Area Sales Manager Rural Distribution

Company: Mitthu — mouth fresheners, jaljeera, supari

Base: Purnea or Bhagalpur (field-based). Lucknow HO visit every 45 days.

Reports to: Director

Directly manages: 4 Sales Officers today, across 9 districts. Building this to 10–12 is part of the mandate.

Travel: 20–26 days/month in market. This is not a desk role.

Why this role exists

We sell through a super stockist distributor SO retailer chain across nine districts: Purnia, Katihar, Araria, Kishanganj, Supaul, Madhepura, Saharsa, Bhagalpur and Banka. The network is live and billing.

It is also being run by four Sales Officers. That is roughly two districts per man, which means most of the territory is being touched occasionally rather than worked, and nobody can tell you which parts. What we do not have is a single person who owns the plan: which markets get worked in what sequence, which distributors are worth keeping, where the SO’s day actually goes, and whether the offtake number on the sheet is real.

Territory knowledge today sits with individual Sales Officers.



When an SO leaves, the area’s performance leaves with him—we have watched this happen. This role exists to build the team the territory needs and to move that knowledge into the company.

The mandate

1. Own the go-to-market plan for the territory
- Sequence which districts and which market points get worked, in what order, with what expectation.
- Set the beat plan for every SO—a permanent journey plan, not improvised routes.
- Decide the width vs. velocity call per market: where we push more outlets, where we push more offtake per outlet.
- Own the district-level number and defend it monthly with reasons, not adjectives.

1. Build and prune the distributor network
- Assess every existing distributor on capacity, credit behaviour, coverage willingness and infrastructure, and replace the ones who are just a godown.
- Appoint current distributors in gap markets; negotiate ROI, coverage commitment and stockin

📌 Area Sales Manager (Purnia)
🏢 Satya Narain Kesho Ram
📍 Purnia