Senior Sales Manager - Switches

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

Benefits offered by this job

Fixed pay + quarterly variable pay

Career pathway to State Head / RM in 2

Job summary

Sturlite Electric Private Limited in Bengaluru seeks a Senior Sales Manager for Lighting to lead the Sales General Trade function. You will manage a team, drive distributor relationships, and execute category GTM plans across a defined area.

The role requires 7–8 years of experience and a Graduate degree. You will work under the State Head / RSM and contribute to scalable growth across Lighting and adjacent categories.

Qualifications

• Experience in Lighting or electricals preferred.
• Strong leadership and channel-management skills.
• Area P&L thinking and distributor handling.

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 reviews, ride-alongs, and coaching.
• Build and deepen relationships with key distributors, super-stockists, and dealers in the area.
• Execute go-to-market strategies including launches, schemes, and price changes at the area level.
• Manage distributor health: monitor inventory, claim settlements, and ROI for partner satisfaction.
• Maintain credit discipline: oversee collections, set credit limits, and resolve disputes.
• Identify territory white-spaces and drive expansion of dealer/distributor network.
• Track competition, pricing intelligence, and market trends; report to State Head.
• Own recruitment and onboarding of Sales Executives with HR/TA.
• Achieve Dealer NPS and relationship metrics per sales incentive framework.

Skills

Channel Management

Team Management & Coaching

Credit & Collections Management

Key Account Management

Territory Knowledge & Expansion

Scheme Design Understanding

Competition Intelligence

Go-to-Market Execution

Forecasting & Reporting

Customer Retention

Distributor ROI Management

New Product Launch Execution

Education

Graduate (Any Discipline)

Job description

Senior Sales Manager Lighting

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 36 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
• Forecasting & Reporting
• Customer Retention
• 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 2 to 3 years for strong performers

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