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FMCG

ERP Built for FMCG Businesses
Across Schemes, Expiry,
& Distributor Billing

Batch and expiry tracking, scheme management, distributor billing, route-wise dispatch, secondary sales visibility, credit control, and returns handling — all in one connected system.

Batch & Expiry Tracking Scheme Management Distributor Billing Credit Control
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FMCG Business Coverage
Batch & Expiry Management
Lot-wise tracking, expiry alerts, FEFO dispatch enforcement
Scheme & Promotion Management
Trade schemes, volume discounts, free goods, cash discounts
Distributor & Dealer Management
Credit limits, outstanding, route-wise billing, scheme tracking
Multi-depot Stock & Replenishment
Depot-wise inventory, demand planning, reorder alerts
Returns, Damages & Credit Notes
Returns by batch, damage recording, replacement and credit note flow
30+
Years Business Software Experience
40K+
Active Users
8
Industries
One Connected FMCG Operations System

One Connected FMCG Operations System

Procurement, inventory movement, distributor orders, schemes, dispatch planning, billing, collections, secondary sales visibility, and management reporting stay connected inside one operational workflow.

Distributor-to-Dispatch Visibility

Distributor order received, credit check applied, scheme calculated, and dispatch planned in one connected flow. No manual step between order confirmation and truck loading.

Inventory & Scheme Control

Multi-depot stock tracked batch-wise and expiry-wise. Schemes defined once and applied automatically at every invoice. FEFO enforced at dispatch without manual batch selection.

Secondary Sales Tracking

Distributor secondary sales captured in the system. SKU-wise offtake at retailer level visible — not just primary billing. Replenishment and scheme decisions based on actual channel movement.

Collections & Outstanding Visibility

Distributor-wise ageing, overdue invoices, and credit utilisation updated with each payment. Field team has current collection data before every visit — no phone call to accounts needed.

Industry Challenges

Why generic ERP falls short
for FMCG businesses.

FMCG businesses run on fast inventory movement, expiry-controlled dispatch, distributor scheme tracking, credit enforcement at every order, route-wise secondary sales, and returns reconciliation. A generic ERP records sales and stock — it does not handle any of this without manual workarounds that grow more fragile as volumes increase.

Expiry management is not in the system

Near-expiry and expired stock are tracked in a separate register or not tracked at all. Goods are dispatched from the most accessible shelf, not the oldest batch. Returns due to expired product arrive weeks after dispatch with no record of which batch was sent to which distributor — making the claim impossible to verify.

Schemes not applied consistently

Trade schemes, free goods offers, and volume discounts are announced by the marketing team and communicated by message. Different salespeople apply different rates. At month-end, scheme liability across all distributors is calculated manually in a spreadsheet — and the number is always an estimate, never verified from the system.

Secondary sales not visible

Primary billing to distributors is captured. What distributors have further sold to retailers, how much stock they currently hold, and which SKUs are moving slowly at the depot level is entirely unknown. New scheme decisions and replenishment plans are made without any view of the channel below the first level.

Credit limits not checked at order time

Distributor outstanding and credit utilisation are reviewed once a week by the finance team. Orders are confirmed by the sales team, dispatched from the depot, and invoiced before anyone realises the distributor has crossed their credit limit. Recovery from over-extended distributors takes months.

Returns and damaged goods unrecorded

Returns from distributors, damaged goods rejected at delivery, and replacement claims are handled through phone calls and WhatsApp messages. The system shows gross dispatch quantities, not net. Actual stock on hand at the depot includes returned goods that have not been formally received or re-allocated to inventory.

Batch not recorded at dispatch

Products are dispatched to distributors without recording the batch or lot number in the invoice. When a quality complaint or product recall arises, identifying which distributors and retailers received the affected batch requires a manual scan of physical dispatch records — a process that takes days and is never complete.

How exactllyERP Addresses This

Batch control, scheme automation, distributor billing, and margin visibility — the way FMCG distribution actually works.

Batch-wise expiry tracking with FEFO enforcement, scheme auto-application at billing, distributor credit checks at order entry, secondary sales capture, returns with credit note flow, and route-wise dispatch planning are not optional modules in exactllyERP.

They are how exactllyERP works for FMCG businesses.

