Role Purpose To build and lead company’s HORECA (Hotels, Restaurants, Catering, Cafeterias, Cloud Kitchens, Institutions) business for appliances. The role holder will be responsible for developing the go-to-market strategy, building a national sales organization, creating channel partnerships, winning key accounts, and delivering profitable revenue growth.

Appliances adoption is growing across restaurants, hotels, institutional kitchens, catering businesses, and cloud kitchens due to energy efficiency, safety, operational consistency, and sustainability advantages. Direct sales, distributors, and key account management are the dominant routes to market in this segment.

Key Responsibilities

- Business Creation & Strategy

Develop a 5-year HORECA growth roadmap for the company

Create market segmentation strategy

Hotels

Restaurant Chains

QSR Chains

Cloud Kitchens

Caterers

Hospitals

* Educational Institutions

* Corporate Cafeterias

Define pricing architecture and product portfolio.

Build annual business plans and sales targets.

- Route-to-Market Development

Establish a pan-India HORECA sales network.

Appoint and manage

* Commercial kitchen equipment distributors

Regional dealers

Project consultants

* Kitchen contractors

* Foodservice equipment integrators

Develop direct sales model for key accounts.

Create channel incentive programs.

Direct sales and specialized distributors are critical channels for large HORECA customers because buyers require installation, customization, and after-sales support.

- Key Account Management

Build strategic relationships with

National hotel chains

Restaurant chains

QSR operators

Corporate cafeterias

Healthcare institutions

Educational institutions

Catering companies

Responsible for

Annual contracts

National rate agreements

Multi-location rollouts

Product standardization programs





- Project Sales & Specification

Get company’s products specified in new commercial kitchen projects.

Engage with

Architects

* Kitchen consultants

MEP consultants

Hospitality procurement companies

- Develop project pipeline management process.
- Product & Solution Development

Work closely with R&D; and Product teams to develop necessary appliance needs.

Provide market feedback for future product development.

- Demonstration & Culinary Excellence Program

Set up commercial kitchen demo centers.

Build chef engagement programs.

Conduct live cooking demonstrations.

Create chef ambassador network.

- Service & Customer Experience

Build dedicated HORECA service network.

Define installation standards.

Ensure rapid service turnaround.

Develop Annual Maintenance Contract (AMC) business.

- Team Building

Recruit and lead

Regional Sales Managers

Key Account Managers

Project Sales Managers

Application Chefs

Service Managers

Build a high-performance B2B sales culture.

Requirements

Key Performance Indicators (KPIs)

Year 1

₹25–50 Cr HORECA business

50+ active channel partners

25+ national key accounts

100+ project specifications

Year 3

₹150–200 Cr business

Pan-India presence

Leadership position in appliance category

Year 5

₹500 Cr+ HORECA business

Preferred appliance partner for major hotel and restaurant chains

Candidate Profile

Education

Engineering / MBA preferred

Degree in Hospitality Management is an added advantage

Experience

12–20 years in:

Commercial Kitchen Equipment

* Food Service Equipment

* Hospitality Solutions

* Institutional Sales

* HORECA Business Development

Critical Competencies

HORECA channel development

Key account selling

Project sales

Distributor management

Hospitality procurement processes

Commercial negotiation

P&L; ownership

Strategic planning

Team leadership

Solution selling

📌 Head HORECA Channel (Bengaluru)
🏢 XpertReach
📍 Bengaluru