Area Sales Manager
Sturlite India
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Job Description
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
About The Company
Sturlite India
Sturlite is a Bangalore based electrical products company that offers an array of lighting solutions, electrical switches, switchgears, distributions boards, wires and cables, thoughtfully designed to elevate spaces with luminous brilliance . Sturlite makes luxury lighting affordable to all. The company was founded in 2009 as a family business initially into the industrial cables segment with a vision to provide best in class electrical products to consumers. It ventured into the lighting segment in 2014, with launch of diverse range of LED products – both indoor and outdoor. With a presence in 25 states in India and a dealer network that’s 16000+ strong, Sturlite boasts of a wide range of lighting solutions catering to both Residential and Commercial. Products are certified by TUV Rhineland, Germany and backed by best in industry Warranty Policy.
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