Job Description: Area Sales Manager (ASM)

Location: Haryana

Experience: 5–8 years in FMCG/Food Industry

Industry: FMCG / Food & Beverages / Spices

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Job Purpose

We are looking for a high-energy Area Sales Manager to drive growth and market penetration. The ideal candidate will be responsible for strengthening our existing distribution network, appointing

new dealers, and leading a team of sales executives to ensure that our authentic spices reach every household.

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Key Responsibilities

1. Channel Sales & Distribution Management

• Oversee and optimize the primary and secondary sales through the existing distribution network.

• Ensure product availability and visibility across all retail formats (General Trade, Modern Trade, and Kirana stores).

• Monitor distributor health, including stock levels, credit limits, and ROI.

2. New Dealer & Distributor Appointment

• Actively identify and onboard new high-potential distributors and dealers to expand the market footprint.

• Conduct market mapping to identify “white spaces” where the brand is underrepresented.

• Lead the negotiation and documentation process for new channel partners.

3. Sales Strategy & Execution

• Meet and exceed monthly, quarterly, and annual sales targets.

• Implement company schemes, trade promotions, and consumer offers effectively at the ground level.

• Analyse competitor activity (pricing, schemes, new launches) and provide actionable insights to the management.

• Identify standard client and convert them into key accounts, focused on long-term value, partnership, and mutual growth.

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4. Field Leadership & Traveling

• Hiring of new field staff

• Travel Requirement: Extensive travel (up to 70-80% of the time) within the assigned territory to visit retailers /distributors.

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Candidate Profile

• Education: Graduate / MBA in Sales & Marketing preferred.

• Experience:

o Proven track record in FMCG Channel Sales, specifically in the Spices, Oil, or Staples

industry.

o Experience as salesperson for at least 2-3 years.

o Experience in overseeing Below-the-line (BTL) activities.

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• Local Expertise: Deep understanding of the geography and local trade dynamics.

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• Sales Enthusiast: A “go-getter” attitude with a passion for field sales and achieving numbers.

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• Communication: Fluent in Local language and Hindi; basic English is a plus.

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• Skills: Ability to work in Sales Force Automation (SFA) Software

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• Leadership: Ability to lead and motivate a team of field staff.