Sr. Area Sales Manager

• Function:** Sales – General Trade
• Division:** Lighting
• Experience:** 7+ Years
• Education:** Graduate (Any Discipline)
• CTC Band:** ₹8+ Lakhs per annum
• 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 3–6 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 4–8 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 new 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, Forecasting & Reporting, Customer Retention, Distributor ROI Management.
  
  

**EXPERIENCE & BACKGROUND**

• Industry Preference:** Lighting | Wires & Cables | Switches | Switchgear
• Key Skills:** Team leadership, channel management, distributor handling, area P&L thinking
  
  

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**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.