Area Sales Manager

Power | Wires & Cables

Sturlite Electric Private Limited | Area Sales Manager

Trade Channel

Function: Sales & Business Development

Power Division

Category: Wires, Cables & Switchgear

Level: Middle Management

Location: Assigned Area / District HQ

Reports To: Regional Sales Manager / State Head

Team: TSMs / Sales Executives / Field Sales Team

Travel: Extensive field travel across the assigned territory

About The Role

The Area Sales Manager will be responsible for driving sales growth, expanding the distributor and dealer network, and strengthening market presence for Sturlite's Wires & Cables and Switchgear portfolio within the assigned area.

This is a field-driven trade sales role for someone who understands electrical distribution, dealer-retailer networks and secondary sales, and can build a strong market from the ground up.

Key Responsibilities

Sales & Target Achievement

Achieve monthly, quarterly and annual sales targets for the assigned area.

Drive primary and secondary sales through distributors and dealers.





Ensure healthy product mix across wires, cables and switchgear.

Monitor sales performance and take corrective actions where required.

Distributor & Dealer Management

Identify, appoint and develop distributors and dealers.

Maintain strong relationships with electrical wholesalers, dealers and retailers.

Ensure adequate stock availability and product visibility.

Monitor distributor performance, ROI and outstanding payments.

Market Development

Expand Sturlite's presence across current territories and market pockets.

Identify potential dealers, retailers and electrical wholesalers.

Map competitor activity, pricing, schemes and market movements.

Build strong counter presence for Sturlite products.

Team Management

Lead and guide TSMs / Sales Executives in the assigned area.

Allocate territories and targets.

Conduct regular market visits and performance reviews.

Coach the team on distributor management, product kno

📌 Area Sales Manger (Coimbatore)
🏢 Sturlite India
📍 Coimbatore