Astitva Beverages Pvt. Ltd. is looking for a target-oriented and energetic Sales Officer to drive sales and distribution growth in the assigned territory.

The Sales Officer will be responsible for acquiring new retailers, wholesalers and distributors, generating regular orders, expanding market coverage, developing customer relationships, and achieving assigned sales targets.

The ideal candidate should be comfortable with extensive fieldwork, customer meetings, negotiation, order generation, market development and daily sales reporting.

Key Responsibilities

1. Sales & Business Development

- Achieve monthly, quarterly and annual sales targets for the assigned territory.
- Identify and develop new business opportunities.
- Acquire current retailers, wholesalers, distributors, cafés, restaurants, hotels and institutional customers.
- Generate regular orders and ensure repeat business.
- Increase sales volume and product range across existing customers.
- Develop new markets and expand Astitva's distribution network.

1. Market & Outlet Coverage

- Conduct regular market visits according to the assigned beat/route plan.
- Visit retailers, wholesalers and other potential customers on a daily basis.
- Identify outlets where Astitva products are not currently available.
- Ensure adequate market coverage and product availability.
- Maintain an updated database of existing and prospective customers.

1. Distributor & Retailer Development

- Support distributors in expanding their retailer network.
- Identify and onboard new retailers and wholesale partners.
- Maintain strong working relationships with distributors and retailers.
- Communicate company schemes, promotions, margins and offers effectively.
- Ensure distributor stock is adequately available in the market.
- Monitor product movement and identify slow-moving products.

1. Order Generation & Collection

- Take orders from retailers, wholesalers and distributors.
- Follow up on pending orders and ensure timely execution.
- Encourage higher order quantities and wider SKU penetration.




- Monitor outstanding payments and coordinate collections as per company policy.
- Maintain proper records of sales, orders and collections.

1. Product Visibility & Merchandising

- Ensure Astitva products are properly displayed at retail outlets.
- Improve shelf, counter, refrigerator and display visibility wherever applicable.
- Ensure proper placement of promotional materials.
- Implement company-approved trade promotions and retailer schemes.
- Monitor competitor visibility and promotional activities.

1. Market Intelligence

Regularly collect and report information regarding:
- Competitor products and pricing
- Competitor schemes and retailer margins
- New product launches
- Market demand and customer preferences
- Retailer feedback
- Competitor sales activities
- Distribution gaps
- Pricing and market changes

1. Customer Relationship Management

- Build long-term relationships with retailers, wholesalers and distributors.
- Understand customer requirements and resolve routine issues promptly.
- Maintain regular communication with key customers.
- Encourage customers to increase repeat purchases and product assortment.
- Maintain a professional and positive image of Astitva Beverages in the market.

1. Reporting & MIS

Submit regular reports covering:
- Daily market visits
- Number of outlets visited
- New outlets added
- Orders generated
- Sales achieved
- Collections
- New leads
- Active customers
- Repeat orders
- Competitor activities
- Market feedback

Key Performance Indicators (KPIs) The Sales Officer will be evaluated primarily on measurable business results:
- Monthly Sales Achievement
- New Retailer/Customer Acquisition
- New Distributor/Wholesale Accounts
- Daily Productive Calls
- Number of Active Outlets




- Repeat Order Rate
- Average Order Value
- SKU/Product Penetration
- Territory Coverage
- Collection Efficiency
- Distributor Sales Growth
- Market Expansion

Candidate ProfileEducation
- Graduate in any discipline preferred.
- Candidates with relevant FMCG/beverage sales experience may be considered regardless of specialization.

Experience
- 1–4 years of experience in FMCG, beverages, food, dairy, packaged water or consumer products preferred.
- Freshers with strong sales ability and local market knowledge may also be considered for entry-level territories.

Required Skills
- Strong communication and interpersonal skills
- Sales and negotiation skills
- Customer relationship management
- Ability to generate and close orders
- Good local market knowledge
- Target-oriented approach
- Basic knowledge of MS Excel/mobile sales applications
- Ability to work independently in the field
- Strong follow-up and reporting discipline

Personal Attributes
- Energetic and self-motivated
- Confident and persuasive
- Result-oriented
- Honest and reliable
- Comfortable with field travel
- Good relationship builder
- Willing to take ownership of territory performance

What Success Looks Like A successful Sales Officer at Astitva Beverages Pvt. Ltd. should be able to: Find → Pitch → Convert → Order → Deliver → Repeat → Expand The objective is not simply to visit shops. The Sales Officer must create productive outlets, generate orders, increase repeat sales and continuously expand Astitva's market presence.

Compensation

Salary: ₹ 20,000 – ₹ 40,000 per month

Incentive: Performance-based sales incentive

Travel: As per company policy

Other Benefits: As per company policy

Final compensation and incentive structure will depend on experience, territory and assigned targets.

Pay: ₹20,000.00 - ₹40,000.00 per month

Benefits

- Cell phone reimbursement
- Adaptable schedule
- Internet reimbursement
- Leave encashment
- Paid sick time
- Work from home

Work Location: In person

📌 Sales Officer (SO) (Dehradun)
🏢 Astitva Beverages
📍 Dehradun