Job Description – Area Sales Manager, Retail
Mikelin Nutrition Enterprises
Brand
Clean & Crafted
Full-time
Immediate
Experience
Minimum 10 years in FMCG retail sales, preferably food / premium consumer products
Graduate; MBA / PGDM preferred
4-5 Sales Executives initially

Clean & Crafted is a nutrition-focused, clean label food company building one of India's most trusted food brands. We create thoughtfully crafted breads and future food products using natural ingredients, nutrition science, and uncompromising quality standards.

Our mission is to put science‑backed nutrition into everyday food while being radically transparent about ingredients. If you want a true 0 → 1 journey at a purpose‑led FMCG startup and the chance to have your fingerprints on a brand, a business and an entirely new category—this is it.

We are looking for a Area Sales Manager – Retail, to build and manage Clean & Crafted's retail business across Mumbai. The role will initially focus on Premium General Trade, Modern Trade chains, premium food stores, supermarkets and gourmet retail.
The person will manage 4-5 field sales executives besides promotional activities and will be responsible not merely for adding outlets, but for ensuring that each outlet remains active,

This is a hands-on role requiring strong market knowledge, retailer relationships, disciplined execution and the ability to convert distribution into consistent sales.

Retail Business Development · Identify and onboard premium retail outlets across Mumbai.

- Identify high-potential neighbourhoods, stores and retail clusters.
- Negotiate listings, margins, visibility and commercial terms within approved guidelines.




- Develop relationships with store owners, category managers, purchase teams and retail-chain decision makers.

Sales & Revenue Growth

- Own monthly retail sales targets.
- Drive store-wise and territory-wise sales growth by engaging in promotional activities.
- Improve average sales per active outlet.
- Develop sales forecasts and monthly retail plans.
- Coordinate visibility and in-store execution.
- Identify reasons for poor store performance and take corrective action.
- Analyse store-wise and SKU-wise returns and monitor RTVs closely
- Coordinate with Operations for appropriate dispatch quantities.
- Prepare weekly and monthly sales reports.
- Maintain store-wise sales and productivity dashboards.
- Track gross sales, net sales, active stores, new productive stores, store retention, sales per active store, order frequency, RTV %, collections and SKU penetration.
- Conduct daily/weekly/monthly reviews with the field team.
- Must-Have Attributes Experience · Minimum 5 years of FMCG retail sales experience.
- Strong preference for food, beverages, dairy, bakery, nutrition, wellness or premium consumer products.
- Hands-on experience with Premium GT and/or Modern Trade.
- Experience managing field sales executives.
- Proven ability to grow distribution and retail sales.




- Strong understanding of Mumbai retail markets.

Leadership Skills · Strong field orientation.

- Able to motivate and discipline a small sales team.
- Aggressive about growth but logical in planning.

Excellent interpersonal and relationship-building skills.

- Strong spoken English, Hindi and preferably Marathi.
- Ability to work independently without requiring constant supervision.

Technology & Reporting · Comfortable with Excel / Google Sheets.

- Ability to maintain sales dashboards and territory reports.
- Comfortable using CRM / sales-force tools where implemented.
- Willingness to use modern productivity tools including AI tools such as ChatGPT for reporting, planning and analysis.

Experience with chains such as Nature's Basket and similar premium formats.

- Experience launching a new FMCG brand into retail.
- Experience managing distributors / DSD models.
- Experience working in a startup or fast-growing consumer brand.

Key Performance Indicators · Net retail sales growth

- New productive outlets added
- Active outlet retention
- Sales per active outlet
- Collections and ageing
- Execution quality in priority stores
- Accuracy of sales forecasting and reporting

Remuneration & Perks · Competitive CTC based on experience and capability.

- Performance-linked incentive.
- Opportunity to build and lead Mumbai retail sales from an early stage.
- Rapid career-growth opportunity as Clean & Crafted expands into additional markets.
- Friendly and entrepreneurial working environment and Opportunity to grow with a recent-age food brand from an early stage

📌 Area Sales Manager - Full Time (Mumbai)
🏢 clean & crafted foods
📍 Mumbai