Regional Sales Manager

Role overview

This position is responsible for shaping regional sales plans and driving business expansion in coordination with the Zonal Sales Manager. The role must deliver against planned targets while accounting for local market differences and competition. It also involves joint decision-making with the Risk function as per the approval matrix, and close collaboration with Risk, Operations, and Sales Governance teams to protect portfolio quality. In addition, the role contributes to profitability by resolving underperformance, suggesting process improvements, and identifying opportunities to optimize channels. It acts as an escalation point for exceptional cases, helps remove regional bottlenecks, and promotes cross-selling of ABHFL and ABFSG offerings based on zonal priorities and customer needs.

Organizational context

Aditya Birla Housing Finance Limited (ABHFL), part of Aditya Birla Capital Limited, is registered with the National Housing Bank under the National Housing Bank Act, 1987. The company provides a broad suite of housing finance solutions including home loans, home improvement loans, home construction loans, balance transfer and top-up loans, loans against property, and construction finance. It received its licence on 9 July 2014 and is pursuing aggressive growth.

ABHFL has maintained steady growth and healthy asset quality even in a challenging operating environment. The mortgage market is led by a few large players, but segments such as affordable housing and self-employed borrowers are creating strong growth potential. Despite stronger participation from banks, HFCs have retained their market position, and ABHFL aims to scale 5X to INR 40,000 Cr over the next 5 years, which would place it among the top 5 percentile of HFCs in India.

The sales organization serves three broad customer groups: retail customers, institutional customers, and builders. Retail business contributes the largest share. Customers can also be categorized as salaried or self-employed, each with different expectations and decision drivers.

Job context and challenges

ABHFL serves a wide customer base through housing finance, loan against property, commercial property purchase, lease rental discounting, and construction finance. Because the business is heavily retail-led, performance depends on high transaction volumes and strong customer relationships. As a result, overall results are closely linked to people capability, process efficiency, organizational coordination, product and solution quality, channel management, customer relationship management, and risk discipline.

Business size is primarily measured by loan book, but profitability and low delinquency are equally important. Funding costs directly affect profitability and the ability to price loans competitively. For retail customers, the key is to identify and address the needs of target segments efficiently while maintaining full statutory and regulatory compliance. For institutional and builder customers, success depends on proactive relationship management, tailored solutions, and strong compliance.

The Regional Sales Manager is expected to execute the regional strategy agreed with the Zonal Sales Manager to achieve book growth, profitability, and customer service goals through business development, client engagement, and team mobilization.

Key challenges

• Co-developing a regional or state-level sales plan with the Zonal Sales Manager that reflects local realities and the challenges of operating as a new brand in a crowded market.
• Improving regional performance in the face of intense competition to expand market share and build the desired loan book.
• Monitoring market and sector trends continuously, identifying opportunities and risks, and sharing relevant input with the Zonal Head.
• Keeping loan conversion, sanction, and utilization levels strong while maintaining a healthy sourcing funnel to achieve targets.
• Strengthening self and team capability in financial and operational understanding, negotiation, relationship building, and efficient loan processing.
• Maintaining compliant regional sales operations despite pressure to deliver growth and through changing market cycles.
• Protecting credit quality through effective portfolio selection and pre-screening to reduce potential NPAs.
• Sustaining team motivation and engagement in a high-pressure environment with strong competition for talent.

Key result areas

• Regional sales strategy: Build the regional business and operating plan with the Zonal Sales Manager, considering product-market factors, competition, and sector trends; ensure the strategy is cascaded effectively; align branch planning, resourcing, productivity, and compliance; contribute to incentive and payout design; and monitor market developments regularly.
• Business growth and customer acquisition: Identify regional growth opportunities, expand the customer base, and drive acquisition plans; work toward target achievement and intervene in complex or critical transactions; allocate targets clearly; manage complaints and escalations; act on customer feedback and NPS insights; introduce schemes and solutions that improve sales and profitability; and maintain strong relationships with major customers, distributors, and key accounts.
• Operational effectiveness: Improve business processes across sourcing, approvals, servicing, and collections; manage the regional distribution network across developers, DSAs, arrangers, IPCs, connectors, direct teams, and corporate channels; reduce turnaround time by coordinating across Risk, Operations, and Sales Governance; and promote a high-performance, metrics-driven culture.
• Cross-selling across ABFSG products: Execute cross-sell activities in line with the strategy agreed with the Zonal Sales Manager and ensure teams are aligned through communication, training, and guidance.
• Team and stakeholder management: Coach and develop team members through reviews, joint visits, and guidance; nominate employees for technical and behavioral training; and maintain productive relationships with internal stakeholders to support business objectives.
• Portfolio and risk management: Align with Risk, Operations, and Sales Governance on control mechanisms; support the credit approval and review process; analyse financial risk using MIS and analytics; ensure compliant operations and timely PDD closure and collections; support institutional client monitoring; and train the team to follow early warning practices that reduce NPA risk.

Team structure

The role manages Area Sales Managers. Each direct report is expected to build the assigned book, maintain a healthy sourcing funnel, drive revenue and profitability, manage MIS and portfolio quality, and use effective client prospecting and relationship maintenance methods suited to target customer needs.

Experience and qualifications

This role calls for a postgraduate professional with 8 to 10 years of total sales experience in the banking or NBFC sector, including at least 5 to 6 recent years in HFC sales.

Skills and capabilities

The role requires strong business understanding, team leadership, clear communication, execution discipline, product-market insight, and the ability to integrate operations and controls into sales delivery.

Additional information

The source content also includes empty placeholders for business workforce number, unit workforce number, function workforce number, department workforce number, budgets, volumes, number of products, geography, markets, and customers. No values were provided for these fields.

No salary, stipend, duration, start date, or application deadline was specified in the source data.