Sturlite Voltedge Private Limited

Job Description
Position: Sales Executive — Power | Wires & Cables Function: Sales & Business Development – Power Division Business Category: Wires, Cables & Switchgear Level: Executive

Location:
Assigned Territory / District Reporting To: Area Sales Manager Travel: Extensive field travel within the assigned territory
• Job Purpose The Sales Executive will drive sales and market development for Sturlite Electric Private Limited’s Wires & Cables and Switchgear portfolio within the assigned territory. The role focuses on expanding dealer and retailer coverage, driving secondary sales, maintaining channel relationships, supporting collections, and ensuring strong in-market execution.
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Key Responsibilities
• Sales & Target Achievement
• Achieve assigned monthly, quarterly, and annual sales targets.
• Drive primary and secondary sales through distributors, dealers, and retailers.
• Improve product mix and SKU penetration across Wires, Cables, and Switchgear.
• Execute the sales plan and take corrective action to address gaps in target achievement.
• Ensure regular market coverage and productive customer interactions.
• Dealer & Retailer Management
• Build and maintain relationships with distributors, dealers, retailers, electrical wholesalers, and channel partners.
• Identify and develop potential current dealers and retailers within the assigned territory.
• Ensure product availability, stock rotation, visibility, and timely replenishment at counters.
• Support distributors in activating dealers and expanding the active retailer base.
• Communicate and implement company schemes, promotions, and commercial initiatives.
• Market Development & Execution
• Conduct regular market mapping to identify growth opportunities and uncovered market pockets.
• Increase Sturlite’s counter presence, brand visibility, and product availability.
• Execute beat plans and route plans with discipline.
• Monitor competitor prices, schemes, product launches, and market activity, and share insights with the reporting manager.
• Support trade promotions, dealer meets, product demonstrations, and local market activations.
• Secondary Sales & Channel Activation




• Drive retailer-level billing and product movement.
• Ensure appropriate SKU availability and display at dealer and retailer outlets.
• Promote dealer schemes and trade activation programmes.
• Identify gaps in distribution and market coverage and promptly escalate or address them.
• Maintain regular contact with key channel partners to improve sales and loyalty.
• Electrician, Contractor & Influencer Engagement
• Support electrician engagement activities, product demonstrations, and local brand-building programmes.
• Promote enrolment and participation in the Sumangal Electrician Loyalty Programme.
• Build working relationships with electricians, contractors, and other local influencers.
• Identify opportunities to improve product recommendation and preference in the market.
• Collections & Reporting
• Follow up on distributor and dealer outstanding payments in line with approved credit terms.
• Support collection efforts and escalate collection risks promptly.
• Submit accurate and timely sales, stock, collection, and market reports.
• Maintain updated dealer, retailer, customer, and market data through SFA/mobile reporting tools.
• Share actionable market intelligence with the Area Sales Manager.
• Key Performance Indicators Performance Will Be Evaluated Based On
• Achievement of assigned sales targets
• Primary and secondary sales growth
• Active dealer and retailer growth
• New dealer and retailer appointments
• Product mix and SKU penetration
• Beat-plan compliance and market coverage
• Counter visibility and product availability
• Collection efficiency and outstanding control
• Electrician and contractor engagement
• Quality and timeliness of sales reporting
• Qualification & Experience Essential Qualifications
• Graduate in any discipline from a recognised institution.




• Diploma or degree in Electrical Engineering will be an advantage.
• Knowledge of electrical trade distribution and local market dynamics.
• Proficiency in the local language of the assigned territory. Essential Experience
• 2–5 years of relevant sales experience in Wires & Cables, Electrical, Switchgear, FMEG, or related industries.
• Experience in B2C trade sales, dealer management, retailer coverage, and secondary sales.
• Familiarity with distributors, dealers, retailers, electrical wholesalers, electricians, and contractors.
• Experience using sales reporting or SFA tools will be preferred.
• Ideal Candidate Profile The Successful Candidate Should Demonstrate
• Strong sales orientation and ownership of targets
• Good relationships with dealers, retailers, electricians, and contractors
• Ability to develop new markets and expand channel coverage
• Strong field discipline, beat planning, and follow-through
• Understanding of pricing, schemes, inventory, and collections
• Ability to identify competitor activity and market opportunities
• Willingness to travel extensively and work closely with channel partners
• Clear communication, reporting, and relationship-management skills
• Career Growth High-performing Sales Executives will have opportunities to progress to Territory Sales Manager / Area Sales Manager roles as Sturlite’s Power Division expands.
• What Sturlite Offers
• Opportunity to contribute directly to a growing Wires & Cables and Switchgear business.
• Exposure to market development, channel expansion, and field sales execution.
• Opportunity to work with a strong and expanding product portfolio.
• Performance-driven career growth and increasing business responsibility.
• Working Requirements This is a highly field-oriented role requiring extensive travel across the assigned territory. The Sales Executive should be comfortable conducting regular distributor, dealer, retailer, electrician, and contractor visits; developing new business; and supporting local market activation. Sturlite Electric Private Limited is an equal opportunity employer and evaluates candidates based on qualifications, experience, capabilities, and suitability for the role.

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