Batch & Expiry Management

Every goods receipt and production batch assigned a lot number with manufacturing date and expiry date. Dispatch follows FEFO automatically — the oldest eligible batch issued first. Near-expiry alerts raised before stock becomes a liability.

  • Batch number, MFD, and expiry recorded at inward for every SKU and lot received
  • FEFO enforced at dispatch — invoices record the specific batch dispatched to each distributor
  • Near-expiry report across all depots and SKUs — configurable advance warning window per product category
  • Batch recall scope identified immediately — all distributors who received an affected lot listed from dispatch records
Scheme & Promotion Management

Schemes defined in the system with eligibility rules, period, SKU scope, and benefit type. Applied automatically at billing — no manual calculation by the sales team. Scheme liability tracked in real time across all distributors.

  • Scheme types supported: free goods (N+1), volume discount, cash discount, trade offer, and channel incentive
  • Scheme eligibility checked automatically at invoice — benefit applied or queued for settlement based on scheme terms
  • Distributor-wise scheme lifting tracked — quantity purchased against scheme target and benefit pending updated per invoice
  • Month-end scheme liability report available from system — no manual spreadsheet reconciliation required
Distributor & Dealer Management

Distributor-wise credit limit, outstanding balance, advance payment, and overdue invoices visible in one view. Credit check enforced at order entry — orders from over-limit distributors held before dispatch is authorised.

  • Credit limit defined per distributor — utilisation checked at order entry before confirmation
  • Overdue invoice ageing visible per distributor — 0–30, 30–60, 60+ day buckets updated at each payment
  • Advance payments applied against invoices — net outstanding updated immediately on receipt
  • Zone-wise and area-wise outstanding report for field collection team — current as of the day of the visit
Route-wise Sales & Secondary Visibility

Orders, dispatch, and billing organised by route and salesperson. Secondary sales reported by distributors captured in the system — giving visibility into what is actually selling at the retailer level, not just what is being billed out of the depot.

  • Route-wise daily orders collated from field sales or van sales for consolidated depot billing
  • Route performance by salesperson — orders billed, value, scheme applied, and outstanding per route per period
  • Distributor secondary sales data captured in system — SKU-wise offtake at retailer level visible for replenishment planning
  • Van sales load-out and return reconciliation — goods taken, billed, and returned from van balanced per trip
Returns, Damages & Replacement Handling

Returns from distributors received against the original invoice and batch. Damaged goods recorded separately with reason. Credit note generated from the return receipt. Replacement dispatch linked to the return transaction.

  • Return receipt linked to original invoice — batch, quantity, and reason captured at inward
  • Damaged and expired returns recorded separately — returned stock classified for resale, rework, or write-off
  • Credit note raised on return — distributor outstanding reduced automatically, GST adjustment handled
  • Net sales by SKU and distributor available — gross billing minus returns, damages, and scheme deductions
Multi-depot Inventory & Replenishment

SKU-wise inventory tracked across all warehouses and depots in real time. Reorder levels defined per depot. Replenishment triggered automatically when stock falls below threshold. Demand planning based on sales velocity and seasonal patterns.

  • Depot-wise, SKU-wise stock visible in real time — no phone calls to depot managers before placing replenishment orders
  • Reorder alerts raised when depot stock drops below defined safety level — by SKU, by depot
  • Inter-depot transfers recorded — stock balanced across depots to fulfil demand without fresh procurement
  • Sales velocity by SKU and depot feeds demand planning — purchase and production quantities based on actual movement
FMCG Operations Flow

One connected flow — from production planning to distributor billing and outstanding review.

Every stage in the FMCG supply and distribution cycle connected in one system. Production planning drives procurement. Goods received or manufactured are assigned batch and expiry. Stock allocated to depots. Schemes applied at billing. Distributor orders dispatched with FEFO batch selection and GST-compliant invoicing. Returns received and credited. Outstanding reviewed with ageing.

No manual handoffs. No scheme calculation outside the system.

1
Purchase / Production Planning
Demand-driven plan, SKU targets, seasonality
2
Goods Inward / Production Receipt
Batch assign, MFD & expiry, QC check
3
Batch & Expiry Tracking
Lot-wise stock, near-expiry alerts, FEFO
4
Warehouse / Depot Allocation
SKU-wise depot stock, transfer, reorder
5
Scheme & Pricing Application
Trade schemes, discounts, free goods auto-applied
6
Distributor / Route Orders
Order booking, credit check, route allocation
7
Dispatch & Billing
Batch-wise dispatch, GST invoice, delivery
8
Returns / Outstanding Review
Return receipt, credit note, ageing review
9
Collections & Secondary Sales Visibility
Ageing, overdue follow-up, SKU offtake at retailer
Batch at Every Stage

Batch number carried from inward through depot allocation, scheme application, and dispatch invoice. Every distributor knows exactly which batch they received.

