Area Sales Manger (wire & cable)
Sturlite India
Date: 2 hours ago
City: Gwalior, Madhya Pradesh
Contract type: Full time
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
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.
Maintain strong relationships with electrical wholesalers, dealers and retailers.
Ensure adequate stock availability and product visibility.
Monitor distributor performance, ROI and outstanding payments.
Identify potential dealers, retailers and electrical wholesalers.
Map competitor activity, pricing, schemes and market movements.
Build strong counter presence for Sturlite products.
Allocate territories and targets.
Conduct regular market visits and performance reviews.
Coach the team on distributor management, product knowledge and sales execution.
Ensure effective beat planning and market coverage.
Monitor SKU availability and movement.
Drive dealer schemes and promotional activities effectively.
Drive enrolment and participation in the Sumangal Electrician Loyalty Programme.
Build relationships with contractors, electricians and other market influencers.
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
Essential
Qualifications & Experience
610 years of experience in Wires & Cables / Electrical / Switchgear / FMEG sales.
Minimum 24 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. The existing JD specifically identifies internal progression from RSM into larger multi-state and business-head responsibilities.
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
- Sales & Target Achievement
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.
- Distributor & Dealer Management
Maintain strong relationships with electrical wholesalers, dealers and retailers.
Ensure adequate stock availability and product visibility.
Monitor distributor performance, ROI and outstanding payments.
- Market Development
Identify potential dealers, retailers and electrical wholesalers.
Map competitor activity, pricing, schemes and market movements.
Build strong counter presence for Sturlite products.
- Team Management
Allocate territories and targets.
Conduct regular market visits and performance reviews.
Coach the team on distributor management, product knowledge and sales execution.
- Secondary Sales & Market Execution
Ensure effective beat planning and market coverage.
Monitor SKU availability and movement.
Drive dealer schemes and promotional activities effectively.
- Electrician & Influencer Engagement
Drive enrolment and participation in the Sumangal Electrician Loyalty Programme.
Build relationships with contractors, electricians and other market influencers.
- Reporting & Market Intelligence
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
Essential
Qualifications & Experience
610 years of experience in Wires & Cables / Electrical / Switchgear / FMEG sales.
Minimum 24 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. The existing JD specifically identifies internal progression from RSM into larger multi-state and business-head responsibilities.
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