Surendra Kumar Malviya
Bhopal
Summary
Results-driven sales leader with over 13 years of cross-cultural experience in Sales and Distribution, specialising in GTM strategy for FMCG and retail sectors. Expertise in launching new market segments, developing channel sales strategies, and establishing productive distributor relationships. Promotes team collaboration and accountability to align with business objectives and optimise channel coverage.
Overview
15
15
years of professional experience
Work History
Area Sales Manager
ARCHIAN FOODS PVT. LTD.
Bhopal, MP
12.2023 - Current
- Managed 35 distributors and a team of 4 sales officers, 5 junior sales officers, and 22 PSRs for General Trade Channel Sales in Bhopal Zone (MP), overseeing primary and secondary sales operations.
- Earned recognition as the top performer in MP State for exceptional sales results.
- Conduct extensive market mapping and develop comprehensive route plans, through the Sales team for maximum Primary and secondary channel coverage within the assigned region.
- Creation of Sales/Distribution & Marketing & GTM strategies/Cost to Sales Ratio for each Department.
- Ensure that salesmen make a minimum of 40 plus calls per day in the secondary channel as per agreed route plans.
- Track actual calls versus calls scheduled and productive calls versus actual calls made.
- Monitored distributor turnover stocks daily and weekly to ensure availability of all SKUs and supported distributors in achieving their monthly targets.
- Develop and execute action plans in case a distributor falls behind on the monthly target.
- Trained the team on job responsibilities and field practices.
- Managing Distributors/Dealer Return on Investment (ROI) by rationalising Investments and driving his secondary sales.
- Oversaw new product development, including decisions on price, place, promotion, and damage expiry management.
Area Business Manager
UNIBIC COOKIES INDIA PVT.LTD
Bhopal, MP
10.2022 - 12.2023
- Delivered annual business turnover of approximately 4.2 Cr for the territory.
- Managing Distributors/Dealer Return on Investment (ROI) by rationalizing Investments and driving his secondary sales.
- 15 Distributors along with a team of 4 Sales Officer and 6 TSI, for General Trade Channel Sales/ Traditional Trade, covering Bhopal and Jabalpur (MP) (Rural + Urban), managing primary & secondary for Cookies Biscuits & Confectionery and more.
- Conduct extensive market mapping and develop comprehensive route plans, through the Sales team for maximum Primary and secondary channel coverage within the assigned region.
- Created sales, distribution, marketing, and GTM strategies, including cost-to-sales ratio analysis for each department.
- Monitored distributor stock levels daily and weekly to ensure availability of SKUs and achievement of monthly targets.
- Develop and execute action plans in case a distributor falls behind on the monthly target.
- Ensure that salesman make a minimum of 40 plus calls per day in the secondary channel as per agreed route plans.
- Track actual calls versus calls scheduled and productive calls versus actual calls made.
- Coached and corrected the team on job and field training.
- Taking Care of New Product Development. Price/Place/Promotion Decision/ Damage Expiry.
Senior Sales Officer
PATANJALI AYURVED PVT.LTD.
Bhopal, MP
05.2018 - 09.2022
- Develop and provide Business turnover of approx 6.2Cr annually for the Territory.
- Conduct extensive market mapping and develop comprehensive route plans, through the Sales team for maximum secondary channel coverage within the assigned region.
- Ensure that salesman make a minimum of 40 plus calls per day in the secondary channel as per agreed route plans.
- Track actual calls versus calls scheduled and productive calls versus actual calls made.
- Coached team through on-the-job and field training, enhancing sales techniques and product knowledge.
- Monitored distributors' turnover stocks daily and weekly, ensuring availability of all SKUs and achievement of monthly targets.
- Develop and execute action plans in case a distributor falls behind on the monthly target.
- Created sales, distribution, marketing, and GTM strategies, optimising cost-to-sales ratios across departments.
- Managing Distributors/Dealer Return on Investment (ROI) by rationalising Investments and driving his secondary sales.
- Taking Care of New Product Development. Price/Place/Promotion Decision.
- 18 Distributors along with a team of 6 Distributor Salesmen, for General Trade Channel Sales/ Traditional Trade, covering Hoshangabad (MP) (Rural + Urban), managing primary & secondary for Biscuits & Confectionery and more.
