Area Sales Head - SME Tier 1 Open Markets - Chennai

Designation: NA

Location: India Tamil Nadu Chennai-The Oval

Organization: Financial Services

Job Description:

Basic Details: Fill the required information about business, unit, location, position, reports to position and date of updation of JD

Business	Financial Services
Unit	Aditya Birla Finance Limited
Location
Poornata Position Number of the job		Reports to: Poornata Position Number
Poornata Position Title of the job (30 characters max)	Area Sales Head	Reports to: Poornata Position Title	Regional Sales Head/Cluster Sales Head
Function	Sales	Reports to: Function	Sales
Department	Retail LAP - Tier 1 DSA Channel	Reports to: Department	SME
Designation of the Employee	Area Sales Head	Designation of the Manager	Regional Sales Head/Cluster Sales Head
Date of writing/updation of JD	20^th Nov 2023

1) Job Purpose: Write the purpose for which the job exists (in 2-3 lines) (Max 1325 Characters)

To set business objectives for area in line with the Retail LAP Tier 1 business unit objectives of book size, profitability, MIS & portfolio management, team building etc.; to devise business strategies for Area wise achievement of business objectives and to execute the SME business’ distribution strategy by managing Retail DSA Channel Partners. To ensure the end-to-end management of SME transactions with superior product delivery and to monitor the credit quality of new acquisitions

2) Dimensions: Mention quantitative or qualitative parameters that are relevant for the job and provide a better understanding of the scope and scale of the job

		Retail LAP - Tier I
Parameters	Measurement Unit	Last Year	Current Year (LE)	Next Year (Proj)
Parameters	Measurement Unit	FY 22-23	FY 23-24	FY 24-25
Closing Book	Amt In Cr	6,048	7,800	10,700
No. of Customers (Lan)	Count	5,300	6,500	9,000
Disbursement	Amt In Cr	3,525	4,000	4,500
Locations/Branches	Count	40	55	70
Revenue-(NII + Fee Income )	Amt In Cr	272	327	375.0
PBT	Amt In Cr	191.6	226.0	255.0
PAT	Amt In Cr	143	168	189
CIR	%	33.4%	31%	31%
ROA	%	2.72%	2.55%	2.50%
ROE	%	18.15%	19.50%	19.00%
Insurance –Xsell	Net Amt In Cr	15.0	20.0	27.5
Quality/GNPA	%	183	165	150
Bounce %	%	16.0%	13%	11%
Sales + Collection + Support (Head Count)	Count	160	225	275
DSA’s & Vendor	Count	1,750	2,250	2,500

