How a ₹1,196 Cr Dairy & Foods Distributor Built End-to-End Visibility on SalesPort
Industry Context
Dairy and packaged-foods distribution is among the hardest FMCG categories to run: high SKU velocity, perishability, and a mix of general trade, modern trade, and emerging D2C channels. At ₹1,000 Crore-plus scale, the difference between a distributor that grows and one that stalls is rarely the product — it is whether leadership can see secondary sales and scheme performance in real time. Digitising that visibility is what turns a large distribution business into a scalable one.
The Challenge
Running a ₹1,196 Crore dairy and foods distribution business means coordinating hundreds of distributors, thousands of retail outlets, and a field force spread across territories — while the products themselves are fast-moving, often perishable, and sold through both general and modern trade. The operation had outgrown the tools holding it together. Orders arrived by phone and WhatsApp, distributor stock and secondary sales were reconstructed from spreadsheets days after the fact, and trade schemes were settled on trust because nobody could see redemption at the outlet level. Leadership was effectively steering a ₹1,000-Crore-plus business on numbers that were always a few days stale and never fully reconciled. As the business scaled across channels, the lack of a single source of truth for what was actually selling through — and where margin was leaking — became the binding constraint on growth.
The Transformation
What changed after SalesPort deployment
The SalesPort Solution
SalesPort was deployed as the single distribution stack: Distribution Management for distributor onboarding, stock and ordering; Salesforce Automation with GPS-verified retailer visits for the field force; Scheme Management to track and settle trade schemes at the outlet level; and Billing with GST-compliant invoicing reconciled into the accounting system. Field teams moved to one mobile app for order capture, attendance, and visits, while head office gained a live dashboard spanning primary sales, secondary sales, distributor stock, and scheme performance across both general and modern trade.
Modules Deployed
Deployment Timeline
How SalesPort was rolled out
Week 1-2
Network mapping — distributors, outlets, routes, and SKU catalogue configured across channels
Week 3-4
Field rollout — mobile app deployed; reps trained on order capture, attendance, and GPS visits
Week 5-6
Schemes and billing — scheme engine configured, GST invoicing and accounting sync activated
Week 7-8
Go-live — real-time dashboard live for head office across primary, secondary, and scheme performance
Week 1-2
Network mapping — distributors, outlets, routes, and SKU catalogue configured across channels
Week 3-4
Field rollout — mobile app deployed; reps trained on order capture, attendance, and GPS visits
Week 5-6
Schemes and billing — scheme engine configured, GST invoicing and accounting sync activated
Week 7-8
Go-live — real-time dashboard live for head office across primary, secondary, and scheme performance
Results
Impact at a Glance
Measurable outcomes from the SalesPort deployment
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