Scope of Work (SOW): Institutional & HORECA Sales Manager

Position: Sales Manager - Institutional & HORECA (Hotels, Restaurants, Catering) Reporting To: Head of Sales / Director 1. Role Overview

The Institutional & HORECA Sales Manager is responsible for driving B2B sales volume, revenue growth, and market penetration for our Black CTC tea portfolio. This role focuses on unlocking opportunities in high-volume segments, including hotels, restaurant chains, corporate caterers, quick-service restaurants (QSRs), tea cafe chains, airlines, railways, and large corporate offices. The ideal candidate will leverage industry networks to position our CTC tea as the preferred choice for commercial brewing, emphasizing consistency, strong liquor, high cuppage (cups per kg), and cost-effectiveness.

2. Core Responsibilities & Scope of Work

A. Market Penetration & Business Development

- Pipeline Generation: Identify, map, and pitch to prospective B2B clients within the HORECA and Institutional sectors (e.g., facility management companies, industrial caterers, cloud kitchens).
- Product Positioning: Effectively communicate the unique selling propositions (USPs) of our Black CTC tea blends (e.g., quick infusion, strong color, robust flavor profile suitable for milk tea/chai).
- Sampling & Trials: Organize commercial-scale tea tasting sessions and brewing trials with chefs, purchase managers, and operations heads to prove product performance and cost-per-cup efficiency.

B. Key Account & Relationship Management

- Contract Negotiation: Lead negotiations regarding pricing, credit terms, annual volume commitments, and delivery schedules to secure long-term supply contracts.
- Account Retention: Serve as the primary point of contact for institutional clients, ensuring high satisfaction, resolving quality or supply chain grievances promptly, and securing contract renewals.
- Customization Coordination:



Work closely with the internal tea-tasting and blending team to develop customized CTC blends or packaging sizes (e.g., 1kg, 5kg bulk packs) tailored to specific client brewing methods (automated vending machines, manual boiling, bulk urns).

C. Distribution & Channel Management

- B2B Distribution Network: Appoint, manage, and evaluate specialized HORECA distributors and sub-stockists to ensure seamless last-mile delivery to institutions.
- Inventory Coordination: Collaborate with the logistics and warehouse teams to maintain optimum stock levels at the distributor end, preventing stock-outs or over-stocking of inventory.

D. Sales Strategy, Intelligence & Reporting

- Market Intelligence: Monitor competitor pricing, packaging innovations, and promotional activities within the bulk CTC tea segment.
- Sales Forecasting: Provide accurate monthly, quarterly, and annual sales volume forecasts to the production and procurement teams to align with tea auction buying cycles.
- Reporting: Maintain and update a comprehensive CRM database of leads, active accounts, pipelines, and lost accounts. Submit weekly sales progress reports to management.

3. Qualifications & Key Competencies
- Experience: 5-8 years of proven experience in B2B/Institutional sales within the FMCG or Food Service sector and having good relations with the concerned supply chain. Specific experience selling tea, coffee, dairy, or bakery ingredients to HORECA is highly preferred.
- Network: An active, established network of procurement managers, corporate caterers, and F&B; directors.
- Skills: Exceptional negotiation, presentation, and relationship-building skills. Ability to understand the technical nuances of tea (cuppage, strength, color).
- Travel: Willingness to travel extensively within the assigned territory for client meetings and market development.

If you are interested in this prospect, please click on the Apply Now button to submit your application.

📌 Institutional Sales & HoReCa Manager (Maharashtra)
🏢 Saraswati Indusatries
📍 Maharashtra