Role & responsibilities An Area Sales Executive (ASE) in the fast-moving consumer goods (FMCG) food industry drives primary and secondary sales, manages local distributor networks, and expands retail or institutional coverage within a designated geographic territory.

1. Distributor & Channel Management

- Monitor and manage the local distributor network to maintain optimal inventory levels and prevent stock-outs or dumping.
- Drive secondary sales from distributors to retail outlets (kirana stores, supermarkets, modern trade, or HoReCaHotel/Restaurant/Caf).
- Track order fulfillment, billing, and timely payment collections to minimize outstanding market credit.

2. Market Execution & Expansion

- Conduct regular daily market visits to existing and prospective retail accounts within the assigned territory.
- Appoint new retail partners and stockists to widen numeric and weighted distribution reach.
- Ensure proper product placement, planogram compliance, fresh stock rotation (FIFO - First In, First Out for food items),



and attractive shelf-display visibility.

3. Sales Targets & Reporting

- Deliver assigned volume, value, and collection targets consistently.
- Submit daily/weekly activity reports, sales dashboards, and Management Information System (MIS) reports using mobile sales apps or CRM tools.

4. Market Intelligence

- Gather feedback from retailers and consumers regarding food product taste, packaging, pricing, and schemes.
- Track competitor activities, current product launches, and promotional pricing schemes in the local territory to recommend counter-strategies.

Preferred candidate profile The preferred candidate profile for an Area Sales Executive in the FMCG food industry requires a graduate degree with 3 to 5 years of field sales experience, deep knowledge of local distribution networks, and a proven record of meeting revenue targets.

📌 Sales Officer, SO, Senior Sales Officer, Area Sales Executive, TSI, SI (Raichur)
🏢 Swastiks Masalas
📍 Raichur