Area Sales Manager – General Trade

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Role Purpose

The Area Sales Manager – General Trade (ASM–GT) will be responsible for driving sales growth, distribution expansion, and demand generation for the Home Care portfolio under the Consumer Business Group. This is an individual contributor role with complete ownership of territory performance, focused on execution excellence, distributor management, and outlet-level activation across Chennai and assigned Tamil Nadu markets.

Division: Home Care | Business: Consumer Business Group Location: Chennai / Tamil Nadu

Key Responsibilities

Sales & Business Delivery

- Achieve Annual Business Plan (ABP) targets for the assigned General Trade territory.

- Drive secondary sales and POS sell-out for the Home Care portfolio through effective on-ground execution.

- Ensure right product, right pack, and right price at the right outlets.

- Own sales performance across territory, channels, and outlets with minimal supervision.

Distribution & Channel Management

- Manage Distributor and Super Stockist operations to ensure uninterrupted product availability.

- Improve numeric and weighted distribution across kirana stores, wholesalers, and traditional trade.

- Monitor range availability, stock rotation, and placement to improve off-take.

- Identify territory-specific channel and product insights and convert them into action plans.

Demand Generation & Market Execution

- Plan and execute trade programs, schemes, and in-store activations for the Home Care division.

- Execute visibility, merchandising, and offtake promotion initiatives at store level.

- Spend minimum 18 days per month in the market for outlet visits, distributor working, and execution of plans.