Position: Sales Manager – B2C Consumer Sales (Ghee & SMP)

Company: Shyam Dairy Products

Department: Sales & Marketing

Job Location: Prayagraj, Uttar Pradesh

Territory: Eastern & Central Uttar Pradesh

Experience: 8–12 Years

Industry: Dairy / FMCG

Employment Type: Full-Time

Qualification: Graduate in any discipline; MBA in Sales & Marketing will be preferred.

Job Summary

Shyam Dairy Products is seeking an experienced and result-oriented Sales Manager – B2C Consumer Sales to drive the retail market growth of Ghee and Skimmed Milk Powder (SMP) across Eastern and Central Uttar Pradesh.

The candidate will be responsible for developing consumer sales channels, expanding retail distribution, increasing product availability and visibility, managing distributors and retailers, and driving sales through general trade and other relevant consumer-facing channels. The ideal candidate should have 8–12 years of experience in the Dairy or FMCG industry, with a strong track record in retail sales, distribution management, territory expansion, and sales team leadership.

Key Responsibilities1. B2C Sales Strategy & Business Development

- Develop and execute regional consumer sales strategies for Ghee and SMP across Eastern and Central Uttar Pradesh.
- Achieve monthly, quarterly, and annual sales targets for assigned territories.
- Drive consumer product sales through retail outlets, general trade, and other relevant consumer sales channels.
- Identify current markets and opportunities to increase product penetration and market share.
- Prepare territory-wise sales plans, forecasts, and growth strategies.

1. Retail Distribution & Channel Expansion

- Appoint and manage distributors, dealers, and channel partners to strengthen retail distribution.
- Expand the network of retailers, grocery stores, supermarkets, and other relevant outlets.
- Improve numeric distribution, outlet coverage, product availability, and retail sales.
- Ensure effective implementation of trade schemes, retailer incentives, and promotional offers.




- Monitor distributor performance, stock availability, secondary sales, and market coverage.

1. Consumer Market Development & Brand Visibility

- Drive brand awareness and product visibility through in-store promotions, point-of-sale materials, sampling, and other approved promotional activities.
- Develop strategies to increase consumer demand and repeat purchases.
- Monitor competitor products, pricing, promotional schemes, and market trends.
- Collect feedback from retailers and consumers to identify opportunities for improvement.
- Ensure appropriate product placement and availability across assigned markets.

1. Sales Team Management

- Lead and supervise sales executives, territory sales officers, and field sales representatives.
- Define territory-wise sales targets and monitor individual performance.
- Conduct regular market visits and joint fieldwork to evaluate sales execution.
- Train the team in retail selling, distributor management, outlet expansion, and product positioning.
- Conduct periodic sales reviews and implement corrective actions to achieve targets.

1. Sales Performance & Commercial Management

- Monitor primary sales to distributors and secondary sales from distributors to retailers.
- Analyse product-wise, distributor-wise, territory-wise, and outlet-wise sales performance.
- Monitor outstanding payments, distributor credit limits, and collection efficiency in coordination with Finance.
- Coordinate with Production, Dispatch, Logistics, and Finance to ensure product availability and timely order fulfilment.
- Track stock ageing, market returns, damages, and expiry-related risks wherever applicable.




- Prepare daily, weekly, and monthly sales reports for management review.

Eligibility Criteria
- 8–12 years of experience in the Dairy or FMCG industry.
- Strong experience in B2C consumer sales, retail distribution, and general trade.
- Proven track record of developing distribution networks and achieving regional sales targets.
- Experience in Ghee, dairy products, packaged food, or related FMCG categories will be preferred.
- Experience in managing field sales teams across multiple territories.
- Good understanding of the Eastern and Central Uttar Pradesh retail markets.
- Willingness to travel extensively across the assigned territory.

Required Skills
- B2C sales and retail market development
- General trade and distributor management
- Territory planning and sales forecasting
- Primary and secondary sales management
- Retail outlet expansion and market penetration
- Trade marketing and brand visibility
- Sales team leadership and performance management
- Competitor analysis and market intelligence
- MS Excel and sales reporting

Key Performance Indicators (KPIs)
- Achievement of regional sales volume and revenue targets
- Growth in primary and secondary sales
- Increase in active distributors and retail outlets
- Improvement in numeric distribution and market coverage
- Growth in product availability and retail visibility
- Improvement in repeat orders and customer retention
- Collection efficiency and control of overdue receivables
- Sales team productivity and territory-wise performance

Preferred Candidate Profile Candidates with proven experience in B2C sales of dairy products or FMCG consumer goods will be preferred. The candidate should possess strong retail-market knowledge, distributor relationships, and the ability to build a sustainable consumer sales network for Ghee and SMP across Eastern and Central Uttar Pradesh.

Pay: ₹60,000.00 - ₹90,000.00 per month

Work Location: In person

📌 Sales ManagerC Consumer Sales (Ghee & SMP) (Prayagraj)
🏢 Shyam dairy Products
📍 Prayagraj