a significant role in improving market access, creating livelihood opportunities, and enhancing income generation for tribal producers. As GCC continues to expand its operations and diversify its services, there is a growing need to strengthen its institutional systems and operational capacities to effectively respond to evolving market opportunities and emerging development priorities. GCC works closely with the Integrated Tribal Development Agencies (ITDAs), tribal producer groups, Self-Help Groups (SHGs), Van Dhan Vikas Kendras, and community-based institutions across the tribal districts of Andhra Pradesh to strengthen procurement systems, promote value addition, facilitate market access, and support enterprise development. Through its extensive field network and partnerships, GCC plays a pivotal role in connecting tribal producers with sustainable livelihood opportunities while ensuring better price realization and economic empowerment.
As GCC continues to expand its role in promoting tribal livelihoods and enterprise development, there is a significant opportunity to further strengthen its institutional systems and operational capabilities to meet emerging market demands and leverage advances in digital technologies. Modernizing business processes, enhancing digital integration, strengthening financial and procurement systems, and adopting data-driven decision-making will enable GCC to improve operational efficiency, enhance service delivery, and respond more effectively to evolving market opportunities. Further investments in business intelligence, branding, retail marketing, and market linkages will strengthen the competitiveness of tribal products, expand market access, and create a more resilient and sustainable ecosystem for tribal livelihoods and enterprise development.
UNDP has been partnering with the Department of Tribal Welfare, Government of Andhra Pradesh, under a Memorandum of Agreement (MoA) for the period 2024–2027 to provide technical assistance for strengthening the implementation of tribal development programmes across the state. The partnership focuses on enhancing institutional capacities, improving programme planning and monitoring, strengthening convergence, and supporting evidence-based implementation of key state and centrally sponsored initiatives. Building on the progress and strong collaboration established under the ongoing partnership, the Government of Andhra Pradesh has identified the need for dedicated technical support to further strengthen the institutional and business functions of Girijan Cooperative Corporation (GCC).
Accordingly, TRILINK – Tribal Livelihoods & Market Linkages Initiative is proposed as a focused technical assistance initiative under the broader UNDP–Tribal Welfare Dep, Government of Andhra Pradesh partnership. Through the establishment of a dedicated Technical Support Cell within GCC, the initiative will provide specialized expertise to strengthen digital transformation, financial management, procurement systems, business analytics, market intelligence, branding, and retail marketing. The initiative will also support improved planning, monitoring, stakeholder coordination, and institutional capacity, enabling GCC to operate more efficiently, enhance the competitiveness of tribal products, strengthen market linkages, and create an enabling ecosystem that contributes to sustainable livelihood opportunities and economic empowerment of tribal communities across Andhra Pradesh.
3. JOB PURPOSE AND SCOPE OF WORK (SOW):
It is proposed to engage a Market Linkages, Retail & Branding Associate to support the Technical Support Cell under TRILINK – Tribal Livelihoods & Market Linkages Initiative at the Girijan Cooperative Corporation (GCC), Government of Andhra Pradesh. The Associate will provide technical support to strengthen GCC's market-facing functions by enhancing branding, product positioning, retail expansion, market linkages, and promotional strategies to improve the visibility, competitiveness, and market access of tribal products. The Associate will also support institutional marketing, e-commerce partnerships, franchise development, product diversification, and exploration of export market opportunities to strengthen GCC's retail ecosystem and enhance the commercial competitiveness of tribal products.
The Market Linkages, Retail & Branding Associate will be part of the Technical Support Cell and will report directly to the Team Lead – Technical Support Cell. S/He will work closely with GCC officials, producer groups, retailers, institutional buyers, private sector partners, and marketing agencies to support market development, brand promotion, retail expansion, e-commerce initiatives, GCC business units to strengthen market intelligence, customer engagement, retail performance, institutional sales, and strategic partnerships that contribute to sustainable market growth and enhanced returns for tribal producers under the TRILINK initiative. S/He will ensure the engagement of all direct stakeholders and delivery of project objectives, in coordination with the Government of Andhra Pradesh.
Duties and Responsibilities:
The Market Linkages, Retail & Branding Associate will be responsible for the following:
(1) Support the development and implementation of branding, marketing, and retail strategies to enhance the visibility and competitiveness of tribal products.
(2) Identify and establish market linkages with institutional buyers, retail chains, e-commerce platforms, wholesalers, exporters, and other market partners to expand market access for tribal products.
(3) Identify and develop partnerships with institutional buyers, government agencies, corporate organizations, e-commerce platforms, retail chains, and exporters to expand market opportunities for tribal products.
(4) Conduct market assessments, consumer research, and competitor analysis to identify emerging market trends, product opportunities, and customer preferences.
(5) Support the development of product branding, packaging, labelling, promotional materials, and marketing campaigns in line with market requirements and brand standards.
(6) Support product diversification by identifying new product opportunities, improving packaging and labelling, and promoting market-ready product portfolios aligned with consumer demand.
(7) Assist in expanding GCC's retail network through franchise models, retail outlets, exhibitions, trade fairs, buyer-seller meets, and other market promotion initiatives.
(8) Support the development and expansion of franchise models, retail outlets, and innovative retail formats to strengthen GCC's retail network and market presence.