3) Job Context & Major Challenges: Write the specific aspects of the job that provide a challenge (internal and external) to the jobholder in the context of the Business/Unit/Function/Department/Section ((Max 3975 Characters)
Aditya Birla Finance Limited ("ABFL"), a lending subsidiary of Aditya Birla Capital Limited is among the leading well-diversified non-banking financial services company in India. ABFL offers customized solutions in areas of personal finance, SME finance, SME finance, corporate finance, wealth management, debt capital markets and loan syndication. ABFL is registered with RBI as a systemically important non-deposit accepting non-banking finance company (“NBFC”) and is amongst the top five largest private diversified NBFCs in India based on AUM. For the FY ended 31st March 2023, ABFL has a book size of Rs. 66,923 Crores, net PAT of Rs 1287 Crores and net worth of 7,784 crores. The Net Interest Margin expanded by 53 bps y-o-y to 7.35% and ROA at 2.47%. ABFL’s long-term credit rating of AAA (Stable) has been reaffirmed by ICRA in February 2023. ABFL also has a long-term credit rating of AAA (Stable) by India Ratings, Perpetual debt credit rating of AA+ (Stable) by ICRA and AA+ (Stable) by India Ratings (Stable) and short-term credit rating of A1+ by ICRA & India Ratings. SME caters to the varied needs of a diverse set of customers across retail, HNI, ultra HNI, Micro, Small & Medium enterprises. It encompasses a wide variety of financing solutions for clients, ranging Loan against property, to more complex Lease Rental discounting, Commercial Purchase and Construction Finance lending. Financing solutions are provided to Self-Employed [professionals/ non-professionals] against a wide array of lending programs, each of which aims to estimate the client’s repayment capability accurately before the company to take an exposure. The lending program requires assessing clients on various dimensions, including income, repayment behavior, stability of income/ residence, profile, collateral [valuation, marketability], ownership structure of business and the property and many others. Loan approvals entail a good mix of profile checks, balance sheet lending and collateral assessment. An in-depth understanding of the customer’s business model, Cash flows, customers & suppliers, success factors and dependencies needs to be considered given these are long term exposures [ranging upto 15 years]. The financials are assessed to understand the repayment capability in the near and long term. Collateral assessment is another complex part of the underwriting process involving checking the structural stability, marketability, valuation, regulatory / local body compliance and legal veracity – all to ensure the property can be liquidated to repay the loan if required in case of customer default. Lending is often structured to meet the client needs by deriving comfort through the hard collateral [can be a ready or under-construction property / project] and cash flows [in form of rentals, or project cash-flows – both against sold/ unsold receivables]. For the FY ended 31st March 2023, SME is significant contributor to ABFL’s Portfolio (35% of ABFL Book Size) with a closing book of 23,133 crs SME has been delivering all-time high PBT of almost 563.3 crs and has posted 3.04% of ROA for FY23 SME has moved into segmented strategy model with further focus on client types considering their different complexities and expectations In Retail LAP – Tier 1 Business, robust & tiered distribution network has been put in place to expand retail footprint of SME Business to More than 75 locations across pan India with key intent to add to the Topline numbers and create a sizeable and profitable at the same time quality Portfolio. To bring in more focus on distribution and channel engagement we propose the following structure wherein Tier 1 is divided into 2 verticals: 1. Alternate Channel Business which will source from Corporate channels and 2. Retail Channel which will source from Non-Corporate channels For the FY ended 31st March 2023, Tier I has been significant contributor to SME Portfolio (26% of SME Book Size) with a closing book of 6,048 crs Tier I had also delivering all-time high PBT of almost 192 crs and has posted 2.7% of ROA for FY23. Being one of the most preferred asset classes in the lending business today, this business continues to present challenge of competing with all FI’s / Banks in a highly price sensitive target segment. Key Challenges: Retail LAP – Tier I as a business faces a lot of competition from Banks, other NBFCs and Fintechs which has been intense, dynamic and ever changing considering the entry of new players in the market. Managing factors like technological advancements, changing regulations, and evolving consumer behavior Strongly imbibe the ethical way of business & drive Aditya Birla Group’s Vision & values to each and every one in the team. Develop robust processes across Credit, operations, Collections & legal. Manage profit & loss, manage portfolio, customer, customer portfolio, customer life-cycle to maintain a clean Book growth and hygiene. Spearhead & launch many campaigns to drive the business in respect to Distribution, support functions & keep the spirit & morale high for the team while imbibing the ethical way of business & drive Aditya Birla Group’s Vision & values to each and every one in the team. Manage and Monitor employee productivity and foster employee development To ensure manpower is in place to execute the desired business plan. Setting up robust, comprehensive and scalable Governance frameworks for identifying and managing risk.

3) Job Context & Major Challenges: Write the specific aspects of the job that provide a challenge (internal and external) to the jobholder in the context of the Business/Unit/Function/Department/Section ((Max 3975 Characters)

Aditya Birla Finance Limited ("ABFL"), a lending subsidiary of Aditya Birla Capital Limited is among the leading well-diversified non-banking financial services company in India. ABFL offers customized solutions in areas of personal finance, SME finance, SME finance, corporate finance, wealth management, debt capital markets and loan syndication. ABFL is registered with RBI as a systemically important non-deposit accepting non-banking finance company (“NBFC”) and is amongst the top five largest private diversified NBFCs in India based on AUM.

For the FY ended 31st March 2023, ABFL has a book size of Rs. 66,923 Crores, net PAT of Rs 1287 Crores and net worth of 7,784 crores. The Net Interest Margin expanded by 53 bps y-o-y to 7.35% and ROA at 2.47%. ABFL’s long-term credit rating of AAA (Stable) has been reaffirmed by ICRA in February 2023. ABFL also has a long-term credit rating of AAA (Stable) by India Ratings, Perpetual debt credit rating of AA+ (Stable) by ICRA and AA+ (Stable) by India Ratings (Stable) and short-term credit rating of A1+ by ICRA & India Ratings.

