Area Sales Head

Aditya Birla Capital Limited is among the leading well-diversified non-banking financial services company in India. ABCL offers customized solutions in areas of personal finance, SME finance, SME finance, corporate finance, wealth management, debt capital markets and loan syndication. RBI as a systemically important non-deposit accepting non-banking finance company (“NBFC”) and is amongst the top five largest private diversified NBFCs in India based on AUM.

SME caters to the varied needs of a diverse set of customers across retail, HNI, ultra HNI, Micro, Small & Medium enterprises. It encompasses a wide variety of financing solutions for clients, ranging Loan against property, to more complex Lease Rental discounting, Commercial Purchase and Construction Finance lending. Financing solutions are provided to Self-Employed (professionals/ non-professionals) against a wide array of lending programs, each of which aims to estimate the client’s repayment capability accurately before the company to take an exposure. The lending program requires assessing clients on various dimensions, including income, repayment behavior, stability of income/ residence, profile, collateral (valuation, marketability), ownership structure of business and the property and many others.

Loan approvals entail a good mix of profile checks, balance sheet lending and collateral assessment. An in-depth understanding of the customer’s business model, Cash flows, customers & suppliers, success factors and dependencies needs to be considered given these are long term exposures (ranging upto 15 years). The financials are assessed to understand the repayment capability in the near and long term. Collateral assessment is another complex part of the underwriting process involving checking the structural stability, marketability, valuation, regulatory / local body compliance and legal veracity – all to ensure the property can be liquidated to repay the loan if required in case of customer default. Lending is often structured to meet the client needs by deriving comfort through the hard collateral (can be a ready or under-construction property / project) and cash flows (in form of rentals, or project cash-flows – both against sold/ unsold receivables).

For the FY ended 31st March 2023, SME is significant contributor to ABFL’s Portfolio (35% of ABFL Book Size ) with a closing book of 23,133 crs 

SME has been delivering all-time high PBT of almost 563.3 crs  and has posted 3.04% of ROA for FY23

SME has moved into segmented strategy model with further focus on client types considering their different complexities and expectations

In Retail LAP – Tier 1 Business , robust & tiered distribution network has been put in place to expand retail footprint of SME Business to More than 75 locations across pan India with key intent to add to the Topline numbers and create a sizeable and profitable at the same time quality Portfolio. To bring in more focus on distribution and channel engagement we propose the following structure wherein Tier 1 is divided into 2 verticals:

1. Alternate Channel Business which will source from Corporate channels and 

2. Retail Channel which will source from Non-Corporate channels For the FY ended 31st March 2023, Tier I has been significant contributor to SME Portfolio (26% of SME Book Size ) with a closing book of 6,048 crs 

Tier I had also delivering all-time high PBT of almost 192 crs  and has posted 2.7% of ROA for FY23.

Being one of the most preferred asset classes in the lending business today, this business continues to present challenge of competing with all FI’s / Banks in a highly price sensitive target segment.

Key Challenges:

Retail LAP – Tier I as a business faces a lot of competition from Banks, other NBFCs and Fintechs which has been intense, dynamic and ever changing considering the entry of new players in the market.

Managing factors like technological advancements, changing regulations, and evolving consumer behavior Strongly imbibe the ethical way of business & drive Aditya Birla Group’s Vision & values to each and every one in the team. Develop robust processes across Credit, operations, Collections & legal. Manage profit & loss, manage portfolio, customer, customer portfolio, customer life-cycle to maintain a clean Book growth and hygiene. Spearhead & launch many campaigns to drive the business in respect to Distribution, support functions & keep the spirit & morale high for the team while imbibing the ethical way of business & drive Aditya Birla Group’s Vision & values to each and every one in the team. Manage and Monitor employee productivity and foster employee development To ensure manpower is in place to execute the desired business plan. Setting up robust, comprehensive and scalable Governance frameworks for identifying and managing risk.

4) Key Result Areas: Writethe key results expected from the job and the supporting actions for each of these key result areas

Key Result Areas (Max 1325 Characters)

Supporting Actions (Max 1325 Characters)

Deliver Sales growth at the location and expand the customer base

Identify business growth opportunities across the location, build direct/Retail DSAs channel/ new client acquisition strategies and tap growth opportunities to achieve area targets  Augment the business volumes of SME lending in the location, manage client databases and tap them through Relationship Managers. Drive relationships with key clients, faster TAT and cross selling initiatives in order to increase the client base of the Area. Monitor lead generation & RM sales productivity metrics to drive a high-performance sales culture across the areas. 

Analyze product positioning and competition across the locations and develop the distribution network

Scan the location market and its competitive offerings on a periodic basis, report on emerging trends and business opportunities for the SME segment to the head office Engage with retail DSA channel partners and develop a touch point management system for faster customer connectivity Conduct engagement programs and sales trainings to develop channel partners Monitor SLAs, sales efficiencies and RoIe of channels  Effectively deploy schemes and prioritize sales of high revenue products and structures

Drive high levels of customer satisfaction across the location through relationship managers

Monitor client servicing metrics, develop relationship marketing programs and motivate RMs and channel partners to display highest levels of client servicing standards Encourage the implementation of improved processes and best practices in order to enhance operational productivity Engage with key customers on a periodic to build stronger relationships, thereby contributing to faster growth Monitor customer issues and complaints and drive necessary action to address the same

Analyze and communicate information for better risk management and operational effectiveness to the management team

Support the risk and review process by supervising the preparation of loan proposals and documentations to ensure controlled operations for the locations Liaise with the customers and the Risk team to provide regular information required for monitoring the creditworthiness of the proposals Prepare periodic MIS reports for profits, NPAs, new clients & report on a periodic manner to Cluster Area/Regional Heads.

Team Management & Development

Guide and develop RMs to facilitate better customer acquisition, retention and support, and helping them to achieve superior performance standards Nominate teams for product, behavioral and negotiation trainings and work for self development initiatives

5) Job Purpose of Direct Reports: Describe the job purpose of the direct report/s to the job (in 2-3 lines for each report) 

Relationship Manager - 

To effectively contribute towards building the SME line of business and loan book by marketing/ selling all products (LAP/LRD) and solutions to potential and existing customers at targeted yields and fee through a strong distribution network, identified and empaneled able retail DSA Channel partners through knowledge sharing and capability building. Leverage an understanding of local markets and preferences and facilitate structuring of loans in accordance, while ensuring all necessary due diligence is conducted to prevent fraudulent loans and ensure all sales processes are carried out in keeping with internal and regulatory guidelines.

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