Regional Sales Manager —

- Power (State Head, Trade)

Regional Sales Manager —

- Power

_Sturlite Voltedge Private Limited | State Head —
- Trade Channel | Pan-India_

__Function

Sales &

- Business Development —
- Power Division (Wires, Cables &
- Switchgear)

__Level

Senior Management (Regional Sales Manager / State Head)

__Openings

Multiple positions — one per state / territory (see markets table below)

__Location

State capital or key commercial hub within the assigned territory

__Reports To

Joint Business Head —

- Power (Mr.

Suresh

Jain &
- Mr.

Sandeep

Kantilal)

__Team Size

Leads 4–6 ASMs and 18–28 TSIs across the assigned state

__Travel

12–15 days per month across the state or cluster

__

About Sturlite Electric

Founded in 2009 by Mr.

Sanjay

Jain and Mr.

Mukesh

Jain, Sturlite Electric is a Bengaluru-based electrical products company that has compounded at ~35% CAGR for the better part of a decade — reaching ₹700 Cr ARR through a 16,000+ partner channel spanning 25 states. The lighting portfolio that built the business is TUV Rheinland-certified and has earned Sturlite a rare distinction in the Indian electrical trade: a challenger brand that distributors and retailers respect on merit, not on price.

Seventeen Years Into The Business, The Founders Are Taking The Brand Into Two New Categories —

- Committing Greenfield Manufacturing Capital At Kadi, Mehsana (Gujarat) To Do It The Right Way

_
- _Wires &
- Cables — house wires (Flamecore+ FR-LF, Greencore+ HR-FR-LF, Ultracore+ HR-FR-LSH-LF) on Class 5 fine-flexible conductor and 99.97% electrolytic-grade copper, manufactured to IS 694 and IS 17048. Flexible/control cables, submersible cables, and communication cables (CAT 6, telephone, speaker). RoHS-clean by design, with serialised anti-counterfeit architecture. _
- _Switchgear &
- MCBs — miniature circuit breakers, RCCBs, isolators, distribution boards, and the wider modular protection range for residential, commercial, and light industrial use. ISI-marked and engineered to integrate naturally with the wires range at the panel and the dealer counter. Over the next three to four years, Sturlite will grow into a multi-category electrical group of ₹2,000 Cr+ — built on four legs: lighting, wires & cables, switchgear &
- MCBs, and wiring devices. The team being built for the Power Division defines this next chapter.

The Power

Division is being built once. The people who build it own how it gets built. The Opportunity

Role This is not a maintenance role in an established business. It is a state P&L; leadership role in a brand-new category. The right candidate will: _

- _Enter a market where Sturlite Power has zero legacy baggage — no old pricing issues, no burned relationships, no stuck stock. _
- _Leverage Sturlite's existing lighting dealer network (16,000+ partners) as a ready entry point for distributor and retailer conversations. _
- _Represent a product with genuine quality credentials —
- ISI-marked, Class 5 conductor, copper-pure, competitively positioned against Polycab, Finolex, KEI, and RR Kabel. _
- _Have the backing of an established, growth-oriented company investing seriously in the category — trade schemes, BTL support, the Sumangal electrician loyalty programme, and Ranveer Singh as brand ambassador. _
- _Build a team of ASMs and TSIs over time — this role is a state P&L; owner from Day 1, growing into a multi-state mandate in Phase 2.

Key Responsibilities 1. Revenue &

- P&L; Ownership

_
- _Achieve revenue plan (monthly, quarterly, annual) for the full portfolio — house wire, flexible, submersible,



communication cables, and switchgear / MCBs. _
- _Maintain portfolio mix discipline across the full range, tracking the Y1 baseline to Y3 steady-state trajectory. _
- _Manage credit and collections at state level; keep DSO within company norms (≤ 45 days). _
- _Conduct monthly business review with Joint BH — performance, market intel, and escalations. 2. Team Leadership —
- ASMs &
- TSIs

_
- _Lead a team of 4–6 ASMs and 18–28 TSIs across the state — hire, train, develop, and retain. _
- _Assign zone territories, set targets, build beat plans; conduct joint market visits and weekly reviews. _
- _Coach ASMs on distributor management, SKU-mix discipline, and Sturlite's competitive positioning. _
- _Build a team culture of ownership, field discipline, and commercial accountability from Day 1. 3.

Distributor

Strategy &
- Channel Health _
- _Own distributor strategy for the state — appointment, ROI management, performance reviews, conflict resolution. _
- _Map the state's electrical wholesale and distribution landscape; identify and prioritise the right distributor profile for Sturlite Power. _
- _Ensure distributors are adequately stocked, trained on the product, and motivated to push Sturlite actively. _
- _Activate key electrical wholesale hubs — establish Sturlite Power as a visible, credible option at the counter within the first 90 days. 4.

Sumangal Electrician

Programme —
- State Execution _
- _Execute the centrally-designed Sumangal electrician loyalty programme at state level
- BU Head owns design, RSM owns execution. _
- _Drive electrician enrolments, monthly nukkad meets, product demos, and coupon-to-order conversion across all zones. _
- _Monitor Sumangal ordering velocity — ≥ 25% of enrolled electricians ordering quarterly. 5.