Scheme Auto-application

Schemes applied at billing without manual calculation. Benefit type — free goods, discount, or cash back — determined by system rules, not salesperson judgment.

Credit at Order Entry

Distributor credit utilisation checked before order is confirmed. No dispatch to over-limit distributors without finance authorisation.

FEFO Dispatch

Oldest eligible batch dispatched first. Expiry enforced at dispatch stage — expired stock blocked from being selected for any outgoing order.

Returns & Credit Notes

Returns received against original batch and invoice. Credit note raised immediately. Returned stock classified and re-stocked or written off based on condition.

GST-compliant Invoicing

Tax invoices generated with HSN codes, GST rates, scheme deductions, and batch details. E-way bill data available for inter-state dispatches.

Capabilities Built for FMCG

Every function your FMCG business
needs, in one connected system.

Batch and expiry tracking, scheme management, distributor billing, route-wise dispatch, secondary sales visibility, credit control, multi-depot inventory, returns handling, demand planning, and SKU-wise margin — each built around how FMCG distribution and sales operations actually run.

Batch & Lot Tracking

Batch number assigned at inward and carried through every transaction. Dispatch invoices record batch dispatched to each distributor. Full trace available for any batch at any time.

Expiry & Shelf-life Management

MFD and expiry tracked by batch for every SKU. FEFO enforced at dispatch. Near-expiry alerts across all depots. Expired stock blocked. Priority dispatch for batches approaching expiry.

Scheme & Promotion Management

Free goods, volume discount, cash discount, and trade offer schemes defined and auto-applied at billing. Distributor-wise lifting tracked. Month-end liability available from system — not from spreadsheets.

Distributor & Dealer Management

Credit limit enforced at order. Outstanding and ageing visible per distributor. Advance payments applied against invoices. Zone-wise collection report for field teams. Scheme benefit pending tracked per distributor.

Route-wise Dispatch & Van Sales

Orders organised by route and salesperson for consolidated depot billing. Van load-out and return reconciled per trip. Route performance — value billed, scheme applied, and collection status — available per period.

Multi-depot Inventory

SKU-wise stock across all warehouses and depots updated in real time. Inter-depot transfers recorded. Reorder alerts by SKU and depot. Demand planning based on sales velocity and seasonal trend.

Returns & Damaged Goods

Returns linked to original invoice and batch. Damage reason recorded. Credit note generated automatically. Returned stock classified for resale or write-off. Net sales figure reflects returns and credits.

GST Invoice & Compliance

GST-compliant invoices with HSN codes, applicable tax rates, scheme deductions, and batch details. E-way bill data available for inter-state movement. Credit notes GST-adjusted against original invoices.

SKU-wise Margin Visibility

Net margin per SKU after scheme deductions, returns, and actual purchase or production cost. Margin by distributor, route, and region. Scheme impact on margin visible before a new promotion is launched.

Real Business Situations

How FMCG businesses use exactllyERP
to run day-to-day operations.

Near-expiry stock piling up, scheme liability unknown at month-end, distributors over their credit limit, batch recall scoping, route performance review, margin compression from schemes — situations that come up every week. exactllyERP handles each without manual searches or spreadsheet assembly.

1
Near-expiry stock check before purchase

Purchase manager is about to place a replenishment order for three SKUs. Before confirming quantities, she wants to check whether any batches of the same SKUs are approaching expiry across the depots — to avoid further build-up of slow stock.

Near-expiry report: Biscuit 200g — 12,400 units (Batch B-112, Depot B, expires 28 Jun). Fruit Drink 250ml — 8,200 units (Depot A, expires 2 Jul). Replenishment for these SKUs reduced. Priority dispatch plan raised before placing order.
2
Scheme liability at month-end

Finance team needs to provision for scheme liability before closing the books for April. They need the total scheme pending across all active distributors — by scheme type and by outstanding benefit value.

