About the Role

We are looking for a high-ownership Sales Manager to build, manage and scale our HORECA distributor network.

This person will be responsible for developing strong relationships with distributors, expanding the customer base, increasing secondary sales, ensuring market execution and creating a predictable, scalable HORECA sales engine.

The role requires a combination of sales leadership, distributor management, market intelligence, relationship building and disciplined execution.

This is not a role limited to taking orders. The mandate is to build the channel and continuously improve it.

KEY RESPONSIBILITIES

- Distributor Management & Growth

● Identify, appoint and develop suitable HORECA distributors.

● Build strong, long-term relationships with distributors and key customers.

● Set clear sales targets and business plans for each distributor.

● Monitor distributor stock, sales, outstanding payments and market movement.

● Ensure regular secondary sales and healthy inventory rotation.

● Identify gaps in distributor performance and implement corrective actions.

● Develop distributor-wise growth plans.

2. HORECA Customer Acquisition Develop new business with:

● Hotels, Restaurants,Caterers, Cloud kitchens, QSRs, Institutional kitchens.

● Foodservice companies

● Other bulk food buyers.

Generate leads, conduct meetings, negotiate commercial terms and close business. Build a strong pipeline of prospective HORECA customers. Convert key accounts into recurring customers.

3. Sales & Revenue Ownership

● Achieve monthly, quarterly and annual sales targets.

● Drive both primary sales and secondary sales.

● Improve customer retention, repeat orders and order frequency.

● Monitor SKU-wise and customer-wise sales performance.

● Identify opportunities to increase average order value and product penetration.

4. Market Development

● Continuously map the HORECA market and identify new opportunities.

● Track customer requirements and changing market trends.





● Provide actionable market intelligence to the Management.

● Identify new geographies, distributors and customer segments for expansion. 5. Commercial Discipline

● Negotiate prices and commercial terms within approved company guidelines.

● Ensure disciplined credit and payment follow-up.

● Closely monitor outstanding receivables.

● Ensure that sales growth does not come at the cost of unhealthy credit or poor margins.

● Coordinate with finance and operations for smooth order execution.

KEY PERFORMANCE INDICATORS (KPIs)

The candidate will be evaluated on measurable business outcomes, including:

- Monthly Sales Achievement
- Distributor-wise Growth
- New HORECA Customers Acquired
- Collection / Outstanding Discipline
- Customer Retention

IDEAL CANDIDATE

We are looking for someone who is:

● Highly driven and target-oriented

● Strong in communication and negotiation

● Excellent at relationship building

● Commercially intelligent

● Data-oriented and disciplined

● Proactive Preferred Experience 3–7 years of relevant experience in: HORECA / Rice Industry / Staples / Distributor-led sales / Hotel & restaurant supplies Experience with rice or any other foodservice products will be an advantage.

FIRST 90 DAYS First 30 Days --Understand

● Understand products, pricing, margins and company systems.

● Understand existing distributors and customers.

● Map the HORECA market.

● Build a prospect database.

● Identify immediate sales opportunities

31–60 Days — Build

● Strengthen existing distributors.

● Start acquiring new customers.

● Build a qualified sales pipeline.

● Improve distributor coverage and secondary sales.

● Establish a disciplined reporting system 61–90 Days — Scale

● Deliver measurable sales growth.

● Develop high-potential distributors.

● Increase recurring HORECA customers.

● Identify new territories and opportunities.

● Present a clear 12-month HORECA growth plan to the Director.

Pay: ₹40,000.00 - ₹80,000.00 per month

Advantages

- Cell phone reimbursement
- Life insurance

Work Location: In person

📌 SALES MANAGER – HORECA DISTRIBUTOR CHANNEL (Delhi)
🏢 Roop Mahal Rice
📍 Delhi