Job Description
Area Sales Executive (ASE) – General Trade
nLocations: Uttar Pradesh (Ghaziabad, Lucknow, Varanasi & Prayagraj, Gwalior & Jhansi)
n

nRole Purpose
nBuild and grow Troovy’s General Trade business across the assigned territory through strong distribution, outlet development and disciplined market execution. Lead the frontline sales team to drive secondary sales, productive outlets, repeat orders and sustainable market growth.
nThis is an execution-intensive field role for someone who understands that sustainable growth comes from strong market coverage, disciplined follow-ups, product availability, visibility, and repeat offtake.
n

nKey Responsibilities
nMarket Development
n
- n
- Map the complete retail outlet universe across assigned markets, routes and clusters.n
- Identify high-potential outlets, competitor-dominated stores and underserved markets.n
- Open current outlets and ensure they become productive through structured follow-ups.n
- Develop new beats and improve coverage across priority territories.n




- Expand Troovy’s presence across relevant grocery, snacks and impulse-purchase outlets.n

nSecondary Sales and Repeat Offtake
n
- n
- Achieve assigned primary and secondary sales targets.n
- Drive repeat orders from existing outlets instead of focusing only on new outlet additions.n
- Identify non-moving, low-productivity and lapsed outlets and take corrective action.n
- Improve average sales per outlet, order frequency and average order value.n
- Expand SKU penetration within existing productive outlets.n
- Work with the frontline team to convert trials into sustained retail offtake.n

nDistributor and Beat Management
n
- n
- Work closely with assigned distributors to execute territory sales plans.n
- Plan daily beats, outlet coverage and market-working priorities.n
- Ensure adequate distributor inventory and availability of priority SKUs.n
- Monitor stock movement, ageing and replenishment requirements.n
- Improve d

📌 Area Sales Executive (Haryana)
🏢 Troovy
📍 Haryana