Area Sales Manager

PHENAGRA SPICES
AREA SALES MANAGER JODHPUR DIVISION
Job Description, Responsibilities & Performance Framework
Phenagra Spices is seeking an experienced, result-oriented Area Sales Manager to lead sales, distribution expansion and
team operations across the Jodhpur Division. The role carries ownership for building a healthy and scalable distribution
network, growing market coverage and leading the field sales team.
1. Position Details
Position
Area Sales Manager Jodhpur Division
Phenagra Spices / Phenagra Herbal House
Jodhpur, Rajasthan
Company
Base Location
Territory
Jodhpur, Balotra, Barmer, Pali, Sumerpur and up to Abu Road
Sales & Distribution
Department
Reporting
Sales / Business Head
Experience
Industry Preference
7+ years in FMCG sales
Spices & Staples / FMCG
2. Territory
Jodhpur Balotra Barmer Pali Sumerpur Abu Road
The ASM will have ownership of sales development, distribution expansion, market coverage and team performance
throughout the assigned territory and surrounding markets as directed by management.
3. Key Responsibilities
Open and develop new distributor and super-stockist points across the assigned territory.
Identify commercially strong partners and build a sustainable distribution network.
¢ Drive strong primary and secondary sales across the division.
¢ Possess excellent field-sales skills and personally work in the market with the team.
¢ Lead from the front by accompanying sales staff and developing important markets and accounts.
¢ Recruit, train, guide and manage field sales team members as required.
¢ Set clear targets and monitor team achievement, productivity and discipline.
¢ Develop strong relationships with distributors, wholesalers, retailers and key trade partners.
¢ Ensure effective market coverage, outlet expansion, product availability and visibility.
¢ Monitor competitor pricing, schemes, launches and market developments and report actionable insights.
¢ Ensure disciplined reporting, sales forecasting, stock management and collection follow-up.
¢ Build Phenagra's market presence with a long-term focus on sustainable territory growth.
4. Required Skills & Leadership Qualities
¢ Strong FMCG sales and distribution expertise.
¢ Proven ability to open new distribution and super-stockist points.
¢ Strong negotiation, selling and relationship-management skills.
¢ Strong leadership and team-handling capability.

¢ Ability to work independently as well as within a team.
¢ Hands-on field-sales approach with high market discipline.
¢ Target-oriented mindset with strong execution ability.
¢ Good understanding of distributor economics and retail market dynamics.
¢ Excellent communication and interpersonal skills.
5. Qualification & Experience
¢ Graduate with a Business School qualification / Post-Graduation in any stream preferred.
¢ Minimum 7+ years of relevant FMCG sales experience.
¢ Strong preference for candidates with experience specifically in spices and staples.
¢ Relevant categories may include spices, tea, flour/atta, detergents and other fast-moving consumer products.
¢ Practical experience in distributor management, territory expansion and team handling is strongly preferred.
6. KPI & Performance Framework
Performance will be evaluated on building a healthy and scalable Jodhpur Division, not merely on primary billing. The
ASM is expected to convert distribution expansion into outlet growth, secondary sales, team productivity and sustainable
business growth.
KPI
Weight
30%
20%
15%
15%
10%
5%
Measurement
Sales Target Achievement
Distribution Expansion
Market & Outlet Expansion
Team Performance & Leadership
Collection & Distributor Health
Field Execution & Market Development
Market Intelligence & Reporting
TOTAL
Monthly & quarterly primary/secondary sales achievement
New distributors, super-stockists and productive market points opened
Active outlets, numeric distribution and territory coverage growth
Team productivity, target achievement, training, discipline and retention
Payment discipline, outstanding control, stock rotation and distributor health
Market visits, beat coverage, retailer development and execution
Competitor tracking, pricing intelligence, forecasting and timely reporting
Overall performance score
5%
100%
7. Performance Review Structure
Frequency
Review Focus
Monthly
Sales, distribution additions, outlet expansion, collections and team performance
Territory growth, distributor productivity, secondary sales and team development
Overall territory performance, expansion capability and quality of distribution
Achievement against business plan and eligibility for major incentive / revision
Quarterly
6 Months
Annual
8. Ideal Candidate
The ideal candidate is a senior FMCG sales professional with 7+ years of hands-on experience who understands
spices and staple categories, has strong distributor contacts, can independently open new distribution points, and
has the leadership ability to build and manage a high-performing field sales team.
9. Role Philosophy
The ASM will be measured not only by how much stock is billed into the channel, but by how effectively the territory is built.
The priority is: Distribution Outlet Expansion Secondary Sales Team Productivity Collections
Sustainable Growth. Distribution Expansion and Sales Achievement together represent 50% of the performance score.

10. Employment Profile
This is a field-oriented leadership role with significant responsibility for territory expansion, sales growth, distribution
development and team performance. Final compensation, incentives and employment terms will be discussed based on
experience and suitability.