Area Sales Manager - Lightings

Sturlite India; Agra District; On-site; INR 1,800,000 - 2,400,000; Full time

Benefits offered by this job

Quarterly variable pay

Career progression to State Head

Job summary

Sturlite Electric Private Limited, headquartered in Bengaluru, seeks an Area Sales Manager – Lighting to lead lighting sales across an assigned area and manage a team of Sales Executives. The role emphasizes channel health, distributor engagement, and credit discipline to sustain growth.

You will drive primary and secondary revenue targets, build a strong distributor network, and execute go-to-market strategies, while mentoring the sales team for high performance and customer satisfaction.

Qualifications

• 7–8 years of experience in relevant sales roles.
• Graduate in any discipline.
• Strong channel relationships and distributor handling experience.

Responsibilities

• Deliver area-level primary and secondary revenue targets and forecast.
• Lead a team of 4–8 Sales Executives with coaching and reviews.
• Build relationships with key distributors, super-stockists and dealers.
• Execute GTM strategies including launches, schemes, and price changes at area level.
• Monitor distributor health, inventory, claims, and ROI for partner satisfaction.
• Maintain credit discipline: oversee collections and credit limits.
• Identify new territory white-spaces and expand dealer/distributor network.
• Track competition, pricing and market trends for State Head.
• Recruit and onboard Sales Executives in coordination with HR/TA.
• Achieve Dealer NPS and relationship metrics per incentive framework.

Skills

Team leadership

Channel management

Distributor handling

Area P&L thinking

Education

Graduate

Job description

Area Sales Manager – Lighting

Area Leadership | General Trade

Function: Sales – General Trade

Division: Lighting

Experience: 7 to 8 Years

Education: Graduate (Any Discipline)

Reporting To: State Head / RSM

About Sturlite

Sturlite Electric Private Limited is a Bengaluru-headquartered Fast Moving Electrical Goods (FMEG) company operating across five high-growth categories: Lighting, Wires & Cables (Sturlite Voltedge), Switches, Solar (Zeovolt), and Health tech. Sturlite is in an active growth acceleration phase, with new category launches underway and a national footprint being rapidly built across India. We are building a founder-led, performance-first sales culture with strong channel relationships, disciplined execution, and a long-term orientation toward market share leadership in electricals.

Role Purpose

The Area Sales Manager owns the sales performance and channel health of Sturlite's Lighting business across an assigned area (typically 3 to 6 districts). The ASM leads a team of Sales Executives, manages key accounts and distributors, drives scheme adoption, and ensures the business grows sustainably through strong channel engagement and credit discipline.

Key Responsibilities

• Deliver area-level primary and secondary revenue targets; own the monthly sales plan and forecast
• Lead, manage, and develop a team of 4 to 8 Sales Executives through structured reviews, ride-alongs, and coaching
• Build and deepen relationships with key distributors, super-stockists, and influential dealers in the area
• Execute go-to-market strategies including new product launches, schemes, and price changes at the area level
• Manage distributor health: monitor inventory levels, claim settlements, and ROI to ensure partner satisfaction
• Maintain strong credit discipline — oversee collections, set credit limits, and resolve outstanding disputes
• Identify new territory white-spaces and drive systematic expansion of the dealer/distributor network
• Track and report competition movement, pricing intelligence, and market trends to the State Head
• Own the recruitment and onboarding of Sales Executives in coordination with the HR/TA team
• Achieve Dealer NPS and relationship quality metrics as defined in the sales incentive framework

Functional Competencies

• Channel Management
• Team Management & Coaching
• Credit & Collections Management
• Key Account Management
• Territory Knowledge & Expansion
• Scheme Design Understanding
• Competition Intelligence
• Go-to-Market Execution
• Customer Retention
• Forecasting & Reporting
• Distributor ROI Management
• New Product Launch Execution

Experience & Background

Industry Preference: Lighting | Wires & Cables | Switches | Switchgear

Key Skills: Team leadership, channel management, distributor handling, area P&L thinking

What Sturlite Offers

• Attractive CTE structure: fixed pay + quarterly variable pay
• Manage a meaningful area from Day 1 - not a shadow or support role
• Career pathway to State Head / Regional Manager within 2–3 years for strong performers
• Exposure to a fast-growing, founder-led company with multi-category ambition across Lighting, W&C, Switches, and Solar