Position details

Position title - Resident Sales Manager – Institutional Sales

Function- Sales and Business Development

Level- Middle Management

Reports to- Chief Operating Officer (COO)

Base location- Jalandhar, Ludhiana. Resident role, no office; works from the market.

Territory- Punjab (Jalandhar, Ludhiana, Amritsar, Phagwara, Patiala and other industrial towns), Chandigarh tricity, and nearby industrial belts such as Baddi–Nalagarh and Parwanoo (Himachal Pradesh). Jammu & Kashmir.

Sales focus- Institutional sales: direct sales to manufacturers and industrial users. The dealer channel supports coverage of smaller units.

About the company

Versatile Bonds Private Limited is a promoter-led, fast-growing adhesives manufacturer. It has plants in Bahadurgarh (Haryana), Greater Noida (UP) and Chennai, and branch offices in Delhi, Mumbai and Chennai. The company serves customers across India and overseas, and plans to grow revenue from INR 180 Crores to INR 1,500 Crores by 2030.

Job purpose

The Resident Sales Manager will build and grow the company's institutional adhesives business across Punjab, the Chandigarh tricity and nearby industrial belts. The role works independently from the market, with no local office or team at the start.

The main focus is direct sales to manufacturers: footwear and leather units, furniture and wood-working units, automotive seat and trim suppliers, sports goods makers and other industrial users. The incumbent will win new institutional accounts, get the company's adhesives approved on the customer's production line, and grow volumes and share of wallet with existing accounts. Dealers and distributors support coverage of smaller units. As the company's face in the territory, the incumbent also collects payments on time, brings back market intelligence and works with the technical and supply teams to solve customer problems.

Products and customer segments

The role sells the full adhesives range used across several industries like Footwear & Leather, Furniture & Wood, Automotive, Sports Goods & many more.

Key institutional customer clusters in the territory include Jalandhar (sports goods, leather and footwear), Ludhiana (auto components, bicycles, furniture and footwear), the Chandigarh tricity and the Baddi–Parwanoo industrial belt.

Key responsibility areas (KRAs)

Institutional (direct-to-manufacturer) sales is the main focus of this role. Dealer and distributor work supports it.

Key responsibility area

Institutional sales and revenue growth

Achieve monthly, quarterly and annual sales targets by value and volume, with most of the business coming from direct institutional accounts. Grow the territory's share of the company's business.

Institutional business development

Identify and target manufacturers across footwear, leather, furniture, automotive, sports goods and other industrial segments.



Map each account's decision makers (owner, purchase, production and quality heads) and convert them from competitor adhesives.

Product trials and approvals

Run sampling and line trials with the technical team, get the product approved by the customer's production and quality teams, and secure vendor registration, rate contracts or annual supply agreements.

Key account management

Manage large institutional accounts. Understand their production plans and consumption, plan their monthly requirement, and grow share of wallet by adding more applications and product lines.

Pricing, quotations and margins

Prepare quotations and respond to RFQs and rate-contract enquiries within the company's pricing policy.

Protect margins and avoid unapproved discounts.

Collections and credit control

Agree credit terms with institutional accounts before supply. Collect payments on time and keep overdue debts within limits.

Dealer and distributor support

Appoint and manage a small number of dealers or distributors to serve smaller units and urgent needs, without taking focus away from direct accounts.

Technical support and service

Coordinate demos, trials and complaint handling with the technical and quality teams. Make sure line problems at customer sites are solved quickly.

Market intelligence

Track competitor adhesive brands, their prices and approvals at key accounts, and new factories or expansions in the territory. Share regular reports with management.

Sales planning and reporting

Prepare a monthly beat plan, keep the CRM or daily call reports up to date, and submit sales forecasts and an account-wise pipeline.

Order and supply coordination

Share monthly delivery schedules of institutional accounts with the plant and logistics, and make sure dispatch and delivery are on time.

Qualifications and experience

Essential

• Graduate in any discipline. Science (chemistry) or engineering is an advantage.

• 5–10 years of B2B industrial sales experience, with at least 4 years selling adhesives directly to manufacturers (institutional or OEM sales).

• Current or recent role with an adhesives manufacturer or brand, either a national company or a strong regional player.

• Proven record of winning institutional accounts: getting products approved through trials and building repeat business with manufacturers.

• Hands-on knowledge of adhesive types and their uses, such as SR and PU adhesives for footwear and automotive trim,



PVA and synthetic resin adhesives for wood and furniture, and contact and hot-melt adhesives.

• Experience of selling to manufacturers in footwear and leather, furniture and wood, automotive or sports goods.

• Proven record of building a territory independently, without a local team.

• Working knowledge of credit control, collections and managing dealers and distributors.

• Strong network among purchase and production heads of manufacturers in Jalandhar, Ludhiana, the Chandigarh tricity and the wider Punjab market.

Preferred

• MBA or PGDM in Sales and Marketing.

• Experience with a well-known national adhesives company, in its industrial or institutional division or as a key account manager.

• Ability to run line trials and explain technical properties such as bond strength, open time, tack, heat resistance and curing.

• Experience handling vendor registration, rate contracts or annual supply agreements with large manufacturers.

• Experience using a CRM or sales app.

Skills, competencies and personal attributes

This is a resident role with little day-to-day supervision. The company is looking for someone who builds the business on their own initiative and keeps the discipline to follow through.

• Self-motivated: sets their own daily and weekly targets, and keeps prospecting even when no one is checking.

• Disciplined: follows a monthly beat plan, reports calls and orders every day, keeps commitments to customers, and follows company pricing and credit rules.

• Independent business builder: finds new institutional accounts and applications, makes decisions in the market, and solves problems without waiting for head office.

• Strong negotiator: closes orders, agrees prices and credit terms, and collects payments without damaging relationships.

• Relationship builder: earns the trust of factory owners, purchase managers, production and quality heads, and dealers.

• Technically curious: learns how the products work in the customer's process and can explain the perks on the shop floor.

• Integrity: honest reporting, ethical dealing with customers and dealers, and careful handling of company money and samples.

• Communication: fluent in Punjabi and Hindi, with working English for reports and emails.

• Basic tools: MS Excel, a smartphone CRM or sales app, and WhatsApp for business.

Working conditions

• Resident role based in Jalandhar, Ludhiana or the Chandigarh tricity. The candidate should live in, or be willing to move to, one of these locations.

• Field-based, Monday to Saturday. Most of the day is spent visiting factories, customers and dealers.

• Regular travel across Punjab, the Chandigarh tricity and nearby industrial areas such as Baddi and Parwanoo. Occasional travel to the regional office or the Bahadurgarh plant for reviews and training.

📌 Resident Sales Manager Institutional Sales (Jalandhar)
🏢 versatile bonds private
📍 Jalandhar