Web
React
Builds interactive screens in the browser, such as dashboards, admin panels and portals, that respond instantly as your team works.
Used for
- Web apps
- Admin panels
- Dashboards
- Customer portals
Industries · FMCG
FMCG software development
See secondary sales, scheme spend and outlet coverage without waiting for distributor spreadsheets.
At a glance
The short version
What it is
Route-to-market software for FMCG companies: distributor management, sales force automation, retailer apps and secondary sales visibility.
- What we build
- How it works
- Head office
- Sales force app
- Distributor management system
- Merchandiser
- 1 more
- Runs on
- Android
- Web app
- PWA
- Admin
- Who it's for
For FMCG manufacturers and brands selling through super-stockists, distributors and general trade, as well as modern trade and quick commerce.
- Cost depends on
- Distributor onboarding
- Data volume
- Scheme complexity
Flutter and the related logo are trademarks of Google LLC. We are not endorsed by or affiliated with Google LLC.
How to start
Tell us what you need in your own words. You talk to the developers who would build it and get a written, line-item estimate.
Get a project estimateThe route-to-market problem in FMCG
An FMCG company bills distributors, but its real performance is decided further down the chain: what distributors sell to retailers, and what retailers sell to shoppers. That secondary data usually arrives late, in different formats, from distributors running their own billing software.
We build the systems that close that gap: a distributor management system, sales force automation for field teams, retailer ordering and loyalty apps, and dashboards that tie scheme spend to outcomes. Channels such as ONDC and quick commerce can be added as the brand grows.
Challenges
What slows FMCG sales teams down
Secondary sales blind spots
Distributor data arrives weekly or monthly, too late to correct a territory.
Scheme leakage
Trade schemes and claims are hard to verify against actual retailer purchases.
Field productivity
Reps spend time on paperwork instead of outlet visits and merchandising.
Channel conflict
General trade, modern trade and quick commerce pricing drift out of alignment.
Solutions
Route-to-market solutions for FMCG
Across 3 areas
Ordering portals and apps for manufacturers, distributors and wholesalers, with buyer-specific pricing, credit limits, bulk ordering and ERP sync.
A central order management system that collects orders from every channel, routes them to the right location and tracks them to delivery and payment.
Custom inventory software for multi-location stock, batch and expiry tracking, barcode scanning and marketplace stock sync.
Custom ERP software connecting purchase, inventory, production, sales and GST compliance, alongside your existing accounting system.
Brand-owned online stores for D2C companies, with conversion-focused checkout, retention tools, server-side tracking and multichannel stock sync.
Automations for repetitive back-office work, with AI steps that read, classify and draft, and approvals where decisions matter.
FMCG capabilities we deliver
Distributor management system
Distributor billing, stock and claims in a common format, synced to head office.
Sales force automation
Beat plans, outlet orders, must-sell lists and targets on the rep's phone.
Merchandising audits
Photo capture of shelves and displays with checklists by outlet type.
Scheme and claims management
Schemes defined centrally, applied at order time and validated at claim.
Secondary sales dashboards
Sales by SKU, outlet, beat and distributor, refreshed daily.
How it works
How secondary sales data reaches head office
Each hop down the chain records data in a common format, so the brand sees sell-through daily instead of monthly.
- Head office
Step 1: Brand bills the distributor
Primary sales, price lists and scheme definitions are set centrally and shared with every distributor.
- Sales force app
Step 2: Rep takes outlet orders
Reps follow beat plans, push must-sell lines and book orders with schemes applied at the moment of ordering.
- Distributor management system
Step 3: Distributor bills the retailer
Secondary invoices, stock and claims are recorded in the DMS, or pulled from the distributor's own billing software.
- Merchandiser
Step 4: Shelf audit with photos
Display and shelf photos are captured against a checklist for that outlet type.
- Head office
Step 5: Claims validated
Scheme claims are checked against actual retailer purchases before they are settled, which closes a common source of leakage.
- Sales leadership
Step 6: Dashboards refresh daily
Sales by SKU, outlet, beat and distributor show which territories need attention this week, not next month.
Platforms
FMCG field and head-office platforms
- Mobile
Android app
Apps for Android phones and tablets, tested on budget and mid-range devices and published on Google Play or privately.
- Web
Web application
Browser-based applications with logins, roles and workflows, such as customer portals, SaaS products and internal tools.
- Web
Progressive web app
Installable web apps with offline support and notifications, useful when an app-store listing isn't essential or phones have little storage.
- Back office
Admin dashboard
Back-office panels for operations, support and finance teams: orders, users, content, reports and permissions.
Technology
How we build FMCG systems
Backend
NestJS
A structured way to build back ends on Node.js, so large business systems stay organised, testable and easy to hand over.
Used for
- Business app back ends
- SaaS platforms
- Marketplaces
- Admin panel back ends
Data
PostgreSQL
A reliable database for the records your business runs on: orders, payments, bookings and stock, kept accurate and easy to report on.
Used for
- Orders and customers
- Payments and ledgers
- Stock and inventory
- Bookings
Data
Redis
Keeps frequently used data in fast memory, so apps stay quick on busy days and live features like order tracking feel instant.
