Area Sales Manager

Area Sales Manager Lighting

Area Leadership | General Trade

Function: Sales General Trade

Division: Lighting

Experience: 7–8 Years

Education: Graduate (Any Discipline)

CTC Band: 8–10 Lakhs per annum

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 3–6 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 4–8 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 2–3 years for strong performers
• Exposure to a fast-growing, founder-led company with multi-category ambition across Lighting, W&C, Switches, and Solar