State Head (Wires & Cables)
Sturlite India
**Regional Sales Manager — Power**
_Sturlite Voltedge Private Limited | State Head — Trade Channel | Pan-India_
__**Function**
Sales & Business Development — Power Division (Wires, Cables & Switchgear)
__**Level**
Senior Management (Regional Sales Manager / State Head)
__**Openings**
Multiple positions — one per state / territory (see markets table below)
__**Location**
State capital or key commercial hub within the assigned territory
__**Reports To**
Joint Business Head — Power (Mr. Suresh Jain & Mr. Sandeep Kantilal)
__**Team Size**
Leads 4–6 ASMs and 18–28 TSIs across the assigned state
__**Travel**
12–15 days per month across the state or cluster
__
**About Sturlite Electric**
Founded in 2009 by Mr. Sanjay Jain and Mr. Mukesh Jain, Sturlite Electric is a Bengaluru-based electrical products company that has compounded at ~35% CAGR for the better part of a decade — reaching ₹700 Cr ARR through a 16,000+ partner channel spanning 25 states. The lighting portfolio that built the business is TUV Rheinland-certified and has earned Sturlite a rare distinction in the Indian electrical trade: a challenger brand that distributors and retailers respect on merit, not on price.
Seventeen Years Into The Business, The Founders Are Taking The Brand Into Two New Categories — Committing Greenfield Manufacturing Capital At Kadi, Mehsana (Gujarat) To Do It The Right Way
_
- _Wires & Cables — house wires (Flamecore+ FR-LF, Greencore+ HR-FR-LF, Ultracore+ HR-FR-LSH-LF) on Class 5 fine-flexible conductor and 99.97% electrolytic-grade copper, manufactured to IS 694 and IS 17048. Flexible/control cables, submersible cables, and communication cables (CAT 6, telephone, speaker). RoHS-clean by design, with serialised anti-counterfeit architecture. _
- _Switchgear & MCBs — miniature circuit breakers, RCCBs, isolators, distribution boards, and the wider modular protection range for residential, commercial, and light industrial use. ISI-marked and engineered to integrate naturally with the wires range at the panel and the dealer counter. Over the next three to four years, Sturlite will grow into a multi-category electrical group of ₹2,000 Cr+ — built on four legs: lighting, wires & cables, switchgear & MCBs, and wiring devices. **The team being built for the Power Division defines this next chapter. The Power Division is being built once. The people who build it own how it gets built.** **The Opportunity**
This is not a maintenance role in an established business. It is a state P&L leadership role in a brand-new category. The right candidate will:
_
- _Enter a market where Sturlite Power has zero legacy baggage — no old pricing issues, no burned relationships, no stuck stock. _
- _Leverage Sturlite's existing lighting dealer network (16,000+ partners) as a ready entry point for distributor and retailer conversations. _
- _Represent a product with genuine quality credentials — ISI-marked, Class 5 conductor, copper-pure, competitively positioned against Polycab, Finolex, KEI, and RR Kabel. _
- _Have the backing of an established, growth-oriented company investing seriously in the category — trade schemes, BTL support, the Sumangal electrician loyalty programme, and Ranveer Singh as brand ambassador. _
- _Build a team of ASMs and TSIs over time — this role is a state P&L owner from Day 1, growing into a multi-state mandate in Phase 2.
**1\. Revenue & P&L Ownership**
_
- _Achieve revenue plan (monthly, quarterly, annual) for the full portfolio — house wire, flexible, submersible, communication cables, and switchgear / MCBs. _
- _Maintain portfolio mix discipline across the full range, tracking the Y1 baseline to Y3 steady-state trajectory. _
- _Manage credit and collections at state level; keep DSO within company norms (≤ 45 days). _
- _Conduct monthly business review with Joint BH — performance, market intel, and escalations. **2\. Team Leadership — ASMs & TSIs** _
- _Lead a team of 4–6 ASMs and 18–28 TSIs across the state — hire, train, develop, and retain. _
- _Assign zone territories, set targets, build beat plans; conduct joint market visits and weekly reviews. _
- _Coach ASMs on distributor management, SKU-mix discipline, and Sturlite's competitive positioning. _
- _Build a team culture of ownership, field discipline, and commercial accountability from Day 1. **3\. Distributor Strategy & Channel Health** _
- _Own distributor strategy for the state — appointment, ROI management, performance reviews, conflict resolution. _
- _Map the state's electrical wholesale and distribution landscape; identify and prioritise the right distributor profile for Sturlite Power. _
- _Ensure distributors are adequately stocked, trained on the product, and motivated to push Sturlite actively. _
- _Activate key electrical wholesale hubs — establish Sturlite Power as a visible, credible option at the counter within the first 90 days. **4\. Sumangal Electrician Programme — State Execution** _
- _Execute the centrally-designed Sumangal electrician loyalty programme at state level; BU Head owns design, RSM owns execution. _
