Area Sales Manager - Lightings

Sturlite Electric Private Limited; Dadri; On-site; INR 1,200,000 - 1,800,000; Full time

Benefits offered by this job

Fixed pay + quarterly variable pay

Career path to State Head/Regional RM

Exposure to multi-category business

Job summary

Sturlite Electric Private Limited, Bengaluru-headquartered, seeks an Area Sales Manager for Lighting to drive sales performance across 3–6 districts. You will lead 4–8 sales executives, manage distributors and schemes, and ensure sustainable growth through channel engagement and credit discipline.

The role reports to State Head/ RSM and requires a graduate with 7–8 years of experience in Lighting or related categories.

Qualifications

• Graduate with any discipline.
• Experience in Lighting, Wires & Cables, Switches or Switchgear preferred.
• 7–8 years of relevant field experience.

Responsibilities

• Deliver area-level revenue targets and forecast.
• Lead and develop a team of 4–8 Sales Executives.
• Build relationships with distributors, super-stockists, dealers.
• Execute GTM strategies, launches, schemes, pricing at area level.
• Monitor distributor health, inventories, settlements, and ROI.

Skills

Channel Management

Team Management

Credit & Collections

Key Account Management

Territory Knowledge

Scheme Design

Competition Intelligence

Go-to-Market Execution

Customer Retention

Forecasting & Reporting

Distributor ROI Management

New Product Launch Execution

Education

Graduate (Any Discipline)

Job description

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 23 years for strong performers


• Exposure to a fast-growing, founder-led company with multi-category ambition across Lighting, W&C, Switches, and Solar