This is one of India’s most beloved and recognisable snacking brands, with a heritage rooted in traditional recipes and a product portfolio spanning bhujia, namkeen, sweets, papad, and packaged snacks that have earned a loyal following across the country and beyond. A listed FMCG company operating at serious scale, the brand sells simultaneously across Modern Trade, Quick Commerce, and E-Commerce, each channel moving large volumes with its own fulfilment expectations, pricing structures, outlet-level requirements, and GRN processes.
The systems supporting order execution had not kept pace with the ambition of the business. The gap between what was being ordered and what was being accurately tracked, fulfilled, and reconciled was widening. It was time to close it.
250+ hours/month
Time previously spent on manual invoice capture, data entry, approval chasing, GST reconciliation, and cross-entity tracking has been reclaimed.
3x faster execution with clean SOs
PO to SO automation and GRN-based fulfilment tracking ensure every order entering the SAP pipeline is commercially accurate.
85% reduction in manual effort
The vast majority of manual effort previously required for order processing, rate validation, discrepancy resolution has been eliminated.
The Problem: High volume, fragmented visibility, and the blind spots
At the scale this brand operates, order execution is not a back-office function. It is a competitive capability. The speed at which a PO is converted into a confirmed Sales Order, the accuracy of that SO against the original commercial terms, and the reliability of fulfilment and GRN processing all have a direct bearing on channel partner relationships, fill rate scores, and shelf presence.
The challenge was that its order execution infrastructure was fragmented in ways that created blind spots at every critical stage.
Order and fill rate handling was spread across channels without a unified view. Modern Trade, Quick Commerce, and E-Commerce orders each moved through separate processes, and there was no consolidated picture of what had been ordered, confirmed, dispatched, and accepted by the customer. Teams working in one channel had no visibility into what was happening in another. Leadership had no single source of truth.
Rate mismatches and PO discrepancies were a persistent source of delay. When a customer PO arrived with a price that didn’t match the agreed rate card, or a quantity that didn’t align with the correct case configuration, the SO couldn’t be created until the discrepancy was resolved. This required manual back-and-forth between sales, commercial, and the customer, delaying the entire downstream chain. Appointment slots were pushed back, fulfilment windows were missed, and the commercial team spent time resolving pricing disputes that a better system would have caught before they became delays.
Manual GRN processing was the final and most consequential blind spot. Goods Receipt Notes were being processed manually, meaning the gap between what was invoiced and what was accepted by the channel partner was not visible in real time. Fulfilment gaps accumulated quietly. The three numbers that matter most in channel execution, ordered quantity, fulfilled quantity, and accepted quantity, existed in different places and were never easily comparable.
The Solution: Fragmented execution to an intelligent order management layer
The brand partnered with Finifi to build an order execution layer on SAP that could handle the full complexity of multi-channel FMCG operations at scale. The approach was built around automating routine processing, enforcing commercial controls at the point of order entry, and giving every team a real-time consolidated view of execution across all three channels.
Sales Order Automation
PO to SO automation across MT, Q-Com, and E-Com is the foundation of the solution. Finifi’s system reads each PO, validates it against commercial parameters, and generates an ERP-ready Sales Order in SAP automatically. Orders enter the fulfilment pipeline the moment they arrive, correctly structured and ready for execution, without manual intervention.
Automated PO Processing
Finifi’s AI-led reading and mapping engine handles the variability of receiving POs from multiple channel partners across three distinct channels. Each partner’s format is different. Pricing and case configuration requirements differ by outlet and region. The engine extracts and maps all of this accurately, validates against defined parameters, and flags anything that doesn’t meet criteria before it enters SAP.
PO Validation and Exception Handling
Rate mismatches, PO discrepancies, outlet-wise price deviations, and any order falling outside defined commercial parameters are surfaced immediately as exceptions. Routine orders that match correctly on every parameter process automatically without any human intervention. The commercial and operations teams no longer wade through every order to find the ones with problems. The problems come to them, clearly identified, with the context needed to resolve them quickly.
Complete Order Status Visibility
With SO creation happening in real time across all three channels and all order data flowing through a single platform, the brand now has a consolidated live view of its entire order pipeline. Distributor-driven order visibility is built in, giving the business a clearer understanding of primary sales at the channel and region level. Every stakeholder works from the same current picture of what has been ordered, confirmed, and is moving toward fulfilment.
Real Time Fulfilment Tracking
Fulfilment tracking using invoices and GRNs issued against customer POs closes the loop between what was ordered and what was accepted. Ordered quantity, fulfilled quantity, and customer-accepted quantity are now tracked together in a single view. Outlet-wise and region-wise price validations running as part of the same system ensure downstream pricing disputes are prevented at source rather than resolved after delivery.
The Transformation: An execution engine that matched the scale of the business
The impact was felt across every channel and every team involved in order execution. What had been a process defined by fragmentation, manual effort, and reactive problem-solving became one defined by automation, commercial discipline, and real-time visibility.
Modern Trade buyers who track execution compliance rigorously saw cleaner, faster order confirmation. Quick Commerce partners whose fulfilment windows leave no room for delay saw orders entering the dispatch queue immediately after PO receipt. E-Commerce channels saw fewer discrepancies and faster reconciliation at the GRN stage.
Rate mismatches and PO discrepancies that had previously created hours of back-and-forth were now caught automatically at ingestion and surfaced as structured exceptions. And because outlet-wise and region-wise price validations ran automatically, the frequency of downstream pricing disputes dropped significantly.
For finance and leadership, a unified real-time view of ordered, fulfilled, and accepted quantities across all channels was transformational. Fill rate reporting that had previously required manual data gathering became a live dashboard. Operational blind spots that had made it difficult to manage execution at scale were replaced by visibility that allowed the business to act on gaps before they became problems.
