Company Description
LVI Holdings is a fast-growing alcobev company behind Boroka a premium RTD (Ready-to-Drink) beverage in a distinctive bright blue bottle with 8% ABV. We're expanding rapidly across India, currently operating in Karnataka, Goa, and Rajasthan, with plans to enter 4+ new states by year-end. We're product-led, execution-focused, and building a high-performance sales culture.
Our vision is to become India's top ready-to-drink beverage company by 2028, driven by our core values of Excellence, Innovation, Consumer-Centricity, and Collaboration.
Role Description
The Regional Sales Manager owns the P&L and market development for an assigned state/region. You will lead a team of Area Sales Managers and Sales Representatives to drive distribution, visibility, and revenue growth while ensuring regulatory compliance in the alcoholic beverage space.
This is NOT a desk job. You'll spend significant time in the field supporting your team, visiting outlets, and ensuring execution excellence.
- Team Size: 3-6 ASMs + 15-40 Sales Reps
- Location: Karnataka
Sales & Revenue
- Own regional sales targets (volume, revenue, market share)
- Drive primary sales (company to distributor/state corp) and secondary sales (distributor to retail)
- Develop and execute monthly/quarterly sales plans
- Monitor competitor activity and devise counter-strategies
- Manage regional sales forecasting and demand planning
Team Leadership
- Recruit, train, and develop ASMs and field sales teams
- Set individual and team targets; conduct performance reviews
- Build a high-performance culture with accountability
- Handle attrition proactively; maintain optimal team strength
- Conduct regular field visits and joint working with team
Distribution & Channel Management
- Manage relationships with State Beverage Corporation depot managers
- Ensure optimal depot-wise stock availability
- Expand retail coverage and weighted distribution
- Develop and manage key accounts (premium outlets, chains)
- Oversee order fulfillment and supply chain coordination
Market Development
- Launch new SKUs and variants in the region
- Plan and execute trade schemes and promotions
- Drive in-store visibility and merchandising compliance
- Identify and develop new territories/districts
- Build retailer loyalty programs
Key Responsibilities
- Lead, coach, and manage a team of 8-15 Territory Sales Executives
- Conduct daily performance monitoring and real-time follow-ups
- Ensure 100% compliance with daily form submissions and reporting
- Identify bottom performers weekly and implement improvement plans
- Conduct one-on-one coaching sessions and field accompaniment
- Hire, onboard, and train new sales executives
Experience
- 6-10 years in sales, with 3+ years in alcoholic beverages (Beer/Spirits/RTD)
- 2+ years managing a team of 15+ people
- Proven track record of achieving/exceeding sales targets
- Experience working with State Beverage Corporations
Education
- Graduate (any discipline); MBA preferred
Skills
- Strong leadership and team management abilities
- Excellent understanding of excise laws and compliance
- Data-driven decision making; comfortable with sales analytics
- Negotiation and relationship management skills
- Fluency in regional language + English/Hindi
- Proficiency in MS Excel, sales reporting tools
Attributes
- Entrepreneurial mindset; ownership mentality
- High energy; comfortable with extensive travel (60-70% field time)
- Resilient; can handle pressure and ambiguity
- Ethical; zero tolerance for compliance shortcuts
Compensation & Benefits
- Fixed CTC: 20-35 LPA (based on experience)
- Variable: Performance incentives up to 20-40% of fixed
Ideal Candidate Profile
- Currently RSM/ASM in an alcobev company looking for growth
- Managed state-level operations for beer/spirits brands
- Familiar with government-controlled distribution models
- Built and scaled field sales teams
- Hungry for ownership in a high-growth startup environment
How to Apply
Send your resume to [Confidential Information] with subject line: Application - Regional Sales Manager
