Retail Sales Manager - DSA

Job purpose

This position is focused on driving sales through the DSA channel in accordance with branch objectives and the agreed plan. The role involves working closely with DSA partners and end customers to meet business targets, while partnering with Risk, Operations, and Sales Governance teams to keep the process compliant, efficient, and healthy from a portfolio perspective. It also includes promoting cross-sell opportunities for ABHFL and ABFC products and solutions as per branch goals.

Organization and business 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 set of housing finance offerings, including home loans, home improvement loans, home construction loans, balance transfer, top-up loans, loans against property, and construction finance. It received its licence on 9 July 2014 and has ambitious expansion plans.

ABHFL has delivered steady growth with strong asset quality despite market challenges. Although the housing finance sector is led by a few major players, categories such as affordable housing and self-employed borrowers have become increasingly significant due to their high potential. Even with more attention from banks, housing finance companies have continued to hold their share of the mortgage market. The company is targeting rapid scale-up and aims to grow 5X to INR 40,000 Cr over the next 5 years, with the goal of reaching the top 5 percentile among HFCs in India.

The sales organization serves three broad customer groups: retail individuals, institutional customers, and builders. Most of the business comes from retail customers. These customers may also be salaried or self-employed, and each segment has distinct needs and preferences.

Role context

The business offers housing finance for homebuyers, loans against property, commercial property purchase, lease rental discounting, and construction finance for builders. Because the company is largely retail driven, it handles a large volume of loan transactions and customer relationships. Performance is therefore closely tied to people, process, and organizational efficiency, along with product quality, channel management, customer relationship management, and risk control.

For retail customers, the role requires identifying needs across target segments and responding efficiently while maintaining complete statutory and regulatory compliance. For institutional and builder customers, the focus is on understanding more complex requirements, shaping customized solutions, and maintaining compliance throughout the process.

The Sales Manager for the DSA channel is responsible for achieving the targets agreed with the ASMABHFL, covering book size, growth, and customer service objectives.

Key challenges

• Developing and activating the DSA network to meet targets while balancing competitor offers, existing relationships, and value-driven propositions.
• Strengthening financial and operational understanding, negotiation capability, relationship management, and loan processing efficiency to sustain strong DSA and customer relationships while protecting portfolio quality and profitability.

Key responsibilities

• Create and implement a target achievement plan with the ASMABHFL, taking market conditions and competitive pressures into account.
• Monitor the local market and competitor activity regularly, then adjust DSA efforts accordingly.
• Review the DSA network continuously to improve effectiveness and operational efficiency so that active partnerships deliver business results.
• Prepare and share periodic MIS covering disbursements, profitability, DSA performance, NPAs, market expansion, and similar metrics, and use the insights to give timely feedback to DSA partners.
• Identify local growth opportunities and refine DSA engagement strategies based on them.
• Work with DSA partners on promising leads, using a partnership-based approach and clearly explaining product features and value propositions to improve closure rates and customer satisfaction.
• Keep prospects and DSA partners informed about transaction progress and drive operational compliance to support timely approvals.
• Use schemes and initiatives to increase DSA engagement, sales, and profitability while balancing expansion with cost control.
• Oversee efficient DSA processes across the full customer journey, including sourcing, approvals, servicing, and collections.
• Improve process efficiency and reduce turnaround time by coordinating with Risk, Operations, and Sales Governance teams.
• Adopt stronger processes and best practices to improve operational effectiveness, productivity, and the overall business contribution of DSAs.
• Support cross-selling efforts for ABC products in line with the agreed strategy, including direct interaction with end customers and prospects where needed.
• Stay current on market trends, DSA engagement practices, innovations, negotiation methods, and relationship-building approaches to improve acquisition and engagement results.
• Participate in relevant technical and behavioral training and pursue ongoing self-development.
• Coordinate with internal stakeholders to ensure smooth operations and alignment toward target achievement.
• Work with Risk, Operations, and Sales Governance teams to ensure compliance with risk management and control frameworks.
• Maintain proactive communication with DSA partners and end prospects/customers to ensure clarity and adherence to risk requirements.
• Compile accurate MIS on NPAs and credit trends and share inputs on the factors affecting portfolio quality.

Requirements

• Graduate degree required.
• Overall sales experience of 6 to 7 years in the Banking or NBFC sector.
• Recent experience of 3 to 4 years in HFC sales.
• Strong exposure to the DSA channel.
• Commercial acumen and the ability to manage teams.
• Good communication, negotiation, and relationship-building skills.
• Awareness of product-market dynamics and execution-focused working style.

Eligibility

Professionals with a graduate degree and substantial sales experience in Banking/NBFC, especially those with recent HFC sales experience and DSA channel exposure, are suitable for this role.

Additional information

The position is based in Karnataka, India and is a full-time, onsite role.