Area Sales Manager Lighting

Area Leadership | General Trade

Function: Sales General Trade

Division: Lighting

Experience: 7 to 8 Years

Education: Graduate (Any Discipline)

Reporting To: State Head / RSM

About Sturlite

Sturlite Electric Private Limited is a Bengaluru-headquartered Fast Moving Electrical Goods (FMEG) company operating across five high-growth categories: Lighting, Wires & Cables (Sturlite Voltedge), Switches, Solar (Zeovolt), and Health tech. Sturlite is in an active growth acceleration phase, with new category launches underway and a national footprint being rapidly built across India. We are building a founder-led, performance-first sales culture with strong channel relationships, disciplined execution, and a long-term orientation toward market share leadership in electricals.

ROLE PURPOSE

The Area Sales Manager owns the sales performance and channel health of Sturlite's Lighting business across an assigned area (typically 3 to 6 districts). The ASM leads a team of Sales Executives, manages key accounts and distributors, drives scheme adoption, and ensures the business grows sustainably through strong channel engagement and credit discipline.

KEY RESPONSIBILITIES

Deliver area-level primary and secondary revenue targets; own the monthly sales plan and forecast

Lead, manage, and develop a team of 4 to 8 Sales Executives through structured reviews, ride-alongs, and coaching

Build and deepen relationships with key distributors, super-stockists, and influential dealers in the area

Execute go-to-market strategies including current product launches, schemes,



and price changes at the area level

Manage distributor health: monitor inventory levels, claim settlements, and ROI to ensure partner satisfaction

Maintain strong credit discipline oversee collections, set credit limits, and resolve outstanding disputes Identify new territory white-spaces and drive systematic expansion of the dealer/distributor network

Track and report competition movement, pricing intelligence, and market trends to the State Head

Own the recruitment and onboarding of Sales Executives in coordination with the HR/TA team

Achieve Dealer NPS and relationship quality metrics as defined in the sales incentive framework

FUNCTIONAL COMPETENCIES

- Channel Management
- Team Management & Coaching
- Credit & Collections Management
- Key Account Management
- Territory Knowledge & Expansion
- Scheme Design Understanding
- Competition Intelligence
- Go-to-Market Execution
- Customer Retention
- Forecasting & Reporting
- Distributor ROI Management
- New Product Launch Execution

EXPERIENCE & BACKGROUND: Industry Preference: Lighting | Wires & Cables | Switches | Switchgear

Key Skills: Team leadership, channel management, distributor handling, area P&L; thinking

WHAT STURLITE OFFERS

Attractive CTE structure: fixed pay + quarterly variable pay

Manage a meaningful area from Day 1 - not a shadow or support role

Career pathway to State Head / Regional Manager within 23 years for strong performers

Exposure to a fast-growing, founder-led company with multi-category ambition across Lighting, W&C;, Switches, and Solar

📌 Area Sales Manager - Lightings (Bhopal)
🏢 Sturlite Electric Private
📍 Bhopal