All Case Studies
FMCG Distribution & Field Sales Operations
Improving Beat Coverage, Sales Discipline, and Payroll Control for FMCG Teams
FreshKart FMCG Distributors
The Challenge
FreshKart FMCG Distributors managed a large field sales team responsible for retailer visits, order collection, scheme communication, and market coverage across multiple territories. While daily beats were planned, actual execution was difficult to monitor.
Key operational challenges included:
• Sales executives claiming retailer visits without reliable location verification
• No clarity on beat-wise coverage and missed outlets
• Orders and follow-ups recorded inconsistently by different salespersons
• Travel reimbursements paid as fixed allowances, leading to cost leakage
• Payroll disputes due to attendance and field activity mismatches
• Management dependent on verbal updates to assess market coverage
These gaps resulted in weak sales discipline, inaccurate reporting, and rising operational costs.
Key operational challenges included:
• Sales executives claiming retailer visits without reliable location verification
• No clarity on beat-wise coverage and missed outlets
• Orders and follow-ups recorded inconsistently by different salespersons
• Travel reimbursements paid as fixed allowances, leading to cost leakage
• Payroll disputes due to attendance and field activity mismatches
• Management dependent on verbal updates to assess market coverage
These gaps resulted in weak sales discipline, inaccurate reporting, and rising operational costs.
The Solution
Karyalay was implemented as a central ERP system to bring discipline and transparency into FMCG field sales operations. Retailers, distributors, and territories were structured within the CRM, creating clear ownership of beats and outlets.
Daily beat plans and retailer visits were assigned as tasks to sales executives. GPS-based attendance and geo-fencing ensured that attendance and visit updates were recorded only when sales staff were physically present at assigned market locations.
Travel reimbursements were aligned with verified field activity, replacing flat allowances with controlled claims. Payroll processing was linked to attendance and approved reimbursements, reducing disputes. Sales activity reports and dashboards provided management with real-time visibility into beat coverage, orders, follow-ups, and salesperson productivity.
Daily beat plans and retailer visits were assigned as tasks to sales executives. GPS-based attendance and geo-fencing ensured that attendance and visit updates were recorded only when sales staff were physically present at assigned market locations.
Travel reimbursements were aligned with verified field activity, replacing flat allowances with controlled claims. Payroll processing was linked to attendance and approved reimbursements, reducing disputes. Sales activity reports and dashboards provided management with real-time visibility into beat coverage, orders, follow-ups, and salesperson productivity.
Modules Used
CRM
Retailer & Distributor Management
GPS Attendance & Geo-Fencing
Beat & Task Management
Employee Management
Payroll & Salary
Travel Reimbursements
Approval Workflows
Sales & Activity Reports
Management Dashboards
The Results
🗺️ Verified beat-wise market coverage using GPS-based tracking
📍 Elimination of fake retailer visit claims
📌 Improved sales discipline across field teams
🚗 Controlled travel reimbursements based on actual field movement
💰 Accurate payroll processing linked to verified attendance
📊 Real-time visibility into sales activity and territory performance
🚀 Better sales planning with reliable on-ground data
📍 Elimination of fake retailer visit claims
📌 Improved sales discipline across field teams
🚗 Controlled travel reimbursements based on actual field movement
💰 Accurate payroll processing linked to verified attendance
📊 Real-time visibility into sales activity and territory performance
🚀 Better sales planning with reliable on-ground data
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