Website:
bontoncablesindia.com
Job details:
Sales Manager
Tamil Nadu Market Expansion & Business Development
Company Description
Bonton Cables India Pvt. Ltd. is a future-ready Indian wire and cable manufacturer with over 15 years of engineering experience, serving critical infrastructure sectors including Power, Construction, IT, Automotive, Industrial and Government & Infrastructure segments.
Headquartered in DLF Cyber City, Gurugram, Bonton operates with 600+ skilled professionals across its manufacturing facilities in Bhiwadi and Kaharani, with an advanced manufacturing facility coming up in Salarpur.
Recognized among India's highly certified wire and cable manufacturers, Bonton holds globally respected certifications including QS, UL, RoHS 2, GC, SMETA, REACH and the prestigious IATF 16949:2016. With 25+ product categories and 1,000+ channel partners, Bonton is positioned to expand its presence across emerging markets while strengthening its existing customer and channel ecosystem.
Role Description
We are looking for an experienced Sales Manager – Tamil Nadu to drive the next phase of Bonton's regional growth across Project, Channel and Retail business segments.
The role will be responsible for expanding Bonton's market presence in Chennai and developing a structured business network across Tier-2 and Tier-3 cities of Tamil Nadu, Puducherry and selected South Andhra Pradesh markets.
The Sales Manager will work closely with the General Manager – Sales & Business Development and will complement the existing strategic/key-account structure by taking ownership of regional market expansion, channel development, regional projects and secondary-sales growth.
The position will involve extensive interaction with MEP/electrical consultants, EPC contractors, builders, government and infrastructure customers, industrial customers, OEMs, panel builders, distributors, dealers, retailers, contractors and electricians.
Key Responsibilities1. Territory & Market Expansion
- Develop and execute a structured Tamil Nadu territory expansion strategy.
- Deepen Bonton's presence across Chennai, Kanchipuram/Chengalpattu, Tiruvallur/Sriperumbudur, Oragadam and Hosur.
- Develop business opportunities across key Tier-2/Tier-3 markets including Coimbatore, Tiruppur, Erode, Salem, Trichy, Madurai, Vellore, Ranipet, Thanjavur, Dindigul, Karur, Namakkal, Tirunelveli, Nagercoil, Cuddalore and Villupuram.
- Identify selective opportunities in Puducherry and South Andhra Pradesh, particularly Nellore, Chittoor and Kadapa.
- Analyse territory potential, competitor presence, customer segments and channel gaps to prioritise market-entry opportunities.
2. Project & Specification Business
- Develop relationships with MEP consultants, electrical consultants, EPCs, A-grade contractors, builders, project developers and infrastructure companies.
- Drive product specification and approval opportunities for Bonton products.
- Identify and track upcoming projects from enquiry/specification stage through quotation, negotiation and order closure.
- Build a qualified regional project pipeline and ensure systematic follow-up.
- Develop relationships with Government & Infrastructure customers, Building/ industrial end users, OEMs, panel builders, BMS, fire and fit-out contractors.
- Support strategic project opportunities while coordinating with the General Manager on major/high-value accounts.
3. Channel Partner Development
- Identify, appoint and develop new distributors, dealers, stockists and channel partners across Tamil Nadu.
- Strengthen existing channel relationships and improve partner productivity.
- Establish clear territory-wise channel coverage and identify white spaces.
- Develop regional channel plans based on market potential and product opportunities.
- Monitor channel inventory, enquiry generation, secondary sales and market movement.
- Work closely with channel partners to improve product visibility, availability and customer conversion.
4. Retail Market Development
- Develop a structured Bonton retail-distribution model across Tamil Nadu.
- Build the route:
Bonton → Retail Distributor → Dealers / Stockists → Retailers → Contractors / Electricians
- Identify high-potential electrical retail markets and establish distributor/dealer networks.
- Increase product availability and visibility across retail outlets.
- Develop secondary-sales initiatives and retailer engagement programmes.
- Track active retailers, market enquiries, product movement and repeat business.
5. Business Development & Revenue Growth
- Own regional sales targets and develop actionable plans to achieve them.
- Generate new business through project, channel and retail routes.
- Build and maintain a healthy sales pipeline covering enquiries, quotations, negotiations and order closures.
- Convert identified market opportunities into measurable revenue.
- Develop recurring business from customers and channel partners.
- Identify cross-selling and product-category expansion opportunities across Bonton's portfolio.
