Snacking Brand - Case Study

A Major Snacking Brand Achieves 90% Fill Rate Visibility online with Datavio's Integration Workflows
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About

A leading Indian ethnic snack food company with a legacy spanning over four decades is listed on the stock exchanges and generates revenues exceeding ₹2,500 crores. The company operates an extensive distribution network across India with a portfolio of over 300 SKUs, including bhujia, namkeen, sweets, and western snacks. Its products reach consumers through multiple channels including e-commerce platforms (Amazon, Flipkart), quick commerce (Blinkit, Zepto, Swiggy Instamart), modern trade (Big Bazaar, DMart, Reliance), and traditional distribution—powered by a network of 20+ distributors nationwide.

The Challenge

As the company expanded aggressively into e-commerce, quick commerce, and modern trade channels, managing distributor performance became increasingly complex:
Fragmented Distributor Systems: The company works with 20+ distributors across e-commerce and quick-commerce channels, each using different Distributor Management Systems (DMS) with varying data formats and levels of accessibility.
Lack of Unified Visibility: Point of Sale (POS) data remained trapped in individual distributor DMS platforms, making it impossible to get real-time visibility into fulfillment performance across the network
Manual Data Extraction: Operations team spent 40+ hours weekly manually requesting, collecting, and consolidating POS data from distributors via emails, spreadsheets, and phone calls
Fill Rate Blind Spots: Without automated tracking, identifying which distributors were consistently meeting order requirements (fill rates) versus underperforming was reactive rather than proactive
Lead Time Inconsistencies: Inability to systematically monitor lead times from order placement to delivery meant service level issues were discovered only after customer complaints
Channel-Specific Complexity: E-commerce and quick commerce channels demand rapid fulfillment (often same-day or next-day), while modern trade has different lead time expectations—tracking this across distributors manually was overwhelming
ERP Integration Gap: Distributor POS data needed to sync with the company’s central ERP for accurate inventory planning and financial reconciliation, but manual processes created delays and errors.
Performance Management Gaps: Lack of standardized reporting made it difficult to identify top performers, address underperformers, or make informed decisions about distributor allocation
The manual, fragmented approach created operational blind spots that impacted customer satisfaction and revenue capture, particularly in time-sensitive quick commerce channels.

The Datavio Solution

Datavio implemented a sophisticated automation and orchestration workflow that unified data extraction across the company’s entire distributor network, automated ERP synchronization, and provided comprehensive performance reporting.
Comprehensive Solution Architecture:
Automated Multi-DMS Data Extraction
Orchestrated Data Collection:
Automated workflows connect to 10+ different channels used across the brand's online distributor network
RPA-powered bots extract data from distributors using systems without API access
Standardized data extraction regardless of source system heterogeneity
POS Data Capture:
Automated extraction of point-of-sale data including orders received, fulfilled quantities, pending orders, and delivery timestamps for ecommerce
SKU-level granularity across all product categories and pack sizes
Channel-specific tagging (e-commerce, quick commerce, modern trade) for segmented analysis
Scheduled extraction every 12 hours ensuring near real-time data availability
Automated ERP Synchronization
The system performs comprehensive automated checks on every captured PO:
Automated workflows sync distributor POS data directly into the brand's central ERP
Order matching algorithms reconcile purchase orders with actual fulfillment data
Exception handling flags discrepancies for investigation
Maintains data integrity and eliminates manual data entry errors
Intelligent Performance Analytics & Reporting
Automated Fill Rate Tracking:
Workflows calculate fill rates (fulfilled quantity ÷ ordered quantity) at distributor, channel, region, and SKU levels
Trend analysis, identifying consistent underperformance or improvement patterns
Automated alerts for fill rates falling below threshold benchmarks (e.g., <95%)
Lead Time Monitoring:
Systematic tracking of time from order placement to delivery completion
Channel-specific benchmarking (quick commerce: <24 hours, e-commerce: 24–48 hours, modern trade: 48–72 hours)
Distributor-wise lead time comparisons for performance evaluation
Geographic analysis identifying regional fulfillment bottlenecks
Comprehensive Automated Reporting
Real-time dashboard with unified visibility into distributor performance across all metrics
Executive dashboards with KPIs: overall fill rate, average lead time, order value fulfilled, pending orders
Distributor scorecards enabling data-driven performance reviews
Channel-specific reports for e-commerce, quick commerce, and modern trade teams
Automated weekly/monthly reports distributed via email to stakeholders
The Datavio orchestration workflows run continuously, extracting data from distributor DMS systems, syncing with the company’s ERP, calculating performance metrics, and updating dashboards—transforming what was once a labor-intensive manual process into seamless automation.

Measurable Impact

Since implementing Datavio's automated DMS integration solution:
Operational Efficiency:
40+ hours saved weekly in manual data collection and consolidation efforts
99% data accuracy with automated extraction, eliminating manual transcription errors
Real-time visibility replacing 2-3 day-old data from manual processes
Unified dashboard replacing 50+ individual distributor spreadsheets
Business  Performance:
Network-wide fill rate for online improved from 60% to 80% through proactive performance management and distributor accountability
Lead time reduction of 10% for quick commerce fulfillment by identifying and addressing bottlenecks
18% reduction in customer complaints related to delayed or incomplete deliveries
Better inventory management: Overstocking alerts prevented ₹15+ lakhs in dead stock across slow-moving SKUs
Strategic Advantages:
Informed distributor allocation: Data-driven decisions on which distributors handle which channels based on proven performance
Proactive intervention: Early identification of declining performance enables corrective action before major issues arise
Channel optimization: Understanding which distributors excel in quick commerce vs. modern trade enables strategic assignment
Capacity planning: Visibility into order volumes and fulfillment rates informs expansion and network design decisions
Stronger distributor relationships: Transparent, data-backed performance discussions replace subjective assessments

Customer Testimonial

"Datavio's automation solution has fundamentally transformed how we manage our distributor network at our company. Before implementing their workflows, we were essentially operating blind—chasing data manually from 20+ distributors for e-commerce and quick commerce, making decisions based on incomplete information, and discovering problems only after they impacted customers. Now, Datavio's automated dashboard gives us complete visibility across our entire network in real-time."

- Head of ecommerce

Conclusion

Datavio's automation and orchestration workflows empowered the company to transform its complex, fragmented distributor network into a unified, high-performance fulfillment ecosystem. By automating data extraction across diverse DMS platforms, synchronizing with ERP systems, and providing actionable intelligence through automated reporting, Datavio enabled the company to scale its omnichannel presence while maintaining operational excellence and capturing previously lost revenue opportunities.