Assistant Sales Manager - Wires & Cables

Sturlite Electric Private Limited; West Bengal; On-site; INR 600,000 - 1,000,000; Full time

Job summary

Sturlite Electric Private Limited in West Bengal seeks an Assistant Manager Sales for Wires & Cables to drive growth regionwide. You will lead channel sales, expand distributor and dealer networks, and meet sales targets while strengthening relationships with electricians, contractors, and retailers.

The ideal candidate has 4–5 years in FMEG or electrical products, strong WB market knowledge, and a proven track record in primary/secondary sales with travel readiness.

Qualifications

• 4–5 years of experience in sales and business development within the FMEG or electrical products industry.
• Prior experience in Wires & Cables, electrical accessories, switchgear, lighting, or related electrical product categories is preferred.
• Good knowledge of the West Bengal market, including distributor networks, dealer channels, and retail sales operations.
• Strong understanding of primary sales, secondary sales, distribution management, and channel development.
• Proven ability to achieve sales targets and expand market coverage.

Responsibilities

• Achieve monthly, quarterly, and annual sales targets for the Wires & Cables business across the assigned territory.
• Drive primary and secondary sales through distributors, dealers, retailers, and other channel partners.
• Identify new business opportunities and expand market coverage across West Bengal.
• Ensure effective product availability, visibility, and retail-level execution.
• Monitor sales performance, market trends, and competitor activities to identify growth opportunities.

Skills

Negotiation

Communication

Relationship management

Problem solving

Willingness to travel

Education

Bachelor's degree in Business Administration or Marketing

MBA in Sales & Marketing

Tools

MS Excel

Sales reporting tools

Job description

JOB DESCRIPTION

Assistant Manager Sales | Wires & Cables

Company : Sturlite Electric Private Limited

Business Segment : Wires & Cables

Designation: Assistant Manager Sales

Location : West Bengal

Experience 4 to 5 Years

Industry Preference : Fast-Moving Electrical Goods (FMEG) / Electrical Products

1. Job Purpose

We are looking for a dynamic and result-oriented Assistant Manager Sales to drive business growth for the Wires & Cables segment across West Bengal. The candidate should have 4 to 5 years of relevant experience in the FMEG or electrical products industry, along with a strong understanding of the West Bengal electrical market, distribution network, and channel sales operations. The role involves expanding the distributor and dealer network, driving primary and secondary sales, improving market penetration, achieving sales targets, and strengthening relationships with distributors, dealers, retailers, electricians, and contractors.

2. Key Roles & Responsibilities

A. Sales & Business Development

• Achieve monthly, quarterly, and annual sales targets for the Wires & Cables business across the assigned territory.
• Drive primary and secondary sales through distributors, dealers, retailers, and other channel partners.
• Identify new business opportunities and expand market coverage across West Bengal.
• Ensure effective product availability, visibility, and retail-level execution.
• Monitor sales performance, market trends, and competitor activities to identify growth opportunities.

B. Channel Development & Distribution Management

• Appoint new distributors and dealers to strengthen the distribution network.
• Build and maintain strong relationships with existing channel partners.
• Conduct regular market visits to assess distributor performance, retailer engagement, and product movement.
• Drive channel expansion in potential markets and improve sales productivity across existing territories.
• Monitor distributor stock levels, product availability, and channel inventory to support consistent sales.

C. Market Development & Competition Tracking

• Develop a strong understanding of the West Bengal electrical market, including key trading hubs and emerging markets.
• Track competitor brands, pricing, dealer schemes, promotional activities, and market positioning.
• Gather market intelligence to recommend suitable sales strategies and channel initiatives.
• Identify opportunities to improve brand awareness, product acceptance, and market share.

D. Retailer & Influencer Engagement

• Strengthen relationships with electricians, electrical contractors, builders, and other purchase influencers. Support product promotions, dealer meets, electrician meets, and trade marketing activities.
• Improve product awareness and brand preference within the assigned territory.
• Coordinate with the marketing team to execute market activation and channel engagement initiatives.

E. Sales Operations & Reporting

• Prepare sales forecasts, territory plans, and periodic sales performance reports.
• Monitor target achievement, secondary sales, SKU-wise performance, and distributor productivity.
• Ensure timely collections and follow up on outstanding payments in coordination with channel partners.
• Maintain accurate sales data, market reports, and competitor information.
• Coordinate with internal teams to ensure smooth order processing, supply, and resolution of channel-related issues.

3. Educational Qualification

Graduate in any discipline; a degree in Business Administration or Marketing is preferred.

MBA in Sales & Marketing will be an added advantage.

4. Required Experience & Skills

• 4 to 5 years of experience in sales and business development within the FMEG or electrical products industry.
• Prior experience in Wires & Cables, electrical accessories, switchgear, lighting, or related electrical product categories is preferred.
• Good knowledge of the West Bengal market, including distributor networks, dealer channels, and retail sales operations.
• Strong understanding of primary sales, secondary sales, distribution management, and channel development.
• Proven ability to achieve sales targets and expand market coverage.
• Strong negotiation, communication, relationship management, and problem-solving skills.
• Proficiency in MS Excel and sales reporting tools.
• Willingness to travel extensively within the assigned territory.

5. Key Performance Indicators (KPIs)

• Achievement of primary and secondary sales targets.
• Growth in revenue and sales volume for the Wires & Cables segment.
• Number of new distributors and dealers appointed.
• Improvement in active dealer and retailer coverage.
• Territory-wise market penetration and sales growth.
• SKU mix improvement and product availability.
• Timely collections and control of overdue outstanding payments.
• Effectiveness of market visits and channel engagement activities.

6. Preferred Candidate Profile

The ideal candidate should be a sales professional from an established FMEG or electrical products company, with hands-on experience in channel sales and a strong understanding of the West Bengal market. Candidates with existing distributor and dealer relationships, exposure to Wires & Cables, and a proven track record of driving territory growth will be preferred.