Area Sales Manager

Job Description

Area Sales Manager – FMCG (Packaged Spices)

Industry

FMCG – Packaged Food / Spices

Department

Sales & Distribution

Location

Mumbai

Experience

3–5 years in FMCG Sales

Employment Type

Full-Time

Reporting To

Director

About the Role

We are building a growing brand in the packaged blended spices category and are looking for an energetic, market-focused Area Sales Manager to develop and expand our sales network.

The candidate will be responsible for driving sales across the assigned territory by building a strong local retail network, appointing and managing distributors, expanding market coverage, driving secondary sales, and ensuring strong visibility and availability of our products.

The ideal candidate should have hands-on experience in FMCG sales, strong relationships with distributors and retailers, and a proven ability to develop new markets.

Key Responsibilities

Territory & Market Development

Develop and execute the sales plan for the assigned territory.

Identify new markets, towns, localities, retailers, and potential distribution opportunities.

Build strong market presence and increase product availability across the territory.

Conduct regular market visits to understand customer needs, competition, pricing, and market trends.

Identify opportunities for expanding the company's retail footprint.

Distributor Development & Management

Identify, appoint, and onboard suitable distributors in the assigned territory.

Develop strong relationships with distributors and ensure regular business generation.

Manage distributor stock, orders, payments, schemes, and overall business health.

Ensure adequate inventory and uninterrupted product availability.

Monitor distributor performance and take corrective action wherever required.

Expand the distributor network based on business potential and market requirements.

Retail Sales & Network Expansion

Build and expand the network of retailers, supermarkets, grocery stores, kirana stores, and other relevant outlets.

Drive secondary sales from distributors to retailers.

Ensure regular retailer visits and order generation.

Increase numeric distribution and product penetration across the assigned market.

Develop new outlets and reactivate inactive outlets.

Ensure proper product assortment and availability at retail counters.

Sales Target Achievement

Achieve monthly, quarterly, and annual sales targets.

Prepare territory-wise sales plans and ensure effective execution.

Monitor primary and secondary sales on a regular basis.

Track SKU-wise performance and focus on improving sales of the complete product portfolio.

Ensure timely order booking and follow-up with distributors.

Market Execution & Visibility

Ensure proper product placement, visibility, merchandising, and display at retail outlets.

Execute company promotions, schemes, offers, and trade activities.

Monitor competitor pricing, schemes, products, launches, and market activities.

Gather market feedback and communicate insights to the management.

Ensure brand visibility in key outlets and high-potential markets.

Team Management

Manage and guide Sales Executives / Sales Representatives working in the assigned territory, where applicable.

Set daily and monthly targets for the sales team.

Conduct regular field visits with the team.

Monitor productivity, outlet coverage, order generation, and collection performance.

Train the team on products, selling techniques, market execution, and company processes.

Reporting & Business Analysis

Maintain accurate sales and market reports.

Track distributor-wise and territory-wise sales performance.

Prepare daily/weekly/monthly sales reports.

Monitor collections and outstanding payments.

Provide management with regular updates on market potential, competition, customer feedback, and business challenges.

Key Performance Indicators (KPIs)

Achievement of monthly/annual sales targets

Primary and secondary sales growth

New distributor appointments

New retailer/outlet additions

Numeric distribution and market coverage

Active outlet productivity

SKU-wise sales growth

Distributor stock and inventory management

Collection and outstanding control

Market visit and outlet coverage

Product visibility and merchandising

Territory-wise market development

Candidate Profile

Graduate/MBA preferred, preferably in Sales & Marketing.

3–5 years of experience in FMCG sales, preferably in packaged food, spices, staples, snacks, beverages, or similar categories.

Experience in distributor handling and retail sales is essential.

Strong understanding of local FMCG markets and distribution channels.

Existing relationships with distributors and retailers will be an advantage.

Strong negotiation, communication, and relationship-management skills.

Ability to work extensively in the field and travel within the assigned territory.

Target-oriented, self-driven, and capable of working in a fast-growing business environment.

Good knowledge of MS Excel and basic sales reporting.

What We Are Looking For

We are looking for someone who can build the market, not just manage an existing market.

The ideal candidate should be comfortable with

Opening new territories

Finding and appointing distributors

Building retailer relationships from scratch

Driving secondary sales

Creating market demand

Expanding outlet coverage

Managing distributor relationships

Working hands-on in the field

Building a scalable FMCG distribution network

Pay

₹30,000.00 - ₹35,000.00 per month

Work Location

In person