Area Sales Manager - Lightings

Area Sales Manager – Lighting
Area Leadership | General Trade
Function: Sales – General Trade
Division: Lighting
Experience: 7 to 8 Years
Education: Graduate (Any Discipline)
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 to 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 to 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
Customer Retention
Forecasting & Reporting
Distributor ROI Management
New Product Launch Execution
Experience & Background
Industry Preference: Lighting | Wires & Cables | Switches | Switchgear
Key Skills: Team leadership, channel management, distributor handling, area P&L thinking
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

Work arrangement
No