Managing 6 marketplaces and 3 warehouses: how Doodle Collection built operational control with Fynd

Doodle Collection is a stationery brand with a presence across some of India's most competitive online marketplaces: Amazon, Flipkart, Myntra, Nykaa, and Nykaa Fashion, alongside their own storefront. Their products are colourful, functional, and consistently in demand.

But behind every order confirmation a customer receives is a supply chain that needs to work flawlessly. And for a brand selling across six channels simultaneously, with buyer demands spread across multiple locations and 3 active warehouses, that supply chain was becoming increasingly difficult to manage.

The team was doing what most growing brands do: handling it all manually, switching between platforms, chasing order statuses, and hoping nothing slipped through the cracks. It worked, until it did not.

In other words, they did not have an operational problem, they had an infrastructure problem. And that is what Fynd was brought in to solve.

Growth was creating operational complexity

Doodle Collection was growing fast. 6 channels, all running at once. That is great for a brand, but it also means six different dashboards, six different order formats, and six different sets of rules about how quickly an order needs to be confirmed, packed, and shipped before a penalty kicks in.

Their team was constantly switching between platforms, manually reconciling order data, and trying to stay on top of SLA deadlines across every channel, all at the same time. 

They were also sitting on stock spread across 3 warehouses and supplying multiple pin-codes with no single view of what was available where. So when an order came in, there was always a quiet risk: is this item actually in stock, or are we about to oversell? 

Returns made things messier. A returned notebook or pen set would arrive at the warehouse, sit in a grey zone, not quite back in stock, not quite written off, and the system would still count it as available. That is how discrepancies build up quietly over time.

The problem was not that the team was not working hard enough. The infrastructure underneath them simply had not kept up with how big the business had become.

Building a unified operations layer

Fynd implemented OMS and WMS for Doodle Collection, two systems that work together to cover the full journey of an order, from the moment a customer clicks "buy" to the moment the package is dispatched and stock levels are updated across every channel.

Rather than adding another tool to the stack, the goal was to replace the fragmentation with a single operational layer that the entire team could work from.

1. One place for every order

The Fynd OMS connected all six of Doodle Collection's sales channels into one centralised order hub. Every order, regardless of where it came from, now lands in one place. The team confirms, invoices, labels, and dispatches from a single screen. No more logging into six different portals just to check what is pending. Fynd OMS also supports FBA (Fulfilled by Amazon) and FBF (Fulfilled by Flipkart), giving brands a clear view of how many orders are being fulfilled through each program. You can also track inventory location-wise, so you always know how much stock sits in which fulfilment centre at any given time.

The more important part is what happens around the order, not just to it. Fynd OMS monitors SLA timelines automatically and sends an alert the moment an order is at risk of missing its dispatch window. Think of it as an early-warning system: the team knows before a deadline is missed, not after. For a brand selling across six marketplaces with different SLA rules, that is not a nice-to-have. It is what keeps ratings intact and penalties off the books.

Customer notifications are also handled automatically. Every status change, confirmed, packed, dispatched, triggers an SMS, email, or WhatsApp update. On their own storefront, where Doodle Collection owns the customer relationship directly, this kind of proactive communication is what turns a one-time buyer into a repeat customer.

2. Smarter inventory and fulfilment

Before Fynd, Doodle Collection's stock lived in different systems for different channels, and those systems did not always agree with each other. A product could show as available on Amazon while the warehouse had already committed that stock to an Amazon order.

With Fynd WMS they maintain a single, unified inventory count synced to all storefronts and marketplaces in real time. The moment a unit is allocated to an order on one channel, that reduction is reflected everywhere else instantly. Overselling becomes structurally impossible, not just something the team has to be careful about.

This unified view covers all 3 warehouse locations. The operations team always has a live picture of what is available, where, and in what state: sellable, allocated, or in transit.

On top of that, Fynd OMS routes every order automatically to the best fulfillment location based on stock availability, geography, and service level. And if that location cannot fulfil the order for any reason, the system automatically reassigns it to the next best option, with no manual intervention needed. This is called order hopping, and it is what prevents a single warehouse stockout from turning into a customer cancellation.

3. Warehouse operations built for scale

Every product Doodle Collection sells starts its journey as an inbound delivery from a vendor. Before it can be picked and dispatched to a customer, it needs to be received, quality-checked, barcoded, and stored in the right place.

Fynd WMS manages this entire inbound workflow. Purchase orders are raised to vendors directly in the system, with an approval mechanism before anything is confirmed. When stock arrives at the warehouse, it is received against the PO, quality-checked, and scanned with a barcode. Only after that does the item appear as available, so damaged or unchecked stock never accidentally makes its way into a customer order.

The putaway process, which means physically placing an item in its designated shelf or bin, is guided by the system. Stock always ends up exactly where it should be and can be found quickly during picking.

When an order is ready to be picked, the picker gets a system-generated list with exact shelf locations. Every item is scanned as it is collected. If the wrong item is scanned, the system flags it immediately. After picking, items go through a packing station, and invoices and shipping labels are generated directly in the platform, with no switching tools and no manual printing queue.

For a stationery brand where a customer might order a specific colour or size variant, this level of accuracy is what keeps returns low and marketplace ratings high.

4. Structured returns management

Marketplace returns are unavoidable. The question is whether your system handles them cleanly, or whether they pile up and slowly distort your inventory numbers.

Fynd WMS handles returns through a structured regrade-and-restock workflow. When a returned item arrives at the warehouse, it is inspected and assigned a condition: sellable, damaged, or under review. Sellable items go straight back into available inventory, linked to the original order for full traceability. Damaged items are categorised separately.

At every step, the inventory count stays accurate. No ghost stock. No items sitting in a returned state that the system still counts as available. And no manual reconciliation at the end of the month trying to figure out where the numbers went.

What this means for Doodle Collection

With Fynd OMS and WMS in place, Doodle Collection now has:

• A single operational view across all six sales channels, with no more platform-hopping

• Real-time inventory visibility across 3 warehouses

• Automated SLA monitoring that flags risk before a deadline is missed

• Smart order routing that ensures every order goes to the right warehouse, automatically

• A structured inbound workflow where stock is checked and barcoded before it is ever counted as available

• A returns process that keeps inventory accurate without manual effort

• Automatic customer notifications across SMS, email, and WhatsApp

None of these are features in isolation. Together, they form the operational backbone that a brand at Doodle Collection's scale needs to grow confidently across multiple channels without things quietly breaking in the background.

Infrastructure for the next stage of growth

Doodle Collection's story is not unusual. Most multi-channel brands hit a point where the tools and processes that got them here stop being enough for where they are going. The channels multiply, the warehouses grow, the order volumes climb, and suddenly managing operations becomes a full-time problem rather than a background function.

What Fynd provides is not just software. It is the operational layer that lets brands like Doodle Collection focus on growth, on products, on customers, on new channels, while the system handles the complexity underneath.

If your brand is selling across multiple marketplaces, managing stock across several locations, and finding that your current setup is starting to slow you down, that is exactly the problem Fynd is built to solve.

Talk to Us