Commercial, Branding, Product Innovation
Hi, I'm Jay. A Chemical Engineer and a Food Scientist specializing in overall F&B Business Development.
Jay Mota
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How I Work

Jay is an experienced F&B industry professional with experience across product development, marketing, branding & strategy which enables his firm to provide holistic advisory to his clients. Jay has a deep understanding of food science and nutrition and a passion for developing new product ideas and bringing them to life.

While working as the Head of Innovation at Urban Platter, he was responsible for the product life cycle from ideation to launch across various product categories. Having released over a 100 products in the Indian market, the team at Atom Consultancy is capable of advising clients of different scale, with different target audiences across various markets.

As the Founder of Atom Consultancy, Jay advises brands with unique goals & customers in a variety of practice areas, including but not limited to market analysis, strategic planning, product development, product positioning, pricing, distribution, and advertising. Jay also has working knowledge of the legal and regulatory regime pertaining to the FMCG industry, making his advisory full-service & well rounded.

Case Studies
Blog Posts
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Atom Consultancy

Atom Consultancy is a consulting firm helping FMCG brands clear roadblocks across Product Development, Marketing, Operations, Procurement and Compliance.

Founder ・ 2022 - Present

Urban Platter

Head of Innovation ・ India Sep 2020 - Jun 2022

  • Launched 50+ Products and managed Product Life Cycle end-to-end.
  • Planned and developed digital marketing content strategy, managed social media accounts, influencer marketing, brand collaborations.
  • Set up and managed the in house content team.
  • Managed a team of 10 across R&D, QA, Design and Marketing functions of the company.

Plant Power

Product Developer / Food Technologist ・ India Apr 2019 - Aug 2020

  • Created 20+ Products in 1 year while managing operations of the Product Life Cycle.
  • Managed raw material procurement, vendors, contract manufacturers, interns and contractors for all product related work.
  • Resolved complications in product quality, operations, and for customers, by setting up various SOP’s, improving existing processes and improving consumer experience.
  • Conducted iterative studies with focus groups to improve product quality and user experience.
  • Created online marketing content for all products, handled social media accounts, influencers and customer escalations.
  • Formulated, developed and launched high protein plant-based bars, cookies, protein powders, and snacks.


Associate Scientist / Product Developer ・ India Sep 2020 - Jun 2022

  • Explored and developed new nutritionally complete formulations for protein shakes, bars, and meal replacement products.
  • Investigated effects of new ingredients on products and scaled up bench scale work to pilot plant.
  • Successfully optimized formulas to improve flavor, texture, and overcome processing challenges and government regulations.
  • Worked on cross-functional teams to strategically design products as per market research and expectations.
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Compliance / Regulations
Operations / Supply Chain