Head sales Pulses & Agri Products

Head – Pulses & Agri Products (Wholesale / Private Label / Export / Processing) 
Department: 
Trading / Procurement / Processing / Brand / Supply Chain 
Reports To: 
Managing Director  
Role Purpose 
The role holder will drive end-to-end strategy, sourcing, trading, processing integration, 
brand development, and market expansion across Wholesale, Private Label, and Export 
channels. The position ensures profitability, supply continuity, quality compliance, regulatory 
adherence, and brand growth, while integrating seamlessly with the processing unit. 
Key Responsibilities 
1. Wholesale Business Management 
• Develop and execute wholesale strategy across distributors, bulk buyers, institutions, 
HoReCa, and B2B channels 
• Drive volume growth, category penetration, and margin optimization 
• Align procurement and inventory with wholesale demand cycles 
• Support sales teams with pricing structures, schemes, and trade terms 
• Manage credit policies and monitor receivables risk 
2. Private Label Development 
• Lead sourcing and. product development for private label pulses 
• Collaborate with marketing/design teams on: 
o Packaging & labelling 
o Brand positioning 
o SKU rationalization 
• Ensure consistency in quality, pricing, and brand standards 
• Identify opportunities for value-added & differentiated products 
• Manage contract manufacturing/vendor tie-ups if applicable 
3. Export Business Management 
• Identify and develop export opportunities across target countries & buyer segments 
• Manage international buyer relationships and negotiations 
• Ensure compliance with: 
o Export regulations 
o Documentation & certifications 
o Destination country quality norms 
• Coordinate with logistics & Custom House Agent for shipment planning 
• Monitor global commodity price trends and arbitrage opportunities 
4. Procurement & Trading 
• Lead sourcing from farmers, FPOs, mandis, traders, and processors 
• Develop seasonal procurement strategies based on: 
o Demand forecasts 
o Price trends 
o Export commitments 
• Negotiate contracts, volumes, and payment terms 
• Optimize procurement costs while ensuring quality 
• Manage price volatility risks 
5. Processing Unit Integration 
• Align raw material procurement with processing capacity & production plans 
• Ensure uninterrupted supply of quality-grade inputs to plant 
• Work with plant/operations team on: 
o Yield optimization 
o Cost reduction 
o Wastage control 
o Production scheduling 
• Drive backward integration opportunities 
6. Quality & Compliance 
• Establish and enforce quality standards & grading protocols 
• Ensure compliance with: 
o FSSAI norms 
o Export quality certifications 
o Buyer specifications 
• Reduce rejection, wastage, and claims 
• Coordinate audits and corrective actions 
7. Vendor & Farmer Ecosystem 
• Build strong farmer connect & vendor networks 
• Develop long-term sourcing partnerships 
• Drive vendor performance improvement 
• Ensure ethical and sustainable sourcing practices 
8. Pricing & Market Intelligence 
• Track domestic & global price movements 
• Monitor competitor pricing across channels 
• Develop pricing strategies for: 
o Wholesale 
o Private Label 
o Export 
• Protect margins during commodity fluctuations 
9. Collections & Commercial Control 
• Monitor receivables across wholesale/export channels 
• Enforce credit discipline 
• Reduce overdue and bad debts 
• Ensure healthy cash flow cycles 
10. Team Leadership 
• Lead cross-functional teams: 
o Procurement 
o Trading 
o QA 
o Processing coordination 
o Category/Brand 
• Set KRAs and performance metrics 
• Build leadership pipeline 
• Foster accountability & ownership culture 
11. Process & Systems 
• Establish SOPs for: 
o Procurement 
o Quality checks 
o Vendor management 
o Export documentation 
o Plant coordination 
• Drive ERP/digital adoption 
• Improve operational efficiency & transparency 
Key Performance Indicators (KPIs) 
• Gross margins & profitability by channel 
• Procurement cost efficiency 
• Export growth & order fulfillment 
• Private label sales & SKU performance 
• Processing yield & wastage reduction 
• Quality rejection/claim rates 
• Inventory turnover 
• Receivables & credit cycle control 
• Vendor/farmer base development 
• Team productivity 
Qualifications & Experience 
• Graduate/Post-graduate in Agriculture / Food Technology / Supply Chain / 
Business Management 
• 12–18+ years experience in: 
o Agri/Food trading 
o Wholesale operations 
o Private Label 
o Export business 
o Processing/manufacturing integration 
• Strong exposure to commodities, staples, quality systems, and vendor 
negotiations 
Skills & Competencies 
• Strong commercial & negotiation ability 
• Deep understanding of agri markets & price cycles 
• Export documentation & regulatory awareness 
• Processing economics & yield management 
• Brand & category development mindset 
• Leadership & team-building skills 
• Analytical & decision-making capability 
• High ownership & integrity