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

Business

Aditya Birla Capital

Unit

Aditya Birla Housing Finance Ltd

Location

Poornata Position Number of the job 

Reports to: Poornata Position Number

Poornata Position Title of the job (30 characters max)

Area Sales Manager (ASM)

Reports to: Poornata Position Title

Regional Sales Manager

Function

Sales

Reports to: Function 

Sales

Department

Housing Finance Sales

Reports to: Department 

Housing Finance Sales

Designation of the Employee 

Area Sales Manager

Designation of the Manager  

Regional Sales Manager

Date of writing/updation of JD

02-Dec-2022

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

The purpose of this job is to plan area (city/ branch) sales and business growth with the Regional Head (Sales) and achieve set targets through the team while complying with sales processes and guidelines at all times. It takes joint approval decisions with Risk counterpart as per approval matrix, and works with Risk, Operations and Sales Governance teams to ensure portfolio health. It works to support business profitability by addressing underperformance, adopting process improvements, capitalizing on channel optimization opportunities, etc. It intervenes as required in specific cases/ exceptions and helps address bottlenecks for the achievement of sales targets, hand-holding team members on complex cases. It also drives cross-selling across ABHFL and ABFSG products/ solutions as per regional plans and unique client requirements.

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.  

Business Workforce Number
 (Max 254 Characters)  

Unit Workforce Number
 (Max 254 Characters)  

Function Workforce Number  
 (Max 254 Characters)  

Department Workforce Number  
 (Max 254 Characters)  

Other Quantitative and Important Parameters for the job: Budgets/ Volumes/No. of Products/Geography/ Markets/ Customers or any other parameter 

Organizational Context

Key Aspects:

1. Part of the Aditya Birla Financial Service Group (ABFSG), Aditya Birla Housing Finance Limited (ABHFL) is registered with the National Housing Bank as a housing finance company under the National Housing Bank Act, 1987. The company offers a complete range of housing finance solutions such as home loans, home improvement and home construction loans, balance transfer and top-up loans, loans against property and construction finance. The company acquired its license on 9^th July 2014 and has aggressive growth plans.
2. ABHFL operates in the Rs. 11.4 trillion Indian Housing Finance market, which has grown at a steady rate of 17% CAGR over the last 3 years while reporting good asset quality despite challenges in the operating environment. While the industry is dominated by five large groups, there has been an emergence of newer entrants in niche segments like affordable housing and self-employed borrowers, given the high potential in these segments. Despite increased focus by banks, HFCs have been able to maintain their share in the mortgage market and has remained stable at ~37% as on December 2015.
3. The ABHFL Sales organization works broadly with 3 customer segments – retail (individual) customers, institutional customers (for retail and institutional loan consumers) and builders (for both retail tie-ups and construction finance), with a major share of the business coming from retail customers. Client segments can also be divided into Salaried and Self employed, with both of these having very different preferences and needs.

Job Context

Key Aspects:

1. Providing housing finance (to buyers), Loan against Property, Commercial Property Purchase, Lease Rental Discounting and Construction Finance (to builders) solutions, ABHFL caters to a diverse range of customer segments through its various service offerings. Additionally, being predominantly retail driven, the business is characterized by high volume of loan transactions and customer relationships. As a result, ABHFL business performance is strongly impacted by people, process and organizational efficiencies, alongside core business drivers such as product/ solution quality, channel and customer relationship management and risk management.
2. While unit of sizing up the business is its loan book size, profitability and minimized delinquency are also key business objectives.
3. Higher cost of funding impacts profitability as well as competitiveness of loan rates that can be offered to clients
4. For retail customers, identifying and acting on relevant needs for target demographics/ customer segments/ etc., in an efficient manner ensuring process, statutory and regulatory compliance at all times, are key for building business performance and sustainability.
5. For institutional/ builder customers, understanding and addressing complex business requirements via proactive relationship management and customized solution fitment, while ensuring compliance at all times, are important to gain competitive advantage in this segment.
6. The AH (Sales) – ABHFL is responsible for achieving sales targets as agreed with the RH (Sales) – ABHFL, in terms of targeted book size, profitability, growth & customer service objectives.

Key Challenges

1. To create a sales operating plan with the team, considering local factors impacting business, such as competitor presence, existing relationships, new prospect opportunities, etc., aimed at achieving sales targets
2. To grow market share as a new brand against established competition, overcoming competitive pressures to create book of desired size for the branch/ city

Organizational Context

Key Aspects:

1. Part of the Aditya Birla Financial Service Group (ABFSG), Aditya Birla Housing Finance Limited (ABHFL) is registered with the National Housing Bank as a housing finance company under the National Housing Bank Act, 1987. The company offers a complete range of housing finance solutions such as home loans, home improvement and home construction loans, balance transfer and top-up loans, loans against property and construction finance. The company acquired its license on 9^th July 2014 and has aggressive growth plans.
2. ABHFL operates in the Rs. 11.4 trillion Indian Housing Finance market, which has grown at a steady rate of 17% CAGR over the last 3 years while reporting good asset quality despite challenges in the operating environment. While the industry is dominated by five large groups, there has been an emergence of newer entrants in niche segments like affordable housing and self-employed borrowers, given the high potential in these segments. Despite increased focus by banks, HFCs have been able to maintain their share in the mortgage market and has remained stable at ~37% as on December 2015.
3. The ABHFL Sales organization works broadly with 3 customer segments – retail (individual) customers, institutional customers (for retail and institutional loan consumers) and builders (for both retail tie-ups and construction finance), with a major share of the business coming from retail customers. Client segments can also be divided into Salaried and Self employed, with both of these having very different preferences and needs.

Job Context

Key Aspects:

1. Providing housing finance (to buyers), Loan against Property, Commercial Property Purchase, Lease Rental Discounting and Construction Finance (to builders) solutions, ABHFL caters to a diverse range of customer segments through its various service offerings. Additionally, being predominantly retail driven, the business is characterized by high volume of loan transactions and customer relationships. As a result, ABHFL business performance is strongly impacted by people, process and organizational efficiencies, alongside core business drivers such as product/ solution quality, channel and customer relationship management and risk management.
2. While unit of sizing up the business is its loan book size, profitability and minimized delinquency are also key business objectives.