Area Sales Executive

Designation: Area Sales Executive

Function: Sales - General Trade

Reporting Line: Area Sales Manager

Location: PAN India

About Britannia Industries

Britannia Industries Limited is one of India’s most trusted and largest food companies with a strong presence across biscuits, dairy, cakes, rusk and adjacent snacking categories. With over 130 years of legacy and a footprint across urban and rural India, Britannia operates in one of the most competitive FMCG environments in the country.

Sales at Britannia is the engine of growth. Our frontline sales leaders build distribution muscle, drive market share and ensure execution excellence across thousands of outlets every month.

Role Purpose

The Area Sales Executive (General Trade) is a market-facing, execution-intensive territory management role. This role is responsible for delivering secondary sales, expanding distribution, strengthening distributor ROI and driving flawless execution in the market.

Key Responsibilities

• 1. Sales Delivery & Territory Performance
• Deliver monthly, quarterly and annual secondary sales targets (Value & Volume)
• Improve beat-wise market productivity through disciplined market execution
• Maintain primary–secondary alignment and pipeline discipline at distributor level
• 2. Distribution & Market Expansion
• Expand numeric and weighted distribution across the territory
• Identify unserved outlets and activate them through structured market working
• Improve outlet productivity through range selling and visibility execution
• Operationalise new product launches and achieve distribution within defined timelines
• 3. Distributor Operations & Commercial Discipline
• Manage distributor operations across the territory
• Maintain stock norms, claims settlement, scheme implementation and monitor execution integrity
• Monitor distributor ROI and ensure sustainable profitability
• Enforce commercial discipline including credit control, ageing and outstanding management
• 4. General Trade Channel Execution
• Strengthen GT presence across key markets along with visibility standards and merchandising dominance
• Track competitor pricing, schemes and trade programs
• Take tactical market actions to protect share in competitive pockets
• 5. Distributor Sales Team Management
• Conduct regular joint field work to provide real-time coaching on merchandising standards, outlet expansion and sales pitch execution to the Distributor Sales employees
• Conduct structured morning briefings and field accompaniment
• Monitor daily beat-plan compliance and use SFA (Sales Force Automation) data to conduct weekly performance reviews, focusing on improving daily productivity and total lines sold along with outlet coverage
• 6. Market Intelligence & Sales Analytics
• Track competitor distribution, pricing and scheme movements
• Monitor competitor pricing and trade schemes to identify shrinking market share, responding with localized tactical promos and improved 'Share of Shelf' to regain dominance
• Analyse sales data, dashboards and MIS for performance tracking
  
  

Key Stakeholders

Internal

External

Sales Admin, Depot, Quality & Finance

Retailers, Authorised Wholesalers & Authorised Wholesalers Salesman (Distributors)

Candidate Requirements

Qualification

• Any full-time graduate degree
  
  

Experience

• Minimum 2–6 years of frontline sales experience
• Strong GT experience in handling large revenue and high-volume market having multiple SKU
  
  

Functional Acumen

• Selling and Negotiation
• Distributor management, Team Management and business continuity
• Working with sales applications, reporting systems, Sales MIS
• Hands-on with MS Excel and data-driven working environments
  
  

Why Britannia

We Make Ti)ngs Happen at Britannia by fostering ownership, diverse perspectives, and approachable leadership. We are resourceful and adaptable, driving growth through continuous improvement. We prioritize learning and experimentation to empower Britannians to build their careers, all based on leading ethically, doing what’s right, and community sustainability.

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