6. Customer & Stakeholder Management
- Build long-term relationships with consultants, contractors, builders, distributors, dealers and end customers.
- Conduct product presentations, technical discussions and commercial negotiations.
- Understand customer requirements and coordinate internally to provide appropriate product and commercial solutions.
- Ensure high levels of customer satisfaction and timely resolution of issues.
- Maintain regular market intelligence on customer requirements, competitor activity and pricing.
7. Sales Planning, Forecasting & MIS
- Prepare territory-wise sales plans, forecasts and business development strategies.
- Maintain accurate CRM and sales pipeline data.
- Provide regular management reports covering:
- Consultant coverage
- Projects identified
- Qualified pipeline value
- New channel partners
- Active retailers
- Enquiries
- Quotations
- Orders
- Collections
- Market and competitor intelligence
- Conduct periodic performance reviews against agreed KPIs.
8. Cross-Functional Coordination
- Coordinate with Marketing, Product, Technical, Commercial, Operations, Supply Chain and Finance teams to ensure smooth execution of business opportunities.
- Support product promotions, market activation and regional campaigns.
- Coordinate order execution and delivery commitments with internal teams.
- Provide market feedback to support product and commercial strategy.
90-Day Success Expectations
The selected candidate will be expected to demonstrate measurable progress during the first 90 days:
0–30 Days | MAP
- Complete territory and market mapping.
- Identify priority accounts, consultants, projects and channel opportunities.
- Map competitor presence and channel gaps.
- Prepare a priority target-account list.
31–60 Days | ACTIVATE
- Initiate meetings with consultants, EPCs, contractors and key customers.
- Conduct product presentations and technical discussions.
- Initiate distributor/dealer discussions.
- Generate project enquiries and registrations.
- Activate priority regional markets.
61–90 Days | CONVERT
- Build a qualified project and channel pipeline.
- Finalise new channel partnerships.
- Generate specifications and quotations.
- Progress opportunities towards first orders.
- Establish a measurable secondary-sales and retail-development pipeline.
Key Performance Indicators
Performance will be evaluated through a combination of revenue, pipeline, market coverage and business-development KPIs, including:
- Regional revenue achievement
- Qualified project pipeline
- New project enquiries
- Consultant/specification coverage
- EPC and contractor engagement
- New distributors/dealers appointed
- Active channel partners
- Retailer activation
- Secondary-sales growth
- Order conversion rate
- Collection performance
- Territory expansion
- Customer retention and repeat business
- Market intelligence and competitor tracking
Candidate ProfileExperience
- 5–10 years of relevant sales/business development experience, preferably within the electrical industry.
- Strong exposure to cables, switchgear, automation, panels, electrical products or related infrastructure solutions.
- Proven experience in the Tamil Nadu market.
- Demonstrated exposure to project sales, channel development and regional business expansion.
Core Competencies
- Consultant and specification management
- EPC and contractor relationships
- Project business development
- Distributor/dealer appointment and development
- Retail-distribution development
- Channel management
- Commercial negotiation
- Sales planning and forecasting
- Territory development
- Pipeline management
- Customer relationship management
- Market and competitor analysis
Preferred Attributes
- Strong existing network across Tamil Nadu's electrical, infrastructure and project ecosystem.
- Ability to independently develop new markets and business relationships.
- Strong communication, presentation and negotiation capabilities.
- Entrepreneurial approach towards territory development.
- Willingness to undertake frequent field travel across Tamil Nadu and adjoining markets.
- Proficiency in CRM systems, MS Excel, PowerPoint and sales reporting.
Education
Bachelor's Degree/Diploma in Engineering, Business, Electrical/Electronics or a related discipline.
MBA or equivalent postgraduate qualification will be an advantage.
Strategic Positioning of the Role
This is not merely a conventional territory-sales position.
The Sales Manager will act as a market-building and business-development leader for Tamil Nadu, creating additional coverage and growth capacity across three interconnected engines:
PROJECT → CHANNEL → RETAIL
The successful candidate will therefore be expected to deliver:
MORE COVERAGE • MORE PIPELINE • MORE CHANNELS • MORE RETAIL PENETRATION • MORE RECURRING REVENUE
Reporting & Working Model
Reporting to: General Manager – Sales & Business Development
Location: Chennai, Tamil Nadu
Working Model: Hybrid, with extensive field travel across Tamil Nadu, Puducherry and selected adjoining markets.
Role Type: Full-time
Travel: Extensive regional travel as required.
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