SME caters to the varied needs of a diverse set of customers across retail, HNI, ultra HNI, Micro, Small & Medium enterprises. It encompasses a wide variety of financing solutions for clients, ranging Loan against property, to more complex Lease Rental discounting, Commercial Purchase and Construction Finance lending. Financing solutions are provided to Self-Employed [professionals/ non-professionals] against a wide array of lending programs, each of which aims to estimate the client’s repayment capability accurately before the company to take an exposure. The lending program requires assessing clients on various dimensions, including income, repayment behavior, stability of income/ residence, profile, collateral [valuation, marketability], ownership structure of business and the property and many others.

Loan approvals entail a good mix of profile checks, balance sheet lending and collateral assessment. An in-depth understanding of the customer’s business model, Cash flows, customers & suppliers, success factors and dependencies needs to be considered given these are long term exposures [ranging upto 15 years]. The financials are assessed to understand the repayment capability in the near and long term. Collateral assessment is another complex part of the underwriting process involving checking the structural stability, marketability, valuation, regulatory / local body compliance and legal veracity – all to ensure the property can be liquidated to repay the loan if required in case of customer default. Lending is often structured to meet the client needs by deriving comfort through the hard collateral [can be a ready or under-construction property / project] and cash flows [in form of rentals, or project cash-flows – both against sold/ unsold receivables].

For the FY ended 31st March 2023, SME is significant contributor to ABFL’s Portfolio (35% of ABFL Book Size) with a closing book of 23,133 crs

SME has been delivering all-time high PBT of almost 563.3 crs and has posted 3.04% of ROA for FY23

SME has moved into segmented strategy model with further focus on client types considering their different complexities and expectations

In Retail LAP – Tier 1 Business, robust & tiered distribution network has been put in place to expand retail footprint of SME Business to More than 75 locations across pan India with key intent to add to the Topline numbers and create a sizeable and profitable at the same time quality Portfolio. To bring in more focus on distribution and channel engagement we propose the following structure wherein Tier 1 is divided into 2 verticals:

1. Alternate Channel Business which will source from Corporate channels and

2. Retail Channel which will source from Non-Corporate channels

For the FY ended 31st March 2023, Tier I has been significant contributor to SME Portfolio (26% of SME Book Size) with a closing book of 6,048 crs

Tier I had also delivering all-time high PBT of almost 192 crs and has posted 2.7% of ROA for FY23.

Being one of the most preferred asset classes in the lending business today, this business continues to present challenge of competing with all FI’s / Banks in a highly price sensitive target segment.

Key Challenges:

Retail LAP – Tier I as a business faces a lot of competition from Banks, other NBFCs and Fintechs which has been intense, dynamic and ever changing considering the entry of new players in the market.

Managing factors like technological advancements, changing regulations, and evolving consumer behavior
Strongly imbibe the ethical way of business & drive Aditya Birla Group’s Vision & values to each and every one in the team.
Develop robust processes across Credit, operations, Collections & legal.
Manage profit & loss, manage portfolio, customer, customer portfolio, customer life-cycle to maintain a clean Book growth and hygiene.
Spearhead & launch many campaigns to drive the business in respect to Distribution, support functions & keep the spirit & morale high for the team while imbibing the ethical way of business & drive Aditya Birla Group’s Vision & values to each and every one in the team.
Manage and Monitor employee productivity and foster employee development
To ensure manpower is in place to execute the desired business plan.
Setting up robust, comprehensive and scalable Governance frameworks for identifying and managing risk.

