Sales Executive – Wires & Cables
Sturlite India
Job Description
Position: Sales Executive — Power | Wires & Cables
Function: Sales & Business Development – Power Division
Business Category: Wires, Cables & Switchgear
Level: Executive
Location: Assigned Territory / District
Reporting To: Area Sales Manager
Travel: Extensive field travel within the assigned territory
**1\. Job Purpose**
The Sales Executive will drive sales and market development for Sturlite Electric Private Limited’s Wires & Cables and Switchgear portfolio within the assigned territory. The role focuses on expanding dealer and retailer coverage, driving secondary sales, maintaining channel relationships, supporting collections, and ensuring strong in-market execution.
**2\. Key Responsibilities**
**A. Sales & Target Achievement**
- Achieve assigned monthly, quarterly, and annual sales targets.
- Drive primary and secondary sales through distributors, dealers, and retailers.
- Improve product mix and SKU penetration across Wires, Cables, and Switchgear.
- Execute the sales plan and take corrective action to address gaps in target achievement.
- Ensure regular market coverage and productive customer interactions.
- Build and maintain relationships with distributors, dealers, retailers, electrical wholesalers, and channel partners.
- Identify and develop potential new dealers and retailers within the assigned territory.
- Ensure product availability, stock rotation, visibility, and timely replenishment at counters.
- Support distributors in activating dealers and expanding the active retailer base.
- Communicate and implement company schemes, promotions, and commercial initiatives.
- Conduct regular market mapping to identify growth opportunities and uncovered market pockets.
- Increase Sturlite’s counter presence, brand visibility, and product availability.
- Execute beat plans and route plans with discipline.
- Monitor competitor prices, schemes, product launches, and market activity, and share insights with the reporting manager.
- Support trade promotions, dealer meets, product demonstrations, and local market activations.
- Drive retailer-level billing and product movement.
- Ensure appropriate SKU availability and display at dealer and retailer outlets.
- Promote dealer schemes and trade activation programmes.
- Identify gaps in distribution and market coverage and promptly escalate or address them.
- Maintain regular contact with key channel partners to improve sales and loyalty.
- Support electrician engagement activities, product demonstrations, and local brand-building programmes.
- Promote enrolment and participation in the Sumangal Electrician Loyalty Programme.
- Build working relationships with electricians, contractors, and other local influencers.
- Identify opportunities to improve product recommendation and preference in the market.
- Follow up on distributor and dealer outstanding payments in line with approved credit terms.
- Support collection efforts and escalate collection risks promptly.
- Submit accurate and timely sales, stock, collection, and market reports.
- Maintain updated dealer, retailer, customer, and market data through SFA/mobile reporting tools.
- Share actionable market intelligence with the Area Sales Manager.
Performance Will Be Evaluated Based On
- Achievement of assigned sales targets
- Primary and secondary sales growth
- Active dealer and retailer growth
- New dealer and retailer appointments
- Product mix and SKU penetration
- Beat-plan compliance and market coverage
- Counter visibility and product availability
- Collection efficiency and outstanding control
- Electrician and contractor engagement
- Quality and timeliness of sales reporting
**Essential Qualifications**
- Graduate in any discipline from a recognised institution.
- Diploma or degree in Electrical Engineering will be an advantage.
- Knowledge of electrical trade distribution and local market dynamics.
- Proficiency in the local language of the assigned territory.
- 2–5 years of relevant sales experience in Wires & Cables, Electrical, Switchgear, FMEG, or related industries.
- Experience in B2C trade sales, dealer management, retailer coverage, and secondary sales.
- Familiarity with distributors, dealers, retailers, electrical wholesalers, electricians, and contractors.
- Experience using sales reporting or SFA tools will be preferred.
The Successful Candidate Should Demonstrate
- Strong sales orientation and ownership of targets
- Good relationships with dealers, retailers, electricians, and contractors
- Ability to develop new markets and expand channel coverage
- Strong field discipline, beat planning, and follow-through
- Understanding of pricing, schemes, inventory, and collections
- Ability to identify competitor activity and market opportunities
- Willingness to travel extensively and work closely with channel partners
- Clear communication, reporting, and relationship-management skills
High-performing Sales Executives will have opportunities to progress to Territory Sales Manager / Area Sales Manager roles as Sturlite’s Power Division expands.
**8\. What Sturlite Offers**
- Opportunity to contribute directly to a growing Wires & Cables and Switchgear business.
- Exposure to market development, channel expansion, and field sales execution.
- Opportunity to work with a strong and expanding product portfolio.
- Performance-driven career growth and increasing business responsibility.
This is a highly field-oriented role requiring extensive travel across the assigned territory. The Sales Executive should be comfortable conducting regular distributor, dealer, retailer, electrician, and contractor visits; developing new business; and supporting local market activation.
Sturlite Electric Private Limited is an equal opportunity employer and evaluates candidates based on qualifications, experience, capabilities, and suitability for the role.