Vice President — Sales

Retailer Engagement & Field Operations · Reports to the COO/CEO · Delhi NCR

About Satya Retail

Satya Retail is building the distribution and engagement infrastructure for India's convenience channel — the 2.5

million+ paan-plus counters, tea stalls and kiosks that sell roughly ₹3 lakh crore a year and have never had organized distribution. We are a vertical eB2B platform: a trained field force, a retailer app, WhatsApp and tele-

calling rails, and AI pilots on the demand side; aggregated multi-brand supply, bulk-break and 2–3× weekly servicing on the fulfilment side; and 100% digital operations end to end.

The Mandate

Own the retailer side of the business end to end — the field force, the beats, the tele-calling engine, retailer acquisition, engagement and share of wallet — across all live cities, reporting directly to the leadership.

This is a dual mandate: run today's engine to its numbers, and build the team, processes and systems that will let it multiply — so that the next set of cities launch on playbooks, not heroics. You inherit a working machine; you leave behind an institution.

What You Will Own

- Field operations — hiring, training, incentive design and productivity of the field force; beat design and route economics; the daily operating rhythm across cities.
- Retailer acquisition & engagement — active-outlet growth, ordering frequency, retention and share of the counter's business — deepening, not just adding.
- Multi-channel demand — app self-ordering adoption, WhatsApp and tele-calling productivity, and the AI-

assisted channels being piloted — demand that survives beyond the visit.





- Sales discipline & governance — fair-price operations with zero undercutting, zero market credit, order-

quality and pilferage discipline — protecting the model, not just the number.

- City performance — sales-side ownership of city-level outcomes, working with fulfilment and distributor partners on service levels, fill rates and T+1 delivery.
- Building for scale — SOPs, MIS and dashboards, a leadership pipeline of city and zonal heads, and the recent-

city launch playbook — own-operated and distributor-led.

- National go to market strategy - Partner with the CEO/COO to shape national go-to-market strategy, city expansion, organization design and sales technology.
- People leadership - Build leaders, not managers. Develop city and zonal heads capable of running independent business units.

What Success Looks Like (12–18 months)

- Beat and outlet productivity — rising month on month in every live city, on the strength of engagement, not incentives.
- Share of the counter's business — growing across the base, with the top-decile playbook extended down the curve.
- Self-served demand — app, WhatsApp and tele channels carrying a growing share of orders.
- A ready organisation — for scale in line with the organization’s business plan.

Who We Are Looking For

- 10–15 years — of sales and field-operations leadership,



with a deliberate mix: FMCG general-trade rigor

(beats, distributors, trade discipline) and eB2B / fintech-style merchant operations at scale (Paytm, PhonePe,

Udaan, or similar).

- Builder-operator — has run large distributed field teams through managers, and has personally built the processes, incentive systems and MIS that ran them.
- Data-native — manages by dashboard and cohort, not anecdote; comfortable in a 100% digital operation where every order is on-platform.
- Street-credible — at ease at a paan counter and in a boardroom on the same day; genuine appetite for market work.
- Principle-driven — will defend fair pricing and operating discipline under growth pressure — our model depends on it.

Non negotiables

- Obsessed with execution and driving quality sales.
- Comfortable spending time in the market every week.
- Uses data before opinion.
- High integrity.
- Thrives in ambiguity.
- Builds systems and processes, not heroics.

Why This Role

- Category-creating platform — the first serious attempt to organize India's largest unorganized retail channel

— with the model already proven at 10,000 counters.

- CEO-reporting, board-visible — you own one of the two engines of the company, at the table where the company is built.
- Institutional backing — DS Group's 90-year channel craft and the Infinia Tech JV behind the scale-up.
- The build — the systems, playbooks and leaders you create become the national operating standard for this channel.

Compensation

Best-in-industry, benchmarked to the role's weight — fixed, variable and wealth-creation components discussed

📌 VP Sales (Delhi)
🏢 Satya Retail
📍 Delhi