SACHCIDA NAND SINGH
Sales Manager
New Delhi
Summary
Results-driven HoReCa, Retail & B2B Sales Professional with over 14 years of experience across seafood, processed foods, and FMCG sectors. Proven expertise in distributor management, key account development, hotel tender handling, and regional market expansion across North and Central India. Strong relationship builder with hotels, restaurants, chefs, and procurement teams, consistently delivering volume growth, revenue enhancement, and profitability targets.
Overview
16
16
years of professional experience
2
2
Languages
Work History
Area Sales Manager (ASM) – HoReCa Sales
Mulpuri Aqua Processors
03.2021 - Current
- Territory: Delhi NCR, MP, Rajasthan, UP, Uttarakhand | Industry: Seafood Processing
- Developed new HoReCa and B2B accounts while strengthening existing partnerships
- Managed Monthly business of ₹50 Lakh with 8 distributors across multiple regions
- Managed distributors and supervised sales teams to achieve regional targets.
- Handled annual hotel tender processes and contract negotiations.
- Coordinated product sampling with chefs and purchase managers or Shop owner
- Planned and monitored monthly sales targets and growth strategies
Sales Executive – (HoReCa Sales)
Citrus Processing India Pvt. Ltd.
11.2017 - 06.2020
- Territory: Delhi NCR | Industry: Fruit Juice Concentrates
- Acquired and managed HoReCa clients including Retail Shop.
- Engaged with key decision-makers such as Head Chefs and F&B Managers
- Generated orders and ensured timely execution and delivery.
- Coordinated product demonstrations and sampling activities.
- Appointed and managed distributors.
- Planned and monitored monthly sales targets and growth strategies
Sales Executive - (Retail, & HoReCa Sales)
Arthur’s Food Company Pvt. Ltd.
04.2016 - 10.2017
- Territory: South Delhi, Gurgaon | Industry: Processed Meat Products
- Managed key accounts including five-star hotels and flight kitchens.
- Achieved HoReCa sales volume and revenue targets.
- Handled hotel annual tenders and documentation processes.
- Prepared quotations and sales performance reports.
- Managed distributor agreements and maintained customer databases
Senior Sales Executive | (Retail, MT & Horeca Sales)
Gustora Foods Pvt. Ltd.
12.2014 - 04.2016
- Territory: South Delhi, Gurgaon | Industry: Pasta
- Achieved assigned sales targets in retail and HoReCa segments.
- Supervised sampling activities across general and modern trade.
- Launched new products in retail markets.
- Monitored competitor activities and developed counter-strategies.
Sales Officer – Retail Sales
Kiwi Foods (India) Pvt. Ltd.
03.2010 - 11.2014
- Territory: South Delhi | Industry: Confectionery & Snacks
- Managed primary and secondary sales operations.
- Led and supervised field sales teams.
- Appointed new distributors and expanded distribution channels.
- Launched new products and coordinated with dealers and retailers.
Education
Bachelor of Art (B.A) - undefined
Dr. R.M L Awadh University
AyodhyaHigher Secondary Certificate (H.S.C) - undefined
U.P Board
U.PSecondary School Certificate (S.S.C) - undefined
U.P Board
U.PSkills
HoReCa & Retail Sales
Distributor & Team Management
Key Account Management
Employee Relations & Management
Hotel Tender Handling
Negotiation & Relationship Management
Account Planning & management
Sales Planning & Forecasting
Organizational Development
Leadership
Timeline
Area Sales Manager (ASM) – HoReCa Sales
Mulpuri Aqua Processors
03.2021 - Current
Sales Executive – (HoReCa Sales)
Citrus Processing India Pvt. Ltd.
11.2017 - 06.2020
Sales Executive - (Retail, & HoReCa Sales)
Arthur’s Food Company Pvt. Ltd.
04.2016 - 10.2017
Senior Sales Executive | (Retail, MT & Horeca Sales)
Gustora Foods Pvt. Ltd.
12.2014 - 04.2016
Sales Officer – Retail Sales
Kiwi Foods (India) Pvt. Ltd.
03.2010 - 11.2014
Bachelor of Art (B.A) - undefined
Dr. R.M L Awadh University
Higher Secondary Certificate (H.S.C) - undefined
U.P Board
Secondary School Certificate (S.S.C) - undefined
U.P Board