– Area Business Manager (ABM) – B2C

Division: (Retail Wires & Switchgear)

Department: Sales – Retail (B2C)

Job Purpose The Area Business Manager – B2C (Retail Wires & Switchgear) is responsible for driving business growth across the retail segment within the assigned territory. The role focuses on achieving primary and secondary sales targets, expanding the retail and distribution network, managing key channel partners, and driving demand through electricians and influencers. The ABM leads a regional sales team, ensures strong market execution, and implements strategies to enhance product visibility and market share.

Main Responsibilities, Authorities & Accountabilities

1. Primary Sales Achievement – Retail Segment

Responsibilities:

- Drive primary sales for retail wires, switchgear, and FMEG products.
- Ensure achievement of monthly, quarterly, and annual sales targets.
- Maintain robust business growth across the assigned area.

Authorities:

- Approve pricing within company guidelines.
- Recommend promotional offers for retail growth.

2. Secondary Sales Achievement

Responsibilities:

- Drive secondary sales through distributors, dealers, and retail partners.
- Ensure product availability, visibility, and stock rotation across outlets.
- Strengthen retailer engagement to improve off-take.

Authorities:

- Recommend schemes, incentives, and retail activation programs.

3. Channel & Distribution Management

Responsibilities:

- Identify, appoint, and develop new distributors, dealers, and retailers.
- Expand and strengthen the distribution network for better market coverage.
- Monitor distributor performance and ensure alignment with business goals.

Authorities:

- Recommend appointment or rationalization of channel partners.

4. Influencer & Electrician Network Development

Responsibilities:

- Build and manage a strong network of electricians, contractors, and influencers.
- Drive product preference through engagement programs and loyalty initiatives.
- Increase brand recall and recommendation in the market.

Authorities:





- Initiate electrician meets, engagement programs, and loyalty initiatives.

5. Market Execution & Visibility

Responsibilities:

- Conduct regular market visits to ensure:
- Product availability
- Display and branding at retail outlets

- Monitor competitor activities, pricing, and promotions.
- Ensure effective implementation of merchandising standards.

Authorities:

- Suggest improvements in retail visibility and branding strategies.

6. Marketing & Demand Generation

Responsibilities:

- Plan and execute local marketing initiatives, including:
- Retailer engagement programs
- Electrician meets
- Product promotions and demos

- Coordinate with marketing teams for ATL/BTL campaigns.

Authorities:

- Recommend local marketing initiatives and budget utilization.

7. Team Management & Performance Development

Responsibilities:

- Lead, guide, and supervise the field sales team.
- Ensure effective territory coverage and structured market visits.
- Monitor team performance and drive capability development.

Authorities:

- Allocate territories, set targets, and approve tour plans.

8. Stakeholder & Relationship Management

Responsibilities:

- Build strong relationships with:
- Distributors
- Retailers
- Key market influencers

- Ensure long-term engagement and business growth.

Authorities:

- Initiate partnerships and engagement programs with key stakeholders.

9. Commercial Compliance & Working Capital Management

Responsibilities:

- Ensure adherence to company policies on:
- Credit limits
- Payment terms

- Drive timely collections and minimize outstanding receivables.

Authorities:

- Approve dispatches within credit norms and company guidelines.

Key Success Metrics

- Achievement of primary and secondary sales targets
- Expansion of retail and distributor network
- Market share growth in the assigned region
- Product visibility and availability across outlets
- Influencer engagement and brand recall
- Team performance and productivity

Job Snapshot

Updated Date

19-10-2026

Job ID

JOB_5450

Department

Sales

Location

Bangalore, Karnataka, India

Employee Type

STAFF

📌 Area Business ManagerC - RWSG - Bangalore (Bengaluru)
🏢 Polycab India
📍 Bengaluru