Area Sales Manager - Wires & Cables

Sturlite India; Madurai District; On-site; INR 1,200,000 - 2,000,000; Full time

Benefits offered by this job

Career progression into RSM/State Head

Extensive field travel opportunities

Job summary

Sturlite Electric Private Limited invites an Area Sales Manager — Trade Channel to lead field sales for Wires, Cables & Switchgear in the assigned district. You will expand distributor and dealer networks, drive primary and secondary sales, and strengthen market presence.

This middle-management role requires deep understanding of electrical distribution, strong relationship-building with wholesalers and retailers, and hands-on leadership of the field team with extensive travel.

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.
• Team-handling experience preferred.

Responsibilities

• 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.
• 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.
• Expand Sturlite's presence across new territories and market pockets.
• Map competitor activity, pricing, schemes and market movements.
• Build strong counter presence for Sturlite products.
• 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.
• 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.
• 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.
• 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.

Skills

Wires & Cables

Electrical sales

Distributor management

Dealer network

Team leadership

Education

Graduate

MBA

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

1. 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.

2. 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.

3. 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.

4. 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.

5. 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.

6. 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.

7. 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.