April scheme liability: ₹18.4L total. Free goods (3+1) — ₹8.2L pending across 42 distributors. Volume discount — ₹6.8L (18 distributors above target). Cash discount — ₹3.4L. Report generated in minutes with distributor-wise breakout for provisioning entry.
3
Distributor outstanding review before dispatch

Sales coordinator is about to confirm today’s dispatch list. Two distributors in the Maharashtra zone have placed large orders. She needs to check their outstanding and credit limit before authorising the truck loading.

Ramesh Agencies: outstanding ₹14.2L, credit limit ₹12L — over limit by ₹2.2L. Order held pending finance approval. Sharma Distributors: outstanding ₹9.8L, limit ₹15L — within terms, dispatch cleared. 1 order released, 1 on hold without a single phone call to finance.
4
Batch recall — which distributors are affected?

QC team discovers a quality issue with Batch B-2024-098 (Fruit Drink 250ml). They need to identify every distributor and depot that received stock from this batch so a recall notice can be issued immediately.

Batch B-2024-098: dispatched to 14 distributors across 3 zones. 8,200 units total dispatched — 6,400 from Depot A, 1,800 from Depot B. 2,100 units still in depot stock (held immediately). 14 distributor names, addresses, and invoice numbers listed — recall notices issued within the hour.
5
Route performance comparison for April

Sales manager wants to compare the performance of 6 routes in the Delhi zone for April — total billing, scheme value applied, returns received, and net collections — to identify which routes need attention before the May review.

Route-wise April report generated: Route 3 highest billed (₹28.4L) but 18% scheme deduction rate. Route 5 lowest returns (0.4% of billed value). Route 6 outstanding ageing worst — 42% of invoices overdue. Data available without manual consolidation from 6 sales registers.
6
Margin review before launching a new scheme

Brand manager wants to launch a 3+1 free goods scheme on Biscuit 200g. Before approving it, management wants to see the actual net margin on this SKU for March and April — after all existing scheme deductions and returns.

Biscuit 200g — April actual margin 30.8% (after scheme ₹2.1L deduction and ₹0.36L returns). March was 32.4%. A 3+1 scheme would add ₹3.2L liability on projected April volumes — margin drops to 26.3%. Management can decide on scheme depth with real numbers, not estimates.
FMCG Visibility for Management

Every number that matters for FMCG,
without asking anyone to pull a report.

Distributor stock, secondary sales, scheme performance, collections, SKU velocity, and region-wise results — visible in real time.

Distributor Stock
Live

SKU-wise depot and distributor stock position — including batch and expiry — updated at each dispatch and inward.

Secondary Sales Trends
Live

SKU offtake at retailer level captured from distributor secondary sales reports — channel visibility below primary billing.

Scheme Performance
MTD

Distributor-wise scheme lifting vs target. Total liability this period. Which schemes are generating sales lift and which are being underutilised.

Pending Dispatches
Live

Orders confirmed but not yet dispatched — by depot and reason. Credit holds, QC holds, and truck availability visible separately.

Collections Outstanding
₹ Live

Zone-wise and distributor-wise overdue ageing. Total outstanding value and count of distributors at or above credit limit.

Fast vs Slow-Moving SKUs
Live

SKU velocity ranked by depot and period. Slow-moving batches approaching expiry flagged for priority dispatch or redistribution.

Sales vs Target
MTD %

Route-wise and salesperson-wise target vs actual billing. Month-to-date progress updated daily without manual consolidation.

Region-wise Performance
Live

Region and zone billing, scheme value, returns, and collection rate — compared across periods. Drill down to route and distributor level from the same view.

Who Uses exactllyERP

Each FMCG team gets the controls they need.

From the field sales team to the boardroom — each function gets the data and workflows it needs without depending on someone else to pull a report or make a call.

Sales Teams

Route orders, credit status before confirming dispatch, scheme eligibility, and daily sales performance — all visible without calling the depot or accounts team.

Route-wise orders and billing performance
Distributor credit status at order entry
Active schemes and eligibility per distributor
Distributor Management Teams

Distributor-wise outstanding, scheme lifting vs target, secondary sales data, and credit limit utilisation — for proactive account management and collection planning.