Senior Executive (JPM)
Reliance SMSL Ltd.
Hoshangabad, MP
08.2017 - 05.2018
- Generated annual business turnover of approximately 3.2 Cr for the territory.
- Optimised return on investment for distributors and Jio Point, enhancing overall profitability.
- Conducted market mapping and developed route plans with sales team for maximising activation and voucher recharge coverage within assigned region.
- 3 Distributors along with a team of 3 Distributor Salesmen 1 on roll Employee, for General Trade Channel Sales/ Traditional Trade, covering Hoshangabad (MP) (Rural + Urban), managing primary & secondary New Sim Activation and Jio Phone.
- Ensure that salesman make a minimum of 40 plus calls per day in the secondary channel as per agreed route plans.
- Track actual calls versus calls scheduled and productive calls versus actual calls made.
- Coached and corrected the team during on-the-job and field training for the FSO team.
- Ensuring Simple and written communication with retail, FOS, Distributor.
Sales Officer
CHIPITA INDIA PVT. LTD
Jabalpur, MP
03.2016 - 07.2017
- Drove numeric distribution and expanded new outlets and wholesalers, ensuring high visibility, effective inventory management, and compliance with company standards for product availability and rotation.
- Managed distributors in District of Mahakausal, coordinating primary and secondary sales with the sales team to enhance distribution effectiveness.
- Appointed channel partners and recruited salesmen to enhance distribution networks.
- Oversaw distributor ROI and claims, ensuring timely settlements to maintain strong partnerships and operational efficiency.
- Ensure proper distribution, reach, penetration, placement, visibility & merchandising of products.
- Oversaw route operations to ensure effective promotional engagement within shops.
Growth Officer
Parle Agro Pvt. Ltd.
Bhopal, MP
02.2015 - 03.2016
- Achieved primary and secondary targets, contributing to overall sales growth.
- Identified and appointed new distributors, enhancing market reach.
- Managed relationships with existing distributors to strengthen distribution network.
- Ensure availability of products in the market.
Market Developer
HINDUSTAN COCA-COLA BEVERAGES PVT. LTD.
Bhopal, MP
06.2011 - 02.2015
- Developed Bhopal market with super stockists and stockists, collaborating closely with Sales Team Leader to achieve regional growth.
- Managed sales channels across general trade, modern trade outlets, and institutional sales to enhance market presence in beverages segment.
- Cultivated customer relationships in rural and urban areas while driving team motivation through recognition initiatives.
- Coach & train the team through On job training, Classroom training, personal interaction & joint fieldwork.
- Ensure that the business & product knowledge of the team is upgraded through regular checks and interventions from the training team.
- Generated purchase orders from modern trade outlets to facilitate secondary sales.
Education
B.Com -
University
Hoshangabad, MP01-2011
Skills
- Sales strategy
- Customer management
- Target setting and monitoring
- Sales team motivation
- Negotiation techniques
- Market analysis
- Market trends
- Product launch
- Promotional strategy
- Brand-building strategies
- Competitive intelligence
- Data-driven decisions
- Relationship Management
Disclaimer
I hereby declare that all information furnished above is true to the best of my knowledge., Bhopal (MP)
Websites, Portfolios and Profiles
https://www.linkedin.com/in/surendra-kumar-malviya-8a3440112
Languages
Hindi
Upper Intermediate
B2
English
Intermediate
B1
Timeline
Area Sales Manager
ARCHIAN FOODS PVT. LTD.
12.2023 - Current
Area Business Manager
UNIBIC COOKIES INDIA PVT.LTD
10.2022 - 12.2023
Senior Sales Officer
PATANJALI AYURVED PVT.LTD.
05.2018 - 09.2022
Senior Executive (JPM)
Reliance SMSL Ltd.
08.2017 - 05.2018
Sales Officer
CHIPITA INDIA PVT. LTD
03.2016 - 07.2017
Growth Officer
Parle Agro Pvt. Ltd.
02.2015 - 03.2016
Market Developer
HINDUSTAN COCA-COLA BEVERAGES PVT. LTD.
06.2011 - 02.2015
B.Com -
University