The Area Sales Manager (ASM) is a volume-driven execution role responsible for distributor led institutional sales across semi-organized and unorganized channels. Appointing HORECA Distributor, Creating Distributor Infrastructure. This role is about coverage, billing, activation, and throughput. The ASM ensures that once an account is converted (directly or by KAM), sales actually happen on the ground.
Key Channels Covered:
Street HORECA (hotels, Cafes, Bakeries, Small Restaurants)
Top 10 Key account from assigned channels
Caterers- Specially Wedding Large Caterers
Factory &
Warehouse Canteens
Educational Institution Canteens
Hospital &
Healthcare Canteens
Semi-organized QSRs (Indian)
Local Offices &
Commercial Establishments
Vending channel- For Tea Bags
Amusement Parks/ Zoo
Key Responsibilities (KRAs):
Develop distributor sales Team
Appoint, manage,
and drive distributor performance
Generate volume & value through distributors in time with plans
Lead and manage Sales Executives
Ensure secondary sales, visibility, and activations
Roll out converted key accounts across:
Multiple branches
Multiple locations
Execute KAM-converted accounts on ground
Manage distributor stock, schemes, and rotations
Achieve monthly volume & value targets