Area Sales Manager; Rajasthan; General Trade; FMCG

Position: Area Sales Manager (Rajasthan) - General Trade (FMCG)
Area Sales Manager (ASM) – General Trade (FMCG)
Multiple

Location:

Rajasthan
Department:  General Trade Sales
Reporting to:  Regional Sales Manager

Employment Type:

Full-time

Role Summary
Build and scale Troovy’s General Trade business across the assigned geography by developing distribution, expanding productive outlets and driving sustainable secondary sales. Lead the field-sales team as the business owner for the territory, with responsibility for execution, collections and repeat offtake.

Key Responsibilities
Territory Business Ownership
Own primary sales, secondary sales, collections and overall growth for the assigned geography.
Develop monthly, quarterly and annual territory plans aligned with business objectives.
Identify white spaces, high-potential clusters and expansion opportunities.
Manage territory budgets, trade investments and market-development spends.
Build a predictable and sustainable sales pipeline across markets and distributors.
Sales and Distribution Planning
Translate territory targets into distributor, team, beat and outlet-level plans.
Forecast demand using sales trends, market potential, seasonality and planned activities.
Coordinate stock allocation to ensure the availability of priority products and SKUs.
Monitor primary-to-secondary conversion and prevent excess inventory or stock dumping.
Improve distribution width, depth, service frequency and SKU availability.
Sales Team Leadership
Lead ASEs, Sales Officers, PSRs and DBSMs across the assigned geography.
Set clear daily, weekly and monthly objectives for every team member.
Review performance through sales, coverage, productivity and repeat-outlet metrics.
Conduct regular joint market visits, coaching sessions and performance reviews.
Identify capability gaps and create individual improvement plans.
Support recruitment, onboarding and training of new field-sales employees.
Build a culture of ownership, discipline, transparency and execution.
Distributor Development
Identify, evaluate, appoint and onboard distributors in priority markets.
Establish clear distributor-level targets, coverage plans and service expectations.
Monitor distributor ROI, working capital, inventory, ageing and stock rotation.
Ensure adequate manpower, infrastructure and delivery capacity at the distributor level.
Resolve distributor concerns related to pricing, schemes, claims, supply and collections.
Improve distributor productivity and build long-term, commercially healthy partnerships.
Identify underperforming distributors and implement corrective or replacement plans.
Outlet Development and Productivity
Build and maintain an accurate universe of relevant retail outlets.
Increase active, productive, repeat and high-value outlets across every beat.
Ensure new outlet additions translate into billing, trials and repeat orders.
Track inactive, non-moving and declining outlets and initiate recovery actions.
Improve order frequency, average order value, average sales per outlet and SKU penetration.
Develop high-potential outlets through improved assortment, visibility and servicing.
Monitor outlet retention and minimise loss of productive stores.
Secondary Sales and Repeat Offtake
Deliver sustainable secondary sales rather than relying only on primary billing.
Review daily sales and outlet-level performance to identify execution gaps.
Build structured follow-up cycles to convert trials into repeat purchases.
Improve retail offtake through assortment, visibility, sampling and retailer engagement.
Analyse sales performance by distributor, territory, employee, outlet and SKU.
Implement corrective actions for low sales, weak repeat rates or declining productivity.
Collections and Commercial Discipline
Ensure timely collections and adherence to approved credit terms.
Monitor distributor…