National Sales Manager

Job Title:
National Sales Manager – Channel & Distribution Sales

Location:
Bengaluru, Karnataka

Department:
Sales & Distribution

Reports To:
Vice President – Sales & Marketing

Industry:
UPS Systems, VRLA Battery Solutions, Lithium Battery Solutions, Power Backup

Job Summary:

We are looking for a results-driven
National
Sales Manager
with experience in the
UPS and Battery industry
to manage existing channels and develop new distribution channels for
VRLA (Valve Regulated Lead Acid)
and
Lithium Ion
Battery product lines. The role will focus on appointing and nurturing channel partners, driving secondary sales, optimizing inventory and credit management, and ensuring strong market coverage across regions and applications (UPS, Solar, Industrial, ESS, Telecom etc..)

Key Responsibilities:

1. Channel Development & Management

• Identify, appoint, and onboard new distributors and dealers across major Indian markets in line with company expansion strategy.
• Build a
  robust multi-tier channel network
  for VRLA and Lithium battery segments.
• Define territory coverage, dealer segmentation, and target setting for each partner.
• Ensure effective distributor management – inventory planning, credit control, collections, and profitability tracking.
• Regularly evaluate channel partner performance and implement corrective actions.

2. Sales Planning & Target Achievement

• Develop and execute annual and quarterly
  sales plans
  to achieve revenue and volume targets.
• Forecast and plan primary & secondary sales by region and product line.
• Ensure product mix optimization between VRLA and Lithium products.
• Monitor competition pricing, schemes, and product strategies to maintain market competitiveness.
• Drive
  sales through structured programs
  like trade promotions, incentive schemes, and local marketing initiatives.

3. Market Expansion & New Business Development

• Identify emerging opportunities in UPS, S
  olar, Telecom, and ESS
  segments.
• Develop regional growth strategies to penetrate new territories and industry verticals.
• Build relationships with system integrators, OEMs, and large resellers to expand indirect sales channels.
• Evaluate and establish new
  super stockists or regional hubs
  where required.

4. Channel Partner Relationship Management

• Maintain strong relationships with key channel partners to ensure loyalty and sustained business growth.
• Conduct regular channel meets, product training sessions, and engagement programs.
• Collect market intelligence from distributors and feed back insights to product and marketing teams.
• Address partner concerns on pricing, margins, supply chain, or technical issues promptly.

5. Team Leadership & Coordination

• Lead and mentor a team of Regional Sales Executives / Area Sales Managers handling different zones.
• Set clear KPIs, monitor field performance, and ensure regular reporting of sales activities.
• Work closely with internal teams (Production, Logistics, Finance, and Marketing) to ensure smooth operations and timely deliveries.
• Collaborate with Product Management for product positioning, schemes, and technical enablement for channels.

6. Operational & Financial Controls

• Manage
  sales forecasting, stock planning, and ageing inventory control
  for each channel.
• Track receivables, credit terms, and payment collections within company policy.
• Ensure adherence to commercial processes, documentation, and audit requirements.
• Report monthly and quarterly performance to management with analysis of deviations.

7. Marketing Support & Brand Development

• Implement trade-level marketing initiatives – in-shop branding, POS materials, and digital outreach.
• Participate in trade shows, exhibitions, and partner events to enhance brand visibility.
• Gather feedback on product performance and competitive offerings to guide marketing strategy.

Required Qualifications & Experience:

• Bachelor's degree in Engineering, Science, or Commerce.
• MBA in Marketing / Sales preferred.
• 8–12 years of experience
  in Channel Sales / Distribution Management in
  battery, inverter, solar, electrical, or power electronics
  industry.
• Strong understanding of
  VRLA and Lithium battery markets
  , product applications, and customer profiles.
• Proven experience in setting up and managing dealer/distributor networks across multiple regions.
• Experience in both B2B and retail channel environments preferred.
• Proficiency in ERP/CRM systems and data-driven sales reporting.

Desired Skills & Attributes:

• Strong analytical, commercial, and negotiation skills.
• Excellent relationship-building and partner management ability.
• Strategic mindset with hands-on field execution capability.
• Ability to work under pressure and deliver results in competitive markets.
• High integrity, discipline, and commitment to company goals.
• Willingness to travel extensively across India.
• Good written and spoken communication skills in English and Hindi (regional languages a plus).

Compensation & Benefits:

• Competitive fixed salary + performance-based incentives.
• Travel allowances, mobile reimbursement, and company laptop.
• Provident fund, medical insurance, and other standard company benefits.

Employment Type:
Full-time

Travel:
Willingness to travel extensively across India.

Joining:
[Immediate preferred / Notice period acceptable]

About Relicell

Relicell is one of India's leading Energy Storage Solutions provider with two state of the art manufacturing facilities near Bangalore for Sealed Maintenance Free VRLA batteries & Lithium Ion Batteries

Headquartered in Bangalore, India, Relicell is founded and managed by a team of seasoned professionals with a deep understanding of customer requirements and with established relationships and networks within the industry.

To apply via e-mail, contact with your CV

[Subject line:
National Sales Manager
application]