Chheda’s is a well-established distribution and trading company where speed, accuracy, and fulfilment reliability are everything. Like many businesses in its segment, Chheda’s built its early operations on a foundation of manual processes and for a long time, that worked. But as order volumes scaled and customer expectations tightened, the cracks began to show. The company found itself at an inflection point: continue patching a manual system that was never designed for modern commerce, or rethink the entire order execution process from the ground up.
They chose to rethink it.
Industry: Distribution and Trading | Solution: FiniFi Order Automation | ERP: Odoo
250+ hours/month
Time previously consumed by PO-to-SO entry, amendment tracking, and cross-team reconciliation is now redirected toward fulfilment quality.
~90% reduction in manual effort
Human effort is reserved only for genuine exceptions that require a judgment call, not the hundreds of orders that simply need to be entered correctly.
2x fill-rate visibility
With real-time SO creation and a consolidated view of all open orders, Chheda’s now has full visibility into its fulfilment pipeline at every moment.
The Problem : Cost of doing orders by hand
Every Sales Order at Chheda’s was being created manually from incoming customer POs. A team member had to read each PO, interpret line items, cross-check product codes, verify pricing, assign GST classifications, and key everything into their ERP. On a good day, this was slow. On a bad day — when a customer amended a PO mid-cycle, changed case quantities, or revised pricing — it triggered a chain of errors, rework, and missed delivery appointments.
PO amendments were particularly painful. A single rate change would ripple across sales, operations, and finance, each team scrambling to reconcile their version of the order. Appointment slots already booked would get pushed back, disrupting the fulfilment calendar downstream.
Making it worse, there was no consolidated view of all open POs. Teams worked off scattered spreadsheets and email threads. If an order had been amended twice and partially processed, knowing its current state meant tracking down the right person and asking. In a business where fulfilment speed is a competitive edge, this invisible chaos was quietly eroding both efficiency and customer trust.
Chheda’s | Finifi
The Solution : Manual entry to intelligent automation
Chheda’s partnered with Finifi to replace manual order handling with an intelligent, exception-first automation layer built on top of their existing ERP. The goal wasn’t to bolt a new tool onto a broken process, it was to redesign the process entirely, so that the system did the heavy lifting and the team focused only on what genuinely required human judgment.
Here is what made it work:
Sales Order Automation
The centrepiece of the solution was PO-to-SO automation. Rather than relying on a team member to re-enter data from each incoming PO, FiniFi’s system reads the PO, maps line items to the correct ERP product codes, validates pricing against agreed rate cards, checks case configurations, and applies the correct GST classifications automatically. ERP-ready Sales Orders are generated in real time, without a human touching routine data entry. What had previously taken significant manual effort per order now completes in seconds, with full ERP compatibility from the moment the PO is received.
Automated PO Processing
At the heart of FiniFi is an AI-led reading, mapping, and validation engine built to handle the messy reality of how customer POs actually arrive. They come in many formats, different templates, varying column structures, inconsistent product naming conventions, and occasional errors introduced at the customer’s end. The AI handles this variability without flinching, extracting the relevant data and mapping it to the standardised fields required for ERP entry. Rate validation, MRP checks, case-level breakdowns, and GST assignments all happen automatically as part of the ingestion process. Critical parameters are verified against defined rules before a single line enters the system, which means discrepancies are caught at the source rather than discovered downstream during reconciliation or delivery.
Exception Handling
Rather than trying to make every order perfect through manual review, FiniFi flipped the model entirely. The system processes all incoming POs automatically and flags only the ones that fall outside defined parameters, a pricing discrepancy, an unrecognised product code, a case quantity that doesn’t match the agreed configuration, or an amendment that conflicts with a previously confirmed line item. The team no longer works through every order one by one. Instead, they start each day with a clear, prioritised view of the exceptions that genuinely require a human decision. Their attention goes where it actually matters, and routine orders move through the pipeline without any manual intervention at all.
Appointment Scheduling
Because SO creation now happens in real time, appointment scheduling and downstream fulfilment planning can begin the moment an order is confirmed, not hours later once a team member has finished data entry. Delivery slots are tied to validated, ERP-ready orders rather than provisional ones, which means fewer last-minute reschedules and far greater confidence across the fulfilment calendar. Every stakeholder, from sales to operations to dispatch, works from the same live view of what has been ordered, what has been confirmed, and what is moving toward delivery.
Fill Rate Optimisation
With all order data flowing through a single, automated system, Chheda’s gained something they had never had before: a consolidated, actionable view of their fill rate in real time. Rather than piecing together order status from spreadsheets and verbal updates, the team could now see exactly which orders were on track, which had exceptions pending resolution, and where fulfilment gaps were likely to emerge. This visibility didn’t just improve day-to-day execution, it gave leadership the data they needed to make better inventory and planning decisions, reducing the frequency of stockouts and improving the reliability of commitments made to customers.
The Transformation : From operators to decision-makers
Before Finifi, our team spent most of their day just entering and re-entering order data. Now they spend their time on decisions that actually move the business forward. The difference in execution speed and team confidence has been night and day.
What had been one of the most labour-intensive parts of the business became one of the most reliable.
Before, mornings began with a backlog of POs waiting to be processed, each one demanding careful attention to avoid errors. After FiniFi, the team starts the day with a clean dashboard orders already converted, exceptions clearly flagged, and a short queue of items that genuinely need a human call. The shift from data-entry operators to decision-makers was tangible within weeks.
Downstream, appointment discipline improved sharply. Because orders were now confirmed and validated before scheduling, last-minute adjustments and missed delivery windows dropped significantly. Customers noticed. Reliability improved, and with it, the quality of relationships with buyers who had previously experienced inconsistency.
On the finance side, SO data entering the ERP was substantially more accurate. Rate mismatches and GST classification errors, previously caught only after the fact, were now resolved at the point of entry. Credit note volumes fell. Reconciliation time shrank. And for the first time, the team had a single, consolidated view of every open order in the system.
The broader shift was one of confidence. There was a system the team could trust. And when something was flagged as an exception, they knew it was worth their attention.
