STURLITE ELECTRIC PRIVATE LIMITED

Territory Sales Manager — Power | Wires & Cables & Switchgear

- Function:** Sales & Business Development – Power Division
- Category:** Wires, Cables & Switchgear
- Level:** Territory / Frontline Sales Management
- Location:** Assigned Territory / District HQ
- Reports To:** Area Sales Manager / Regional Sales Manager / State Head
- Team:** Sales Executives / Field Sales Team
- Travel:** Extensive field travel across the assigned territory

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About the Role

The Territory Sales Manager will be responsible for driving B2C / General Trade sales , expanding the dealer and distributor network, and increasing market penetration for Sturlite's Wires, Cables & Switchgear portfolio within the assigned territory. The role requires strong knowledge of the electrical trade market, distributor-dealer-retailer networks, secondary sales and market development.

The ideal candidate should be a field-oriented sales professional who can independently manage a territory, develop new markets and build strong relationships with dealers, distributors, retailers and electricians.

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Key Responsibilities

1. Sales & Target Achievement

- Achieve monthly, quarterly and annual sales targets for the assigned territory.
- Drive primary and secondary sales through distributors and dealers.
- Ensure healthy product movement across Wires, Cables and Switchgear.
- Track daily/weekly sales performance and take corrective actions.
- Ensure achievement of territory-wise sales and distribution objectives.

2. Distributor & Dealer Management

- Identify and appoint suitable distributors and dealers.
- Develop and maintain strong relationships with electrical wholesalers, dealers and retailers.
- Ensure adequate stock availability and product visibility in the market.
- Monitor distributor performance, stock levels, outstanding payments and business potential.
- Improve productivity of existing distributors and dealers.

3. Market Development

- Develop new markets and untapped areas within the assigned territory.
- Conduct regular market visits and dealer/retailer meetings.
- Map potential distributors, dealers, retailers and electrical wholesalers.
- Monitor competitor pricing, schemes,



products and market activities.
- Build strong counter presence for Sturlite products.

4. Secondary Sales & Retail Execution

- Drive secondary sales and product movement at retailer level.
- Ensure effective beat planning and market coverage.
- Increase active retailer and dealer base.
- Monitor SKU availability and product movement.
- Implement dealer schemes and promotional activities effectively.
- Ensure proper visibility and merchandising at counters.

5. Team Coordination

- Guide and support Sales Executives / field sales team in the territory.
- Allocate beats and territories as required.
- Monitor field activity, productivity and market coverage.
- Conduct regular joint market visits.
- Coach team members on product knowledge, sales execution and distributor management.

6. Electrician & Influencer Engagement

- Develop relationships with electricians, contractors and other market influencers.
- Support electrician meets, product demonstrations and market activation activities.
- Drive enrolment and participation in the Sumangal Electrician Loyalty Programme.
- Generate product awareness and recommendation at the market level.

7. Collections & Commercial Management

- Monitor distributor outstanding and collection status.
- Ensure timely payment collection as per company policy.
- Understand dealer/distributor margins, schemes and commercial terms.
- Maintain healthy distributor ROI and business relationships.

8. Reporting & Market Intelligence

- Submit regular sales and market reports to the reporting manager.
- Track competitor pricing, schemes, launches and market movements.
- Provide actionable market intelligence.
- Maintain accurate customer and market data.
- Ensure timely use of SFA / mobile-based reporting tools.

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Key Performance Indicators





- Achievement of territory sales targets
- Primary & secondary sales growth
- New distributor/dealer appointments
- Active dealer and retailer base
- Market coverage and beat compliance
- Secondary sales and retail productivity
- Stock availability and SKU penetration
- Collection and outstanding control
- Product mix and market penetration
- Electrician / contractor engagement
- Territory expansion and new market development
- Field productivity

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Qualifications & Experience

Essential

- 3–7 years of experience in Wires & Cables / Electrical / Switchgear / FMEG sales.
- Strong experience in B2C / General Trade / Trade Sales.
- Proven experience handling distributors, dealers and retailers.
- Experience in secondary sales and market development.
- Strong understanding of electrical distribution channels.
- Good knowledge of the assigned territory and local market.
- Graduate; MBA is an advantage.
- Willingness to undertake extensive field travel.

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Ideal Candidate Profile

Market Knowledge

Understands the local electrical market, dealer network, retailer structure and competitor landscape.

Trade Network

Has solid working relationships with distributors, dealers, retailers and electrical wholesalers.

Sales Driven

Takes ownership of territory targets, secondary sales and market execution.

Market Builder

Can identify new business opportunities and develop untapped markets.

Commercial Understanding

Understands pricing, margins, schemes, stock management and collections.

Field Focused

Comfortable with extensive travel and regular dealer/retailer visits.

Relationship Builder

Can establish and maintain long-term relationships with channel partners and market influencers. *

What Sturlite Offers

- Opportunity to work with a growing Wires & Cables and Switchgear business.
- Opportunity to build and develop new territories.
- Exposure to a growing electrical product portfolio.
- Opportunity to work closely with senior sales leadership.
- Career growth opportunities into ASM / RSM / State Head roles as the business expands.

Join Sturlite and Build the Market. Drive Growth. Grow Your Career.

📌 Territory Sales Manager (TSM) – Wires & Cables (Ranchi)
🏢 Sturlite India
📍 Ranchi