HoReCa Sales Lead (Tableware) — SHAY

About SHAY

SHAY is a design-led Indian tableware brand loved by consumers and cafés alike. We’re now doubling down on HoReCa to become the go-to partner for café/restaurant-grade ceramic tableware (and adjacent categories over time).

Role Summary

What you’ll do (Responsibilities)

• Own new business

  : Prospect, pitch, and close cafés, roasteries, QSRs, restaurants, boutique hotels, and F&B groups; maintain a

  3–4× pipeline

  vs. target.

• Key Account Management

  : Land & expand multi-outlet deals; set reorder cadences; manage pricing, payment terms, and on-time deliveries with ops.

• Build the engine:

  enforce CRM discipline (stages, weekly reviews, forecasting), codify SOPs (sampling, trials, credit, collections/DSO, sell-through), and publish playbooks (catalogs, pricing ladders, discount/approval).

• Channel/Partner network

  : Onboard

  F&B consultants, distributors, and project firms

  .

• Online HoReCa sales

  : Convert website/B2B marketplace leads; run sampling/trials and improve

  lead→PO

  and

  sample→PO

  conversions.

• Market feedback → product

  : Share insights on high-velocity SKUs, finishes, pack sizes, and MoQs; help shape catalogs/line sheets and pricing.

• Process & reporting

  : Keep

  CRM hygiene

  (HubSpot/Zoho/Salesforce), accurate forecasts, and healthy collections/DSO with finance.

• Brand presence

  : Represent SHAY at trade shows, city roadshows, and buyer meets; schedule productive buyer calendars.

What we’re looking for (Qualifications)

• 2+ years in HoReCa sales (tableware/F&B supplies/kitchenware/food-service equipment/packaging etc.).
• Tableware sales is a plus (not compulsory).
• Online/B2B sales understanding (website or marketplaces) is a plus.
• Café market exposure (chains or boutique cafés) is highly valued.
• Strong negotiation, proposal writing, and CRM + Excel/Sheets skills.
• Relationships with roasters, coffee chains and F&B consultants. 

What success looks like (KPIs)

• First 60 days:

  Generate

  50–80 qualified leads

  and

  close at least ₹10 lakh

  in orders.

• 3–6 months:

  Achieve

  ₹10–15 lakh/month

  HoReCa run-rate with

  positive gross margins

  ; double down on learnings and scale sustainably.

• Ongoing:

  Maintain

  healthy gross and net margins

  ; improve repeat rate (reorder frequency) and AOV; uphold CRM hygiene and forecast accuracy.