State Head (Wires & Cables)

Job Description | Regional Sales Manager — Power (State Head, Trade)

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

Role

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.

Key Responsibilities

• 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.
• 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.
• 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.
• 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.
• 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).
• 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.
• 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

TRevenue achievement

≥ 95% of annual plan; ≥ 90% in any quarter

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

Essential

Qualifications & Experience

• 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.

Ideal Candidate Profile

• 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.

What Sturlite Offers

• 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.

Confidential — For Internal Use Only | Sturlite Electric Private