Institutional Sales

Job Title: Head Institutional Sales

Company: Kals Group

Department: Sales & Marketing

Location: Chennai (Handling Chennai & Pondicherry)

1. Role Overview

The Head Institutional Sales (HORECA) will be responsible for driving institutional business for the Kals Group Alcobrew portfolio across Chennai and Pondicherry, with a primary focus on the HORECA channel (Hotels, Restaurants, Cafs, Bars, Clubs, Lounges).

The role will lead strategy, key account management, and a field team to deliver volume, value, and market share objectives in line with Kals Groups growth plans in South India.

2. Key Responsibilities

A. Strategy & Planning

- Develop and implement the institutional/HORECA sales strategy for Chennai and Pondicherry in line with Kals Groups business objectives.

- Identify high-potential HORECA clusters, premium outlets, and new-format opportunities.

- Prepare annual sales plans, volume/value targets, and brand-wise/channel-wise objectives for HORECA.

- Monitor performance vs. targets and drive timely corrective actions.

B. Business Development & Key Account Management (HORECA Focus)

- Build and strengthen relationships with key HORECA accounts 5-star and premium hotels, fine-dine and casual dining restaurants, pubs, bars, clubs, and lounges in Chennai & Pondy.

- Lead negotiations for listings, pour contracts, rate agreements, visibility space, promotions, and activation plans.

- Ensure execution of brand activation, menu listings, bartender engagement, events, and promotions at priority outlets.

- Continuously scan the market to onboard new high-potential HORECA accounts and drive premiumization for Kals brands.

C. Team Leadership & Development

- Lead and manage the Institutional/HORECA Sales team (Key Account Managers / Executives) across Chennai and Pondy.

- Define clear KPIs (volume, value, NSV, distribution, activation, visibility) and conduct regular performance reviews.

- Conduct joint market visits to coach the team on selling skills, negotiation, and relationship management.

- Identify training and development needs and coordinate with HR/Training for capability building.

D. Commercial & Operations

- Work with Finance and Commercial teams on pricing, margins, discount structures, and credit terms for HORECA accounts.

- Ensure strict adherence to company policies on credit, collections, schemes, and claims.

- Coordinate with Supply Chain/Logistics to ensure product availability, timely deliveries, and minimal stock-outs at key outlets.

- Monitor secondary sales, stock rotation, and consumption trends at focus accounts.

E. Compliance & Regulatory

- Ensure that all HORECA and institutional business is conducted in compliance with Tamil Nadu and Puducherry excise regulations and Kals Groups internal compliance framework.

- Liaise with internal excise/compliance teams for documentation, permits, licenses, and renewals relevant to institutional/HORECA sales.

F. Market Intelligence & Reporting

- Track competitor activity in HORECA price changes, new product introductions, promotions, tap contracts, and visibility drives.

- Provide regular MIS and dashboards on HORECA performance, brand-wise and account-wise results, and profitability.

- Share inputs on portfolio gaps, packaging needs, and HORECA-specific innovations to Marketing and Business Heads.

3. Qualifications & Experience

Education:

- Graduate in any discipline; MBA in Sales/Marketing preferred.

Experience:

- 1015+ years of experience in Sales, with strong exposure to institutional / HORECA / key account sales.

- Prior experience in Alcobrew / liquor / beverages / FMCG with HORECA handling in South India is highly preferred.

- Strong network and working relationships with key hotels, bars, and restaurants in Chennai and/or Pondicherry will be an added advantage.

4. Key Skills & Competencies

- Strong understanding of Alcobrew market, HORECA dynamics, and the excise environment in Tamil Nadu & Pondy.

- Proven track record of achieving sales, distribution, and profitability targets in institutional/HORECA channels.

- Excellent negotiation and relationship management skills with owners, F&B heads, purchase managers, and bar managers.

- Strong people management and leadership abilities to manage a multi-location field team.

- Analytical mindset with comfort in sales data, dashboards, and MIS.

- High standards of integrity, compliance orientation, and professionalism.

- Good communication and presentation skills.

5. Personal Attributes

- Result-oriented, energetic, and self-driven.

- Ability to operate in a fast-paced, highly regulated Alcobrew environment.

- Willingness to travel extensively within Chennai and Pondicherry for outlet visits and relationship management.

- Collaborative and cross-functional, able to work closely with Marketing, Finance, Supply Chain, and Compliance teams.