Area Sales Manager – Lighting Area Leadership | General Trade Function: Sales – General Trade Division: Lighting

Experience:
7 to 8 Years

Education:
Graduate (Any Discipline) Reporting To: State Head / RSM About Sturlite Sturlite Electric Private Limited is a Bengaluru-headquartered Fast Moving Electrical Goods (FMEG) company operating across five high-growth categories: Lighting, Wires & Cables (Sturlite Voltedge), Switches, Solar (Zeovolt), and Health tech. Sturlite is in an active growth acceleration phase, with new category launches underway and a national footprint being rapidly built across India. We are building a founder-led, performance-first sales culture with strong channel relationships, disciplined execution, and a long-term orientation toward market share leadership in electricals. Role Purpose The Area Sales Manager owns the sales performance and channel health of Sturlite's Lighting business across an assigned area (typically 3 to 6 districts). The ASM leads a team of Sales Executives, manages key accounts and distributors, drives scheme adoption, and ensures the business grows sustainably through strong channel engagement and credit discipline.

Key Responsibilities
• Deliver area-level primary and secondary revenue targets; own the monthly sales plan and forecast
• Lead, manage, and develop a team of 4 to 8 Sales Executives through structured reviews, ride-alongs, and coaching
• Build and deepen relationships with key distributors, super-stockists, and influential dealers in the area
• Execute go-to-market strategies including recent product launches, schemes, and price changes at the area level




• Manage distributor health: monitor inventory levels, claim settlements, and ROI to ensure partner satisfaction
• Maintain strong credit discipline — oversee collections, set credit limits, and resolve outstanding disputes
• Identify new territory white-spaces and drive systematic expansion of the dealer/distributor network
• Track and report competition movement, pricing intelligence, and market trends to the State Head
• Own the recruitment and onboarding of Sales Executives in coordination with the HR/TA team
• Achieve Dealer NPS and relationship quality metrics as defined in the sales incentive framework Functional Competencies
• Channel Management
• Team Management & Coaching
• Credit & Collections Management
• Key Account Management
• Territory Knowledge & Expansion
• Scheme Design Understanding
• Competition Intelligence
• Go-to-Market Execution
• Customer Retention
• Forecasting & Reporting
• Distributor ROI Management
• New Product Launch Execution Experience & Background Industry Preference: Lighting | Wires & Cables | Switches | Switchgear Key

Skills:
Team leadership, channel management, distributor handling, area P&L; thinking What Sturlite Offers
• Attractive CTE structure: fixed pay + quarterly variable pay
• Manage a meaningful area from Day 1
- not a shadow or support role
• Career pathway to State Head / Regional Manager within 2–3 years for strong performers
• Exposure to a fast-growing, founder-led company with multi-category ambition across Lighting, W&C;, Switches, and Solar

📌 Area Sales Manager (Agra)
🏢 Sturlite India
📍 Agra