Sturlite India
Website:
sturlite.com
Job details:
Job Description | Regional Sales Manager
Power (State Head, Trade)
Regional Sales Manager
Power
Sturlite Voltedge Private Limited | State Head
Trade Channel | Pan-India
Function
Sales & Business Development
Power Division (Wires, Cables & Switchgear)
Level
Senior Management (Regional Sales Manager / State Head)
Openings
Multiple positions one per state / territory (see markets table below)
Location
State capital or key commercial hub within the assigned territory
Reports To
Joint Business Head
Power (Mr. Suresh Jain & Mr. Sandeep Kantilal)
Team Size
Leads 46 ASMs and 1828 TSIs across the assigned state
Travel
1215 days per month across the state or cluster
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 170
- 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
- Key Responsibilities
- Revenue & P&L Ownership
Achieve revenue plan (monthly, quarterly, annual) for the full portfolio house wire, flexible, submersible, communication cables, and switchgear / MCBs.
Maintain portfolio mix discipline across the full range, tracking the Y1 baseline to Y3 steady-state trajectory.
Manage credit and collections at state level; keep DSO within company norms ( 45 days).
Conduct monthly business review with Joint BH performance, market intel, and escalations.
ASMs & TSIs
Lead a team of 46 ASMs and 1828 TSIs across the state hire, train, develop, and retain.
Assign zone territories, set targets, build beat plans; conduct joint market visits and weekly reviews.
Coach ASMs on distributor management, SKU-mix discipline, and Sturlite's competitive positioning.
Build a team culture of ownership, field discipline, and commercial accountability from Day 1.
- Distributor Strategy & Channel Health
Own distributor strategy for the state appointment, ROI management, performance reviews, conflict resolution.
Map the state's electrical wholesale and distribution landscape; identify and prioritise the right distributor profile for Sturlite Power.
Ensure distributors are adequately stocked, trained on the product, and motivated to push Sturlite actively.
Activate key electrical wholesale hubs establish Sturlite Power as a visible, credible option at the counter within the first 90 days.
- Sumangal Electrician Programme
State Execution
Execute the centrally-designed Sumangal electrician loyalty programme at state level; BU Head owns design, RSM owns execution.
Drive electrician enrolments, monthly nukkad meets, product demos, and coupon-to-order conversion across all zones.
Monitor Sumangal ordering velocity
25% of enrolled electricians ordering quarterly.
- Strategic Kitty Deployment
Deploy the RSM discretionary strategic kitty for early-bird distributor offers, month-end off-take pushes, and small schemes to distributors that drive secondary off-take to retailers.
RSM is the sole authority for kitty deployment; ASM and below have no scheme authority.
Kitty quantum is set annually by the BU Head; RSM is accountable for ROI (target:
15 of incremental billing per 1 deployed).
- Demand Planning & Supply Coordination
State-level demand planning and forecasting; coordinate with manufacturing for monthly supply allocation.
Drive new SKU launches and sub-brand traction sampling, dealer education, electrician demos.
Represent Sturlite at state trade bodies, BIS audits, and electrical contractor associations.
- Brand Visibility & Market Intelligence
Drive in-shop visibility ensure branding materials, product samples, price lists, and display boards are in place at key retail counters.
Track competitor activity closely
Polycab, Finolex, KEI, RR Kabel, Havells monitor pricing, schemes, new launches, and distributor moves in the state.
Provide monthly market intelligence reports to the Joint BH team; flag opportunities and threats in real time.
Key Performance Indicators
KPI
T
Revenue achievement
95% of annual plan;
90% in any quarter
Monthly
Portfolio mix discipline
Per Y1 baseline
Y3 SS trajectory; 5pp quarterly band
Quarterly
Distributor health (ROI score)
18% ROI for
80% of distributors
Quarterly
Beat coverage
100% beat mapped by M6;
90% visit compliance
Monthly
Active billing %
30% of beat by M12 (Y1); 50% by Y3 SS
Monthly
ASM team retention
90% Y1;
95% Y2 onwards
Annual
Strategic kitty ROI
15 of incremental billing per 1 deployed
Monthly
DSO
45 days for distributors
Monthly
Sumangal enrolment
Per state EPP target (23 beat annually)
Monthly
Sumangal ordering velocity
25% of enrolled electricians ordering quarterly
Quarterly
Contractor pull-through
15% of state billing from contractor-driven retailer orders
Monthly
Essential
Qualifications & Experience
1218 years in wires / cables / switchgear / electricals sales.
Minimum 5 years as ASM or equivalent zone-lead role at an established player.
Demonstrable track record of running a 50+ Cr Trade P&L.
Multi-region or multi-state exposure preferred.
Team management of 15+ people including ASMs.
Prior experience at Polycab, Finolex, KEI, RR Kabel, Havells, V-Guard, or equivalent W&C brand.
Comfort with SFA / mobile-based tools and data-driven decisions.
Graduate (engineering preferred); MBA a plus but not mandatory.
Preferred
Experience with tiered distributor structures and electrician loyalty programmes.
Deep knowledge of the state's electrical wholesale landscape key wholesale hubs, top distributor names.
Resident in (or willing to relocate to) state HQ city.
Regional language fluency mandatory.
Ideal Candidate Profile
Builder, Not Maintainer
Has launched a zone, state, or category from zero before and prefers that over inheriting a settled book.
Channel-Credible
Can pick up the phone and get a meeting with the top 20 distributors in the territory. Reputation in the trade matters more than CV polish.
Commercially Literate
Reads scheme ROI, mix margin, and working capital impact natively. Will not over-spend a scheme to chase a billing number.
Phase-1 Mindset
Comfortable with months 14 being slower than plan, and disciplined enough to keep building through that period without panic-discounting.
Direct Communicator
Short messages, clear numbers, no theatre. Will tell the JBH when something is broken instead of dressing it up.
Self-Starter
Sets their own daily agenda, plans their own beat, and does not wait to be told where to go or what to do.
What Sturlite Offers
Founding-team membership in an IPO-track manufacturing venture with BIS-certified domestic plant at Kadi, Mehsana (Gujarat).
A genuinely differentiated product portfolio
Class 5 stranded conductor, three house-wire tiers, full flexible / submersible / communication cable range, plus switchgear & MCBs.
Ranveer Singh as brand ambassador meaningful pull at the dealer counter.
Direct working access to founders. Decisions in days, not quarters.
Full ownership of state (or state-cluster) P&L empowerment with accountability, no matrix layers diluting the role.
Successful Phase 1 RSMs are first in line for multi-state roles as Sturlite enters Phase 2 and beyond.
Clear career path to National / Zone Business Head as the state business scales
Sturlite grows its leaders from within.
Confidential
For Internal Use Only | Sturlite Electric Private
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