Area Sales Manager - Wires & Cables

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

Job summary

Sturlite Electric Private Limited is seeking an Area Sales Manager for the Power division to drive growth in the Wires, Cables and Switchgear portfolio. You will lead a field sales team, expand distributor and dealer networks, and build market presence across the assigned area through strong relationships, effective beat planning and proactive channel management.

You will monitor performance, report to the Regional Head, and deploy initiatives to improve SKU movement, promotions and scheme

Qualifications

• 6–10 years in Wires & Cables or related sales.
• 2–4 years as ASM or territory leadership role.
• Strong B2C trade sales experience.
• Proven distributor, dealer and retailer management.
• Experience in secondary sales and market development.
• Graduate with MBA is an advantage.
• Strong knowledge of the assigned market and local language.

Responsibilities

• Achieve sales targets across the assigned area.
• Drive primary and secondary sales via distributors and dealers.
• Maintain stock availability and product visibility.
• Identify and appoint distributors and dealers; manage ROI and payments.
• Expand presence into new territories; map competitor activity.
• Lead TSMs and field sales team; allocate territories and targets.
• Drive retailer schemes and promotions; monitor beat planning.
• Engage electricians and contractors; participate in loyalty programs.
• Provide regular sales and market reports to leadership.

Skills

Distributor management

Dealer management

Team leadership

Secondary sales

Market development

Trade sales

Field travel

Education

Graduate degree

MBA (advantage)

Tools

SFA / Mobile reporting

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:

• 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.