Strategic Kitty

Deployment _
- _Deploy the RSM discretionary strategic kitty — for early-bird distributor offers, month-end off-take pushes, and small schemes to distributors that drive secondary off-take to retailers. _
- _RSM is the sole authority for kitty deployment

- ASM and below have no scheme authority. _
- _Kitty quantum is set annually by the BU Head
- RSM is accountable for ROI (target: ≥ ₹15 of incremental billing per ₹1 deployed). 6.

Demand

Planning &
- Supply Coordination _
- _State-level demand planning and forecasting; coordinate with manufacturing for monthly supply allocation. _
- _Drive recent SKU launches and sub-brand traction — sampling, dealer education, electrician demos. _
- _Represent Sturlite at state trade bodies, BIS audits, and electrical contractor associations. 7.

Brand

Visibility &
- Market Intelligence _
- _Drive in-shop visibility — ensure branding materials, product samples, price lists, and display boards are in place at key retail counters. _
- _Track competitor activity closely —
- Polycab, Finolex, KEI, RR Kabel, Havells — monitor pricing, schemes, new launches, and distributor moves in the state. _
- _Provide monthly market intelligence reports to the Joint BH team; flag opportunities and threats in real time. Key Performance Indicators __KPI
- T Revenue achievement

__ ≥ 95% of annual plan; ≥ 90% in any quarter

__ Monthly

__ Portfolio mix discipline

__ Per Y1 baseline →





- Y3 SS trajectory; ±5pp quarterly band

__ Quarterly

__ Distributor health (ROI score)

__ ≥ 18% ROI for ≥ 80% of distributors

__ Quarterly

__ Beat coverage

__ 100% beat mapped by M6; ≥ 90% visit compliance

__ Monthly

__ Active billing %

__ 30% of beat by M12 (Y1); 50% by Y3 SS

__ Monthly

__ ASM team retention

__ ≥ 90% Y1; ≥ 95% Y2 onwards

__ Annual

__ Strategic kitty ROI

__ ≥ ₹15 of incremental billing per ₹1 deployed

__ Monthly

__ DSO

__ ≤ 45 days for distributors

__ Monthly

__ Sumangal — enrolment

__ Per state EPP target (2–3× beat annually)

__ Monthly

__ Sumangal — ordering velocity

__ ≥ 25% of enrolled electricians ordering quarterly

__ Quarterly

__ Contractor pull-through

__ ≥ 15% of state billing from contractor-driven retailer orders

__ Monthly

__

Qualifications &

- Experience

Essential

_

- _12–18 years in wires / cables / switchgear / electricals sales. _
- _Minimum 5 years as ASM or equivalent zone-lead role at an established player. _
- _Demonstrable track record of running a ₹50+ Cr Trade P&L.; _
- _Multi-region or multi-state exposure preferred. _
- _Team management of 15+ people including ASMs. _
- _Prior experience at Polycab, Finolex, KEI, RR Kabel, Havells, V-Guard, or equivalent W&C; brand. _
- _Comfort with SFA / mobile-based tools and data-driven decisions. _
- _Graduate (engineering preferred)
- MBA a plus but not mandatory.

Preferred _
- _Experience with tiered distributor structures and electrician loyalty programmes. _
- _Deep knowledge of the state's electrical wholesale landscape — key wholesale hubs, top distributor names. _
- _Resident in (or willing to relocate to) state HQ city. _
- _Regional language fluency mandatory.

Ideal Candidate Profile

_

- _

Builder, not Maintainer: Has launched a zone, state, or category from zero before and prefers that over inheriting a settled book. _
- _
Channel-Credible: Can pick up the phone and get a meeting with the top 20 distributors in the territory. Reputation in the trade matters more than CV polish. _
- _
Commercially Literate: Reads scheme ROI, mix margin, and working capital impact natively. Will not over-spend a scheme to chase a billing number. _
- _
Phase-1 Mindset: Comfortable with months 1–4 being slower than plan, and disciplined enough to keep building through that period without panic-discounting. _
- _
Direct Communicator: Short messages, clear numbers, no theatre. Will tell the JBH when something is broken instead of dressing it up. _
- _
Self-Starter: Sets their own daily agenda, plans their own beat, and does not wait to be told where to go or what to do.

What Sturlite Offers** _

- _Founding-team membership in an IPO-track manufacturing venture with BIS-certified domestic plant at Kadi, Mehsana (Gujarat). _
- _A genuinely differentiated product portfolio —
- Class 5 stranded conductor, three house-wire tiers, full flexible / submersible / communication cable range, plus switchgear &
- MCBs. _
- _Ranveer Singh as brand ambassador — meaningful pull at the dealer counter. _
- _Direct working access to founders. Decisions in days, not quarters. _
- _Full ownership of state (or state-cluster) P&L; — empowerment with accountability, no matrix layers diluting the role. _
- _Successful Phase 1 RSMs are first in line for multi-state roles as Sturlite enters Phase 2 and beyond. _
- _Clear career path to National / Zone Business Head as the state business scales —
- Sturlite grows its leaders from within.

Confidential —
- For Internal Use Only | Sturlite Electric Private

📌 State Head (Wires & Cables) (Kolkata)
🏢 Sturlite India
📍 Kolkata