June 5, 2026
See how Doodle Collection brought orders, inventory, warehouses, and fulfillment onto a single platform with Fynd OMS and WMS.
Jahnvi Gupta
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Doodle Collection is a stationery brand that has built a strong omnichannel presence across India's leading ecommerce platforms, including Amazon, Flipkart, Myntra, Nykaa and Nykaa Fashion, alongside its own D2C storefront. With customers shopping across multiple channels and orders being fulfilled from 3 active warehouses, the brand had already laid the foundation for a modern commerce business.
As order volumes and channel complexity grew, the next step was ensuring the operations behind the business could scale just as seamlessly. Inventory, orders and fulfillment needed to stay connected across every warehouse and sales channel, giving teams a single, real-time view of the business while keeping customer experiences consistent.
Rather than adding more manual processes to support growth, Doodle Collection invested in a connected commerce infrastructure. Fynd brought together order management, inventory and fulfillment into one platform, enabling the brand to scale efficiently across every channel from a single operational backbone.
Challenges (Before Fynd) | Solution (After Fynd OMS & WMS) |
❌ Orders were coming from 6 different sales channels, forcing teams to switch between multiple dashboards. | ✅ All orders were brought into a single centralized system. |
❌ Inventory was spread across 3 warehouses with no single source of truth. | ✅ Real-time inventory syncing across warehouses and sales channels. |
❌ Risk of overselling because stock updates were not synchronized. | ✅ Inventory updates automatically whenever an order is placed. |
❌ Marketplace SLA deadlines were difficult to track manually. | ✅ Automated SLA monitoring and alerts. |
❌ Orders had to be manually assigned to warehouses. | ✅ Smart order routing based on stock availability and location. |
❌ Returns created inventory mismatches and reconciliation headaches. | ✅ Structured returns, inspection, and restocking workflow. |
❌ Customers did not always receive timely order updates. | ✅ Automated SMS, email, and WhatsApp notifications. |
❌ Growing order volumes made operations increasingly complex. | ✅ Unified OMS and WMS infrastructure to manage operations at scale. |
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 pincodes 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.
Fynd implemented OMS and WMS to create a connected commerce platform for Doodle Collection. Together, the two systems support the complete order lifecycle, from the moment a customer places an order to inventory updates, picking, packing and dispatch.
With orders, inventory and warehouse operations working on a single platform, every team operates from the same real-time information. The result is a more connected, scalable way to manage multi-channel commerce as the business continues to grow.
Fynd OMS brought all six of Doodle Collection's sales channels onto a single order management platform. Whether an order came from Amazon, Flipkart, Myntra, Nykaa, Nykaa Fashion or the brand's own storefront, the team could manage confirmation, invoicing, labeling and dispatch from one centralized dashboard.
The platform also keeps fulfillment on track through automated SLA monitoring. Instead of reacting to missed dispatch deadlines, the team receives proactive alerts whenever an order is at risk, allowing them to take action before service levels are affected. This helps Doodle Collection consistently meet the varying SLA requirements across every marketplace while maintaining a high customer experience.
Customer communication is equally streamlined. Every order milestone, from confirmation and packing to dispatch, automatically triggers updates through SMS, email or WhatsApp. For Doodle Collection's D2C customers, this creates a transparent post-purchase experience that builds trust and encourages repeat purchases.
Fynd WMS gives Doodle Collection a single, real-time view of inventory across all sales channels and warehouse locations. Every inventory movement is synchronized automatically, so when a product is allocated to an order on one channel, stock availability is updated instantly across every storefront and marketplace. This ensures customers always see accurate inventory while helping the brand maintain a consistent selling experience.
The platform also provides complete visibility across all three warehouses, allowing the operations team to track exactly what is available, allocated or in transit at any given moment. With one connected inventory system, every team works from the same live data.
Fulfillment is equally intelligent. Fynd OMS automatically routes each order to the most suitable warehouse based on inventory availability, customer location and service levels. If circumstances change, the platform seamlessly redirects the order to the next best fulfillment location, ensuring operations continue smoothly while helping Doodle Collection maintain fast deliveries and a reliable customer experience.
Every product Doodle Collection sells begins with a vendor delivery before making its way to a customer. Fynd WMS brings structure to this entire journey, from procurement and inventory receipt to storage and fulfillment.
