Area Sales Manager - Lightings

Sturlite India; Bhopal; On-site; INR 1,200,000 - 1,800,000; Full time

Benefits offered by this job

Fixed pay + quarterly variable pay

Career growth path to leadership

Job summary

Sturlite India is seeking an Area Sales Manager for Lighting to lead area performance and channel health across multiple districts. You will manage a small sales team, drive distributor engagement, and execute product launches, schemes, and pricing moves at the area level.

This role requires 7–8 years of experience in sales, graduate education, and strong leadership, credit discipline, and territory expansion capabilities.

Qualifications

• 7–8 years of experience in sales/area management, preferably in lighting or related electricals
• Graduate in any discipline with strong analytical and leadership capabilities
• Experience in channel management, distributor handling and area P&L thinking

Responsibilities

• Deliver area-level revenue targets and manage monthly sales plan and forecast.
• Lead and develop a team of 4–8 Sales Executives through coaching and reviews.
• Build and deepen relationships with distributors, super-stockists and dealers in the area.
• Execute go-to-market strategies including launches, schemes and price adjustments at area level.
• Oversee distributor health, inventory, claims, ROI and credit discipline.
• Identify new territory opportunities and expand dealer/distributor network.
• Monitor competition, pricing intelligence and market trends for the State Head.
• Recruit and onboard Sales Executives in coordination with HR/TA.

Skills

Channel Management

Team Management

Credit & Collections

Key Account Management

Territory Knowledge

Scheme Design

Competition Intelligence

Go-to-Market

Customer Retention

Forecasting & Reporting

Distributor ROI

New Product Launch

Education

Graduate (Any Discipline)

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