State Head

Job Description State Head

Company: Sturlite Voltedge Private Limited
Designation: State Head – Power
Division: Wires, Cables & Switchgear
Channel: B2C / General Trade
Location: State Headquarters
Reporting To: Joint Business Head – Power
Team: Area Sales Managers (ASMs) and Territory Sales In-charges (TSIs)

About Sturlite

Sturlite Electric is a growing electrical products company with a strong pan-India distribution network. Its Power Division focuses on Wires & Cables and Switchgear, with an emphasis on product quality, distribution expansion and retail market penetration.

Role Purpose

The State Head will own the overall state-level business, including revenue, profitability, distributor development, secondary sales, market expansion and sales team leadership. The role requires a strong trade sales background and the ability to build a growing business across the assigned state.

Key Responsibilities

• Own state-level sales targets, revenue, profitability and business growth.
• Develop and execute annual and quarterly business plans for Wires & Cables and Switchgear.
• Build and expand the distributor, dealer, retailer and electrical wholesaler network.
• Drive primary and secondary sales through the B2C / General Trade channel.
• Lead, coach and develop ASMs and TSIs to achieve territory and state targets.
• Map key electrical markets and appoint suitable distributors across the state.
• Strengthen retail penetration, product availability and brand visibility.
• Manage distributor performance, stock availability, credit and collections.
• Plan and execute trade schemes, dealer engagement activities and electrician programmes.
• Monitor competitor pricing, trade schemes, new launches and market share.
• Coordinate with supply chain, marketing and finance teams for demand planning and business execution.
• Conduct regular market visits, distributor reviews and performance meetings.
• Prepare sales forecasts, MIS reports and monthly business reviews for management.

Required Experience & Qualifications

• 12–18 years of experience in Wires & Cables, Switchgear or the Electrical industry.
• At least 5 years in an ASM, Regional Sales Manager or equivalent leadership role.
• Strong experience in B2C / General Trade and distributor-led sales.
• Proven experience in managing sales teams and state-level business targets.
• Good understanding of primary sales, secondary sales, distribution and retail expansion.
• Experience with Polycab, Finolex, KEI, RR Kabel, Havells, V-Guard or similar electrical brands preferred.
• Graduate in any discipline; an engineering degree or MBA is an advantage.
• Strong knowledge of the assigned state's electrical market and distributor network.
• Willingness to travel extensively across the state.

Key Skills

• State Sales and Business Development
• Wires & Cables and Switchgear Sales
• B2C / General Trade
• Distributor and Dealer Network Development
• Primary and Secondary Sales
• P&L and Revenue Management
• Team Leadership and Development
• Market Mapping and Retail Expansion
• Sales Forecasting and MIS
• Credit Control and Collections
• Trade Marketing and Competitor Analysis

Key Performance Indicators

• Achievement of state revenue and sales targets.
• Growth in primary and secondary sales.
• New distributor and dealer appointments.
• Increase in active retailers and market coverage.
• Distributor productivity and channel profitability.
• Collection efficiency and control of outstanding payments.
• Sales team productivity and retention.
• Achievement of retail visibility and market expansion targets.

Ideal Candidate Profile

The ideal candidate will be a commercially strong sales leader with hands-on experience in Wires & Cables or Switchgear trade sales. The candidate should have an established distributor network, experience leading ASMs and TSIs, and a proven ability to expand B2C business across an entire state.

Candidates with predominantly project, institutional or B2B sales experience and limited general trade exposure will not be preferred.Job Description Area Sales Manager (ASM)

Company: Sturlite Voltedge Private Limited
Division: Power Wires, Cables & Switchgear
Channel: B2C / General Trade
Department: Sales & Business Development
Location: Assigned Area / District Headquarters
Reporting To: Regional Sales Manager / State Head

About Sturlite

Sturlite is expanding its Power Division across Wires & Cables and Switchgear. The business focuses on building a strong distributor, dealer and retailer network, expanding market coverage and delivering sustainable sales growth through the trade channel.

Role Purpose

The Area Sales Manager will be responsible for driving sales growth, developing distributor and dealer networks, increasing retail penetration and managing sales execution across the assigned territory.

Key Responsibilities

• Achieve monthly, quarterly and annual sales targets for Wires & Cables and Switchgear products.
• Develop and manage distributors, dealers, retailers and electrical wholesalers.
• Drive primary and secondary sales through the B2C / General Trade channel.
• Appoint new distributors and dealers to expand market coverage.
• Identify new business opportunities and increase product availability at retail counters.
• Manage and guide Territory Sales In-charges / Sales Executives to achieve territory targets.
• Plan sales beats, conduct regular market visits and monitor field productivity.
• Build strong relationships with distributors, dealers, electricians and retailers.
• Monitor competitor activities, pricing, trade schemes and market trends.
• Ensure effective execution of promotional schemes and brand visibility activities.
• Monitor distributor stock, sales performance, collections and outstanding payments.
• Coordinate with the Regional Sales Manager and internal teams on sales planning, forecasting and product availability.
• Prepare sales reports, market updates and periodic performance reviews.

Required Experience & Qualifications

• 510 years of experience in sales within Wires & Cables, Switchgear or the Electrical industry.
• Experience in B2C sales, General Trade and channel distribution is essential.
• Strong experience in distributor and dealer management.
• Proven ability to achieve sales targets and develop new markets.
• Experience managing field sales teams and territory-level business.
• Candidates from Polycab, Finolex, KEI, RR Kabel, Havells, V-Guard or similar electrical brands will be preferred.
• Graduate in any discipline; an MBA in Sales or Marketing is an advantage.
• Willingness to travel extensively within the assigned territory.

Key Skills

• Wires & Cables Sales
• Switchgear and MCB Sales
• B2C / General Trade
• Distributor and Dealer Development
• Primary and Secondary Sales
• Retail Market Expansion
• Team Management
• Sales Target Achievement
• Market Mapping and Beat Planning
• Collection and Credit Management
• Competitor Analysis
• Sales Reporting and Forecasting

Key Performance Indicators

• Achievement of monthly and quarterly sales targets.
• Growth in primary and secondary sales.
• New distributor and dealer appointments.
• Increase in active retailers and market coverage.
• Improvement in product availability and retail penetration.
• Collection efficiency and outstanding payment control.
• Sales team productivity and field visit compliance.

Ideal Candidate Profile

The ideal candidate will have strong hands-on experience in Wires & Cables or Switchgear trade sales, an established distributor and dealer network, and the ability to drive B2C business growth through general trade. Candidates with predominantly project or institutional sales experience and limited retail distribution exposure may not be suitable.