Purchase orders are created and approved within the platform, giving the team complete visibility into inbound inventory. When stock arrives, it is received against the purchase order, quality-checked and barcoded before becoming available for sale. This ensures only verified inventory enters the fulfillment process.
The platform also guides warehouse operations. Products are assigned to designated storage locations, making them easy to locate during picking. When an order is placed, pickers receive system-generated picklists with exact shelf locations, while barcode scanning verifies every item before it moves to packing. Invoices and shipping labels are generated within the same workflow, creating a seamless path from inbound inventory to outbound orders.
For a stationery brand with multiple colours, designs and product variants, this level of operational accuracy helps ensure customers receive exactly what they ordered while supporting efficient warehouse operations at scale.
Fynd WMS manages returns through a structured regrade and restock workflow that keeps inventory accurate at every stage.
When a returned item reaches the warehouse, it is inspected and assigned a condition such as sellable, damaged or under review. Sellable products are automatically returned to available inventory and linked to the original order for complete traceability, while damaged items follow a separate workflow.
This structured approach ensures inventory always reflects the latest stock position. Every returned item is accounted for, inventory remains accurate across channels and operations teams have complete visibility without relying on manual reconciliation.
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
Together these features 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.
Every growing brand reaches a point where adding new marketplaces, warehouses and sales channels also adds operational complexity. What begins as a successful expansion can quickly create disconnected workflows across orders, inventory and fulfillment.
Fynd gives brands a connected commerce platform that brings every part of the business together. From unified order management and real-time inventory to warehouse operations and marketplace integrations, every workflow runs on a single operational backbone.
Whether you are launching a direct-to-consumer website, expanding to new marketplaces or managing fulfillment across multiple locations, Fynd provides the infrastructure to scale with confidence. Your teams can focus on building the brand and serving customers while the platform powers the operations behind every order.
An OMS, or Order Management System, is a platform that pulls orders from all your sales channels into one place. For a brand selling on Amazon, Flipkart, Myntra, Nykaa, and their own website simultaneously, this means the team does not have to log into five separate portals to track what is happening. Every order is visible, manageable, and dispatchable from a single dashboard. This reduces errors, speeds up fulfilment, and makes it far easier to stay on top of SLA deadlines across channels.
SLA stands for Service Level Agreement. In e-commerce, it is the deadline within which a seller must confirm, pack, and dispatch an order after it is placed. Every marketplace, Amazon, Flipkart, Myntra, Nykaa, sets its own SLA rules, and missing them has consequences: financial penalties, lower visibility in search rankings, and in repeated cases, suspension of seller listings. Fynd OMS monitors these deadlines automatically and alerts the operations team before a breach occurs.
FBA stands for Fulfilment by Amazon. When a brand uses FBA, they send stock to Amazon's warehouses in advance, and Amazon handles storage, packing, and shipping when an order comes in. This means part of a brand's inventory lives inside Amazon's system, outside their own warehouse. For brands like the stationery brand that use FBA alongside their own warehouses, a unified inventory system is what keeps stock counts accurate across every location and prevents overselling on non-FBA channels.
A WMS, or Warehouse Management System, maintains a single real-time inventory count that is synced to all connected sales channels simultaneously. When a unit is allocated to an order on one channel, that reduction is reflected everywhere else instantly. Without this unified sync, each channel operates on its own stock count, which can diverge quickly during high-volume periods, leading to orders being confirmed for stock that no longer exists. Fynd WMS eliminates this risk by maintaining one version of the truth across all channels at all times.
Order hopping is the automatic reassignment of an order to a different warehouse when the originally assigned location cannot fulfil it, due to a stockout, a capacity issue, or an operational delay. Without it, a single warehouse being out of stock on an item results in a cancellation, a poor customer experience, and a potential marketplace penalty. Fynd OMS handles this reassignment automatically, without anyone on the operations team needing to intervene.
Without barcode scanning, pickers rely on paper lists and memory, which leaves room for human error, especially for a brand like the stationery brand selling multiple variants of similar products across colours, sizes, and pack quantities. With barcode-based picking, every item is scanned as it is collected and checked against the order before packing. If the wrong item is scanned, the system flags it immediately. This reduces mis-picks, wrong shipments, and the returns that follow.
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