Reporting To: Sales Head Business Head

Job Purpose The Area Manager HoReCa Sales will be responsible for developing and expanding the company's HoReCa and institutional sales business, building strong relationships with hotels, restaurants, caterers and other institutional customers, and achieving assigned sales and business development targets.

Key Responsibilities

- Develop and expand the HoReCa business across the assigned territory.
- Identify new business opportunities among Hotels, Restaurants, Caterers, Cloud Kitchens, Institutions and other food-service customers.
- Appoint, develop and manage distributors and institutional channel partners.
- Build and maintain strong relationships with key HoReCa and institutional customers.
- Achieve monthly, quarterly and annual sales targets.
- Develop new customers and increase business with existing accounts.
- Plan and execute territory-wise sales and market development activities.
- Ensure effective product availability and distribution across the assigned market.
- Conduct regular market visits to understand customer requirements, competitor activity and market trends.
- Negotiate commercial terms with customers and channel partners within approved company guidelines.
- Coordinate with internal teams for order processing, product availability, pricing and timely delivery.
- Monitor distributor performance, outstanding payments and market coverage.
- Collect market feedback and provide inputs for product, pricing and business strategy.




- Prepare regular sales, market visit and business development reports for management.

Desired Profile

- 3 to 5 years of successful sales experience in the HoReCa, Food or FMCG segment.
- Strong understanding of the HoReCa/institutional sales channel.
- Existing distributor network and strong contacts with hotels, restaurants, caterers and institutional customers will be highly preferred.
- Proven ability to achieve sales targets and develop new markets.
- Solid communication, negotiation and relationship management skills.
- Self-motivated, result-oriented and commercially aware.
- Willingness to travel extensively across the assigned territory.
- Good market knowledge and ability to identify new business opportunities.

Key Competencies

- HoReCa Sales & Business Development
- Distributor Management
- Institutional Sales
- Customer Relationship Management
- Territory Development
- Negotiation & Commercial Skills
- Market Intelligence
- Target Achievement
- Team Coordination
- Communication & Presentation Skills

Key Performance Indicators (KPIs)

- Sales Target Achievement
- New HoReCa Customer Acquisition
- Distributor Appointment & Performance
- Territory Sales Growth
- Customer Retention
- Market Coverage
- Collection/Outstanding Control
- Product Distribution & Availability
- New Business Development
- Customer Relationship & Service

Travel: Extensive travel across the assigned territory

📌 Area Manager – HoReCa Sales (Delhi)
🏢 Dusad Agrofood
📍 Delhi