General Manager

Sterling Farm Research & Services Pvt. Ltd. (SFRS) is a pioneer in eco‑friendly agri-inputs, specializing in cocopeat soil substitutes and a broad range of fertilizers, botanical fertilizers, bio‑stimulants, bio‑pesticides, coir products, and ready‑to‑spray formulations for horticulture, floriculture, hydroponics, and home/urban gardens.

The company’s flagship Neopeat (processed coir husk) is widely used in mushroom cultivation, hydroponics, greenhouses, and tissue culture labs, with exports to markets including the UK, Hungary, Singapore, Qatar, Kenya, and Romania.

Kerala operations are anchored from Kochi (Head Office) with branches in Kannur and Alappuzha, supported by a network of marketing partners and area managers across districts.

Role Purpose

Own end‑to‑end state operations, commercial growth, and market strategy for Kerala—covering distribution, sales execution, and category development across SFRS’s portfolio.

Key Responsibilities

A. Operations & Supply Chain Management

• Lead statewide demand planning, inventory control, and order fulfilment, coordinating with HO/branches (Kochi, Kannur, Alappuzha) and distribution partners to ensure on‑time delivery and optimal stock turns.
• Standardize warehouse, transportation, and last‑mile processes; implement SOPs and SLAs for service levels across districts.
• Ensure product quality and handling for coir/cocopeat and liquid/solid formulations, aligned with SFRS R&D and QC guidelines.
• Drive regulatory compliance (e.g., labeling and usage norms relevant to fertilizers/bio‑inputs) and maintain audit readiness.

B. Sales & Channel Growth

• Own annual and quarterly revenue targets across categories: Soil Applications (Neopeat & coco chips/cubes), Botanical Fertilizers (e.g., Orchid Boon/Flower Fertilizer), Bio‑stimulants (e.g., Boon Harvest, Neoplex), and Ready‑to‑Spray SKUs.
• Expand retail and institutional channels—nurseries, hydroponic growers, mushroom farms, greenhouse/tissue culture units—leveraging Neopeat’s proven applications.
• Strengthen and onboard marketing partners/area managers across Kerala; set beat plans, pricing, promotions, and merchandising standards.
• Run farmer/nursery demos, field days, and training to accelerate adoption and repeat usage.

C. Strategy & Category Development

• Build the Kerala GTM strategy: portfolio prioritization by micro‑market (e.g., orchid clusters, urban gardening, cash crops), pricing corridors, and promotional calendar.
• Identify new product opportunities and localized bundles (e.g., Neopeat + Grow Cube + Ready‑to‑Spray Orchid Boon) based on district agronomy and customer segment needs.
• Partner with R&D/Marketing to launch and scale innovations; feed market intelligence on competitors and channel economics.

D. People Leadership & Governance

• Lead a multi‑district team (area managers, sales officers, ops staff); recruit, coach, and performance‑manage talent with clear KRAs.
• Institutionalize CRM discipline, pipeline reviews, and collections governance; uphold ethical selling and distributor compliance.

Candidate Profile

Must‑Haves

• 5-10 years in agri‑inputs/horticulture/coir‑based products with state P&L or large region leadership.
• Proven distribution building and key account development in Kerala (nurseries, mushroom/hydroponic growers, greenhouse operators).
• Strong operations acumen (forecasting, warehousing, logistics) and sales leadership (target delivery, mix optimization).
• Working knowledge of fertilizer/bio‑input regulations and quality practices.
• Fluent in Malayalam and English; excellent stakeholder management.

Good‑to‑Have

• Degree in Agriculture/Horticulture; MBA/PGDM preferred.
• Experience with coir/cocopeat value chain and category marketing for Orchid/Micro‑green segments (aligned to products like Orchid Boon and Micro Green Grow Cube).

Key Performance Indicators (KPIs)

• Topline growth (YoY, quarterly) and gross margin by category.
• Numeric & weighted distribution across priority districts; new partner activation and retention.
• On‑time delivery / stock‑out reduction; inventory turns and logistics cost per ton/pack.
• Adoption metrics in target segments (hydroponics, mushroom, orchid nurseries).
• Collections & DSO, team productivity (visits, demos, closures), and NPS (partner/customer).

Compensation & Reporting

• Competitive salary + incentives; commensurate with experience.
• Reports to: Director/Managing Director.
• Travel: 40–60% across Kerala to customers & suppliers.