4) Key Result Areas: Write the key results expected from the job and the supporting actions for each of these key result areas (For a majority of jobs typically there could be 4- 7 key result areas)- Maximum 10 KRAs can be updated
Key Result Areas (Max 1325 Characters)	Supporting Actions (Max 1325 Characters)
Deliver Sales growth at the location and expand the customer base	Identify business growth opportunities across the location, build direct/Retail DSAs channel/ new client acquisition strategies and tap growth opportunities to achieve area targets Augment the business volumes of SME lending in the location, manage client databases and tap them through Relationship Managers. Drive relationships with key clients, faster TAT and cross selling initiatives in order to increase the client base of the Area. Monitor lead generation & RM sales productivity metrics to drive a high-performance sales culture across the areas.
Analyze product positioning and competition across the locations and develop the distribution network	Scan the location market and its competitive offerings on a periodic basis, report on emerging trends and business opportunities for the SME segment to the head office Engage with retail DSA channel partners and develop a touch point management system for faster customer connectivity Conduct engagement programs and sales trainings to develop channel partners Monitor SLAs, sales efficiencies and RoIe of channels Effectively deploy schemes and prioritize sales of high revenue products and structures
Drive high levels of customer satisfaction across the location through relationship managers	Monitor client servicing metrics, develop relationship marketing programs and motivate RMs and channel partners to display highest levels of client servicing standards Encourage the implementation of improved processes and best practices in order to enhance operational productivity Engage with key customers on a periodic to build stronger relationships, thereby contributing to faster growth Monitor customer issues and complaints and drive necessary action to address the same
Analyze and communicate information for better risk management and operational effectiveness to the management team	Support the risk and review process by supervising the preparation of loan proposals and documentations to ensure controlled operations for the locations Liaise with the customers and the Risk team to provide regular information required for monitoring the creditworthiness of the proposals Prepare periodic MIS reports for profits, NPAs, new clients & report on a periodic manner to Cluster Area/Regional Heads.
Team Management & Development	Guide and develop RMs to facilitate better customer acquisition, retention and support, and helping them to achieve superior performance standards Nominate teams for product, behavioral and negotiation trainings and work for self development initiatives

5) Job Purpose of Direct Reports: Describe the job purpose of the direct report/s to the job (in 2-3 lines for each report)

Relationship Manager -

To effectively contribute towards building the SME line of business and loan book by marketing/ selling all products (LAP/LRD) and solutions to potential and existing customers at targeted yields and fee through a strong distribution network, identified and empaneled able retail DSA Channel partners through knowledge sharing and capability building. Leverage an understanding of local markets and preferences and facilitate structuring of loans in accordance, while ensuring all necessary due diligence is conducted to prevent fraudulent loans and ensure all sales processes are carried out in keeping with internal and regulatory guidelines.

6) Relationships: Describe the nature and purpose of most important contacts or relationship (except superior/team members) with individuals, departments, organizations inside and outside of the organization, that job is required to interact with in order to deliver the job objectives
Relationship Type (Max 80 Characters)	Frequency	Nature (Max 1325 Characters)
Internal
Cluster Head Relationship Managers HO HR dept Risk dept Operations dept	Weekly Daily Weekly Need based Fortnightly Weekly	Region business MIS, review on new market development Reviewing new leads generated & new clients developed MIS Region recruitments, performance reviews Providing market intelligence, MIS on deviations in client accounts Client servicing issues
External
Existing and Prospective clients Retail DSA Channel partners	Daily Daily/ weekly	CRM & understanding the need of new products Product and business development initiatives

7) Organizational Relationships: Provide the structure for a level above and below the position for which this job description is written. Use position titles in the structured and indicate all the reports of the position.

SIGN-OFF: Provide the name of the Manager and the jobholder. Signature needed for the hard copy of the JD. Hard copy to be maintained in the organizational record.
	Job Holder	Reports to – Manager
Name
Signature (needed for the hard copy)

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Area Sales Head - SME Tier 1 Open Markets - Chennai

Job Description:

Basic Details: Fill the required information about business, unit, location, position, reports to position and date of updation of JD

1) Job Purpose: Write the purpose for which the job exists (in 2-3 lines) (Max 1325 Characters)

3) Job Context & Major Challenges: Write the specific aspects of the job that provide a challenge (internal and external) to the jobholder in the context of the Business/Unit/Function/Department/Section ((Max 3975 Characters)

4) Key Result Areas: Write the key results expected from the job and the supporting actions for each of these key result areas (For a majority of jobs typically there could be 4- 7 key result areas)- Maximum 10 KRAs can be updated

5) Job Purpose of Direct Reports: Describe the job purpose of the direct report/s to the job (in 2-3 lines for each report)

6) Relationships: Describe the nature and purpose of most important contacts or relationship (except superior/team members) with individuals, departments, organizations inside and outside of the organization, that job is required to interact with in order to deliver the job objectives

Relationship Type (Max 80 Characters)

Frequency

Nature (Max 1325 Characters)

7) Organizational Relationships: Provide the structure for a level above and below the position for which this job description is written. Use position titles in the structured and indicate all the reports of the position.

SIGN-OFF: Provide the name of the Manager and the jobholder. Signature needed for the hard copy of the JD. Hard copy to be maintained in the organizational record.

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