Sales Executive – General Trade

Company Overview

Kanhai Foods Limited, operating under the brand KabhiB Bakery since 1996, is a well-established bakery brand in Gujarat. With over 96 retail outlets in 33 cities and a daily reach of over 5,000 stores through General and Modern Trade, KabhiB is preparing for national expansion in 2025 and is growing its frontline General Trade sales team.

Role Summary

The Sales Executive - General Trade role focuses on enhancing KabhiB's market presence and sales via the General Trade channel. The position involves close collaboration with distributors and their sales staff to ensure comprehensive store coverage, execution of trade schemes, and maintenance of distributor motivation and health. This is a field-based role with early morning starts, requiring a motivated individual with strong relationship-building capabilities who thrives in dynamic road-based work environments.

Compensation and Benefits

• Monthly salary ranging from INR 25,000 to 32,000
• Performance-linked incentives with an anticipated annual earning between Rs. 2 Lakhs to Rs. 4 Lakhs
• Structured sign-on bonus totaling Rs. 35,000 dispersed over milestones at 3, 6, and 18 months

Working Details

• Shift starts early around 6:00 AM; field hours fluctuate by territory
• Sunday is a weekly off day
• Nature of employment is permanent, full-time, and field-based (in-person)
• Training provided on the job with clear advancement paths to senior and area management roles

Primary Duties

• Collaborate daily with distributors and their salesmen to strategize and execute sales plans efficiently
• Expand retail outlet coverage in assigned areas by identifying and onboarding new stores
• Address any distributor or salesman concerns promptly and facilitate liaison with company management
• Scout for and recruit new distributors and salesmen with the right network and enthusiasm to represent the brand
• Engage actively in the field to convert new General Trade outlets and grow business with existing retailers by increasing order size, shelf allocations, and product range
• Monitor competitor movements, including product launches, price changes, and promotional schemes; report insights to management
• Ensure timely product deliveries and adequate stock levels at distributors to prevent shortages or overstock
• Supervise stock freshness and inventory at distributor godowns to minimize damage, returns, and expired goods
• Coordinate with logistics and supply teams to resolve delivery issues
• Implement trade offers and promotional schemes accurately, verifying proper execution at retail points
• Track and report scheme usage and challenges to sales leadership
• Maintain detailed Daily Sales Reports capturing store coverage, order volumes, and other sales metrics
• Analyze sales data to identify underperforming areas and growth prospects, conveying actionable recommendations
• Submit regular market activity reports covering competitor intelligence, distributor feedback, and scheme effectiveness

Applicant Criteria

• Minimum age of 21 years
• Must possess a valid two-wheeler driving license and own a two-wheeler for field mobility
• Willingness to begin work early (approximately 6:00 AM) and dedicate most work hours to field activities
• Experience between 1-3 years in General Trade or FMCG distribution field sales preferred; freshers with strong local knowledge and drive will also be considered
• Familiarity working with distributors and managing retail routes is a marked advantage
• Strong interpersonal skills to effectively build and maintain relationships with retailers, distributor personnel, and wholesalers
• Basic numeracy skills to handle sales reports, order tracking, and scheme-related calculations
• Proactive and driven approach to identify and pursue new business opportunities beyond current accounts
• Local language proficiency in Gujarati or Hindi required; English is beneficial but not mandatory
• High energy levels, self-discipline, and the ability to work independently without direct supervision in the field