The Go To Market Company is a joint venture-led business built to manage and scale multiple consumer brands under one operational roof. With a portfolio that spans high-energy beverages and functional drinks, the company operates across several legal entities and brand structures simultaneously, each with its own vendor base, purchase requirements, approval hierarchies, and compliance obligations.
This kind of structure is a deliberate strategic choice. Managing multiple brands through a shared operational platform creates efficiencies in distribution, trade execution, and market access that individual brands operating independently cannot replicate. But it also creates a specific and underappreciated challenge: the back-office infrastructure has to be sophisticated enough to keep each brand’s finances clean, compliant, and traceable, while still functioning as a single coherent operation.
250+ hours/month
Time previously spent on manual invoice capture, data entry, approval chasing, GST reconciliation, and cross-entity tracking has been reclaimed.
3x Improved visibility and control
With a unified dashboard tracking every invoice across all brands and entities, the team now has complete visibility.
2x Faster vendor onboarding
Vendor data, tax validations, and compliance checks are now handled systematically within the platform rather than managed ad hoc.
The Problem: Tally-based operation carrying the weight of multi-brand complexity
The Go To Market Company’s core finance operations ran on Tally. For a single-entity business with a manageable invoice volume, Tally is a perfectly capable tool. For a multi-brand, multi-entity operation managing JV structures, entity-specific approval requirements, and GST obligations across brands, it was a foundation that was never designed to carry that kind of weight.
Invoice tracking and processing were cumbersome by design. Every invoice had to be handled manually, with team members responsible for capturing the details, verifying the data, routing it for approval, and ensuring it was coded correctly to the right entity and cost centre. There was no automation, no structured workflow, and no system-level checks to catch errors before they entered the books. The process worked because people made it work, not because the system supported it.
Across multiple entities and brands, this manual dependency created serious inconsistency. Each brand’s invoices were being managed slightly differently depending on who was handling them and what informal processes had developed over time. Compliance was user-dependent rather than system-enforced, which meant the quality of AP execution varied and leadership had no reliable way to verify that the right controls were being applied consistently.
Visibility was limited in a way that made oversight genuinely difficult. Approvers couldn’t easily see the status of invoices pending their action. Finance leadership couldn’t quickly pull a consolidated view of payables across entities. And when questions arose about a specific invoice or vendor, finding the answer required manual searching across files and systems.
GST reconciliation under GSTR-2A and 2B was a particular pain point. Matching purchase invoices against government returns, identifying mismatches, and resolving discrepancies with vendors was entirely manual and time-consuming. It created a persistent backlog of unresolved items that complicated month-end close and created compliance exposure that no finance team wants to carry.
The Solution: From Tally dependency to an intelligent, multi-brand AP platform
The Go To Market Company partnered with Finifi to build an accounts payable layer that could handle the genuine complexity of a multi-brand, multi-entity JV operation, while posting clean, GST-ready data directly into Tally. The goal was not to replace Tally but to put an intelligent system in front of it that handled everything Tally was never designed to do.
PO Validation
Finifi’s AI-led invoice capture handles ingestion via email, extracting invoice data automatically and running it through a structured validation layer that checks for duplicate invoices, tax compliance, vendor details, and line-item accuracy before anything is posted. Manual data entry is eliminated from the process entirely. Invoices that pass validation move forward automatically. Those that don’t are surfaced as exceptions with clear reasons, so the team knows exactly what needs their attention and why.
Entity-Wise Approval Matrices
One of the most important structural changes was the introduction of entity-wise policies, approval matrices, and accounting rules configured for each brand within a single platform. Every brand’s purchase approvals now follow a defined, system-enforced workflow rather than an informal process dependent on individuals remembering the right steps. The right approver sees the right invoice at the right stage, every time. Group-level oversight is maintained without slowing down brand-level operations, and compliance is built into the process rather than bolted on afterward.
Exception Handling
Rather than routing every invoice through a manual review queue, Finifi’s exception-only workflow ensures that the team works exclusively on invoices that have a genuine issue requiring a decision. Duplicates, tax mismatches, missing fields, and approval deviations are flagged clearly and queued for resolution. Everything else processes automatically. The team’s time goes where it actually matters, and the volume of routine work that previously consumed their day shrinks dramatically.
GSTR 2A/2B Reconciliation
Finifi introduced automated matching of purchase invoices against GSTR-2A and 2B returns, with clear mismatch identification across entities and a structured workflow for vendor follow-up and resolution. GST reconciliation no longer happens as a reactive, end-of-period exercise. It runs continuously, exceptions are surfaced in real time, and the team goes into every filing period with reconciliation largely complete rather than scrambling to finish it under deadline pressure.
Automated Posting into Tally
Every invoice that passes through Finifi’s validation and approval workflow is posted automatically into TallyPrime with GST-ready data, correct entity coding, and a complete audit trail. The manual step of re-entering approved invoices into Tally is removed entirely. Alongside this, a single dashboard gives the team a live view of invoice status, approval progress, and GST readiness across all brands and entities, replacing the fragmented, search-heavy experience of trying to track payables across a manual system.
“Managing payables across multiple brands and entities used to mean trusting that everyone was following the right process. With Finifi, the process is built into the system. Approvals happen correctly, GST is reconciled automatically, and we have one clean view across the entire operation.”
The Transformation: One platform, multiple brands, zero guesswork
The change at The Go To Market Company was felt most immediately in how the finance team experienced their workload. The constant, low-level pressure of chasing invoice statuses, manually routing approvals, and reconciling GST mismatches after the fact gave way to a structured, system-driven process where the heavy lifting happened automatically.
Brand-level approval workflows that had previously relied on informal communication and individual follow-up now ran through the system without anyone needing to push them forward. The right approvers were notified, the right checks were applied, and the audit trail built itself. Finance leadership no longer had to wonder whether the correct process was being followed across entities. They could verify it in real time from a single dashboard.
The Tally integration meant that the team’s existing accounting infrastructure was preserved and strengthened rather than replaced. Invoices arrived in Tally already validated, correctly coded, and GST-ready, without anyone having to re-enter data manually. The quality of data in Tally improved, and the time spent on month-end reconciliation dropped significantly.
GST compliance, which had been a persistent source of follow-up work and anxiety, became a managed, predictable process. Mismatches were identified and resolved in real time rather than accumulated into a backlog. Filing periods became routine rather than stressful, and the risk of compliance gaps across entities was substantially reduced.
