About the Role

We are looking for a driven, commercially astute, and relationship-oriented Area Sales Manager to lead sales operations across Karnataka for our IMFL portfolio. The ASM will be responsible for achieving volume and value targets across On-Trade and Off-Trade channels, managing distributor and retailer networks, building strong trade relationships, and ensuring brand visibility and compliance across the territory.

The ideal candidate will have deep knowledge of the Karnataka excise landscape, strong distributor and retail relationships, and a proven track record of growing IMFL brands in a competitive market.

1.  Sales & Volume Achievement

• Drive maximum revenue growth across the Karnataka territory by identifying and activating high-potential On-Trade and Off-Trade accounts, ensuring consistent offtake and increasing brand contribution to overall business revenue.
• Achieve monthly, quarterly, and annual volume and value sales targets across Karnataka for both On-Trade (hotels, bars, restaurants, clubs) and Off-Trade (retail, CSD) channels.
• Plan and execute sales strategies to maximize market penetration and brand presence across the territory.
• Identify and capitalize on revenue growth opportunities across new and existing accounts.

 

2.  Payment & Collections Management

• Ensure all distributor and retailer payments are collected and settled on time, monitor outstanding dues and proactively follow up to prevent ageing of receivables.
• Track payment cycles, flag overdue accounts to management, and work closely with the accounts team to ensure clean and timely reconciliation of all outstanding balances.

 

3.  Distributor & Channel Development

• Appoint, onboard, and manage distributors and retailers across assigned territories within Karnataka.
• Monitor distributor stock levels, order frequency, coverage, and secondary sales performance.
• Conduct regular business reviews with distributors — review stock, sales data, claims, and outstanding issues.
• Ensure smooth order-to-delivery cycle and timely stock replenishment to prevent stockouts.
• Manage distributor claims, credit notes, and scheme settlements in coordination with the accounts team.

 

4.  Scheme Monitoring & Trade Compliance

• Keep a close eye on all active trade schemes, ensure schemes are being correctly communicated, executed, and claimed by distributors and retailers.
• Monitor scheme utilization across accounts and flag any misuse, leakage, or non-compliance to management on time.
• Ensure scheme settlements are processed accurately and within the agreed timelines in coordination with the accounts team.

 

5.  Market Development & Trade Relations

• Build and maintain strong relationships with key On-Trade and Off-Trade accounts, hotel chains, bar owners, and retail chains.
• Identify new business opportunities — premium placements, menu listings, exclusive tie-ups, and brand activations.
• Negotiate shelf space, pouring rights, and premium visibility across key accounts.
• Monitor competitor activity, pricing movements, new launches, and trade schemes — report insights to management.

 

6.  Team

• Create and deploy a support team as and when required based on business needs and territory demand.

 

7.  Excise & Regulatory Compliance

• Maintain full compliance and coordination in regards to excise rules, licensing requirements etc.

 

8.  Brand Activations & Promotions

• Plan and execute On-Trade and Off-Trade brand activations, product launches, consumer tastings, and trade engagement programs.
• Coordinate with the marketing team for POSM deployment, visibility drives, and in-outlet branding.
• Ensure all activations are executed within budget and deliver measurable impact on volume.

 

9.  Reporting & MIS

• Submit accurate and timely daily, weekly, and monthly sales reports — volumes, coverage, activations, competitor activity.
• Maintain updated records of distributor stock, secondary sales data, and outlet-wise performance.
• Provide market feedback and sales forecasts to the Regional Sales Manager on a regular basis.

• Volume and value targets for Karnataka are consistently met or exceeded — month on month.
• Distributors are managed effectively — payments are collected on time, stock is replenished without gaps, and business reviews are conducted regularly.
• All Key On-Trade and Off-Trade accounts are serviced regularly, with premium brands listed and visible.
• Target-driven and executing the sales plan with consistency and accountability across the territory.
• Management receives timely, accurate market intelligence that drives better commercial decisions.

• Proven ability to achieve and exceed volume and value targets in a competitive IMFL market.
• Strong distributor and key account management skills — able to negotiate, resolve issues, and build long-term partnerships.
• In-depth knowledge of Karnataka IMFL market — trade channels, distributor ecosystem, and regulations.
• Commercial acumen — understanding of margins, schemes, pricing strategy, and distributor profitability.
• Strong analytical and reporting skills — comfortable working with sales data, MIS, and performance dashboards.
• Excellent communication skills — English and Kannada (proficiency in additional regional languages is an advantage).
• Self-driven, high-energy, and comfortable with extensive field travel across the state.