Regional Sales Manager General Trade & Modern Trade

About the role

You will own Boon's water purifier business across India — the distributor network, the modern trade accounts, and the field team that runs both. This is a hands-on regional P&L role: you set the coverage plan, appoint the partners, carry the number, and build the ASM bench under you.

What you will own

Regional number. Primary and secondary sales across [region], month on month. Forecasting accuracy, trade-spend budget, and channel ROI.

General Trade. Appoint, manage and grow distributors and sub-dealers across [states/towns]. Design beat plans and coverage norms. Drive numeric and weighted distribution, new-outlet addition, and dealer credit discipline.

Modern Trade. Manage regional chain accounts ([e.g. Bajaj Electronics, Great Eastern, Sales India, Girias, Pai International]) and execute national chain plans locally with Croma, Reliance Digital and Vijay Sales. Own listings, share of shelf, in-store visibility and promoter productivity in your region.

Team. Lead and coach [3–6] Area Sales Managers plus their TSIs and in-store promoters. Own hiring, ride-alongs, review cadence and incentive execution.

Service linkage. Partner with the regional service organisation on installation TATs, AMC penetration and filter-replacement attach rates. In this category the first sale is the beginning, not the end.

What we are looking for

• 7–12 years in consumer durables or consumer electronics sales in India, with at least 2–3 years managing a team of ASMs or equivalent.
• Hands-on ownership of both GT and MT — you have appointed distributors and you have sat across the table from a chain buyer.
• Water purifier, small appliance or other service-linked durable category experience strongly preferred. Backgrounds from Aquaguard / Eureka Forbes, Kent RO, Pureit / A.O. Smith, Livpure, Havells, Blue Star, Crompton, V-Guard and Voltas are all welcome.
• Specific numbers you can defend: distributors appointed, towns opened, chains listed, distribution and share-of-shelf gains, trade-spend ROI.
• Strong on-ground presence — this role expects [15–18] days of market travel a month.
• Fluency with the consumables and AMC annuity model, and with demo-led selling.

Nice to have

• Existing distributor and dealer relationships in India
• E-commerce or quick-commerce exposure (Amazon, Flipkart, Blinkit, Zepto).
• Experience opening a new region or launching a brand from a standing start.