Area Sales Manager - Lighting

Sturlite India; Hyderabad; On-site; INR 800,000 - 1,100,000; Full time

Job summary

STURLITE ELECTRIC PRIVATE LIMITED is seeking an Area Sales Manager for Lighting to drive growth in the B2C/general trade channel across the assigned territory.

Based in India, the role focuses on expanding distributor/dealer networks, improving retail coverage, managing primary and secondary sales, and achieving annual targets while building strong customer relationships. Travel will be extensive within the territory.

Qualifications

• Experience in sales within the Lighting/Electrical industry.
• Strong knowledge of B2C sales, general trade and channel distribution.
• Proven experience in distributor and dealer management.
• Understanding of primary sales, secondary sales, retail expansion and market development.
• Good negotiation, communication and relationship-management skills.
• Ability to analyze sales data, manage targets and drive business growth.
• Willingness to travel extensively within the assigned territory.

Responsibilities

• Achieve monthly and annual sales targets for lighting products in the assigned territory.
• Develop and manage a strong network of distributors, dealers and retailers.
• Drive primary and secondary sales through the general trade channel.
• Identify new business opportunities and appoint new channel partners.
• Conduct regular market visits to understand competitor activities, pricing and market trends.
• Improve product visibility, retail penetration and brand presence across the territory.
• Build strong relationships with dealers, distributors, electricians and other channel influencers.
• Monitor distributor stock, product availability, secondary sales and outstanding payments.
• Plan and execute promotional schemes, product launches and sales activation activities.
• Track sales performance, prepare market reports and implement corrective actions to achieve targets.
• Coordinate with internal teams to ensure smooth order processing, product availability and customer support.
• Lead and support the assigned sales team to improve productivity and territory performance.

Skills

Lighting industry sales

B2C sales

Distributor management

Dealer management

Negotiation

Communication

Travel readiness

Education

Graduate degree

MBA in Sales/Marketing

Tools

CRM

Job description

STURLITE ELECTRIC PRIVATE LIMITED

Job Description: Area Sales Manager – Lighting

STURLITE ELECTRIC PRIVATE LIMITED

Job Description: Area Sales Manager – Lighting

Department: Sales – Lighting

Channel: B2C / General Trade

Designation: Area Sales Manager

Industry Preference: Lighting / Electrical Industry

Location: As per business requirement

Reporting To: Regional Sales Manager / State Head

About Sturlite

Sturlite Electric Private Limited is a growing electrical products company with a presence across India. Its portfolio includes Wires & Cables, LED Lighting, Switchgear, Solar and other product categories. Sturlite focuses on market expansion, channel development and building strong dealer and distributor relationships.

Role Objective

To drive sales growth and market development for Sturlite Lighting products within the assigned territory by strengthening the dealer and distributor network, improving secondary sales, expanding retail coverage and achieving business targets.

Key Responsibilities

• Achieve monthly and annual sales targets for lighting products in the assigned territory.
• Develop and manage a strong network of distributors, dealers and retailers.
• Drive primary and secondary sales through the general trade channel.
• Identify new business opportunities and appoint new channel partners.
• Conduct regular market visits to understand competitor activities, pricing and market trends.
• Improve product visibility, retail penetration and brand presence across the territory.
• Build strong relationships with dealers, distributors, electricians and other channel influencers.
• Monitor distributor stock, product availability, secondary sales and outstanding payments.
• Plan and execute promotional schemes, product launches and sales activation activities.
• Track sales performance, prepare market reports and implement corrective actions to achieve targets.
• Coordinate with internal teams to ensure smooth order processing, product availability and customer support.
• Lead and support the assigned sales team to improve productivity and territory performance.

Required Skills And Experience

• Experience in sales within the Lighting / Electrical industry.
• Strong knowledge of B2C sales, general trade and channel distribution.
• Proven experience in distributor and dealer management.
• Understanding of primary sales, secondary sales, retail expansion and market development.
• Good negotiation, communication and relationship-management skills.
• Ability to analyze sales data, manage targets and drive business growth.
• Willingness to travel extensively within the assigned territory.

Educational Qualification

Graduate in any discipline; an MBA in Sales or Marketing would be an advantage.

Preferred Candidate Profile

Candidates currently working with lighting or electrical brands and having hands-on experience in general trade, distributor management, dealer development and secondary sales will be preferred.

Important: Candidates with only project sales, institutional sales or B2B sales experience may not be suitable for this B2C / General Trade role.

Key Performance Indicators (KPIs)

• Sales target achievement and revenue growth.
• Secondary sales growth.
• Distributor and dealer network expansion.
• Active retail outlet coverage.
• Product availability and market penetration.
• Collection efficiency and control of overdue payments.