Sturlite India
Website:
sturlite.com
Job details:
Area Sales Manager
Power
Sturlite Voltedge Private Limited | ASM
Trade Channel | Pan-India
Function
Sales & Business Development
Power Division (Wires & Cables)
Level
Area Sales Manager (Trade / General Trade (B2C)
Openings
Multiple positions one per state / territory (see markets table below)
Location
Assigned Territory / Area
Reports To
State Head
Wires & Cables
Team Size
Sales Officers / TSIs as assigned
About Sturlite Electric
Founded in 2009 by Mr. Sanjay Jain and Mr. Mukesh Jain, Sturlite Electric is a Bengaluru-based electrical products company that has compounded at ~35% CAGR for the better part of a decade reaching 700 Cr ARR through a 16,000+ partner channel spanning 25 states. The lighting portfolio that built the business is TUV Rheinland-certified and has earned Sturlite a rare distinction in the Indian electrical trade: a challenger brand that distributors and retailers respect on merit, not on price.
Seventeen Years Into The Business, The Founders Are Taking The Brand Into Two New Categories Committing Greenfield Manufacturing Capital At Kadi, Mehsana (Gujarat) To Do It The Right Way
Wires & Cables house wires (Flamecore+ FR-LF, Greencore+ HR-FR-LF, Ultracore+ HR-FR-LSH-LF) on Class 5 fine-flexible conductor and 99.97% electrolytic-grade copper, manufactured to IS 694 and IS 17048. Flexible/control cables, submersible cables, and communication cables (CAT 6, telephone, speaker). RoHS-clean by design, with serialised anti-counterfeit architecture.
Switchgear & MCBs miniature circuit breakers, RCCBs, isolators, distribution boards, and the wider modular protection range for residential, commercial, and light industrial use. ISI-marked and engineered to integrate naturally with the wires range at the panel and the dealer counter.
Over the next three to four years, Sturlite will grow into a multi-category electrical group of 2,000 Cr+
built on four legs: lighting, wires & cables, switchgear & MCBs, and wiring devices.
The team being built for the Power Division defines this next chapter. The Power Division is being built once. The people who build it own how it gets built.
The Opportunity
Role
This is not a maintenance role in an established business. It is a state P&L leadership role in a brand-new category. The right candidate will:
Enter a market where Sturlite Power has zero legacy baggage no old pricing issues, no burned relationships, no stuck stock.
Leverage Sturlite's existing lighting dealer network (16,000+ partners) as a ready entry point for distributor and retailer conversations.
Represent a product with genuine quality credentials
ISI-marked, Class 5 conductor, copper-pure, competitively positioned against Polycab, Finolex, KEI, and RR Kabel.
Have the backing of an established, growth-oriented company investing seriously in the category trade schemes, BTL support, the Sumangal electrician loyalty programme, and Ranveer Singh as brand ambassador.
Build a team of ASMs and TSIs over time this role is a state P&L owner from Day 1, growing into a multi-state mandate in Phase 2.
Key Responsibilities
Achieve monthly, quarterly and annual sales targets for the assigned area.
Drive primary and secondary sales through distributors, dealers and retailers.
Develop and maintain strong relationships with electrical dealers, distributors and channel partners.
Support the State Head in appointing new distributors and dealers and expanding market coverage.
Conduct regular market visits and ensure disciplined territory and beat coverage.
Monitor distributor stock, billing, secondary sales, inventory movement and product mix.
Ensure effective implementation of company schemes, promotions and trade offers.
Increase product availability and visibility across priority retail counters.
Track competitor pricing, schemes, product launches and market activities.
Identify new markets, dealers and business opportunities within the assigned area.
Support and guide Sales Officers / TSIs in field execution and market coverage.
Conduct joint market visits and review team performance where required.
Monitor distributor outstanding and support timely collections.
Prepare daily, weekly and monthly sales reports and market intelligence updates.
Use SFA/mobile-based tools for sales reporting, field tracking and order management.
What We Are Looking For
Graduate in any discipline; MBA is an added advantage.
915 years of experience in Wires & Cables, Electrical, FMEG or allied industries.
Strong experience in General Trade / B2C channel sales.
Experience handling dealers, distributors and electrical retailers.
Strong understanding of the local electrical trade and market.
Proven track record of achieving sales targets and developing new business.
Good communication, negotiation and relationship-management skills.
Comfortable with extensive field travel within the assigned territory.
Regional Language Proficiency Preferred/required Based On The Assigned Territory.
Comfortable using SFA/mobile-based sales reporting tools.
Preferred Industry Background
Candidates with experience in Polycab, KEI Industries, RR Kabel, Finolex Cables, Havells, V-Guard, Apar Industries, Plaza Cables, HPL Electric or other reputed Wires & Cables / Electrical / FMEG companies.
Key Skills
Wires & Cables Sales
General Trade / B2C Sales
Dealer Management
Distributor Management
Channel Sales
Primary Sales
Secondary Sales
Territory Management
Market Development
Retail Sales
New Dealer Development
Trade Marketing
Competitor Analysis
Collection Management
Beat Planning
Sales Reporting
Team Handling
Target Achievement
Relationship Management
IDEAL CANDIDATE PROFILE
Trade Credible
Strong relationships with electrical dealers, distributors and retailers in the assigned market.
Market Builder
Able to develop new markets, appoint channel partners and increase product penetration.
Commercially Strong
Understands primary/secondary sales, stock movement, schemes and distributor performance.
Field-Oriented
Comfortable spending significant time in the market and conducting regular partner visits.
Target Driven
Takes ownership of area targets and consistently works towards achievement.
What You Will Get
Competitive fixed salary with performance incentives.
Field conveyance and mobile reimbursement as per company policy.
Opportunity to work with a rapidly growing electrical / FMEG company.
Opportunity to be part of the expansion of the Wires & Cables business.
Career growth opportunities within the Power Division.
Who You Will Work With
You will report directly to the State Head
Wires & Cables and work closely with Sales Officers / TSIs, distributors, dealers and retailers to expand market coverage and achieve area sales targets.
CAREER OPPORTUNITY
The ASM role provides an opportunity to build strong territory-level ownership within a growing Wires & Cables business. High-performing ASMs can grow into larger territory, regional and State Head responsibilities as the business expands
Click on Apply to know more.
