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Date:  Nov 21, 2023


Company:  Bajaj Electricals

Job Title

Trade Sales Manager

Job Code

CP/Trade Sales/2.1

Department/ BU

Consumer Products - Trade Sales



Reporting To

Regional Manager - Trade Sales

Organizational Description

Bajaj Electricals Limited (BEL), a globally renowned and trusted company, with a turnover of ₹4813 crores (FY 21-22), is a part of "Bajaj Group". Our business includes Consumer Products (Appliances, Fans, Lighting), Exports, Illumination and Transmission & Distribution (Transmission Line and Power Distribution). Our strong presence in premium range of home appliances and cookware with brands like Morphy Richards and Nirlep makes us one of the most lovable brands for our consumers.


While we are known for our innovative consumer products, other businesses such as Illumination and Power Distribution & Transmission have contributed significantly towards nation building. With a rich legacy of nearly 8 decades, we have perfected our business model and at the same time continue to transform ourselves with a culture built on ethics & integrity, agility, straight talking, teamwork and aiming for the best.


It is an exciting time to join Bajaj Electricals as we are creating a future-ready organisation based on key pillars of customer centricity, robust governance and best talent. 


If it sounds like the place for you, Welcome Onboard! An exciting journey awaits!

Job Purpose

Lead the assigned geographical area and implement sales & collection strategies. Appointment of channel partners & achieve distribution reach. Meeting working capital requirements of the business. Manage & monitor distributor performance & sustainability.

Major Areas of Responsibilities

1. Drive sales & achieve collection targets :-

  • Lead planning & execution of BU wise sales strategies for assigned geography.
  • Responsible for sales forecast for the area assigned.
  • Focus on secondary sales growth by implementing business goals namely, achievement of distributor-wise secondary targets, meeting numeric & weighted distribution objectives, channel correction, etc.
  • Monitoring of sales, collection & stocks on regular basis as budgeted.
  • Ensure profitability by focusing on the products with high margins based on RREP guidelines.
  • Ensuring placement of new products as per commercialization strategy
  • Sustain growth through SSSG ‘Same Stores Sales Growth’
  • Enhancing rural reach as per BU guidelines


2. Sales Administration

  • Monitor the Billing Process - Product Category V/s Value wise on regular basis and ensure Week - wise billing.
  • Maintain and nurture healthy business relations with all internal & external stakeholders and ensure long-term business objectives are achieved.
  • Ensuring implementation of Retailer Bonding Program effectively.
  • Engage with Channel Marketing team for timely and effective promotion strategies.
  • Share feedback & on ground information about marketing/ branding initiatives undertaken by organization & competition
  • Improve capability to use MIS reports made available for data based decision making
  • Optimize travel, communication, conveyance & miscellaneous expenses.


4. Channel Management

  • Network expansion by appointing new distributors, dealers & retail trade partners.
  • Eliminating the channel complaints and settling them within lead times, as per RREP norms.
  • Ensure after sales service is provided by Branch Customer Care Team to all the retailers thereby reducing product returns.
  • Ensure monthly account reconciliation & settlement of distributors/ dealers
  • Ensuring timely liquidation of defective / slow moving / discontinued products as per organizational norms in collaboration with relevant departments


5. BEL Citizen

  • Monitoring performance, sharing feedback, periodically reviewing progress. Striving consistently to add new responsibilities aligned to the business goals.
  • Display organization appropriate behavior at all times & encourage associates to follow the same. Propagate ‘Winning Culture’ behaviors in the organization
  • Promote practices which lead to a healthy work environment for all stakeholders
  • Practice inclusivity in all aspects while carrying out assigned responsibilities


Person Specifications

Essential Qualification: Graduate + MBA/ Post Graduate Degree Preferred

Desired Qualification: MBA/ Post Graduate Degree

Experience: 3 - 8 years relevant experience in B2C channel sales

Industry Preference: Consumer Durables/FMCG/FMCD

Sr. No.

Functional Competencies




Selling Skills




Planning & Forecasting




Product & Market Knowledge




People  Management




Brand building & positioning




Financial Management



Sr. No.

Behavioral Competencies




Strategic Thinking




Decision Making




Leadership Skills



Any specific requirement

Knowledge of MS office is required.


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