Regional Sales Manager – General Trade (GT), East

Company: AGARO

Business: Small Domestic Appliances (SDA)

Function: Sales – General Trade

Position: Regional Sales Manager – East

Location: Kolkata / East India

Reporting To: National Sales Head / Business Head

- Role Objective To drive General Trade (GT) business across East India by achieving sales and distribution targets, expanding the distributor and retailer network, increasing secondary sales and market penetration, and building a high-performing sales team.

The RSM will be responsible for the overall business growth, channel development, team productivity and market execution across the assigned East region.

- Geographic Responsibility

Primary responsibility for

- West Bengal
- Bihar
- Jharkhand
- Odisha
- Assam
- North-East markets, wherever applicable

3. Key Responsibilities

A. Sales & Business Growth

- Achieve monthly, quarterly and annual GT sales targets for the region.
- Drive both primary and secondary sales.
- Develop territory-wise sales plans and ensure timely execution.
- Improve sales productivity, product mix and regional contribution.
- Identify new markets and business opportunities across East India.

B. Distributor & Super Stockist Management
- Appoint and develop distributors and super stockists in uncovered markets.
- Strengthen the existing distribution network and ensure healthy distributor ROI.
- Monitor distributor stock, billing, secondary movement and outstanding.
- Ensure adequate inventory and availability of key SKUs.
- Conduct regular distributor business reviews.

C. Retail Expansion & Market Penetration




- Increase numeric distribution and retail outlet coverage.
- Expand AGARO's presence in Tier 2, Tier 3 and emerging markets.
- Develop new retail counters and productive outlets.
- Ensure availability of the complete product range at key outlets.
- Drive retailer engagement and relationship management.

D. Secondary Sales & Market Execution
- Closely monitor territory-wise and distributor-wise secondary sales.
- Ensure proper beat planning and productive market coverage.
- Track SKU-wise sales and identify gaps in market performance.
- Drive range selling, new product penetration and premium SKU sales.
- Ensure effective merchandising and product visibility at retail outlets.

E. Team Management
- Lead and manage the regional GT sales team, including ASM, Sales Officers and field sales personnel.
- Set territory-wise targets and KPIs.
- Conduct regular performance reviews and field visits.
- Coach and develop team members for higher productivity.
- Ensure adherence to beat plans, market coverage and reporting discipline.

F. Market Visits
- Spend significant time in the market with the sales team and channel partners.
- Conduct joint working with ASMs and Sales Officers.
- Regularly visit distributors, dealers and retailers.
- Identify market gaps and implement immediate corrective actions.





G. Competition & Market Intelligence
- Monitor competitor pricing, schemes, product launches and distribution.
- Track competitor activity at distributor and retail level.
- Provide actionable market intelligence to the management.
- Recommend appropriate counter-strategies for improving market share.

H. Commercial & Collection Management
- Monitor distributor outstanding and collection efficiency.
- Ensure adherence to company credit and commercial policies.
- Control trade schemes, discounts and promotional expenses.
- Maintain healthy distributor inventory and avoid excessive ageing.
- Ensure commercial discipline across the region.

I. MIS & Business Reviews
- Prepare daily/weekly/monthly sales reports.
- Track Target vs Achievement by territory, distributor and SKU.
- Review primary vs secondary sales.
- Analyse distribution, productivity and market coverage.
- Conduct monthly regional business reviews with the management.

4. Key KPIs / KRAs

KRAKey Performance Indicator

Sales

Primary & Secondary Sales Achievement

Growth

Year-on-Year Regional Growth

Distribution

Distributor / Super Stockist Expansion

Retail

Numeric Distribution & Outlet Addition

Productivity

Sales Officer / ASM Productivity

Coverage

Beat & Productive Outlet Coverage

Product

SKU Mix & Current Product Penetration

Collections

Outstanding & Collection Efficiency

Market

Market Share & Competitive Growth

Execution

Visibility & Retail Execution

Team

Target Achievement & Team Development

Cost Control

Trade Spend / Scheme Efficiency

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