How Fynd helped RCPL run one backbone for India's biggest FMCG distribution network

What does it take to get a bottle of Campa or a pack of Independence staples from a factory floor to a shop shelf every day across a country this size? It’s not just one truck or one order form. It involves thousands of distributors, field workers on daily routes and coolers in shops that must be tracked, serviced and accounted for. 

Reliance Consumer Products (RCPL) built this system quickly and Fynd created the platform behind it.

The problem: Growth was outrunning the paperwork

RCPL grew fast into one of India’s largest FMCG distributors. But much of their work was still manual - phone orders, paper plans and coolers that were hard to track after leaving the warehouse. Some key challenges were: 

Manual, disconnected workflows

Phone orders and paper plans cannot keep up with fast growth.

No visibility into physical assets

Coolers move between warehouses and shops, but without tracking, RCPL did not know where they were or if they worked.

Two businesses, two rules

Beverage and non-beverage goods use different distributor networks and rules. Any system had to respect this.

Many stakeholders, little shared data

Distributors, field reps, managers, back office and service teams all needed access. Without the right design, this means multiple disconnected tools.

The solution: Many front doors, one backbone

RCPL and Fynd built a single platform handling pre-sales, van sales, distributor management, cooler tracking, pricing & promotions and sales force automation - all sharing one data layer. Each user gets a tailored entry point to the same system.

Field-first ordering

Sales officers onboard retailers in the field via an app using OTP verification and store photos, carrying the retailer’s order plan.

A distributor hub with more than orders

Distributors see secondary orders and can accept or change them. Primary orders have guided workflows with credit checks.

Assistance when needed

Area managers can place orders for distributors using the same tools.

Cooler tracking with a paper trail

Cooler moves go through multi-step approvals so location and status are always known.

Control where needed

RCPL’s team uses an admin portal to manage pricing, onboarding, and fix data issues.

Built to keep shipping while evolving

One team maintains and improves the current platform, while another builds its future AI-powered replacement, so daily work never stops.

The impact: a single order, one connected journey

Now, one order passes through almost every part of the platform before reaching the shelf. Retailers onboard in the field, distributors pick and approve orders with automatic invoices and picklists. Cooler moves follow full approval chains without phone follow-ups.

Pre-sales at a serious scale

Covers most distributors and routes, handling a large share of orders.

Shipping, not standing still

Frequent updates include one that removed many field visits by moving cooler checks to the back end.

One data layer, many teams

Pre-sales, van sales, distributor mapping, cooler tracking, ordering, pricing and promotions all run on the same backbone.

RCPL did notneed another app added to its scattered system of spreadsheets and calls. They needed one system for the whole distribution business - beverage, non-beverage, field and back office. That is what Fynd built: a flexible backbone with tailored access for each user, keeping all data connected.

Running distribution at this scale? Let's build your backbone.

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