Area Sales Manager

Sturlite Electric Private Limited; Bengaluru; On-site; INR 550,000 - 900,000; Full time

Job summary

STURLITE VOLTEDGE PRIVATE LIMITED is seeking an Area Sales Manager for Wires & Cables to lead sales growth in the assigned territory. You will develop distributor and dealer networks, drive primary and secondary sales, and expand retail coverage through the B2C/General Trade channel.

The role requires strong channel management, market development, and willingness to travel across territory to meet targets and build lasting relationships with electrical wholesalers and retailers. MBA preferred.

Qualifications

• Experience in Wires & Cables or the Electrical industry.
• Strong understanding of B2C sales and General Trade.
• Proven experience in distributor management, dealer development and secondary sales.
• Knowledge of electrical wholesale markets and retail distribution.
• Good communication, negotiation and relationship-management skills.
• Ability to achieve sales targets and develop new markets.
• Willingness to travel extensively within the assigned territory.

Responsibilities

• Achieve monthly, quarterly and annual sales targets for Wires & Cables.
• Drive primary sales to distributors and secondary sales from distributors to dealers and retailers.
• Develop new business opportunities and expand market share in the assigned territory.
• Monitor sales performance and take corrective actions to achieve targets.
• Appoint new distributors and dealers in potential markets.
• Build and maintain strong relationships with electrical wholesalers, dealers and retailers.
• Ensure regular distributor billing, product availability and healthy stock movement.
• Monitor distributor performance, outstanding payments and credit discipline.
• Expand retail coverage and increase the number of active billing outlets.
• Conduct regular market visits and joint working with the sales team.
• Identify potential markets, new retail counters and business opportunities.
• Improve product visibility and availability at electrical retail outlets.
• Drive secondary sales, outlet productivity and territory coverage.
• Guide and support TSMs / Sales Executives in achieving their targets.
• Prepare territory plans, beat plans and sales forecasts.
• Review team performance and ensure effective execution of sales activities.

Skills

Wires & Cables

B2C / General Trade

Distributor management

Dealer development

Travel extensively

Negotiation

Education

Graduate in any discipline

MBA in Sales or Marketing (preferred)

Job description

STURLITE VOLTEDGE PRIVATE LIMITED

Build It. Lead It. Own It.

Job Description: Area Sales Manager Wires & Cables

Department: Sales – Wires & Cables
Designation: Area Sales Manager (ASM)
Sales Channel: B2C / General Trade
Location: Assigned Area / Territory
Reporting To: Regional Sales Manager / State Head
Industry: Wires & Cables / Electrical Industry

About Sturlite

Sturlite Electric Private Limited is a growing electrical products company with a strong presence across India. Its Wires & Cables portfolio includes house wires, flexible cables, submersible cables and communication cables. The company is expanding its Power Division with a focus on product quality, dealer and distributor partnerships, and market development.

Role Objective

To drive sales growth for Sturlite Wires & Cables in the assigned territory by developing the distributor and dealer network, increasing secondary sales, expanding retail coverage, and achieving business targets through the B2C / General Trade channel.

Key Responsibilities

1. Sales and Business Development

• Achieve monthly, quarterly and annual sales targets for Wires & Cables.
• Drive primary sales to distributors and secondary sales from distributors to dealers and retailers.
• Develop new business opportunities and expand market share in the assigned territory.
• Monitor sales performance and take corrective actions to achieve targets.

2. Distributor and Dealer Management

• Appoint new distributors and dealers in potential markets.
• Build and maintain strong relationships with electrical wholesalers, dealers and retailers.
• Ensure regular distributor billing, product availability and healthy stock movement.
• Monitor distributor performance, outstanding payments and credit discipline.

3. Market Development

• Expand retail coverage and increase the number of active billing outlets.
• Conduct regular market visits and joint working with the sales team.
• Identify potential markets, new retail counters and business opportunities.
• Improve product visibility and availability at electrical retail outlets.

4. Secondary Sales and Team Management

• Drive secondary sales, outlet productivity and territory coverage.
• Guide and support TSMs / Sales Executives in achieving their targets.
• Prepare territory plans, beat plans and sales forecasts.
• Review team performance and ensure effective execution of sales activities.

5. Market Intelligence and Reporting

• Track competitor activities, pricing, trade schemes and market developments.
• Monitor sales trends, distributor performance and dealer feedback.
• Submit regular sales reports and market intelligence to the reporting manager.
• Coordinate with internal teams for order processing, supply planning and customer support.

Required Skills and Experience

• Experience in Wires & Cables or the Electrical industry.
• Strong understanding of B2C sales and General Trade.
• Proven experience in distributor management, dealer development and secondary sales.
• Knowledge of electrical wholesale markets and retail distribution.
• Good communication, negotiation and relationship-management skills.
• Ability to achieve sales targets and develop new markets.
• Willingness to travel extensively within the assigned territory.

Educational Qualification

Graduate in any discipline. An MBA in Sales or Marketing is an added advantage.

Preferred Candidate Profile

• Candidates from established Wires & Cables brands such as Polycab, KEI, RR Kabel, Finolex or Havells will be preferred.
• Recent and relevant experience in Wires & Cables sales is essential.
• Strong dealer and distributor relationships in the assigned territory.
• Experience in retail trade, secondary sales and general trade distribution.
• Candidates with only project sales, institutional sales or B2B sales experience will not be preferred.

Key Performance Indicators (KPIs)

• Monthly sales target achievement.
• Primary and secondary sales growth.
• Distributor and dealer network expansion.
• Active outlet coverage and retail penetration.
• Distributor productivity and stock movement.
• Collection efficiency and control of overdue payments.
• Territory and team productivity.