STURLITE VOLTEDGE PRIVATE LIMITED

Build It. Lead It. Own It.

Job Description: Area Sales Manager Wires & Cables

Department: Sales – Wires & Cables
Designation: Area Sales Manager (ASM)
Sales Channel: B2C / General Trade
Location: Assigned Area / Territory
Reporting To: Regional Sales Manager / State Head
Industry: Wires & Cables / Electrical Industry

About Sturlite

Sturlite Electric Private Limited is a growing electrical products company with a strong presence across India. Its Wires & Cables portfolio includes house wires, flexible cables, submersible cables and communication cables. The company is expanding its Power Division with a focus on product quality, dealer and distributor partnerships, and market development.

Role Objective

To drive sales growth for Sturlite Wires & Cables in the assigned territory by developing the distributor and dealer network, increasing secondary sales, expanding retail coverage, and achieving business targets through the B2C / General Trade channel.

Key Responsibilities

1. Sales and Business Development

- Achieve monthly, quarterly and annual sales targets for Wires & Cables.
- Drive primary sales to distributors and secondary sales from distributors to dealers and retailers.
- Develop new business opportunities and expand market share in the assigned territory.
- Monitor sales performance and take corrective actions to achieve targets.

2. Distributor and Dealer Management

- Appoint new distributors and dealers in potential markets.
- Build and maintain strong relationships with electrical wholesalers, dealers and retailers.
- Ensure regular distributor billing, product availability and healthy stock movement.
- Monitor distributor performance, outstanding payments and credit discipline.

3. Market Development

- Expand retail coverage and increase the number of active billing outlets.
- Conduct regular market visits and joint working with the sales team.
- Identify potential markets, new retail counters and business opportunities.




- Improve product visibility and availability at electrical retail outlets.

4. Secondary Sales and Team Management

- Drive secondary sales, outlet productivity and territory coverage.
- Guide and support TSMs / Sales Executives in achieving their targets.
- Prepare territory plans, beat plans and sales forecasts.
- Review team performance and ensure effective execution of sales activities.

5. Market Intelligence and Reporting

- Track competitor activities, pricing, trade schemes and market developments.
- Monitor sales trends, distributor performance and dealer feedback.
- Submit regular sales reports and market intelligence to the reporting manager.
- Coordinate with internal teams for order processing, supply planning and customer support.

Required Skills and Experience

- Experience in Wires & Cables or the Electrical industry.
- Strong understanding of B2C sales and General Trade.
- Proven experience in distributor management, dealer development and secondary sales.
- Knowledge of electrical wholesale markets and retail distribution.
- Good communication, negotiation and relationship-management skills.
- Ability to achieve sales targets and develop new markets.
- Willingness to travel extensively within the assigned territory.

Educational Qualification

Graduate in any discipline. An MBA in Sales or Marketing is an added advantage.

Preferred Candidate Profile

- Candidates from established Wires & Cables brands such as Polycab, KEI, RR Kabel, Finolex or Havells will be preferred.
- Recent and relevant experience in Wires & Cables sales is essential.
- Solid dealer and distributor relationships in the assigned territory.
- Experience in retail trade, secondary sales and general trade distribution.
- Candidates with only project sales, institutional sales or B2B sales experience will not be preferred.

Key Performance Indicators (KPIs)

- Monthly sales target achievement.
- Primary and secondary sales growth.
- Distributor and dealer network expansion.
- Active outlet coverage and retail penetration.
- Distributor productivity and stock movement.
- Collection efficiency and control of overdue payments.
- Territory and team productivity.

📌 Area Sales Manager (Bengaluru)
🏢 Sturlite Electric Private
📍 Bengaluru