Haan, ab sufficient information available hai. Existing ASM structure aur aapke clarified
business ownership model ke basis par recruitment ke liye ek professional JD aur uske saath
measurable KRA/KPI Framework tayyar kiya ja sakta hai. Existing ASM JD ka management
structure bhi reference ke roop mein aligned rahega, lekin role ko Area Development orientation
diya jayega.
SAIFCO BASMATI RICE
JOB DESCRIPTION (JD)
Position
Area Development Manager (ADM)
Department
Sales & Distribution
Reports To
Managing Director (MD)
Team Reporting
Field Sales Representatives (FSRs)
CRM Support
Sales Coordinator
Delivery Team (Operational Coordination)

Position Purpose
The Area Development Manager (ADM) is the business owner of the assigned territory and is
responsible for developing the assigned district/city into a profitable, structured and
self-sustaining market.
The role is responsible for planning, decision-making, problem-solving, customer acquisition,
market expansion, sales growth, retailer development, team leadership and execution to
achieve long-term business growth.
Primary Objectives
Develop the assigned territory systematically.
Acquire new retailers and business partners.
Achieve sales and profitability targets.
Build a stable repeat-order business.
Create a high-performing sales team.
Establish SAIFCO as the preferred premium basmati brand within the territory.
Scope of Responsibility
The ADM owns complete responsibility for:
Assigned district / city / pin-code cluster
Retail market development
HoReCa business development
Modern Trade development
Territory planning
Beat planning
Sales planning
Customer acquisition
Team performance
Business growth
Area profitability
Market intelligence
Retail visibility
Customer relationship management

Cross-functional coordination
Key Responsibilities
1. Business Planning
Prepare Daily Sales Plan
Weekly Execution Plan
Monthly Business Plan
Area Expansion Plan
Demand Forecast
Beat & Route Planning
Sales Target Planning
Budget Utilization Planning
2. Market Development
Identify complete retail universe.
Develop new markets.
Open new territories.
Acquire new retailers.
Acquire HoReCa customers.
Acquire Modern Trade customers.
Increase numeric distribution.
Increase market penetration.
Improve product visibility.
3. Sales Development
Achieve monthly sales targets.
Increase active retailer base.
Increase repeat ordering.
Improve strike rate.
Improve conversion ratio.
Improve outlet productivity.





Increase average order value.
Maintain profitable sales growth.
4. Team Leadership
Recruit Field Sales Representatives.
Train and coach the team.
Set daily priorities.
Conduct market reviews.
Review KPIs.
Conduct performance coaching.
Build a performance-driven culture.
5. Decision Making
Take decisions related to:
Territory allocation
Beat planning
Retailer approval
Sampling
Local marketing execution
Complaint resolution
Team deployment
Sales prioritization
(All financial approvals shall follow Company Approval Matrix.)
6. Problem Solving
Resolve issues relating to:
Slow sales
Competitor activities
Pricing objections
Retailer complaints
Consumer complaints

Delivery coordination
Stock availability
Team performance
Quality concerns
Market expansion barriers
7. Cross Functional Coordination
Coordinate with:
CRM
Marketing
Depot
Logistics
Finance
Customer Support
MD
Qualification
Graduate (MBA preferred)
Experience
510 years FMCG Sales
Rice industry preferred
Distribution management experience
Team handling experience
New market development experience
Strong business planning capability
Skills Required

Leadership
Sales Planning
Business Development
Territory Management
Negotiation
Decision Making
Problem Solving
Analytical Thinking
Team Building
Communication
Customer Relationship Management
Commercial Awareness
Reporting
Daily
Sales Progress
New Retailers
Market Visit Summary
Issues & Escalations
Weekly
KPI Review
Market Development Review
Team Review
Expansion Progress
Monthly
Business Review
Sales Performance
Market Share Progress
Profitability
Forecast
Quarterly
Strategic Business Review
Area Development Review

Expansion Strategy
Success Definition
The Area Development Manager shall be considered successful when the assigned territory is
transformed into a structured, profitable and self-sustaining business through systematic market
development, achieving at least 80% target outlet coverage, consistent repeat ordering,
profitable sales growth,



high-performing teams and business operations requiring only strategic
guidance from the Managing Director.
AREA DEVELOPMENT MANAGER
KRA / KPI SCORECARD
KRA
KPI
Target
Frequenc
y
Area Development
Market Expansion
Market Expansion
Market Expansion
Sales Growth
Sales Growth
Profitability
Target outlet coverage
New retailers onboarded
New HoReCa accounts
80% in 6 months
As per territory plan
Target based
Monthly
Monthly
Monthly
Monthly
Monthly
Monthly
Monthly
Monthly
Monthly
New Modern Trade accounts Target based
Monthly sales achievement
Sales growth
100%
As budget
Gross Margin
Budget achievement
Positive
Profitability
Area Profit
Distribution
Active Retailers
Growth vs previous
month
Distribution
Numeric Distribution
Continuous improvement Monthly

Distribution
Productivity
Productivity
Repeat Order %
¥80% active customers
Growth
Monthly
Monthly
Monthly
Monthly
Outlet Productivity
Average Order Value
Retailer Conversion %
Growth
Customer
Target achievement
Acquisition
Customer Service
Market Visibility
Planning
Complaint Resolution Time
Visibility implementation
Forecast Accuracy
Within SLA
Monthly
Monthly
Monthly
Monthly
Monthly
100% priority outlets
¥90%
Team
Team Productivity
Target achievement
100% compliance
Team
Team Attendance &
Discipline
Team
Training Completion
Outstanding Recovery
Competitor reports
Timely reporting
100%
Quarterly
Monthly
Weekly
Daily
Collections
Market Intelligence
Reporting
As policy
Weekly
100%
Compliance
SOP compliance
100%
Monthly
Additional Recruitment Assessment Parameters
Interview ke dauran candidate ko sirf experience par evaluate na karein. In competencies ko bhi
score kiya jana chahiye:
Competency
Weightag
e
Territory Development Experience
Recent Market Opening Experience
Business Planning Ability
20%
15%
15%
15%
10%
Team Leadership
Retail & Distribution Knowledge

Problem Solving & Decision Making
Commercial & Profitability Understanding 10%
Communication & Negotiation 5%
10%
Meri recommendation: Is JD aur KRA/KPI ke baad agla document "ADM Recruitment &
Interview Manual" hona chahiye. Usme competency-based interview questions, case studies
(new city launch, competitor attack, slow sales, retailer complaint), scorecard aur selection
criteria define honge. Isse recruitment standardized aur objective ho jayegi.

📌 Area Sales Manager (Delhi)
🏢 Amasia Multigrain
📍 Delhi