Territory Sales Manager- Wires & Cable

Sturlite Electric Private Limited; Jamshedpur; On-site; INR 500,000 - 800,000; Full time

Job summary

Sturlite Electric Private Limited is seeking a Sales Executive (TSI/TSM Power) to drive Wires & Cables and Switchgear sales in the assigned territory. You will expand dealer and retailer coverage, manage channel partners, and support collections with strong in-market execution.

The role emphasizes extensive field travel, relationship building with distributors and electricians, and active participation in trade promotions and local market activation.

Qualifications

• Graduate in any discipline; Electrical Engg background advantageous.
• Knowledge of electrical trade distribution and local market dynamics.
• Proficiency in the local language of the assigned territory.
• 25 years of relevant sales experience in Wires & Cables, Electrical, Switchgear, or related industries.

Responsibilities

• Achieve monthly, quarterly, and annual sales targets.
• Drive primary and secondary sales through distributors, dealers and retailers.
• Ensure product availability, stock rotation, visibility and timely replenishment at counters.

Skills

Sales orientation

Channel management

Negotiation

Communication

Education

Graduate in any discipline

Electrical Engineering background advantageous

Tools

SFA tools

Job description

Sturlite Electric Private Limited

Job Description

Position: TSI/ TSM Power | Wires & Cables

Function: Sales & Business Development Power Division

Business Category: Wires, Cables & Switchgear

Level: Executive

Location: Assigned Territory / District

Reporting To: Area Sales Manager

Travel: Extensive field travel within the assigned territory

1. Job Purpose

The Sales Executive will drive sales and market development for Sturlite Electric Private Limiteds Wires & Cables and Switchgear portfolio within the assigned territory. The role focuses on expanding dealer and retailer coverage, driving secondary sales, maintaining channel relationships, supporting collections, and ensuring strong in-market execution.

2. Key Responsibilities

A. Sales & Target Achievement

• Achieve assigned monthly, quarterly, and annual sales targets.
• Drive primary and secondary sales through distributors, dealers, and retailers.
• Improve product mix and SKU penetration across Wires, Cables, and Switchgear.
• Execute the sales plan and take corrective action to address gaps in target achievement.
• Ensure regular market coverage and productive customer interactions.

B. Dealer & Retailer Management

• Build and maintain relationships with distributors, dealers, retailers, electrical wholesalers, and channel partners.
• Identify and develop potential new dealers and retailers within the assigned territory.
• Ensure product availability, stock rotation, visibility, and timely replenishment at counters.
• Support distributors in activating dealers and expanding the active retailer base.
• Communicate and implement company schemes, promotions, and commercial initiatives.

C. Market Development & Execution

• Conduct regular market mapping to identify growth opportunities and uncovered market pockets.
• Increase Sturlites counter presence, brand visibility, and product availability.
• Execute beat plans and route plans with discipline.
• Monitor competitor prices, schemes, product launches, and market activity, and share insights with the reporting manager.
• Support trade promotions, dealer meets, product demonstrations, and local market activations.

D. Secondary Sales & Channel Activation

• Drive retailer-level billing and product movement.
• Ensure appropriate SKU availability and display at dealer and retailer outlets.
• Promote dealer schemes and trade activation programmes.
• Identify gaps in distribution and market coverage and promptly elevate or address them.
• Maintain regular contact with key channel partners to improve sales and loyalty.

E. Electrician, Contractor & Influencer Engagement

• Support electrician engagement activities, product demonstrations, and local brand-building programmes.
• Promote enrolment and participation in the Sumangal Electrician Loyalty Programme.
• Build working relationships with electricians, contractors, and other local influencers.
• Identify opportunities to improve product recommendation and preference in the market.

F. Collections & Reporting

• Follow up on distributor and dealer outstanding payments in line with approved credit terms.
• Support collection efforts and elevate collection risks promptly.
• Submit accurate and timely sales, stock, collection, and market reports.
• Maintain updated dealer, retailer, customer, and market data through SFA/mobile reporting tools.
• Share actionable market intelligence with the Area Sales Manager.

3. Key Performance Indicators

Performance will be evaluated based on:

• Achievement of assigned sales targets
• Primary and secondary sales growth
• Active dealer and retailer growth
• New dealer and retailer appointments
• Product mix and SKU penetration
• Beat-plan compliance and market coverage
• Counter visibility and product availability
• Collection efficiency and outstanding control
• Electrician and contractor engagement
• Quality and timeliness of sales reporting

4. Qualification & Experience

Essential Qualifications

• Graduate in any discipline from a recognised institution.
• Diploma or degree in Electrical Engineering will be an advantage.
• Knowledge of electrical trade distribution and local market dynamics.
• Proficiency in the local language of the assigned territory.

Essential Experience

• 25 years of relevant sales experience in Wires & Cables, Electrical, Switchgear, FMEG, or related industries.
• Experience in B2C trade sales, dealer management, retailer coverage, and secondary sales.
• Familiarity with distributors, dealers, retailers, electrical wholesalers, electricians, and contractors.
• Experience using sales reporting or SFA tools will be preferred.

6. Ideal Candidate Profile

The successful candidate should demonstrate:

• Strong sales orientation and ownership of targets
• Good relationships with dealers, retailers, electricians, and contractors
• Ability to develop new markets and expand channel coverage
• Strong field discipline, beat planning, and follow-through
• Understanding of pricing, schemes, inventory, and collections
• Ability to identify competitor activity and market opportunities
• Willingness to travel extensively and work closely with channel partners
• Clear communication, reporting, and relationship-management skills.

7. Career Growth

High-performing Sales Executives will have opportunities to progress to Territory Sales Manager / Territory Sales Incharge roles as Sturlites Power Division expands.

8. What Sturlite Offers

• Opportunity to contribute directly to a growing Wires & Cables and Switchgear business.
• Exposure to market development, channel expansion, and field sales execution.
• Opportunity to work with a strong and expanding product portfolio.
• Performance-driven career growth and increasing business responsibility.

9. Working Requirements

This is a highly field-oriented role requiring extensive travel across the assigned territory. The Sales Executive should be comfortable conducting regular distributor, dealer, retailer, electrician, and contractor visits; developing new business; and supporting local market activation.

Sturlite Electric Private Limited is an equal opportunity employer and evaluates candidates based on qualifications, experience, capabilities, and suitability for the role.