Website:
estrip.net
Job details:
Designation: Head – General Trade and Modern Trade
Department: Sales & Distribution
Experience: 10 –20 years - FMCG OEM, Contract Manufacturing, Home Care, Personal Care, Packaging, Ingredients & Raw Materials
Employment Type: Full Time
ESTRIP Solutions
India’s Next-Generation Household Cleaning Innovation Platform
ESTRIP Solutions is a next-generation, innovation-led manufacturer of sustainable household cleaning products, pioneering zero-plastic, ultra-concentrated sheet formats across home-care categories.
While ESTRIP is India’s first manufacturer of Laundry Detergent Sheets, our ambition goes far beyond laundry. We are building a future-ready home-care platform that replaces liquid-heavy, plastic-intensive products with compact, high-performance, low-waste alternatives.
Traditional household cleaners are inefficient by design—over 80% water, excessive packaging, and high transport emissions. ESTRIP eliminates this inefficiency at the source.
By eliminating unnecessary fillers, water, and plastic, ESTRIP delivers cleaning efficiency by design, not by compromise.
ESTRIP’s strategy, expansion, and institutional positioning are led by Darshit Shah, Founder of Midas Enterprise.
An investment professional turned entrepreneur, Darshit brings over a decade of experience across Institutional Equities and Investment Banking, having worked with sovereign wealth funds, pension funds, hedge funds, endowments, family offices, and long-only investors across global markets.
Key Responsibilities
General Trade (GT)
• Build and expand the distributor/super-stockist network across target geographies, starting from the Ahmedabad/Gujarat base and scaling pan-India.
• Recruit, appoint, and manage distributors and wholesalers; set territory boundaries and appointment criteria.
• Own primary sales (company to distributor) and secondary sales (distributor to retailer) targets and forecasts.
• Build and lead a field sales team (Area Sales Managers, Sales Officers) to service kirana and general trade outlets.
• Design and run trade schemes, retailer incentive programs, and channel promotions.
• Ensure product availability, visibility, and merchandising at the retail point of sale.
• Own distributor claims, credit control, and secondary sales reporting and reconciliation.
Modern Trade (MT)• Build and manage relationships with key accounts — supermarket and hypermarket chains (e.g. DMart, Reliance Retail, and other national/regional chains).
• Lead listing negotiations: new SKU listings, category management, shelf space, and planogram compliance.
• Negotiate trading terms — margins, credit period, listing fees, promotional support, and slotting.
• Plan and execute in-store visibility, POSM, and promotional calendars with the Graphics team.
• Track sell-through, off-take data, and inventory health at MT accounts; manage stock rotation and returns.
• Own the P&L for the MT channel — pricing, margins, and scheme ROI.
Cross-Functional & Leadership• Build, lead, and manage the GT & MT team end to end — hiring Area Sales Managers and Sales Officers, defining territories and incentive structures, coaching for performance, and building a bench as the channel scales.
• Act as the direct owner of the GT & MT team — one of Estrip's four sales-facing channels feeding the company's #1 priority: Sales.
• Coordinate with the Graphics team for retail collateral/POSM and with Manufacturing for supply planning and fill rates.
• Build out the sales MIS/DMS (distributor management system), starting from the current Google Sheets base, in step with the broader Systems & CRM initiative.
• Forecast channel demand and align with Manufacturing on production planning for GT/MT.
• Report weekly and monthly on primary/secondary sales, distribution reach (towns and outlets covered), MT off-take, and scheme ROI directly to the Founder.
Required Qualifications & Experience• Bachelor's degree in Business, Marketing, or a related field; MBA preferred.
• 8–12+ years in sales, with direct ownership of both General Trade and Modern Trade channels — FMCG, home care, or personal care category experience preferred.
• Proven track record of building a distributor network from scratch, or scaling one significantly across territories.
• Direct experience negotiating listings and trading terms with national or regional modern trade chains (e.g. DMart, Reliance Retail, or comparable accounts).
• Experience managing distributor claims, trade scheme ROI, and secondary sales/DMS systems.
• Comfortable operating in a startup or D2C-to-offline transition context — building processes rather than inheriting them.
• Experience hiring and managing a field sales team (ASMs, Sales Officers) is a strong plus.
Skills & Competencies• Strong commercial and negotiation skills, comfortable owning trading terms, credit, and scheme spend.
• Data-driven: able to own a sales MIS, build a demand forecast, and run a channel P&L unaided.
• Builder mindset — sets up appointment processes, distributor agreements, and a field team from a lean base in a founder-led organization.
• Cross-functional collaborator — works closely with Graphics on POSM, Manufacturing on supply, and Systems/CRM on reporting.
• High ownership and bias for action; comfortable with a fast-decision, WhatsApp-first working culture.
• Willing and able to travel extensively across GT/MT markets.
• Demonstrated experience building and managing a sales team from scratch — hiring, onboarding, coaching, and performance-managing ASMs/Sales Officers, with a track record of growing team size and productivity
Required Skills
- Primary & secondary sales value (GT)- Company-to-distributor and distributor-to-retailer sales vs. target Strong network within FMCG brands, retailers, sourcing teams, and procurement functions.
- Off-take value (MT)- Sell-through at modern trade accounts vs. target
- Distribution reach- New distributor appointments; towns and outlets covered
- MT listings- New account listings and SKU count per account
- On-shelf availability - Fill rate and visibility compliance at GT and MT outlets
- Claims & scheme ROI- Distributor claim settlement TAT; return on trade scheme spend
- Channel profitability- Gross margin by channel (GT and MT)
Compensation & What We Offer• Compensation benchmarked to FMCG/home-care industry standards for a GT & MT channel head, structured as fixed + variable tied to primary/secondary sales and MT off-take targets. Exact band to be finalized by Estrip leadership.
Interested candidate can email their resume on milka.bharsakal@fivefishers.co.in or contact no. 9998790158.
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