Used for
- Faster apps
- Live order status
- Shopping carts
- Job queues and alerts
Mobile
Flutter
Build Android and iOS apps from one shared codebase, so you launch on both platforms faster with a consistent experience.
Used for
- Mobile apps
- Delivery apps
- E-commerce apps
- Booking apps
Cloud & DevOps
AWS
Cloud hosting for your app, website and data, with data centres in India and room to grow when traffic rises.
Used for
- App hosting
- File and photo storage
- Backups
- Busy sale days
Flutter and the related logo are trademarks of Google LLC. We are not endorsed by or affiliated with Google LLC.
Plain-English glossary
FMCG sales terms, in plain English
- Secondary sales
- What your distributors sell on to retailers, as opposed to what you bill distributors (primary sales). It is the truer signal of demand, which is why brands want it daily.
- DMS (distributor management system)
- Software your distributors use for billing, stock and claims in a format the brand defines. It gives head office consistent secondary data across hundreds of distributors.
- SFA (sales force automation)
- The app field reps use for beat plans, outlet orders, targets and audits. It replaces order books and gives managers a record of every visit, not just every order.
- Must-sell line
- A product every outlet of a type should stock, such as a core pack size. Flagging it in the rep's app keeps distribution of key products from quietly slipping.
Product preview
Field, distributor and head-office screens
Sales force app. Reps book orders from the must-sell list with schemes applied automatically, so every outlet gets the same trade terms. 
Distributor portal. Distributors submit scheme claims that are checked against recorded outlet sales and shelf photos, which speeds up settlement and reduces leakage. 
Head-office dashboard. Leadership sees yesterday's sell-through by territory and scheme spend against results, instead of waiting for month-end spreadsheets.
Illustrative preview
Sample screens: names, prices and figures are examples, not client data.
Cost drivers
What drives FMCG software effort
Distributor onboarding
Replacing distributor billing is larger than integrating with it; mixed approaches are common.
Data volume
Outlet counts and daily order lines shape infrastructure, reporting and sync design.
Scheme complexity
Slab, combo and target-based schemes need a tested rules engine.
Estimates are written from your scope, with the effort and assumptions behind each line item.
How pricing worksServices
Services for this industry
The design and engineering services our in-house team combines on projects in this sector.
Custom software development
Software shaped around how your business runs, from approvals and inventory to billing and reports, replacing spreadsheets and disconnected tools.
Mobile app development
Native and cross-platform Android and iOS apps, from first release through regular store updates, built by our in-house designers and engineers.
Web application development
Browser-based products, customer portals, dashboards and internal tools, built on clean data models with secure roles and integrations.
API development
Secure, documented REST and GraphQL APIs, plus integrations that connect your apps to payment, logistics, GST, messaging and business systems.
Admin panel development
Back-office dashboards built around your team's daily tasks: order queues, approvals, catalogue management, payouts, reports and audit logs.
Work
Sample builds
Illustrative projects that show how we would approach a product in this sector.
Delivery app development
Illustrative sampleHyperlocal grocery delivery platform
An illustrative platform for neighbourhood grocery stores: slot or express delivery, store picking, batched delivery runs, and payment by UPI or cash on delivery.
- Retail
- Mobile + web platform
Runs on
- Android
- iOS
- Cross-platform
- Admin
Built with
- Flutter
- NestJS
- PostgreSQL
- Redis
- AWS
- +1 more
E-commerce & marketplaces
Illustrative sampleB2B wholesale ordering app
An illustrative ordering app for a distributor's retailers and sales team, with tier pricing, credit limits, trade schemes and GST invoicing.
- B2B commerce
- Mobile app + web admin
Runs on
- Android
- iOS
- Cross-platform
- Admin
Built with
- React Native
- Node.js
- PostgreSQL
- Redis
- AWS
- +1 more
FAQ
Frequently asked questions
Do our distributors have to replace their billing software?
Not necessarily. Some FMCG companies provide a full distributor management system that replaces local billing; others let distributors keep their software and collect data through integrations, uploads or a lightweight portal. Replacement gives cleaner data but needs more training and support. We often suggest a mixed approach: the DMS for new or smaller distributors, integrations for large ones already on stable systems.
Can the sales app handle thousands of outlets and SKUs?
Yes, with the right design. We sync only each rep's beat and relevant price lists to the phone, use search and pagination instead of loading everything, and keep heavy reporting on the server. Load testing before rollout covers peaks such as month-end, when order volumes spike across the whole field force at the same time, so sync queues and APIs are sized for them.
Can you help us sell through ONDC or quick commerce platforms?
ONDC listing works through a seller-side network participant, and we can build or integrate the catalogue, inventory and order flows needed to connect through one. Quick commerce platforms usually work through their own seller portals and purchase orders. In both cases the software task is keeping catalogue data, pricing and stock allocation consistent with your other channels, which we build into the same backend.
Next step
Need clearer secondary sales data?
Share how distributors report to you today. We'll propose a route-to-market setup and rollout plan.