Distributor outstanding and ageing by zone
Scheme lifting and pending benefit per distributor
Secondary sales capture and SKU offtake
Dispatch & Logistics Teams

Pending orders cleared for dispatch, FEFO batch selection, truck loading plan, and van trip reconciliation — without manual coordination with the sales team or accounts.

Dispatch queue by depot and route
FEFO batch auto-selected at dispatch
Van load-out and return reconciliation per trip
Inventory Teams

Multi-depot SKU stock with batch and expiry, near-expiry alerts, slow-moving inventory, inter-depot transfers, and reorder triggers — all from one system view.

Depot-wise, SKU-wise, batch-wise stock
Near-expiry and slow-moving alerts
Reorder alerts and inter-depot transfer
Finance & Accounts

Distributor outstanding ageing, collections by zone, scheme liability provisioning, and net SKU margin — without waiting for sales or ops to compile numbers at month-end.

Ageing report by distributor and zone
Month-end scheme liability from system
Net margin per SKU after deductions
Management

Region-wise sales vs target, scheme performance, fast and slow-moving SKUs, outstanding by zone, and margin by product — visible without asking any team to pull a report.

Region and route sales vs target
SKU margin after all scheme deductions
Distributor collections and credit risk overview
Request a Personalized FMCG ERP Demo
AI Copilot

Ask your FMCG operations questions in plain language.

Your ERP holds all the data — batch and expiry records, scheme eligibility and lifting by distributor, outstanding and ageing by zone, depot-wise SKU stock, van sales trip records, return receipts. The AI Copilot lets you ask questions the way you would ask your distribution manager and get the answer immediately.

No report requests. No waiting. No dependency on someone pulling a query.

Which SKUs are moving fastest this month across all depots?
Show distributor-wise overdue collections above 30 days.
Which regions missed sales targets this quarter?
Which schemes generated the highest sales lift this month?
Show slow-moving inventory by warehouse for the last 60 days.
Which dispatches are delayed or pending loading today?
exactllyERP AI Copilot — FMCG Distribution
QuestionWhich SKUs are moving fastest this month across all depots?
AnswerTop 3 fast movers in May: Biscuit 200g — 1.84L units dispatched (Depot A & B). Fruit Drink 250ml — 1.12L units. Namkeen Mix 100g — 0.96L units. All three are running near-expiry stock at Depot C — recommend prioritising that depot for next dispatch allocation.
QuestionShow distributor-wise overdue collections above 30 days.
Answer11 distributors with invoices overdue >30 days. Total: ₹31.6L. Ramesh Agencies — ₹14.2L (2 invoices, 45+ days). Verma Traders — ₹8.4L (38 days). 3 distributors above credit limit — new orders on hold until collection confirmed.
QuestionWhich regions missed sales targets this quarter?
Answer2 regions below target Q1. East Zone — ₹42.8L vs ₹56L target (76.4%). North Zone — ₹61.2L vs ₹70L target (87.4%). West and South on track. East shortfall driven by Route 4 & 6 — both have collection holds limiting new orders.
QuestionWhich schemes generated the highest sales lift this month?
AnswerTop scheme: Biscuit 3+1 Free — ₹22.4L incremental billing, 68 distributors lifted. Volume Discount (Fruit Drink, >200 cases) — ₹14.8L. Cash Discount Scheme — ₹6.2L. Total scheme liability this month: ₹18.4L. Net margin impact: -2.8 percentage points on Biscuit 200g.
QuestionShow slow-moving inventory by warehouse for the last 60 days.
Answer4 SKUs with zero movement in 60 days. Depot B: Snack Mix 50g — 4,200 units (value ₹1.26L). Depot C: Biscuit 100g — 2,800 units, Fruit Drink 1L — 1,400 units. Total slow-moving value: ₹3.8L. 2 batches approaching expiry within 45 days — priority dispatch recommended.
QuestionWhich dispatches are delayed or pending loading today?
Answer6 orders pending loading as of 10 AM. 2 blocked — credit limit exceeded (Sharma Traders, Verma Agencies). 1 blocked — batch B-2024-101 on QC hold. 3 cleared for loading but truck not allocated at Depot A. Total pending value: ₹18.6L.
exactllyERP vs Generic ERP

Why FMCG businesses need more than a standard ERP.

Generic ERP records purchase orders, sales invoices, and stock movements. FMCG businesses need batch-wise expiry enforcement, scheme auto-application at billing, credit checks at order entry, secondary sales capture, van sales reconciliation, returns with credit notes by batch, and SKU-wise margin after all deductions.

