Job Description

Aditya Birla Finance Limited


ASM- Indore


Location: Megapolis Sqaure, Madhya Pradesh



Job Purpose


To execute the business objectives for the area in line with the regional Small Ticket Secured Loans segment objectives of book size, profitability, portfolio management, etc. in consultation with the Regional Sales Manager - Small Ticket Secured Loans

To deliver on the area strategy in terms of target segments, strengthening existing relationships and setting up new channels for market penetration, and set business objectives and operational plans for the area organization.

To act as a point of escalation for specific cases, fraud alerts, customer complaints or exception handling and support the removal of bottlenecks for the achievement of business targets for Small Ticket Secured Loans segment at an area level

To grow business penetration in the area by directing and building the capability of SMs, and ensure cascade of plans and strategies down the line

To ensure the end to end management of Small Ticket Secured Loans business transactions in the area with superior product delivery, and to monitor the credit quality of new acquisitions with compliant sales operations & partnership with Risk team

To develop and manage the regional team to ensure motivation and focus towards achieving business results


Job Context & Major Challenges


Job Context: Job Challenges:

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, mortgage 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 2020, ABFL has a lending book of Rs. 47,075 crores, net PAT of Rs 821 Crores and net worth of 8,078 crores. The Net Interest Margin expanded by 38 bps y-o-y to 5.29% and operating profit is growing at 16% y-o-y. ABFL's long-term credit rating of AAA (Stable) has been reaffirmed by ICRA. ABFL also has 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

To build the area business in line with the adopted regional strategy, i.e. starting with limited team strength/ depth and growing with expanding business operations and performance

To build and grow the business while remaining cognizant of competitive realities in the following areas:

Market linked product

Market average IRR & processing fee levels

Market average DSA pay-outs

To originate and develop market share in Tier-I and II locations within the area, against stiff competition, overcoming competitive pressures with sharp focus on efficiency and stakeholder satisfaction

To drive dual focus on growing volume and ensuring sourcing quality, given nature of the customer profile (individuals/ MSMEs)

To constantly upgrade financial & operational know how of self and team members on efficient loan processing, effective negotiation and relationship building for maintaining credibility with DSA network and profitable target achievement

To keep abreast with latest market trends through focused market intelligence, as well as regulatory changes for inputs on requisite amendments to policies, processes, etc.

To ensure loan conversion/ sanction/ utilization percentages are high and an appropriate sourcing funnel is built to meet targets

To ensure credit quality and effective portfolio selection/pre-screening thereby minimizing potential NPAs


Key Result Areas

KRA (Accountabilities) (Max 1325 Characters) Supporting Actions (Max 1325 Characters)


KRA1 Business growth through Channel Management - Effectively grow and leverage the channel network in Area to ensure meeting of topline & bottom line targets

Channel types


Direct Sales Agents

Online aggregators


Internal sources that provide qualified leads like marketing department Explore & identify potential channel partners in Area

Evaluate potential channel partners in Area

Meet & negotiate terms of engagement with potential channel partners in lines with business potential

Onboard the channel partners

Constantly engage with & activate key area level channel partners while ensuring targeted ROEs for the channel partners

Implement engagement programs & sales training to develop channel partners

Monitor SLAs, sales efficiencies and ROI of channels


KRA2 Business growth through Customer Acquisition- Ensure customers are acquired by selling STUL towards meeting topline targets Identify business growth opportunities at area level, drive new account acquisition strategies to achieve business objectives

Cascade goals to Sales Managers; Set weekly targets with Sales Managers


Conduct weekly review of Sales Managers

Meet customers along with channel partners


Ensure alignment of cases put up by the channel partners on a daily basis with the internal policies /guidelines

Ensure smooth coordination of team with internal stakeholders to process the applications


Negotiate commercial terms

Ensure appropriate Funnel management in the Area to ensure adequate conversion from login and disbursement

Ensure fulfillment by team of qualified leads provided by online aggregators, internal sources


KRA3 Disbursal & MIS - Drive timely disbursement of loans to customers with proper documentation to ensure satisfied customers across Area Ensure smooth coordination of team with vendors for timely submission of relevant customer documents


Ensure smooth coordination of team with internal teams and response to their queries to ensure timely & accurate disbursal

Ensure completion of the transaction of team with customer with appropriate documentation

Collate Area level Sales MIS & circulate


KRA4 Market Intelligence-Gather market intelligence towards evolving competitive business strategy, policies & processes Gather market intelligence personally and push team to do the same


Carry out competition benchmarking

Share with Regional Head the above along with recommendations for improvements in process, pricing, policy etc


KRA5 Portfolio quality & Risk Management -Maintain quality of portfolio to minimize NPAs Liaise with the customers and the Risk team as required to provide regular information required for monitoring the creditworthiness of the proposals

Manage portfolio activities augmenting and driving alignment with early alert strategies to reduce losses

Proactively identify risks to maintain portfolio quality and liaise with channel partners, customers and the risk team in escalation cases, supporting coordination with systematic MIS on NPAs and credit trends

Review over due account on a daily basis in the Area


Ensure interventions by team to ensure collection for initial overdue accounts on timely basis

Ensure collaboration by team with Collection teams for remaining over due cases & ensure collection on a timely basis


KRA6 Profitability-Implement measures to ensure profitability of Area Focus on sales volume and value (higher yield and margins) through the team in the Area by right pricing, cross selling, processing fees

Implement all cost management initiatives on a timely & accurate basis


KRA7 Process Efficiency & Operational Effectiveness - Drive process improvements to ensure process efficiencies in the Area Ensure process adherence by team for pre & post sourcing processes

Drive process efficiencies and faster TATs through strong relationships with stakeholders across processes and functions, in order to support channel presence and customer base expansion

Monitor and report on sales operations and productivity metrics to drive a high-performance sales culture

Participate in internal & external audits and post audits close all open items for the Region and implement actions/process improvements


KRA8 People Management - Develop a productive team by recruiting, training, motivating and retaining team members; Develop relationship with internal stakeholders Recruit on a timely basis


Implement training plans

Complete regular performance reviews and feedback

Motivate and ensure retention of team

Proactively build and maintain relationships with key internal stakeholders for smooth cross-functional coordination


Minimum Experience Level


3 - 10 years


Job Qualifications


Diploma