Area Sales Manager

Iron Kettle Pvt Ltd; India; On-site; INR 900,000 - 1,500,000; Full time

Job summary

Iron Kettle Private Limited, a Delhi/NCR based FMCG tea & beverages company, seeks a Sales Manager for General Trade (GT). The role focuses on driving sales growth, expanding market coverage, strengthening distributor relationships, and improving channel performance across Delhi and NCR.

MBA preferred with 5+ years in FMCG sales is highly desirable. The candidate should have deep GT knowledge, distributor management experience, and a track record of market expansion and leadership.

Qualifications

• Minimum 5+ years of experience in FMCG sales.
• Strong understanding of General Trade operations and distributor-led sales models.
• Experience in sales target achievement, market expansion, outlet addition, and distribution management.
• MBA qualification with a good academic record preferred.

Responsibilities

• Drive monthly, quarterly, and annual sales targets across Delhi / NCR.
• Expand retail reach by adding new outlets and strengthening relationships.
• Strengthen SS & Distributor networks and appoint new distributors.
• Monitor distributor ROI, stock rotation, and inventory levels.
• Ensure FIFO adherence and manage stock ageing across channels.
• Plan and execute new product launches in GT and Modern Trade.
• Prepare accurate sales forecasts and territory plans.
• Lead, motivate, and coach the sales team on-field.
• Build strong relationships with distributors, stockists, retailers and partners.

Skills

FMCG sales

General Trade

Distributor management

Team leadership

Market expansion

Negotiation

Education

MBA

Job description

Job Description (JD)

Sales Manager General Trade (GT)

Company: Iron Kettle Private Limited
Industry: FMCG Tea & Beverages
Location: Delhi / NCR
Experience: 5+ Years
Qualification: MBA preferred, with a good academic record

About Iron Kettle Private Limited

Iron Kettle Private Limited operates in the tea and beverage segment, focusing on delivering quality products to consumers through an expanding distribution network. The company aims to strengthen its market presence, expand retail reach, and drive sustainable business growth across General Trade and Modern Trade channels.

Job Overview

Iron Kettle Private Limited is looking for a dynamic, result-oriented Sales Manager to drive sales growth, expand market coverage, strengthen distributor relationships, and improve channel performance across Delhi and NCR. The ideal candidate should have strong FMCG sales experience, sound knowledge of General Trade, and proven expertise in distributor management, team leadership, and market expansion. Experience in the tea and beverages category will be an added advantage.

Key Responsibilities

1. Sales Target Achievement

• Drive monthly, quarterly, and annual sales targets across assigned territories.
• Develop and execute sales strategies to achieve revenue and volume growth.
• Monitor sales performance and take corrective actions to ensure target achievement.

2. Outlet Addition & Market Coverage

• Expand retail reach by adding new outlets and strengthening existing retail relationships.
• Improve numeric distribution, product availability, and market penetration.
• Identify new business opportunities across Delhi and NCR markets.

3. Sales & Distribution (SS) and Distributor Channel Expansion

• Strengthen the Sales & Distribution (SS) network and appoint new distributors wherever required.
• Identify potential channel partners and expand the company's distribution footprint.
• Ensure effective territory allocation, distributor productivity, and channel development.

4. Distributor ROI & Stock Rotation

• Monitor distributor return on investment (ROI), sales throughput, and profitability.
• Ensure healthy primary and secondary sales performance.
• Improve stock rotation, manage inventory levels, and minimize slow-moving and ageing stock.

5. FIFO & Inventory Management

• Ensure strict adherence to FIFO (First In, First Out) practices across distributor and retail stock.
• Monitor stock ageing, expiry risks, and product freshness.
• Coordinate with distributors and internal teams to maintain optimum inventory levels and minimize product losses.

6. New Product Launches

• Plan and execute new product launches across General Trade and Modern Trade channels.
• Drive product placement, visibility, availability, and retailer engagement.
• Track launch performance and implement strategies to improve product trials and repeat sales.

7. Sales Forecasting & Projections

• Prepare accurate sales forecasts and monthly business projections.
• Track primary sales, secondary sales, inventory, and market trends.
• Develop territory-wise business plans to support sustainable growth.

8. Team Management & Leadership

• Lead, motivate, and manage the sales team to achieve business objectives.
• Set individual targets, review performance, and provide on-field coaching.
• Ensure effective beat planning, market visits, productivity, and execution discipline.

9. Relationship Management & Business Development

• Build and maintain strong relationships with distributors, stockists, retailers, and key channel partners.
• Negotiate commercial terms and resolve channel-related issues effectively.
• Demonstrate strong ownership, accountability, and a proactive approach to business development.

Candidate Profile

• Minimum 5+ years of experience in FMCG sales, preferably in tea, beverages, or related consumer goods categories.
• Strong understanding of General Trade operations and distributor-led sales models.
• Established distributor and retailer network across Delhi / NCR.
• Experience in sales target achievement, market expansion, outlet addition, and distribution management.
• Practical knowledge of distributor ROI, stock rotation, FIFO, inventory management, and sales forecasting.
• Experience in launching new products across General Trade and Modern Trade.
• Excellent negotiation, communication, and relationship management skills.
• Strong leadership, team management, problem-solving, and execution capabilities.
• High ownership mindset with a focus on business growth and sales performance.
• Must be based in Delhi / NCR.
• MBA qualification with a good academic record will be preferred.

Key Performance Indicators (KPIs)

• Achievement of sales targets and revenue growth.
• Growth in numeric distribution and active outlet coverage.
• New outlet additions and distributor network expansion.
• Primary and secondary sales growth.
• Distributor ROI and stock rotation efficiency.
• Compliance with FIFO and inventory management practices.
• Successful execution of new product launches.
• Forecast accuracy and sales team productivity.

Ideal Candidate

A hands-on FMCG sales professional with strong General Trade expertise, an established Delhi / NCR distribution network, and the ability to drive sales growth through effective distributor management, market expansion, and team leadership. Experience in tea and beverages will be highly preferred.