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 Ltd.
Location
Mumbai
Poornata Position Number of the job
Multiple
Reports to: Poornata Position Number
00143874
Poornata Position Title of the job (30 characters max)
RSM - PL STUL_Mum
Reports to: Poornata Position Title
NSM- Personal Loans - Mumbai
Function
Sales & Marketing
Reports to: Function
Sales & Marketing
Department
Personal Loans & Business Loan
Reports to: Department
Personal Loans & Business Loan
Designation of the Employee
Regional Sales Manager - PL, STUL
Designation of the Manager
National Sales Head - PL, STUL
Date of writing/updation of JD
22nd March 2021
1) Job Purpose: Write the purpose for which the job exists (in 2-3 lines) (Max 1325 Characters)
This job is responsible to define and deliver a strategy for the Small Ticket Unsecured Loans and Personal Loan segment at a Regional level in terms of target segments, strengthening existing relationships and setting up new channels for market penetration, and set business objectives for the pan India organization.
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.
Personal Loans - Dimensions
Dimensions
FY 18
FY 19
FY 20
FY 21 (Proj)
FY 22 (Proj)
FY 23(Proj)
FY 24(Proj)
Revenue
57
120
164
281
430
637
866
Gross Disbursals
473
758
1,227
1,009
1,934
2,224
2,491
AUM / Book Size
484
979
1,559
2,038
3,038
4,261
5,632
Geographical expansion
10
15
28
79
150
175
200
Portfolio yield%
12.48%
12.88%
13.25%
14.51%
14.89%
15.73%
16.18%
Fee Income %
-1.10%
-1.12%
1.66%
0.30%
1.05%
1.30%
1.50%
Credit cost %
1.70%
1.72%
2.22%
3.36%
3.40%
3.35%
3.40%
ROA %
0.30%
0.35%
0.59%
-0.30%
2.00%
2.50%
3.00%
STUL- Dimensions
Dimensions
FY 18
FY 19
FY 20
FY 21 (Proj)
FY 22 (Proj)
FY 23(Proj)
FY 24(Proj)
Revenue
25
105
206
313
427
Gross Disbursals
NA
NA
167
303
785
903
1011
AUM / Book Size
NA
NA
223
478
924
1375
1871
Geographical expansion
NA
NA
38
79
150
175
200
Portfolio yield%
NA
NA
18.40%
21.92%
22.31%
22.76%
22.81%
Fee Income %
NA
NA
4.21%
0.09%
3.10%
4.00%
4.25%
Credit cost %
NA
NA
2.89%
2.86%
2.90%
2.85%
2.80%
ROA %
NA
NA
-0.26%
2.09%
2.40%
2.50%
2.65%
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)
Organization Context
Aditya Birla Finance Limited ("ABFL") is a lending subsidiary of Aditya Birla Capital Limited. ABFL is registered with RBI as a Systematically Important Non-Deposit accepting Non-Banking Finance Company (NBFC). ABFL is one of the top private diversified NBFCs in India. As of 31-Dec'20, ABFL has a pan-India presence with 91 branches and a lending book of Rs. 45,560 Crores.
ABFL offers end-to-end lending solutions to a diverse set of customers - Retail, HNI, MSMEs, and Mid & Large Corporates through secured as well as unsecured loan products. The diverse range of lending products includes Retail Small Ticket Secured and Unsecured Loans, Unsecured Personal Loans, Unsecured Business Loans, Health & Education Loans, Digital B2B2C and B2B2B Small Ticket Loans, Small Business Secured Loans, Loans Against Property (LAP), Lease Rental Discounting (LRD), Construction Finance (to Real Estate Developers), SME Loans, Capital Markets Loans (Loan Against Shares), Supply Chain Finance, Mid and Large Corporate Loans, and Infrastructure Finance loans. ABFL also has a Wealth Management division.
ABFL is rated "AAA" by India Ratings, ICRA and CARE (reaffirmed in 2020). ABFL secured the ABG Business Excellence Award in 2017 (Silver), and 2015 (Bronze), and multiple other Awards on forums like CII.
Business Context
The strategy is to grow ABFL aggressively in the retail space, through scale-up of existing lines of business while realizing new business development opportunities. There is also an increased focus on using digital ecosystems as a competitive advantage. The business is characterized by high transaction volumes and smaller ticket sizes. Given nature of customers, the business also entails stringent controls and monitoring to ensure portfolio health and quality at all times. Cost of funding and competitiveness of loan rates are important drivers of profitability in this space.
Key Challenges