None of these are handled natively by a standard system — without costly customisation.

Requirement
Generic ERP
exactllyERP
Batch and expiry tracking
No expiry management — batch optional, FEFO not enforced at dispatch
MFD and expiry by batch, FEFO enforced at dispatch, near-expiry alerts across all depots
Scheme and promotion management
No scheme module — discounts entered manually per invoice by salesperson
Schemes defined with rules and applied automatically at billing — liability tracked in real time per distributor
Credit limit check at order entry
No real-time credit check — outstanding reviewed weekly by finance, not at order
Credit utilisation checked at order entry — over-limit orders held before dispatch is authorised
Secondary sales visibility
Primary billing only — no secondary sales capture, distributor stock position unknown
Distributor secondary sales captured — SKU offtake at retailer level visible for replenishment and scheme planning
Route-wise dispatch and van sales
No route structure — van load-out and return reconciliation done manually
Route-wise orders, consolidated billing, and van trip reconciliation — route performance available per period
Returns and damaged goods
No returns workflow — adjustments made manually against the original invoice in accounts
Return receipt linked to original invoice and batch. Credit note raised with GST adjustment. Net sales reflect returns.
Multi-depot inventory
Single warehouse stock — depot-wise breakout and reorder alerts not available
Depot-wise, SKU-wise stock in real time. Reorder alerts per depot. Inter-depot transfers recorded with batch continuity.
SKU-wise margin after schemes
Gross margin only — scheme deductions and returns not netted at SKU level
Net margin per SKU after scheme deductions, returns, and credits — by distributor, route, region, and period
Common Questions

FMCG operations questions, answered directly.

Questions FMCG businesses ask about batch tracking, scheme management, distributor credit control, returns, and margin visibility — answered from how exactllyERP actually works.

Does exactllyERP support FMCG distributor management and credit control?

Yes. exactllyERP manages distributor-wise credit limits, outstanding balances, advance payment application, and overdue invoice ageing. Credit utilisation is checked at order entry — orders from over-limit distributors are held before dispatch is authorised, without requiring a call to finance. Zone-wise and route-wise outstanding reports are available for field collection teams on demand.

Can secondary sales be tracked in exactllyERP?

Yes. Distributor secondary sales — what distributors have sold to retailers — can be captured in exactllyERP. SKU-wise offtake at the retailer level is visible for replenishment planning and scheme decisions. This gives visibility into actual channel sell-through, not just primary billing out of the depot.

Does exactllyERP support trade schemes and promotions for FMCG businesses?

Yes. Trade schemes — free goods (N+1), volume discount, cash discount, and channel incentives — are defined in exactllyERP with eligibility rules, period, and SKU scope. Schemes are applied automatically at billing without manual calculation. Distributor-wise scheme lifting is tracked in real time. Month-end scheme liability is available from the system — no spreadsheet reconciliation required.

Can region-wise sales performance be monitored in exactllyERP?

Yes. Sales performance is tracked by region, zone, route, and salesperson in exactllyERP. Target vs actual billing, scheme value applied, returns received, and collection status are all visible per region per period. Management can identify which regions or routes are below target and drill down to the distributor level without pulling data from multiple sources.

Can fast-moving and slow-moving inventory be tracked in exactllyERP?

Yes. SKU movement velocity is tracked across all depots by period in exactllyERP. Slow-moving stock reports identify SKUs with low or zero dispatch over a defined window — by depot and batch. Near-expiry slow-moving batches are flagged for priority dispatch. Fast-moving SKUs feed demand planning and replenishment triggers to prevent stockouts.

Does exactllyERP support collections and outstanding visibility for FMCG distributors?

Yes. Distributor-wise outstanding and overdue ageing — 0–30, 30–60, and 60+ day buckets — are updated in real time with each payment and invoice. The collection team can access zone-wise and route-wise outstanding reports before a field visit. Overdue distributors approaching their credit limit are flagged and their new orders held until the collection is confirmed.

FMCG

See how exactllyERP works for your FMCG business.

A walkthrough covering batch and expiry management, scheme auto-application, distributor credit control, route-wise dispatch, secondary sales visibility, returns handling, and SKU-wise margin — built around how FMCG distribution actually works.

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