Area Sales Executive

Area Sales Executive – Job Description

Company: Shri Radhe Spices

Industry: FMCG / Spices & Food Products

Location: Indore (District Level)

Head Office: Prithvipur

Reporting To: Sales Manager / Regional Sales Manager

About the Company

Shri Radhe Spices is a fast-growing Indian spice brand established in 2017, dedicated to delivering pure, natural, and authentic spices for everyday cooking. The company focuses on quality sourcing, hygienic processing, and traditional taste, offering a variety of spice products used in Indian kitchens.

The brand currently offers multiple spice varieties including turmeric powder, coriander powder, rock salt, blended masalas and other daily cooking spices packed with freshness and purity.

Job SummaryThe Area Sales Executive (ASE) is responsible for driving sales growth, developing distributor networks, expanding retail coverage, and strengthening brand visibility for Shri Radhe Spices products within the assigned territory.

The role requires strong market knowledge, relationship management, field sales experience, and the ability to achieve sales targets in the FMCG spice industr

Key Responsibilities

1. Sales Target Achievement

• Achieve monthly, quarterly, and annual sales targets set by the company.
• Generate consistent sales growth for all Shri Radhe Spices product lines.
• Increase sales volume in both existing and new markets.

2. Distributor & Channel Management

• Appoint and manage distributors, wholesalers, and super stockists.
• Ensure proper inventory availability with distributors.
• Maintain strong relationships with distributors and ensure timely order processing.
• Monitor distributor performance and provide regular support.

3. Retail Market Expansion

• Expand the brand presence by adding new retail outlets, grocery stores, supermarkets, and kirana shops.
• Ensure maximum retail coverage in the assigned territory.
• Maintain strong relationships with retailers to improve product movement.

4. Product Promotion & Brand Visibility

• Promote products like:
• Turmeric Powder (Haldi)
• Coriander Powder (Dhaniya)
• Red Chilli Powder
• Blended Masalas
• Rock Salt & specialty spices
• Ensure proper product display, shelf placement, and visibility in retail outlets.
• Execute trade promotions, retailer schemes, and product awareness campaigns.

5. Market Intelligence & Competitor Analysis

• Monitor competitor brands in the spice and masala category
• Collect market feedback from retailers and distributors.
• Identify new business opportunities and untapped markets.

6. Sales Reporting & Documentation

• Maintain accurate records of:
• Daily sales activity
• Distributor orders
• Retailer visits
• Market reports
• Submit daily/weekly/monthly sales reports to management.

7. Territory Planning & Route Management

• Plan daily market visits and route plans.
• Ensure complete coverage of assigned territory.
• Maintain an updated database of distributors and retailers.

Key Performance Indicators (KPIs)

The performance of the Area Sales Executive will be measured based on:

• Monthly sales target achievement
• New distributor appointments
• Retail outlet expansion
• Market coverage
• Product availability in the market
• Distributor and retailer satisfaction
• Brand visibility in stores
• Required QualificationsBachelor’s Degree (Business / Marketing / Commerce preferred)
• 1–4 years experience in FMCG sales (spices, food products, or packaged goods preferred)
• Good knowledge of local markets and distribution channels
• Required SkillsSales and negotiation skills
• Distributor management
• Communication and relationship building
• Market analysis and problem solving
• Target-driven mindset
• Ability to work independently in field sales
• Additional RequirementsWillingness to travel extensively within the assigned territory.
• Must have two-wheeler and valid driving license (preferred).
• Ability to work in competitive FMCG sales environment.
• Compensation & BenefitsFixed Salary + Sales Incentives
• Travel Allowance / Fuel Allowance
• Performance-based bonuses
• Growth opportunities within the sales hierarchy
• Work EnvironmentField sales role involving daily market visits.
• Interaction with distributors, retailers, wholesalers, and sales partners.
• Opportunity to contribute to the growth of a rapidly expanding spice brand.