Brindco - State Head

State Head - Haryana

Role Objective:

The State Head - Haryana is the overall business owner for the state, responsible for driving sales, distribution, and execution across the Haryana liquor ecosystem, including wholesale licensees (L-1), retail vends (L-2), and On-Trade accounts.

This role demands deep understanding of Haryana excise structures, tender-driven retail, wholesale dynamics, and intense price competition, along with the ability to execute ARTEMIS as a differentiated route-to-market.

1. Business Ownership & Sales Delivery:

- Own state sales targets (primary & secondary) across Retail and On-Trade.

- Drive volume growth aligned to Haryana excise cycles and retail tender timelines.

- Ensure efficient stock flow from warehouses to L-1/L-2 and onward liquidation.

- Manage seasonality spikes (festive, wedding season, tourism corridors like Gurugram).

2. Haryana Route-to-Market Execution:

- Implement ARTEMIS within the Haryana excise framework, ensuring full compliance.

- Work closely with L-1 wholesalers and L-2 retail operators to maximize reach.

- Optimize coverage across high-volume belts: Gurugram, Faridabad, Panipat, Karnal, Sonipat, Ambala

- Drive numeric distribution without over-stocking in tender-sensitive markets.

3. Retail Trade Leadership (Core Focus):

- Ensure listing continuity across retail vends post-tender.

- Drive visibility, shelf presence, and consumer pull within excise limitations.

- Control pricing discipline in a market prone to deep discounting.

- Ensure execution of trade schemes strictly within allowed norms.

4. On-Trade & Institutional Development:

- Build presence in hotels, clubs, fine-dine restaurants, and premium bars, especially in Gurugram & Faridabad.

- Secure listings and repeat business despite limited promotional freedoms.

- Drive bartender advocacy, menu placements (where permitted), and trials.

- Personally manage top institutional accounts.

5. Excise, Compliance & Governance:

- Ensure 100% compliance with Haryana Excise Policy-pricing, invoicing, labeling, movement, and reporting.

- Monitor adherence to MRP, discount limits, and stock declarations.

- Act as the single escalation point for excise-related risks or inspections.

- Maintain clean audit trails and zero regulatory breaches.

6. Team Leadership & Market Discipline:

- Recruit and lead ASMs, KAMs, and field teams across Haryana.

- Define beat plans aligned to retail vend clusters, not generic territories.

- Drive joint working, outlet productivity tracking, and accountability.

- Build a culture of execution discipline over push sales.

7. Trade Economics & Scheme Control:

- Design Haryana-specific trade schemes aligned to excise norms.

- Ensure ROI-led deployment of schemes-avoid unstructured dumping.

- Track per-case spend, outlet productivity, and liquidation velocity.

- Protect brand equity in a highly price-sensitive market.

8. Market Intelligence & Competition Tracking:

- Track competitor pricing, tender wins/losses, and portfolio shifts.

- Monitor SKU rationalization post-tenders and recommend focus SKUs.

- Provide regular insights on retail consolidation, pricing wars, and consumer trends.

Key Deliverables:

- Stable distribution across Haryana despite tender volatility.

- Predictable secondary sales with controlled inventory ageing.

- Strong retail continuity post-excise tenders.

- Improved On-Trade penetration in Gurugram-centric premium accounts.

- Zero compliance or excise violations.

Ideal Candidate Profile:

- 10 to 14 years of experience in Haryana liquor trade.

- Proven experience working with L-1 wholesalers and L-2 retail systems.

- Strong understanding of Haryana excise tenders, pricing controls, and discounting norms.

- Hands-on leader with deep market relationships.

- Comfortable operating in high-pressure, low-margin, execution-heavy environments.