How Fynd built the platform running one of India's largest FMCG distribution networks

One backbone, Many front doors: The RCPL platform

Reliance Consumer Products moves a massive share of India's FMCG volume through distributors, field reps and a nationwide fleet of tracked coolers - all running on one platform Fynd built and still runs.

The challenge

Reliance Consumer Products, the FMCG arm behind brands like Campa and Independence, grew into one of the country's largest FMCG distribution businesses in just a few years. Getting a beverage or a packet of staples from a factory to a shop's shelf at that scale runs through a vast network of distributors, a field force walking daily beats, and physical assets like coolers sitting in stores across the country. Most of that used to run on manual work - phone orders, paper beat plans, coolers that were hard to trace once they left a warehouse - a setup that couldn't keep pace with growth moving that fast.

The business also isn't one thing. Beverage and Non-Beverage (staples, personal care and more) run through different distributor networks with different rules, and every stakeholder in the chain - the distributor, the field rep, the area manager, the back-office team approving asset requests, the service providers installing coolers - needed their own way into the system, without ending up as a pile of disconnected tools that don't share the same data.

The solution

Fynd built a digital platform to run end to end - Pre-Sales, Van Sales, a full Distributor Management System, a Cooler Tracking System, Pricing & Promotions, and Sales Force Automation, delivered across several parallel teams. Rather than force everyone through one interface, the platform exposes a handful of purpose-built entry points that all read from and write to the same backbone.

Delivery itself runs on two tracks at once: one team stabilises and hardens the existing production stack, shipping into live use every cycle, while a second is already architecting the long-term replacement - a dedicated, AI-native FMCG operating system - so day-to-day delivery doesn't stall while the bigger rebuild gets designed.

Several teams, one backbone

Pre-Sales and Van Sales for the beverage business, distributor mapping and beat management for the wider field force, cooler tracking for physical assets, distributor ordering across every segment, and pricing and promotions, all against the same data layer instead of a scatter of disconnected systems.

Already at serious scale

Pre-Sales alone covers the large majority of distributors and routes a substantial share of order volume; the platform as a whole is in test across a broad, combined pool of primary and secondary order coverage.

Shipping in place, not standing still

A steady stream of releases went to production across multiple workflow areas in a single recent cycle, including a change that eliminated a large volume of physical field visits by moving asset verification to the back end.

How it works

A single order can touch most of the platform's surfaces before it's fulfilled:

1. A channel sales officer onboards a retailer in the field through the CSO app - OTP-verified mobile number, a photo of the store.

2. That retailer places a secondary order, or the CSO places it for them, against a beat plan built into the same app.

3. The distributor sees the order land on the Distributor Platform and can accept it, modify it, or reject it.

4. For their own primary order, the distributor works through a guided, multi-step flow with fulfilment guidance and a live credit-balance check - or an area sales manager places it on their behalf through Saarthi, an assisted-ordering layer.

5. Once approved, invoices and picklists generate at the order or beat level.

6. If a cooler needs to move, the Cooler Tracking System runs the request through a multi-stage, multi-role chain, from approval to installation to sign-off.

7. Behind all of it, RCPL's own team uses the Admin Portal to set pricing and scheme rules, manage onboarding, and run data-correction scripts when something needs fixing at the source.

Under the hood

The platform runs as one data backbone behind a set of purpose-built surfaces:

Admin portal

RCPL's business and L1 ops console - bulk uploads, onboarding, pricing and scheme rule setup, article-market mapping, and data-correction scripts.

Distributor platform

The primary-ordering and secondary-order hub, with fulfilment guidance, live credit checks, and invoice and picklist downloads.

CSO App

The field tool channel sales officers actually carry - retailer onboarding, beat plans, category browsing, and off-beat ordering.

Saarthi

Lets an area sales executive or manager place a primary order on a distributor's behalf, with the same cart, scheme and balance checks the distributor would see.

CMS Platform

Where the article catalogue itself gets authored and maintained, down to category-specific templates and attribute setup.

CTS

A multi-stage, multi-role workflow for tracking physical assets - the same system responsible for a large fleet of coolers pan-India and meaningful asset-loss avoidance.

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