Secondary sales intelligence for Indian FMCG. Distributor to retailer, across every territory, brand and pack size — with every figure traceable to the invoice line behind it.
Each mark is an outlet. The lit ones bought something this month. Two thirds of a typical distribution network goes dark in any given period — and most reporting never shows you which two thirds.
Primary sales rise when stock is pushed into the channel, which is why a quarter can close well and the market can still be soft. Warehouse stock comes first, and the retailer-to-consumer link is only visible where modern trade and e-commerce record it.
Stock leaves the depot. Every ERP already reports this, and it tells you what you dispatched.
Stock reaches the counter. This is what the platform measures, and it is the closest honest signal of what the market absorbed.
Stock leaves the shelf. Capturable in modern trade and e-commerce, and almost never in general trade — which is most of India.
Distributor-to-retailer billing across region, channel, brand, pack and SKU — drilling to ASM and salesman, with the comparison period always in view.
Numeric and weighted distribution against the outlets you could be billing, with coverage gaps named rather than averaged away.
What running dry actually cost, quantified from each line's own run rate before the gap — not a rule of thumb applied to a total.
Every figure resolves to the sale lines behind it. A headline can never contradict the panel beside it, because both are computed from the same query.
April-to-March fiscal periods, general and modern trade, wholesale and rural channels, and pack bands from sachet to value pack.
A sales head sees the country, an ASM sees their area, a distributor sees their own performance. One platform, three truthful views.
Plain-language answers composed from the same figures the charts read, under the filters already applied, each pointing at where to go and see it.
Seven, sharing one filter set and one definition of every metric — so a figure does not change meaning when you move between them.
Secondary sales, regional, product and distributor performance
Numeric and weighted distribution, outlet coverage and gaps
Days of cover, stockouts, ageing and sales loss
Segmentation, churn and outlet growth
SKU analytics, pack bands and assortment
Campaign lift and return on spend
Forecasting, anomaly detection and scenarios
Primary sales and dispatch from SAP or whatever books the depot.
Secondary billing and field visits from the distributor and order-taking systems.
Nielsen town-wise ND and WD, and census towns for footprint and penetration.
One warehouse your team already knows how to query, back up and govern.
Runs in your environment. Nothing leaves it.