AREA SALES MANAGER Rural Distribution (FMCG – Retail Spice Powder Brand)

Job Title: Area Sales Manager

Department: Sales & Business Development

Role Category: Retail & B2C

Industry: FMCG, Food Processing

Employment Type: Full Time, Permanent

Work Mode: In Office

Job Location: Guwahati, Assam (base location; regular travel to Barpeta, Nagaon/Sonitpur & Barak Valley zones)

Experience: 5–10 years — Strictly FMCG industry experience required

Education: Any Graduate (MBA preferred, not mandatory)

Annual Salary (Fixed): Rs. 4.5 Lakh – Rs. 5.5 Lakh per annum + TA/DA as per company policy

Total CTC (Fixed + Variable): Rs. 6.5 Lakh – Rs. 7.5 Lakh per annum (~30% variable pay, performance-linked)

Languages: Assamese, Hindi, English, Bengali (Bengali relevant for Barak Valley coordination)

ABOUT THE ROLE

We are looking for an Area Sales Manager to lead our newly formed rural distribution team across Assam for our retail spice powder brand, overseeing three Sales Officers managing distinct territories (Barak Valley, Guwahati–Barpeta, Guwahati–Nagaon/Sonitpur). This is a ground-up market-building role for a branded, packaged retail spice powder product line, combining distribution oversight with direct closure of bulk/institutional (B2B/HORECA) sales opportunities.

KEY RESPONSIBILITIES

- Recruit, oversee, and mentor a team of Sales Officers across assigned zones, selling our branded retail spice powder range
- Approve and demarcate distributor territory boundaries before any current distributor appointment is finalized
- Standardize distributor appointment criteria, credit terms, and margin structures across territories
- Review zone-wise primary/secondary sales performance and course-correct underperforming areas
- Identify which districts/towns justify additional Sales Officer headcount based on sales data and distributor count
- Personally close bulk/institutional (B2B/HORECA) sales opportunities for the spice powder product line,



sourced by Sales Officers or directly, across all three zones
- Conduct regular zone visits — including multi-day stays during the initial distributor appointment phase in each territory
- Design and roll out trade schemes, and monitor ROI per zone
- Consolidate and present sales MIS/reporting to leadership
- Build the case for team expansion based on early performance data

TRAVEL Extensive travel across all three zones is required, including multi-day stays in a zone during the initial distributor appointment phase. Barak Valley travel is by overnight train for regular visits; flight is reserved for pre-approved emergencies only.

REQUIREMENTS

- Strictly FMCG industry experience required — candidates without FMCG background will not be considered
- 5–10 years FMCG sales experience, with at least 2 years in a team-handling/ASM role; experience with packaged food/spice/retail spice powder brands is a strong plus
- Prior experience launching a new territory or distribution network from scratch highly preferred
- Strong data orientation — comfortable setting KPIs and reviewing sales MIS
- Willingness to travel across all three zones regularly, including overnight travel to Barak Valley
- Fluency in Assamese and Hindi; working English for reporting; working Bengali a plus for Barak Valley coordination

COMPENSATION STRUCTURE
- Fixed salary: Rs. 4.5 Lakh – Rs. 5.5 Lakh per annum
- Travel Allowance / Daily Allowance: as per company policy
- Performance incentive: linked to team-wide distributor network health, zone-wise secondary sales, and bulk/institutional sales closed
- Total CTC: Rs. 6.5 Lakh – Rs. 7.5 Lakh per annum, including ~30% variable pay

KEY SKILLS Preferred: General Trade, Distributor Handling, Distribution Management, Team Handling, B2B Sales

Also relevant: Area Sales, Territory Sales, Channel Sales, Distributor Sales, Distribution Channel Sales, Retail Sales, Retail Channel Sales, Primary Sales, Secondary Sales, General Trade Sales, Field Sales, FMCG Sales, Rural Sales, Retail Distribution

📌 Area Sales Manager (Guwahati)
🏢 Hills N Valleys Organics
📍 Guwahati