Company name Apis India Ltd.
Apis India is now one of the largest growing FMCG Brand in India. Since 1924, Apis India
Limited is the third generation of Entrepreneurs with extensive hands on knowledge of
the trade. We hold an ISO 22000, a certification for the documented procedures that
applies to Food Safety framed by International body. We have also got ORGANIC, TUV,
USFDA, KOSHER, EIC, APEDA, FMCG certification. We have won numerous industry and
Government of India awards for Honey Exports. We are ISO 22000 certified by Intertek,
which is a documented procedure that applies to food Safety Management System
framed by International body.
Job Description Assistant Manager/Deputy Manager - Business Development Manager/Executive (BDM)/BDE
Department: Sales & Business Development
Industry: FMCG
Designation: Assistant Manager - Business Development Manager/Executive
Reporting To: National Sales Head
Job Location: Head Office
Job Summary
We are looking for a result-oriented Business Development Manager (BDM) with robust
experience in FMCG sales, distribution infrastructure development, OTC channel exposure,
Apni Dukan and sales force productivity. The candidate will be responsible for building and
optimizing the distributor/DBR network, improving territory and beat efficiency, expanding
market coverage, increasing numeric distribution, and driving sustainable sales growth
through effective distribution management and resource utilization.
Key Responsibilities
1. Distribution Infrastructure Development

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Build, strengthen, and optimize the distributor/DBR network across assigned
territories.
Identify distribution gaps and develop infrastructure to improve market reach and
product availability.
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Evaluate distributor performance, infrastructure capability, and market potential.
Identify and convert market white spaces into new business opportunities.
Ensure adequate distribution coverage across assigned geographies and sales
channels.
2. Beat Planning & Territory Optimization
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Drive beat efficiency, territory alignment, and route optimization to maximize sales
productivity.
Rationalize beats, manpower deployment, and territories based on market potential




and business requirements.
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Improve Sales per Beat through effective route planning and outlet prioritization.
Ensure optimum utilization of sales resources to improve productivity and return on
investment (ROI).
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Regularly review beat plans and recommend corrective actions to address coverage
gaps.
3. Sales Force Productivity & Outlet Coverage
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Improve sales force productivity through increased productive calls, outlet coverage,
and effective manpower utilization.
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Drive improvements in Sales/FSO, productive calls, and Sales/Beat metrics.
Monitor field sales team performance and ensure achievement of defined
productivity benchmarks.
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Strengthen the effectiveness of RSM, ASM, and FSO teams through structured
reviews and field-level execution.
Identify productivity gaps and implement action plans to improve sales performance.
4. Market Expansion & Distribution Growth
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Drive new outlet additions, numeric distribution, and channel penetration across
assigned territories.
Identify untapped markets, undeserved locations, and potential growth
opportunities.
Develop and execute market expansion plans to improve brand presence and
product availability.
Ensure the conversion of identified distribution gaps and market white spaces into
productive outlets.
Monitor outlet activation and productivity to ensure sustainable distribution growth.
5. Performance Monitoring & Business Analytics

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Track and analyse key performance indicators related to distribution, productivity,
secondary sales, and infrastructure development.
Prepare periodic performance reports and identify areas requiring corrective action.
Monitor distributor performance, sales trends, outlet coverage, and field force
effectiveness.
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Use data-driven insights to optimize distribution investments and improve sales
efficiency.
Ensure timely reviews of business performance against assigned targets and agreed
KPIs.
6. Cross-Functional Coordination
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Work closely with RSM, ASM, and FSO teams to drive effective market execution and
distribution expansion.
Coordinate with Finance for distributor financial assessments, commercial viability,
and ROI monitoring.
Collaborate with HR on manpower planning, deployment, and sales force
productivity.
Work with Supply Chain to ensure product availability and alignment between
distribution infrastructure and market demand.
Ensure smooth coordination across functions to support business growth and
operational efficiency.
Educational Qualification & Experience
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Qualification: Graduate in any discipline; MBA in Sales/Marketing preferred.
Experience: 8 14 years of relevant experience in FMCG sales, distribution
development, and sales operations.
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Strong experience in distributor/DBR management, beat optimization, territory
planning, and field sales force productivity.
Prior experience in distribution expansion, numeric distribution, outlet coverage
improvement, and secondary sales management is essential and OTC channel
development.
Required Skills & Competencies
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Strong understanding of FMCG distribution models and sales operations.
Expertise in distributor/DBR network development and territory management.
Analytical skills for sales performance tracking and productivity improvement.
Strong leadership, stakeholder management, and cross-functional coordination
skills.
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Proficiency in MS Excel, sales reporting tools, and distribution management systems.
Ability to identify market opportunities and translate business plans into measurable
results.
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Strong execution capabilities with a focus on productivity, cost optimization, and
ROI.

Key KPIs:
Beat Efficiency | Manpower Productivity | Sales/FSO | Sales/Beat | Productive Calls | Outlet
Coverage | Distribution Expansion | Manpower ROI | OTC

📌 Business Development Manager (New Delhi)
🏢 Apis India
📍 New Delhi