- _Drive electrician enrolments, monthly nukkad meets, product demos, and coupon-to-order conversion across all zones. _
- _Monitor Sumangal ordering velocity — ≥ 25% of enrolled electricians ordering quarterly. **5\. Strategic Kitty Deployment** _
- _Deploy the RSM discretionary strategic kitty — for early-bird distributor offers, month-end off-take pushes, and small schemes to distributors that drive secondary off-take to retailers. _
- _RSM is the sole authority for kitty deployment; ASM and below have no scheme authority. _
- _Kitty quantum is set annually by the BU Head; RSM is accountable for ROI (target: ≥ ₹15 of incremental billing per ₹1 deployed). **6\. Demand Planning & Supply Coordination** _
- _State-level demand planning and forecasting; coordinate with manufacturing for monthly supply allocation. _
- _Drive new SKU launches and sub-brand traction — sampling, dealer education, electrician demos. _
- _Represent Sturlite at state trade bodies, BIS audits, and electrical contractor associations. **7\. Brand Visibility & Market Intelligence** _
- _Drive in-shop visibility — ensure branding materials, product samples, price lists, and display boards are in place at key retail counters. _
- _Track competitor activity closely — Polycab, Finolex, KEI, RR Kabel, Havells — monitor pricing, schemes, new launches, and distributor moves in the state. _
- _Provide monthly market intelligence reports to the Joint BH team; flag opportunities and threats in real time. **Key Performance Indicators** __**KPI**
- T** Revenue achievement
__ Monthly
__ Portfolio mix discipline
__ Per Y1 baseline → Y3 SS trajectory; ±5pp quarterly band
__ Quarterly
__ Distributor health (ROI score)
__ ≥ 18% ROI for ≥ 80% of distributors
__ Quarterly
__ Beat coverage
__ 100% beat mapped by M6; ≥ 90% visit compliance
__ Monthly
__ Active billing %
__ 30% of beat by M12 (Y1); 50% by Y3 SS
__ Monthly
__ ASM team retention
__ ≥ 90% Y1; ≥ 95% Y2 onwards
__ Annual
__ Strategic kitty ROI
__ ≥ ₹15 of incremental billing per ₹1 deployed
__ Monthly
__ DSO
__ ≤ 45 days for distributors
__ Monthly
__ Sumangal — enrolment
__ Per state EPP target (2–3× beat annually)
__ Monthly
__ Sumangal — ordering velocity
__ ≥ 25% of enrolled electricians ordering quarterly
__ Quarterly
__ Contractor pull-through
__ ≥ 15% of state billing from contractor-driven retailer orders
__ Monthly
__
**Qualifications & Experience**
**Essential**
_
- _12–18 years in wires / cables / switchgear / electricals sales. _
- _Minimum 5 years as ASM or equivalent zone-lead role at an established player. _
- _Demonstrable track record of running a ₹50+ Cr Trade P&L. _
- _Multi-region or multi-state exposure preferred. _
- _Team management of 15+ people including ASMs. _
- _Prior experience at Polycab, Finolex, KEI, RR Kabel, Havells, V-Guard, or equivalent W&C brand. _
- _Comfort with SFA / mobile-based tools and data-driven decisions. _
- _Graduate (engineering preferred); MBA a plus but not mandatory. ** ** **Preferred** _
- _Experience with tiered distributor structures and electrician loyalty programmes. _
- _Deep knowledge of the state's electrical wholesale landscape — key wholesale hubs, top distributor names. _
- _Resident in (or willing to relocate to) state HQ city. _
- _Regional language fluency mandatory.
_
- _**Builder, not Maintainer:** Has launched a zone, state, or category from zero before and prefers that over inheriting a settled book. _
- _**Channel-Credible:** Can pick up the phone and get a meeting with the top 20 distributors in the territory. Reputation in the trade matters more than CV polish. _
- _**Commercially Literate:** Reads scheme ROI, mix margin, and working capital impact natively. Will not over-spend a scheme to chase a billing number. _
- _**Phase-1 Mindset:** Comfortable with months 1–4 being slower than plan, and disciplined enough to keep building through that period without panic-discounting. _
- _**Direct Communicator:** Short messages, clear numbers, no theatre. Will tell the JBH when something is broken instead of dressing it up. _
- _**Self-Starter:** Sets their own daily agenda, plans their own beat, and does not wait to be told where to go or what to do.
_
- _Founding-team membership in an IPO-track manufacturing venture with BIS-certified domestic plant at Kadi, Mehsana (Gujarat). _
- _A genuinely differentiated product portfolio — Class 5 stranded conductor, three house-wire tiers, full flexible / submersible / communication cable range, plus switchgear & MCBs. _
- _Ranveer Singh as brand ambassador — meaningful pull at the dealer counter. _
- _Direct working access to founders. Decisions in days, not quarters. _
- _Full ownership of state (or state-cluster) P&L — empowerment with accountability, no matrix layers diluting the role. _
- _Successful Phase 1 RSMs are first in line for multi-state roles as Sturlite enters Phase 2 and beyond. _
- _Clear career path to National / Zone Business Head as the state business scales — Sturlite grows its leaders from within.