(9) Coordinate with producer groups, marketing agencies, private sector partners, and other stakeholders to strengthen product positioning and market outreach.
(10) Conduct market intelligence, consumer behaviour analysis, and retail performance assessments to support evidence-based marketing strategies and improve business performance.
(11) Explore opportunities for export promotion, institutional marketing, and strategic partnerships with national and international market players, wherever feasible.
(12) Develop communication and promotional content, including digital marketing materials, social media campaigns, and product catalogues, to increase brand visibility and customer engagement.
(13) Monitor market performance, sales trends, customer feedback, and marketing outcomes, and provide recommendations to improve retail performance and market penetration.
(14) Promote inclusive and gender-responsive marketing approaches by supporting the participation and visibility of products developed by tribal women producers, Self-Help Groups (SHGs), and producer collectives.
(15) Undertake regular field visits to retail outlets, procurement centres, producer groups, exhibitions, and tribal enterprise clusters to assess market performance, obtain customer feedback, and support implementation of marketing initiatives.
(16) Perform any other market development, retail marketing, branding, and communication-related responsibilities assigned by the Team Lead to support the successful implementation of the TRILINK initiative.
4. QUALIFICATIONS, EXPERIENCE AND COMPETENCIES:
Qualification:
Secondary education is required.
Or
A first-level university degree (Bachelor's degree) in Marketing, Business Administration, Retail Management, Brand Management, Commerce, Mass Communication, Agribusiness Management, Rural Management, Economics, or a related field is required.
Experience:
Minimum 4 years (with Bachelor’s degree) or 7 years (with Secondary education) of work experience marketing, retail management, branding, market linkages, business development, communications, sales, e-commerce, institutional marketing, FMCG, agribusiness marketing, or related fields is required.
Required Skills:
(1) Prior experience in marketing, branding, retail management, market linkages, business development, or promotion of products and services.
(2) Experience in developing branding strategies, marketing campaigns, product positioning, retail expansion, and customer engagement initiatives.
(3) Experience in institutional marketing, franchise development, e-commerce partnerships, retail expansion, and product portfolio management is desirable.
(4) Experience working with Government departments, public sector organizations, development agencies, private sector organizations, or international organizations is desirable.
(5) Experience in FMCG marketing, agribusiness marketing, retail chains, social enterprises, or promotion of community-based products will be an advantage.
(6) Good understanding of branding, retail marketing, consumer behaviour, e-commerce platforms, market intelligence, product positioning, and institutional sales strategies.
(7) Strong analytical, communication, report writing, negotiation, and stakeholder engagement skills.
(8) Experience in organizing exhibitions, buyer-seller meets, trade fairs, promotional events, and market outreach activities.
(9) Ability to use information and communication technology, Microsoft Office applications, digital marketing tools, and social media platforms to support branding and market promotion.
(10) Knowledge of and experience in promoting gender-responsive marketing and inclusive market development approaches is desirable.
(11) Knowledge of Telugu and familiarity with the socio-economic context of Andhra Pradesh will be an added advantage.
Skills & Competencies:
(1) Market Development and Strategic Thinking: Ability to identify market opportunities, analyse consumer trends, develop branding and retail strategies, and build sustainable market partnerships for tribal products.
(2) Planning and Results Orientation: Ability to manage multiple assignments, prioritize tasks, and deliver quality outputs within agreed timelines.
(3) Communication and Relationship Management: Strong communication, negotiation, presentation, and stakeholder engagement skills with the ability to build partnerships with buyers, retailers, and other market actors.
(4) Innovation and Business Development: Demonstrates creativity in branding, retail expansion, e-commerce, franchise development, product diversification, and customer-focused marketing approaches.
(5) Teamwork and Inclusion: Ability to work collaboratively in multidisciplinary teams while promoting gender equality, diversity, and social inclusion.
5. LANGUAGES:
(1) Excellent knowledge of written and spoken English is essential.
(2) A good working knowledge of local language (Telugu) of the duty station will be needed.
6. DURATION OF ASSIGNMENT: Twelve months (Renewable based on performance and other factors)
7. CONSULTANCY FEE:
The monthly consultancy fee for the position shall be commensurate with the Government norms, as applicable for the position. The professional fee will be subject to withholding taxes, as applicable.
8. NATURE OF ENGAGEMENT:
The selected candidate shall be engaged as a Consultant on the rolls of SAMS, a third-party payrolling agency, for a full-time consultancy engagement for a period of one year. It is explicitly clarified that this consultancy engagement does not constitute a promise or guarantee of future employment, with SAMS, or our client, or any other organization associated with the project.
09. LOCATION: Visakhapatnam, Andhra Pradesh
10. REFERENCE: MLRBA-AP
11. CONTACT INFORMATION:
Team SAMS
Strategic Alliance Management Services P Ltd.
1/1B, Choudhary Hetram House, Bharat Nagar
New Friends Colony, New Delhi 110 025
Phone Nos.: 011- 4081 9900; 4165 3612
www.sams.co.in
12. APPLICATION PROCESS:
Eligible candidates interested in the position are requested to upload their applications by or before August 12, 2026.
Link: https://www.samsstc.com/Jobs/job-description/market-linkages-retail-branding-associate-trilink-andhra-pradesh-sams-strategic-alliance-management-services-private-limited-visakhapatnam/681