Sales Manager - DSA

Role overview

This position focuses on driving sales through the DSA channel in alignment with branch objectives. The role requires working closely with DSA partners and end customers to meet business targets, while coordinating with Risk, Operations, and Sales Governance teams to keep sales activity compliant, efficient, and supportive of portfolio quality. It also includes promoting cross-sell opportunities across ABHFL and ABFC offerings as per branch goals.

Organization 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 solutions including home loans, home improvement loans, home construction loans, balance transfer and top-up loans, loans against property, and construction finance. Licensed on 9 July 2014, the business is on an aggressive growth path and aims to scale significantly over the next five years.

The company has demonstrated steady growth and healthy asset quality despite a challenging market environment. The mortgage market continues to be led by a few major groups, but segments such as affordable housing and self-employed borrowers offer strong potential. ABHFL operates across retail customers, institutional customers, and builders, with retail business contributing the largest share. Customer segments also differ between salaried and self-employed borrowers, each with distinct needs and preferences.

Business context and challenges

ABHFL serves housing finance customers, property-backed loan customers, and builder clients through a retail-led model with high transaction volumes and relationship intensity. Performance depends heavily on people, process, and organizational efficiency, in addition to product quality, channel strength, customer relationship management, and risk controls.

For retail business, the key is to identify customer needs accurately and act quickly while maintaining full statutory and regulatory compliance. For institutional and builder relationships, success depends on understanding complex requirements, offering customized solutions, and maintaining strong compliance standards.

The Sales Manager (DSA) role is expected to deliver agreed sales outcomes through the DSA channel in terms of book size, growth, and customer service objectives.

Key challenges

• Build and expand the DSA network to meet targets while accounting for competitor offers, existing relationships, and value propositions that can sustain long-term partnerships.
• Strengthen commercial understanding, operational know-how, negotiation ability, and relationship management skills to support efficient loan processing and protect portfolio quality and profitability.

Key responsibilities

• Plan sales activity with the ASMABHFL and execute the target strategy while considering market trends and competitive pressures.
• Track local market developments and competitor offerings on an ongoing basis, then adjust DSA engagement plans accordingly.
• Review DSA productivity regularly and improve operating efficiency so active partners contribute effectively to business goals.
• Prepare and share periodic MIS reports covering disbursements, profitability, DSA performance, NPAs, and market expansion, and use those insights to give partners timely feedback.
• Identify local business opportunities and tailor DSA interactions to capture them effectively.
• Work with DSA partners on qualified opportunities by presenting product features and key value points in a way that supports closing and customer satisfaction.
• Keep prospects and DSA partners informed about transaction progress and proactively ensure operational compliance so approvals are not delayed.
• Use schemes and engagement initiatives to improve DSA participation, sales output, and profitability while balancing growth with cost control.
• Monitor DSA processes across sourcing, approval, servicing, and collections to keep the customer lifecycle running smoothly.
• Improve turnaround times and process efficiency by coordinating with Risk, Operations, and Sales Governance teams.
• Adopt better processes and best practices to strengthen productivity and DSA contribution to the business.
• Support cross-selling initiatives across ABC products in line with the strategy agreed with ASMABHFL, including interaction with end customers and prospects when needed.
• Stay current on market changes, DSA engagement practices, negotiation methods, and relationship-building approaches.
• Participate in technical and behavioral learning opportunities and actively work on personal development.
• Coordinate with internal teams to ensure smooth operations and alignment on target achievement.
• Work with Risk, Operations, and Sales Governance to maintain control mechanisms and support portfolio and risk management.
• Maintain clear communication with DSA partners and customers regarding risk requirements and compliance expectations.
• Compile accurate MIS on NPAs and credit trends and share inputs on the factors affecting portfolio quality.

Education and experience

A graduate degree is required. The role expects 6 to 7 years of overall sales experience in banking or NBFCs, including at least 3 to 4 recent years in HFC sales with strong exposure to the DSA channel.

Skills and competencies

The role calls for commercial judgment, people management ability, clear communication, product-market awareness, execution discipline, negotiation skills, relationship management, and operational efficiency.

Work focus

This role is centered on driving sales, improving DSA effectiveness, safeguarding portfolio health, and coordinating smoothly across internal teams to support branch outcomes.