• To ensure a zonal strategy that is differentiated and innovative, considering regional factors and consumer preferences, and that can withstand competitive pressures, especially given ABFL's late entry into Unsecured lending
• To build the zonal business in line with the adopted strategy of phased organizational growth, i.e. starting with limited team strength/ depth and growing with expanding business operations and performance; To ensure credit quality and effective portfolio selection/pre-screening thereby minimizing potential NPAs
• To originate and increase market share in new locations (specially with the expansion pan India) within the zone, 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 unsecured nature of the business as well as the customer profile (individuals/ small businesses)

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
Supporting Actions
Regional Sales Strategy * Work with NSM on designing zonal strategy considering regional factors, competitive forces and consumer preferences in a manner that supports achievement of national business goals

• o Ensure cascade of zonal strategy and operational plans down the line for effective execution and alignment
• o Scan the market and its competitive offerings on a periodic basis; report on and direct basis emerging trends and business opportunities for the unsecured segment

Business Growth & Profitability Management * Identify business growth opportunities at a zonal level, drive channel expansion and new account acquisition strategies to achieve business objectives

• Envisage business growth & cascade targets to implement sales strategies
• Augment the business volumes of Unsecured lending, manage ABG ecosystem, channel databases and tap them through existing relationships
• Drive relationships with key clients, faster TAT and cross selling initiatives in order to increase the client base of the zone
• Drive dual focus on sales volume and value (higher yield and margins) through the team
• o Devise and deploy schemes at strategically timed intervals to bolster sales volumes/ value in sync with market developments and dynamics
• o Analyze and review periodic MIS reports for disbursements, profits, NPAs, channel expansion, new product launches, new branches, new channel development, etc., communicate to NSM as well as down the line, and drive appropriate actions through the team

Operational Effectiveness

• 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
• o Monitor SLAs, sales efficiencies and RoI of channels
• o Encourage the implementation of improved processes and best practices in order to enhance operational productivity and drive channel strength and customer satisfaction

Distribution & Market Expansion * Engage with various corporate, ABG ecosystem and channel network stakeholders and develop/ drive a touch point management system for faster customer connectivity and loan processing-disbursement

• o Effectively deploy schemes and prioritize sales of high revenue products and structures
• o Conduct engagement programs and sales trainings to develop teams and channel partners

Risk Management * Support the risk and review process by reviewing the loan sanctioning and

• Disbursement process and documentation to ensure controlled operations
• Drive compliant Sales Operations and sound risk management via partnership with Risk team
• 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

Team and Internal Stakeholder Management * Guide and develop ASMs and SMs to facilitate better channel management, customer acquisition and support, and help them to achieve superior performance standards

• Nominate teams for product, behavioral and negotiation trainings and work for self-development initiatives
• Proactively build and maintain relationships with key internal stakeholders for smooth cross-functional coordination

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)
Area Sales Managers - Unsecured Business : Responsible for building the book size for own area of coverage and developing the Unsecured segment with a robust, balanced portfolio in line with assigned targets; to devise & execute operational tactics for effective DSA engagement, market share enhancement and achievement of business objectives; to work closely with National sales Head and operationalize end to end Unsecured lending transactions with superior product delivery while ensuring credit quality of new acquisitions
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
Frequency
Nature
Internal
NSM/ BH - Unsecured
ASMs/ SMs - Unsecured
HR dept
IT dept
Risk dept
Operations dept
Weekly
Daily
'
Need Based/ Process Driven
Need Based
Daily
Daily
Business MIS, review on new market development & progress on objectives
Reviewing & driving channel expansion, sales strategies, client escalation cases
Recruitments, Performance Reviews, Training
Back-end/ systems support
Proposal evaluations, portfolio monitoring
Client servicing issues, TAT reviews
External
Existing and Prospective customers
Channel partners (Zonal DSAs/ Representatives)
Weekly/ Need Based
Fortnightly/ Need based
CRM & understanding the need of new products/ positioning changes
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
Multiple
Horil Khanna
Date of Entry / Approval