Area Sales Executive

Role Summary

The Area Sales Executive will work in General Trade and report to the Area Sales Manager. This is a market-facing role focused on territory performance, secondary sales growth, distribution expansion, and strong execution standards across the assigned area. The location mentioned is PAN India, while the job listing location is Indore, Madhya Pradesh, India.

About the Company

Britannia Industries Limited is among India’s most established and widely trusted food businesses, with a strong presence in biscuits, dairy, cakes, rusk, and related snacking categories. Backed by more than 130 years of heritage, the company operates across both urban and rural markets in a highly competitive FMCG environment. At Britannia, sales is seen as the main growth driver, and frontline sales teams are expected to strengthen distribution, expand market share, and execute consistently across outlets.

Role Purpose

This position is designed for territory management in the field, with a strong focus on execution. The incumbent will be accountable for meeting secondary sales goals, growing distribution depth and width, improving distributor profitability, and ensuring disciplined market operations.

Key Responsibilities

• Deliver monthly, quarterly, and yearly secondary sales targets in both value and volume terms.
• Lift beat-level productivity through structured and disciplined market coverage.
• Keep primary and secondary sales aligned and maintain healthy distributor pipeline discipline.
• Broaden numeric and weighted distribution across the assigned territory.
• Identify outlets that are not yet served and activate them through planned market visits.
• Improve outlet productivity through range selling and visibility-driven execution.
• Drive rollout of new products and secure distribution within the expected timelines.
• Oversee distributor operations in the territory and ensure smooth day-to-day functioning.
• Track stock norms, claims processing, scheme execution, and the quality of implementation.
• Monitor distributor ROI and support sustainable profitability.
• Maintain commercial discipline, including credit control, ageing, and outstanding follow-up.
• Strengthen the General Trade presence through visibility standards and merchandising excellence.
• Monitor competitor pricing, promotional schemes, and trade initiatives.
• Take tactical market actions to defend share in highly competitive pockets.
• Work closely with distributor sales teams through joint field visits and live coaching.
• Run morning briefings and accompany field activity as needed.
• Check daily beat-plan adherence and use SFA data for weekly reviews.
• Focus review discussions on improving daily productivity, lines sold, and outlet coverage.
• Study competitor distribution, price changes, and scheme movement.
• Use sales dashboards, MIS, and data analysis to track performance and spot gaps.
• Respond to market-share pressure with localized promotions and stronger shelf presence.

Candidate Requirements

• A full-time graduate degree is required.
• Applicants should have 2 to 6 years of frontline sales experience.
• Strong experience in General Trade, especially in large-revenue, high-volume markets with multiple SKUs, is preferred.
• Ability to sell effectively and negotiate with customers and channel partners.
• Experience in distributor handling, team coordination, and business continuity management.
• Comfort working with sales applications, reporting tools, and Sales MIS.
• Hands-on capability with MS Excel and data-led working methods.

Stakeholders

Internal: Sales Admin, Depot, Quality, and Finance teams.

External: Retailers, authorised wholesalers, and authorised wholesalers’ salesmen/distributor teams.

Why Britannia

Britannia encourages ownership, diverse viewpoints, and approachable leadership. The organisation values adaptability, continuous improvement, ethical conduct, doing the right thing, and community sustainability. It also supports learning and experimentation so employees can grow their careers.

Additional Information

Function: Sales - General Trade

Reporting Line: Area Sales Manager

Location: PAN India

Designation: Area Sales Executive