Job description

About the Role

Vidya Lamtech LLP, under the brand Vidyalam Laminates, manufactures high pressure decorative laminates from its facility at Bagru, District Sonipat. The Company supplies the interior and building materials trade through a distributor and dealer network, and is now investing in a skilled regional sales structure to expand across North India.

We are appointing Area Sales Managers across Uttar Pradesh to own and grow the business in their assigned territory. The role carries full responsibility for sales, channel development, collections and the field team in that territory. This is a hands-on field role for someone who knows the laminate and plywood trade in their market, has existing dealer and distributor relationships, and is comfortable both opening new counters and managing a small team of Sales Executives.

Locations We Are Hiring For

We are hiring Area Sales Managers for multiple territories across Uttar Pradesh, one for each location:

- Western UP
- Eastern UP

Candidates will be considered for the territory closest to their present base. Please mention your preferred location when applying.

Key Responsibilities

1. Sales and Target Achievement

- Own the sales target for the assigned territory and deliver it monthly, quarterly and annually.
- Drive both primary sales to distributors and secondary sales from distributors into the dealer network.
- Generate leads through market visits, references and trade networking, and convert enquiries into confirmed orders.
- Ensure correct implementation of Company pricing, discount structures and trade schemes in the territory.

2. Channel Development

- Appoint, develop and manage distributors and dealers across the assigned territory.
- Identify and open uncovered markets and towns within the territory.
- Ensure adequate product availability, healthy stock rotation and correct display of the range at the counter.
- Monitor distributor performance, stock holding and return on investment, and take corrective action where required.
- Increase dealer activation and dealer-wise offtake across the territory.

3. Market and Customer Development

- Build and maintain relationships with dealers, retailers, contractors, carpenters, architects and interior designers.
- Present the Vidyalam range designs, finishes,



specifications and new launches to the trade and to specifiers.
- Plan and execute in-market activities such as dealer meets, carpenter meets and counter branding in coordination with the Company.
- Ensure effective and planned coverage of the territory through a structured visit beat.

4. Collections and Credit Control

- Ensure timely collection of outstanding payments from distributors and dealers.
- Maintain credit discipline in line with Company policy and approved credit limits.
- Track ageing of receivables and escalate significant or overdue balances to the Regional Sales Manager without delay.

5. Team Management

- Supervise, guide and develop the Sales Executives assigned to the territory.
- Plan and review their beat coverage, daily field activity and individual targets.
- Accompany team members on field visits to develop capability and to support key negotiations.
- Review team performance on a monthly cycle and address shortfalls promptly.

6. Reporting and Market Intelligence

- Track competitor products, pricing, dealer margins, schemes and distribution activity, and recommend counter-measures.
- Maintain accurate records of visits, leads, orders, dispatches and collections.
- Submit sales, collection and market reports to the Regional Sales Manager on the prescribed cycle.
- Provide structured market feedback on product mix, designs and new decor requirements for the territory.
- Coordinate with internal teams on quotations, order processing, dispatches, samples and customer requirements.

Candidate Requirements

- Minimum 5 years of relevant field sales experience, with at least 2 years in a territory or area sales role.
- Experience in laminates, plywood, MDF, veneer, or an allied building materials or interior products category is strongly preferred.
- Established dealer and distributor relationships in the applied-for territory.
- Prior experience of supervising or managing a field sales team.




- Demonstrated track record of achieving sales targets and opening new markets.
- Sound understanding of distribution, primary and secondary sales, dealer margins and channel economics.
- Strong discipline on collections and credit control.
- Strong communication, negotiation and relationship management skills.
- Graduate in any discipline; MBA or PGDM in Marketing preferred.
- Willing to undertake extensive travel within the assigned territory. Own two-wheeler or four-wheeler and a valid driving licence preferred.

Key Performance Indicators

- Sales target achievement, primary and secondary.
- Collections and control of overdue receivables.
- New distributor and dealer appointments.
- Dealer activation and secondary offtake per dealer.
- Market coverage, team productivity and reporting discipline.

Reporting Structure

The Area Sales Manager will report to the Regional Sales Manager (North), and to the Partner in the interim. Regular updates are required on sales, collections, market activity, distributor and dealer performance, and territory development.

What We Offer

- Annual CTC of Rs. 12,00,000 to Rs. 15,00,000, based on experience and the territory assigned.
- Performance-linked sales incentive in accordance with the Company incentive scheme, as notified from time to time.
- Travel and business expenses reimbursed as per the Company Travel and Expense Policy.
- Direct ownership of a territory in a growing manufacturer-led business, with scope to build both the market and the team within it.

Role: Area Sales Manager (B2B)

Industry Type: Building Material

Department: Sales & Business Development

Employment Type: Full Time, Permanent

Role Category: Enterprise & B2B Sales

Work Mode: Work from office – field sales role with extensive territory travel

Experience: 5 – 10 years

Number of Openings: 5

Location: Meerut, Agra, Lucknow, Kanpur, Varanasi (Uttar Pradesh)

Education

UG: Any Graduate

PG: MBA/PGDM in Marketing or General Management (preferred, not essential)

Key Skills

Channel Sales, Area Sales, Distribution Management, Dealer Development, Territory Sales, Primary Sales, Secondary Sales, Laminates, Plywood, Building Materials, Collections, Credit Control, Team Handling, Uttar Pradesh, Market Development

📌 Area Sales Manager (Varanasi)
🏢 Vidya Lamtech
📍 Varanasi