Roles & Responsibilities Head of Retail

Industry: Cattle Feed Manufacturing & Distribution Territory: Telangana State Position: Head – Retail Business Development & Operations

1. Role Objective The Head of Retail will be responsible for establishing, developing, and managing a robust retail network for the company's cattle feed products across Telangana.

The primary objective is to create a sustainable and profitable retail business by establishing company-owned retail stores, developing dealer and distributor networks, increasing product availability, building farmer relationships, and achieving sales and market-share targets.

The role will involve end-to-end responsibility for retail business development, store establishment, sales, operations, team management, marketing, and profitability.

2. Key Roles & Responsibilities

A. Retail Network Establishment

- Develop a comprehensive retail expansion strategy for Telangana.
- Identify potential towns, mandals, villages, and dairy clusters for opening retail stores.
- Conduct market surveys to understand cattle population, dairy farmer density, competitors, and market potential.
- Identify suitable locations for company-owned retail outlets and franchise/authorized stores.
- Prepare store feasibility reports, business plans, and investment proposals.
- Establish retail stores in a phased manner across key districts.
- Develop standard operating procedures (SOPs) for retail store operations.
- Ensure timely store inauguration and commercial operations.

B. Retail Sales & Business Development

- Develop annual, quarterly, and monthly sales targets.
- Drive sales of cattle feed, feed supplements, mineral mixtures, and other livestock nutrition products.
- Develop customer acquisition strategies targeting dairy farmers.
- Build relationships with dairy farmers, dairy societies, milk collection centres, veterinarians, and local influencers.
- Increase repeat purchases and customer retention.
- Develop village-level sales promotion activities.
- Monitor sales performance at individual store and district levels.
- Ensure achievement of revenue, volume, and profitability targets.

C. Market Expansion Across Telangana

- Prepare a district-wise retail expansion plan.
- Identify high-potential dairy and livestock markets.
- Develop a territory-wise business development strategy.




- Appoint and develop distributors, dealers, and retail partners wherever required.
- Build market presence in rural, semi-urban, and urban dairy clusters.
- Monitor competitor activities, pricing, schemes, and distribution strategies.
- Identify new business opportunities and untapped markets.

D. Store Operations & Management

- Manage day-to-day operations of all company-owned retail stores.
- Establish store layouts, product display standards, branding, and customer service guidelines.
- Ensure adequate stock availability of all fast-moving products.
- Implement inventory management and stock replenishment systems.
- Monitor stock ageing, expiry, damages, and product returns.
- Ensure proper billing, cash management, and daily sales reporting.
- Maintain store hygiene, safety, and operational discipline.
- Conduct regular store audits and performance reviews.
- Implement retail software, POS, ERP, and inventory management systems.

E. Distribution & Supply Chain Management

- Coordinate with manufacturing plants, warehouses, and logistics teams.
- Develop an efficient distribution network across Telangana.
- Ensure timely product movement from plant to regional warehouses and retail outlets.
- Plan stock requirements based on demand forecasts and seasonal trends.
- Optimize transportation and logistics costs.
- Avoid stock-outs and excess inventory.
- Establish minimum and maximum stock norms for each outlet.
- Monitor distributor performance and delivery efficiency.

F. Farmer Engagement & Customer Relationship Management

- Develop direct relationships with dairy farmers and livestock owners.
- Organize farmer meetings, awareness programmes, and product demonstrations.
- Educate farmers on scientific cattle feeding and balanced nutrition.
- Introduce farmer loyalty programmes and repeat-purchase incentives.
- Develop customer databases and maintain farmer purchase histories.
- Collect customer feedback on product quality, pricing,



and performance.
- Resolve farmer complaints and coordinate with the quality and technical teams.
- Build trust through consistent product availability and service.

G. Marketing & Brand Development

- Develop Telangana-specific retail marketing strategies.
- Execute village-level promotions, campaigns, and farmer engagement activities.
- Organize cattle feed awareness camps and dairy farmer meetings.
- Coordinate with the marketing department for promotional materials.
- Develop retailer boards, shop branding, banners, and visibility materials.
- Conduct competitor price benchmarking.
- Implement introductory schemes for newly opened retail stores.
- Strengthen brand visibility in rural and semi-urban markets.

H. Team Building & Human Resource Management

- Recruit and develop regional, district, and store-level retail teams.
- Define roles and responsibilities for store managers and sales executives.
- Establish territory-wise sales accountability.
- Train employees on product knowledge, customer handling, sales techniques, and inventory management.
- Conduct regular performance reviews.
- Develop incentive and reward programmes.
- Ensure employee productivity, discipline, and retention.

I. Financial Management & Profitability

- Prepare the annual retail business budget.
- Manage store establishment costs and operating expenditure.
- Develop store-wise revenue and profitability projections.
- Monitor gross margins, operating costs, and contribution margins.
- Control discounts, promotional expenses, and credit exposure.
- Establish credit policies for dealers and institutional customers.
- Monitor outstanding payments and ensure timely collections.
- Evaluate the financial performance of every retail outlet.

J. Compliance & Quality Management

- Ensure all retail outlets comply with applicable business, trade, tax, and local licensing requirements.
- Coordinate with relevant government departments wherever necessary.
- Ensure proper storage and handling of cattle feed products.
- Maintain product batch traceability and stock records.
- Monitor manufacturing dates, shelf life, and expiry.
- Ensure customer complaints regarding product quality are documented and resolved.
- Follow company quality standards and applicable feed regulations.

📌 Head Retail Operations (Hyderabad)
🏢 Vallabha Feeds
📍 Hyderabad