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

20th 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)

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.

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

1. Cluster Head
2. Relationship Managers
3. HO
4. HR dept
5. Risk dept
6. Operations dept
7. Weekly
8. Daily
9. Weekly
10. Need based
11. Fortnightly
12. Weekly
13. Region business MIS, review on new market development
14. Reviewing new leads generated & new clients developed
15. MIS
16. Region recruitments, performance reviews
17. Providing market intelligence, MIS on deviations in client accounts
18. Client servicing issues

External

1. Existing and Prospective clients
2. Retail DSA Channel partners
3. Daily
4. Daily/ weekly
5. CRM & understanding the need of new products
6. 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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