Head of Sales

Area Sales Manager /

Wires & Cables - New Category Launch

Sturlite Voltedge Private Limited Multiple States - Pan-India Expansion

Function

Sales & Business Development - Wires & Cables (New Category)

Level

Middle Management (State Head / Area Sales Manager)

Location

South Karnataka (Bengaluru, Mysuru, Mangaluru)

Reports To

National Sales Head - Wires & Cables / Business Head

Team Size

Will build a team of 3-6 Sales Officers over 6-12 months

Travel

Extensive - 15-20 days per month within the assigned state

Category Status

Greenfield launch - Sturlite entering Wires & Cables fresh in these markets

About Sturlite Electric

Founded in 2009 by Mr. Sanjay Jain and Mr. Mukesh Jain and Sandeep Kantilal, Sturlite Electric is a Bengaluru-based electrical products company with an ARR of 1000 Cr, growing at 35% CAGR.

The company has built its business primarily on the strength of its LED Lighting portfolio - TUV Rheinland certified indoor and outdoor luminaires - distributed through a pan-India network of 16,000+ channel partners across 25 states.

Sturlite is now at a strategic inflection point. Building on its established lighting brand and existing channel relationships, the company is launching two new high-potential categories:Wires & Cables - FR, FRLS, ZHFR, solar DC, flexible, and submersible cables; ISI marked, manufactured with 99.97% pure electrolytic-grade copperSwitches & Accessories - modular switches, sockets, and accessories for the residential and commercial segment These categories represent Sturlite's biggest growth bet - the ambition is to grow 3 x multi-category electrical brand over the next 2-3 years. The Wires & Cables launch is being done with simultaneous market entry across 8 key states.

This is a rare opportunity to join at the very beginning and build something from scratch.

The Opportunity

This is not a maintenance role in an established business. It is a builder role in a brand-new category. The right candidate will:Enter a market where Sturlite Wires & Cables has zero baggage - no legacy pricing issues, no burned relationships, no old stock problems.Leverage Sturlite's existing lighting dealer network (16,000+ partners) as a ready starting point for distributor and dealer conversations.Represent a product with genuine quality credentials - ISI-marked, copper-pure, competitively priced against Polycab, Finolex, KEI, and RR Kabel.Have the backing of an established and growth oriented company that is investing seriously in the category - trade schemes, BTL support, electrician programmes, and marketing.Build a team over time - this role starts as a player-coach and grows into a full state leadership position.

Key Responsibilities

• Market Launch & Distribution SetupMap the state's electrical wholesale and distribution landscape - identify and prioritise the right distributor profile for Sturlite Wires & Cables.Appoint the first set of distributors in key districts; ensure they are adequately stocked, trained on the product, and motivated to push Sturlite actively.Leverage Sturlite's existing lighting channel relationships to accelerate distributor and dealer conversations for the wires category.Activate key electrical wholesale hubs in the state - establish Sturlite Wires & Cables as a visible, credible option at the counter within the first 90 days.Build a district-by-district rollout plan - prioritise high-volume markets first, then expand to secondary towns. 2. Primary & Secondary Sales AchievementOwn and deliver monthly, quarterly, and annual primary and secondary sales targets for the assigned state - starting from zero and scaling rapidly.Drive secondary sell-through from distributor to dealer / retailer level; ensure Sturlite wire is moving off counters, not just sitting in distributor godowns.Manage product-wise sales mix across FR, FRLS, ZHFR, solar, flexible, and submersible cables to maximise revenue and margin.Monitor collections and ensure distributors are within agreed credit periods; flag overdue accounts early.
• Electrician & Influencer Engagement - Building From ZeroIdentify and enrol electricians in Sturlite's loyalty programme from day one - this is the single most important demand-creation lever in the wire & cable category.Conduct product demonstration meets, electrician gatherings, and training sessions to build product knowledge and preference for Sturlite wire among local electricians.Engage key influencers - MEP contractors, civil contractors, housing developers, and project managers - to drive specification pull for Sturlite Wires.Build solar cable traction by connecting with solar installers, EPC companies, and solar panel dealers in the state - an emerging channel with low competition. 4. Channel Width ExpansionContinuously add new active dealers and retail counters - the goal is to make Sturlite Wires & Cables available wherever electrical products are sold in the state.Work with distributors to increase their sub-dealer networks; monitor weekly counter addition and secondary billing data.Identify white-space talukas and districts where no Sturlite presence exists and build a structured plan to enter them within 6-9 months. 5. Brand Visibility & Market IntelligenceDrive 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 their pricing, schemes, new launches, and distributor moves in the state.Provide monthly market intelligence reports to the national sales team; flag opportunities and threats in real time.Benchmark Sturlite's trade margins and schemes against competition; recommend adjustments where needed to stay competitive. 6. Team Building (Phase 2 - 3 to 6 Months)Once the initial distribution foundation is in place, hire and onboard Sales Officers / Territory Executives for key districts.Assign territories, set targets, and build beat plans for the team; conduct joint market visits and weekly reviews.Coach Sales Officers on product knowledge, channel engagement, and Sturlite's positioning vs. competition.Build a team culture of ownership, field discipline, and customer-first mindset from the very beginning. 7. Cross-Category Leverage - Lighting & SwitchesActively use Sturlite's existing lighting relationships to open doors for the wires & cables category - position the combined offering as a comprehensive electrical solutions brand.Once Sturlite's switches & accessories category is launched, facilitate introductions and cross-sell opportunities within the same distributor and dealer network.Represent the full Sturlite portfolio at key trade meetings and electrician events - building the brand as a multi-category electrical player. Key Performance Indicators

KPI

Distributors Appointed (Year 1)

Primary Sales vs. Target

Secondary Sales - Active Counter Count

Electrician Enrolments (Loyalty Programme)

Collection Efficiency

Secondary Sales Growth (from Month 4)

Market Intelligence Submissions

Team Onboarding (by Month 6)

Target Direction

8-12 active distributors per state

100% of monthly billing target

100+ active dealers within 6 months

100+ enrolments in first 6 months

Debtors within credit period;

15-20% MoM growth through Year 1

Monthly report submitted without prompting

First Sales Officer hired and active

Qualifications & Experience

Essential10-15 years in field sales; 3-5 years managing a state independently in W&C, electrical, or FMEG.Proven end-to-end distributor management - appointment, negotiation, performance reviews.Prior experience at Polycab, Finolex, KEI, RR Kabel, Havells, or equivalent W&C brand.Data-driven approach to managing field teams; comfortable with DMS/SFA reporting tools.Graduate (any stream); B.E./B.Tech (Electrical) or MBA preferred. PreferredExperience with tiered distributor structures and electrician loyalty programmes.Deep knowledge of Karnataka's electrical wholesale landscape - Bengaluru, Hubli-Dharwad, Mysuru, Mangaluru.

Ideal Candidate ProfileGreenfield Builder: Has launched a new territory or category before and thrives in unstructured environments. Does not need a ready system to be productive.Channel Connector: Has genuine relationships with distributors and electricians in the state - can pick up the phone and get a meeting.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.Category Hustler: Understands that in a new category, market development is as important as sales - and is willing to do both.Cross sell Mindset: Sees the lighting base as a door-opener for wires - not as a separate silo; connects the dots naturally.Resistent and Persistent: Comfortable with the slow early months of a new category launch; keeps building without losing motivation. . click apply for full job details