Job DescriptionArea Sales Manager (ASM) – Beverage Division

Department: Sales & Distribution

Designation: Area Sales Manager (ASM)

Industry: Beverages / FMCG

Location: Pune Region

Reporting To: Regional Sales Manager / Sales Head

Employment Type: Full-Time

About the Role

We are looking for a motivated and result-oriented Area Sales Manager (ASM) to lead sales and distribution activities for our beverage portfolio across an assigned territory.

The ASM will be responsible for developing the distribution network, managing distributors and sales representatives, driving secondary and primary sales, expanding retail presence, and ensuring strong visibility of products across the market.

The ideal candidate should have experience in FMCG, beverages, food products, or consumer goods, with strong knowledge of general trade and distributor-led sales.

Key Responsibilities1. Sales & Target Achievement

- Achieve monthly, quarterly, and annual sales targets for the assigned territory.
- Develop and execute territory-wise sales plans.
- Drive primary sales to distributors and secondary sales through retail outlets.
- Identify opportunities to increase sales volume, market penetration, and product availability.
- Monitor sales performance against targets and take corrective actions.

1. Distributor Management

- Appoint, develop, and manage distributors across the assigned territory.
- Maintain strong relationships with distributors, super-stockists, and key channel partners.
- Ensure adequate stock availability at distributor points.
- Monitor distributor inventory, billing, collections, and stock movement.
- Coordinate with distributors to improve market coverage and outlet servicing.

1. Market Expansion

- Identify and develop new markets and territories.
- Expand the company's retail network by onboarding new outlets.
- Develop coverage across supermarkets, grocery stores, convenience stores, cafés, restaurants, institutional buyers, and other relevant channels.
- Identify potential distributors and channel partners in uncovered areas.




- Conduct regular market visits to understand competition, pricing, consumer demand, and market trends.

1. Team Management

- Manage and guide Sales Officers, Sales Executives, and field sales representatives.
- Set daily and monthly targets for the sales team.
- Monitor beat plans, outlet coverage, productive calls, and order generation.
- Conduct regular team meetings and market reviews.
- Train the team on products, selling techniques, schemes, and market execution.

1. Retail & Visibility

- Ensure availability of all assigned SKUs at retail outlets.
- Improve product visibility through displays, racks, branding, POSM, and promotional activities.
- Ensure proper execution of company schemes and trade promotions.
- Monitor competitor activities, pricing, promotions, and new product launches.
- Ensure proper FIFO/FEFO stock rotation wherever applicable.

1. Market Intelligence

- Track competitor brands, pricing, schemes, product launches, and distribution strategies.
- Gather feedback from distributors, retailers, and consumers.
- Identify high-potential outlets and emerging market opportunities.
- Prepare regular market and competitor reports for management.

1. Collections & Commercial Control

- Monitor distributor outstanding payments and ensure timely collections.
- Maintain healthy distributor credit and stock levels.
- Coordinate with the finance team regarding outstanding payments and credit limits.
- Minimize expiry, damage, leakage, and slow-moving inventory.

1. Reporting

- Prepare daily/weekly/monthly sales reports.
- Track primary and secondary sales.
- Report distributor-wise and territory-wise performance.




- Submit market visit reports and competitor activity reports.
- Maintain accurate records of outlet coverage, recent outlet additions, and sales productivity.

Required Skills
- Strong understanding of FMCG/beverage sales and distribution.
- Good knowledge of distributor and retail networks.
- Strong communication and negotiation skills.
- Ability to manage and motivate a field sales team.
- Solid market development and relationship-management skills.
- Target-oriented and commercially driven approach.
- Good analytical and reporting skills.
- Willingness to travel extensively within the assigned territory.
- Basic proficiency in MS Excel, Google Sheets, and sales reporting tools.

Educational Qualification
- Graduate degree in any discipline.
- MBA/PGDM in Sales & Marketing will be an advantage.

Experience Preferred: 2–5 years of experience in FMCG, beverages, food & beverage, or consumer products sales.

Candidates with robust experience in general trade, distributor management, and territory expansion will be preferred.

Key Performance Indicators (KPIs)

- Primary sales achievement
- Secondary sales achievement
- New distributor appointments
- New outlet additions
- Retail outlet coverage
- Numeric distribution
- SKU-wise availability
- Distributor productivity
- Sales team productivity
- Collection efficiency
- Market expansion
- Product visibility and execution
- Reduction in expiry/damage/returns

Ideal Candidate The ideal candidate is a hands-on field sales professional who understands how FMCG products move from the company → distributor → retailer → consumer. The candidate should be comfortable spending significant time in the market, building relationships with distributors and retailers, opening new outlets, managing sales teams, and aggressively expanding the company's presence within the assigned territory.

Compensation: ₹25000 – ₹27000 per month+ performance incentives + travel allowance/TA-DA, as applicable.

Pay: From ₹25,000.00 per month

Work Location: In person

📌 Senior Sales Officer (Bhamburde)
🏢 Schwifty Foods And Beverages
📍 Bhamburde