Area Sales Manager - Wires & Cables

Sturlite India; Madurai District; On-site; INR 900,000 - 1,700,000; Full time

Job summary

Sturlite Electric Private Limited is seeking an Area Sales Manager to drive sales growth in the Wires & Cables and Switchgear portfolio within the assigned territory. The role focuses on expanding the distributor and dealer network and strengthening market presence through active field engagement.

The ideal candidate will have 6–10 years in electrical sales, hands-on experience with channel partners, and a track record in secondary sales and market development.

Qualifications

• 6 to 10 years of experience in Wires & Cables / Electrical / Switchgear / FMEG sales.
• Minimum 2 to 4 years of experience as ASM or equivalent territory/area leadership role.
• Strong experience in B2C trade sales.
• Proven experience managing distributors, dealers and retailers.
• Experience in secondary sales and market development.

Responsibilities

• Sales & Target Achievement for the assigned area.
• Drive primary and secondary sales through distributors and dealers.
• Ensure healthy product mix across wires, cables and switchgear.
• Monitor sales performance and take corrective actions where required.
• Distributor & Dealer Management: Identify, appoint and develop distributors and dealers.
• Maintain strong relationships with electrical wholesalers, dealers and retailers.
• Monitor distributor performance, ROI and outstanding payments.
• Market Development: Expand presence across new territories and market pockets.
• Map competitor activity, pricing, schemes and market movements.
• Build strong counter presence for Sturlite products.
• Team Management: Lead and guide TSMs / Sales Executives in the area.
• Allocate territories and targets.
• Conduct regular market visits and performance reviews.
• Coach the team on distributor management, product knowledge and sales execution.
• Secondary Sales & Market Execution: Drive retailer billing and product movement.
• Ensure beat planning and market coverage.
• Monitor SKU availability and movement.
• Drive dealer schemes and promotional activities.
• Electrician & Influencer Engagement: Support electrician engagement activities and product demonstrations.
• Drive enrolment and participation in loyalty programmes.
• Build relationships with contractors, electricians and other market influencers.
• Reporting & Market Intelligence: Provide regular sales and market reports to the RSM/State Head.
• Track competitor pricing, schemes and new product launches.

Skills

Distributor management

Dealer management

Field sales

B2C trade sales

Team leadership

Education

Graduate

MBA (advantage)

Tools

SFA / mobile reporting tools

Job description

Job Description

AREA SALES MANAGER

POWER | WIRES & CABLES

Sturlite Electric Private Limited | Area Sales Manager

Trade Channel

Function: Sales & Business Development

Power Division

Category: Wires, Cables & Switchgear

Level: Middle Management

Location: Assigned Area / District HQ

Reports To: Regional Sales Manager / State Head

Team: TSMs / Sales Executives / Field Sales Team

Travel: Extensive field travel across the assigned territory

About The Role

The Area Sales Manager will be responsible for driving sales growth, expanding the distributor and dealer network, and strengthening market presence for Sturlite's Wires & Cables and Switchgear portfolio within the assigned area.

This is a field-driven trade sales role for someone who understands electrical distribution, dealer-retailer networks and secondary sales, and can build a strong market from the ground up.

Key Responsibilities

• Sales & Target Achievement

Achieve monthly, quarterly and annual sales targets for the assigned area.

Drive primary and secondary sales through distributors and dealers.

Ensure healthy product mix across wires, cables and switchgear.

Monitor sales performance and take corrective actions where required.

• Distributor & Dealer Management

Identify, appoint and develop distributors and dealers.

Maintain strong relationships with electrical wholesalers, dealers and retailers.

Ensure adequate stock availability and product visibility.

Monitor distributor performance, ROI and outstanding payments.

• Market Development

Expand Sturlite's presence across new territories and market pockets.

Identify potential dealers, retailers and electrical wholesalers.

Map competitor activity, pricing, schemes and market movements.

Build strong counter presence for Sturlite products.

• Team Management

Lead and guide TSMs / Sales Executives in the assigned area.

Allocate territories and targets.

Conduct regular market visits and performance reviews.

Coach the team on distributor management, product knowledge and sales execution.

• Secondary Sales & Market Execution

Drive retailer billing and product movement.

Ensure effective beat planning and market coverage.

Monitor SKU availability and movement.

Drive dealer schemes and promotional activities effectively.

• Electrician & Influencer Engagement

Support electrician engagement activities and product demonstrations.

Drive enrolment and participation in the Sumangal Electrician Loyalty Programme.

Build relationships with contractors, electricians and other market influencers.

• Reporting & Market Intelligence

Provide regular sales and market reports to the RSM/State Head.

Track competitor pricing, schemes and new product launches.

Share market intelligence and identify growth opportunities.

Ensure timely use of SFA/mobile-based reporting tools.

Key Performance Indicators

Achievement of assigned sales targets

Primary & secondary sales growth

New distributor/dealer appointments

Active dealer and retailer base

Market coverage and beat compliance

Distributor health and stock availability

Collection and outstanding control

Product mix and SKU penetration

Team productivity and retention

Electrician/contractor engagement

Qualifications & Experience

6 to 10 years of experience in Wires & Cables / Electrical / Switchgear / FMEG sales.

Minimum 2 to 4 years of experience as ASM or equivalent territory/area leadership role.

Strong experience in B2C trade sales.

Proven experience managing distributors, dealers and retailers.

Experience in secondary sales and market development.

Team-handling Experience Preferred.

Graduate; MBA is an advantage.

Strong knowledge of the assigned market and local language.

Preferred Companies

Candidates from established Wires & Cables / Electrical brands such as:

Polycab | KEI | RR Kabel | Finolex Cables | Havells | V-Guard | APAR | Anchor | Legrand | Equivalent electrical brands

Ideal Candidate Profile

Market Builder: Has successfully developed territories and expanded dealer networks.

Trade-Credible: Strong relationships with distributors, dealers and electrical retailers.

Sales Driven: Takes ownership of targets, secondary sales and market execution.

Team Leader: Can guide and motivate field sales teams.

Commercially Strong: Understands pricing, schemes, margins, collections and distributor ROI.

Field Focused: Comfortable with extensive market travel and direct dealer/retailer engagement.

What Sturlite Offers

Opportunity to build a growing Wires & Cables and Switchgear business.

Strong product portfolio with ISI-marked wires and cables and Class 5 conductor technology.

Opportunity to work closely with senior leadership and build new markets.

Career progression into RSM / State Head roles as the business expands.