From humble beginnings to reaching new heights
In 1820, a Marwari businessman named Ramdutt Goenka left his hometown of Dundlod in Rajasthan and arrived in Kolkata, then the business capital of British India.
And the rest is history. From such humble beginnings rose the Goenka brand, an empire that would span virtually every facet of Indian life and business. “Legacy gives you a sense of values. It gives you a certain kind of convention,” explained founder and chairman Sanjiv Goenka talking about the RP-Sanjiv Goenka Group and its new ventures. “But, all these values and conventions have to be used to move forward, and not to bind you down.”
Disrupting snacking in the 21st century
With every snack bite you take, you also swallow some guilt. Indeed, the tastier the junk food, the more guilty you feel eating it. But what if there was a guilt-free alternative? What if you could have in-between-meals snacks that were both healthy and tasty at the same time?
This was the mission behind the group’s latest venture, Guilt-Free Industries or GIL: a healthy alternative to fried junk food, snacking options that were both healthy and tasty at the same time.
Sales and Distribution Challenges
With a vision of becoming one of India’s largest FMCG snack brands, Too Yumm! had invested heavily in its sales force and distributor network. However, its business still faced a few major challenges:
- Lack of real-time visibility: Limited visibility over distribution and field activities such as stock outs, target achievements, schemes, and weighted and numeric distribution, which hindered decision-making and proactive problem-solving.
- Lack of complete automation: Despite the presence of technology, many important processes such as creation of schemes and claims settlements were still performed manually. Errors and delays in reporting resulted in reduced productivity for Distributors and the Sales force.
- Ineffective sales tracking and lack of transparency: Assessing market trends and adjusting strategies accordingly became challenging due to the inability to track sales performance in real-time.
- Lack of guidance to distributors and sales team: As the legacy tools are more transactional in nature, there is a need for advanced technology that can help distributors and the sales force drive market strategies with technology interventions and strategic guidance.
- Inefficient product distribution and market share: Due to lack of proper technology in RTM operations, product distribution strategies were not executed correctly, leading to loss of market share velocity.
GIL and FieldAssist – A Partnership to Build the Future
The company’s overarching vision was to build a 10,000 crores global FMCG brand. And to do so, it needed an aggressive, futuristic, and reliable RTM (Route-to-Market) strategy.
In other words, GIL wanted a partner who could be not just a technology provider, but a business provider who could enable business transformation.
How FieldAssist Made Too Yumm!’s Sales Yummier
SFA
FieldAssist SFA solution empowered the Sales force with mobile tools for order placement, route planning, and customer management.
The solution automated manual processes, allowing the team to focus more on building relationships and driving sales. Real-time data synchronization ensured that sales representatives always had access to up-to-date information, even while offline.
DMS
FieldAssist Online DMS enabled Too Yumm! to optimize its distribution network by providing real-time tracking of inventory, orders, and deliveries.
This helped in reducing stockouts, improving order accuracy, and enhancing overall operational efficiency.
FAi
FAi provided Too Yumm! with predictive actionables on sales performance, market trends, and distribution metrics, and enabled efficiencies from Image Recognition, ML-based Nudges, ARS, and other cutting-edge features.
