This is India’s number one female hygiene brand, a category-defining business that has built its position through a combination of product innovation, strong channel relationships, and a growing consumer base that spans urban metros and tier-two cities alike. With a product portfolio covering intimate hygiene, wellness, and personal care, the brand sells across Modern Trade, Quick Commerce, and E-Commerce simultaneously, each channel with its own ordering patterns, compliance requirements, and fulfilment expectations.
Being the category leader comes with a specific kind of operational pressure. Channel partners expect execution reliability that matches the brand’s market position. Modern Trade buyers plan shelf allocations around fill rate performance. Quick Commerce platforms measure supplier reliability in hours. E-Commerce channels expect accurate, on-time fulfilment that protects their in-stock metrics. For a brand at the top of its category, execution gaps are not just operational inconveniences. They are threats to the commercial reputation the business has spent years building.
The brand’s order execution infrastructure had not kept pace with its commercial ambitions. Manual processes that had worked at lower volumes were slowing the business down, creating errors that caused delays, and leaving the team without the consolidated visibility they needed to manage execution across three demanding channels at once. Something needed to change.
250+ hours/month
Time previously spent on manual invoice capture, data entry, approval chasing, GST reconciliation, and cross-entity tracking has been reclaimed.
2x reduction in unfulfilled orders
Real-time SO creation, automated PO validation across all three channels have driven a 2-fold reduction in unfulfilled orders.
95% reduction in manual effort
The vast majority of manual effort previously required for order processing, rate validation, discrepancy resolution has been eliminated.
The Problem: Manual PO handling at the speed of a category leader
The PO to SO process at this brand was almost entirely manual, and the consequences of that were felt every day across the operations team. When a customer PO arrived, a team member had to read it, validate the line items, check rates against the agreed price list, verify MRP compliance, confirm case quantities, apply the correct GST classifications, and then create the Sales Order in Microsoft Dynamics 365 by hand. This process consumed significant time per order, and the brand was processing high volumes across three channels simultaneously.
The manual nature of the process made it slow by design. But it was the errors embedded in that process that caused the most downstream disruption. Errors in customer POs, incorrect case quantities, price changes that hadn’t been updated in the system, rate discrepancies between what the customer submitted and what was agreed commercially, were not caught at ingestion. They were discovered later, often after the SO had already been created or attempted, triggering corrections, rework, and delays that pushed back appointment scheduling and disrupted the fulfilment calendar.
PO amendments were a particularly persistent problem. When a channel partner changed a case quantity or revised a price after the initial PO submission, tracking that amendment through the system was difficult. Once an order had entered the pipeline, understanding what the original PO said, what had changed, and whether the SO correctly reflected the amended version required manual investigation that consumed time and created uncertainty. Amendments that weren’t caught correctly could result in SOs that didn’t match what the customer actually wanted, creating fulfilment disputes and the credit note processing that followed.
There was no consolidated view of all POs across channels. MT, Q-Com, and E-Com orders existed in separate streams without a unified place to see the full picture. Understanding the current state of order execution across the business, how many POs were in process, how many had errors pending resolution, how many had SOs created and appointments scheduled, required pulling information from multiple places and assembling it manually. This lack of unified visibility was limiting execution speed and making it impossible to manage proactively rather than reactively.
The Solution: From manual review to exception-driven execution
The brand partnered with Finifi to replace a slow, error-prone manual process with an intelligent, automated order execution layer integrated directly with Microsoft Dynamics 365. The goal was to eliminate manual data entry from the routine, surface the exceptions that genuinely needed human attention, and give the team a single consolidated view of every PO and SO across all three channels in real time.
Sales Order Automation
Automated PO to SO creation with direct Sales Order posting into Dynamics 365 is the foundation of the solution. Finifi reads each incoming PO, validates it automatically, and creates an ERP-ready Sales Order without a team member having to key in data manually. Orders that previously required significant manual effort per PO now process in seconds. The fulfilment chain can begin the moment a valid PO arrives, not hours later once data entry has caught up. Appointment readiness improves immediately because SOs exist in the system in real time rather than accumulating in a processing queue.
PO Validation and Exception Handling
Finifi’s AI-led engine reads, maps, and validates every incoming PO against defined parameters covering rate, MRP, case quantities, and GST classifications before anything is posted to Dynamics 365. Discrepancies between what the customer submitted and what the commercial agreement specifies are caught automatically at ingestion rather than discovered mid-process. Clean POs move forward without any manual intervention. Those with issues are surfaced as clearly defined exceptions with the specific problem identified, so the team can resolve them quickly rather than hunting for the source of an error after the fact.
Exception-Based Discrepancy Handling
The shift from full manual review to exception-based handling is where the team’s daily experience changes most dramatically. Rather than every PO requiring individual human attention regardless of whether it has a problem or not, the system processes everything automatically and flags only the genuine exceptions, PO mismatches, amendment conflicts, pricing deviations, case configuration errors. The team works exclusively from a structured exceptions queue. Routine orders process themselves. The team’s time and attention go to the decisions that actually require human judgment.
Real-Time Sales Order Creation
Because SO creation now happens in real time as validated POs arrive, appointment scheduling and downstream fulfilment planning can begin immediately. Appointment readiness, which had previously been constrained by how quickly the team could work through the manual processing queue, is now a function of how quickly valid POs arrive rather than how quickly the team can process them. SLA adherence improves because the lag between PO receipt and SO creation, which had been a consistent source of missed windows, is effectively eliminated.
Real Time Fulfilment Tracking
Partial fulfilment tracking using invoices and GRNs issued against customer POs closes the loop between what was ordered and what was actually fulfilled and accepted. The team now has a live view of fulfilment progress across all channels, with visibility into which orders are on track and where gaps are emerging. Fill rate visibility that had previously required manual data gathering and was always lagged behind reality is now available in real time, enabling the team to act on risks before they become unfulfilled orders.
We were processing every PO by hand and still missing errors that only showed up later in the process. Finifi flipped that entirely. Clean orders create themselves in Dynamics instantly. Our team now only touches the exceptions, and our fill rate visibility has gone from something we calculated after the fact to something we manage live.
The Transformation: Team that moved from processing orders to managing exceptions
The change at this brand was most immediately felt in the rhythm of the operations team’s day. Where before the team worked through a continuous queue of POs that all required individual manual attention, they now worked from a structured exceptions list where every item had a clear reason and a clear path to resolution. The volume of routine work that had filled most of each working day simply ceased to exist as a manual task.
Across MT, the improvement in SO creation speed translated directly into better appointment readiness and more reliable delivery scheduling. Buyers who had previously experienced variability in how quickly the brand confirmed and scheduled orders now experienced a consistent, fast turnaround that improved the brand’s execution reputation at accounts where that reputation directly influenced shelf allocation decisions.
Across Q-Com, where fulfilment windows are measured in hours rather than days, real-time SO creation removed one of the biggest sources of delay in the entire chain. Orders that previously waited in a processing queue now entered the fulfilment pipeline the moment they arrived, giving the warehouse and dispatch teams the maximum possible time to execute. Across E-Com, the combination of faster SO creation and better fill rate visibility meant the team could manage in-stock performance more proactively, reducing the frequency of unfulfilled orders that had previously accumulated without early warning.
PO amendment handling, which had been one of the most time-consuming and error-prone parts of the process, became a structured workflow rather than a manual investigation. Amendments were tracked, their impact on the existing SO was surfaced automatically, and resolution happened within the system rather than through email threads and manual corrections.
