Build a distribution system around your beats, your schemes and your dealers.
A distribution business turns on two numbers that almost never sit in the same place. What you billed your dealers, and what those dealers actually sold. The first is in Tally, the second in a field officer’s notebook.
Between the two sit beat plans, credit days, scheme claims, expiry returns, and the lorry that left with the wrong cartons. Packaged distribution software has a firm opinion about all of it, and the opinion is rarely yours.
GullySystem designs distribution software around your own beats, rate structures, scheme rules and settlement terms, with a dealer ordering portal sitting in front of them.
Distribution businesses we can build for.
A single-brand appliance dealer and a fourteen-godown FMCG distributor argue with their principals about completely different things. Which of those arguments you are having decides the shape of the system. Pharma stockists are covered separately, because batch and expiry rules change the whole system.
- FMCG distributors
- Packaged food and beverage distributors
- Electronics and appliance distributors
- Appliance and electronics dealers
- Building material dealers
- Paint and hardware dealers
- Sanitaryware and tile dealers
- Electrical goods distributors
- Automotive spare parts distributors
- Tyre and lubricant distributors
- Agri input and seed dealers
- Industrial goods distributors
- Stationery and office supply distributors
- Super stockists
- Carrying and forwarding agents
- Multi-brand dealers
- Exclusive brand outlets
- Sub-dealer and retailer networks
- Wholesale traders
- Cash-and-carry businesses
- Distribution houses with godowns in several districts
The modules, and what each one covers.
Nothing here is a fixed package. Each module is built, left out or changed to match how your organisation already works.
Dealer and retailer master
One record for a dealer, instead of four spellings of the same shop name in four places.
- Dealer code and firm name
- Shop and billing address
- GSTIN and PAN
- Owner and purchase contact
- Beat and territory
- Category and channel
- Price list applicable
- Credit limit and credit days
- Security deposit
- Outstanding balance
- Order and payment history
- Scheme eligibility
- Documents
Where the same dealer already exists twice in Tally, merging the two records is part of the data work, not an afterthought.
Beat plans and territory coverage
The list a field officer is supposed to cover on a Tuesday, and what he actually covered.
- Beats and routes
- Dealers on each beat
- Visit frequency
- Day-wise beat plan
- Field officer assignment
- Planned and actual coverage
- Productive and unproductive calls
- Missed dealers
- New dealer additions
- Territory reassignment
Order booking in the field
The officer stands in the shop, takes the order on a phone, and the godown sees it before he reaches the next shutter.
- Dealer selection from the beat
- Live stock at the godown
- Applicable price list
- Scheme applied automatically
- Order quantity by case and piece
- Credit check before confirmation
- Order value and taxes
- Order confirmation to the dealer
- Visit notes
- Working offline and syncing later
Offline booking depends on the phone and the reception in that market. A godown with a thick basement wall is still a thick basement wall.
Dealer ordering portal
Some dealers would rather order at eleven at night than wait for a visit.
- Dealer login
- Catalogue with images
- Dealer-specific rates
- Live stock
- Running schemes
- Repeat last order
- Order status
- Invoices and challans
- Ledger and outstanding
- Credit note history
- Raise a complaint
- Download price lists
If ordering is most of what you need, look at our ready wholesale and B2B ordering product before commissioning anything. Buying beats building when the fit is close.
Secondary sales
What moved out of the dealer’s shop, not only what moved out of your godown.
- Dealer closing stock
- Secondary billing capture
- Retailer-wise offtake
- Product-wise offtake
- Slow and fast movers
- Stock cover at the dealer
- Sell-in against sell-out
- Market returns
- Territory comparison
Secondary data is only as good as what the dealer is willing to share. Where he will not share, the system records the gap instead of inventing a figure.
Schemes and offers
Quantity schemes, value schemes, combination offers, free goods, festival offers and the ones the principal announced on a Thursday.
- Scheme definition and rules
- Product and category applicability
- Dealer and channel applicability
- Slab-based quantity schemes
- Free goods
- Value discounts
- Turnover discounts
- Start and stop dates
- Automatic application at billing
- Scheme cost tracking
- Scheme performance
Claims against the principal
The money you are owed for schemes you already passed on.
- Scheme passed to dealer
- Qualifying invoices gathered
- Claim prepared
- Submitted to principal
- Approved or queried
- Credit note received
- Matched and closed
Whether a claim can be filed straight into the principal’s own portal depends on what that portal allows. Most still want a file and a covering mail.
Rate structures
Retail rate, dealer rate, project rate, and the rate that one old customer has always been given.
- Multiple price lists
- Dealer-wise pricing
- Channel-wise pricing
- Slab and quantity pricing
- Special approvals
- MRP and landing cost
- Margin visibility
- Rate revision history
- Effective dates
Stock across godowns
- Item master and SKU codes
- Godown-wise stock
- Rack and bin location
- Opening and closing stock
- Stock transfers between godowns
- Damaged and saleable segregation
- Physical count and adjustment
- Reorder levels
- Ageing stock
- Stock valuation
Batch, expiry and serial numbers
A food distributor thinks in batches. An appliance dealer thinks in serial numbers. The same module holds both.
- Batch numbers
- Manufacturing and expiry dates
- Near-expiry alerts
- First-expiry-first-out picking
- Serial number capture at inward
- Serial number on the invoice
- Warranty start date
- Batch-wise recall lists
Picking, loading and dispatch
- Order approved
- Pick list
- Picking and packing
- Loading sheet
- Vehicle and driver
- Delivery
- Proof of delivery
- Route-wise load planning
- Crate and carton counts
- Short supply recorded at loading
- Driver handover
- Delivery confirmation with signature or photo
Invoicing, e-way bills and documents
- GST invoices
- Delivery challans
- E-way bill generation
- Lorry receipt details
- Credit and debit notes
- Cancellations and revisions
- Document copies against each order
- Bulk printing for the morning dispatch
E-way bill generation runs through the government portal using your own credentials, and it moves at whatever speed that portal is moving that morning.
Credit and collections
Friday afternoon, and somebody has to decide which dealer gets a call and which one gets a visit.
- Credit limit and credit days per dealer
- Invoice-wise outstanding
- Ageing buckets
- Overdue list by beat
- Cheque and UPI collection entry
- Cheque bounce record
- Part payments
- Collection against a specific invoice
- Blocked dealers
- Ledger statement to the dealer
Returns, damages and expiry
- Return request from dealer
- Reason and approval
- Pickup from the shop
- Saleable and damaged sorting
- Credit note
- Expiry returns to principal
- Breakage and leakage records
- Return value by dealer and product
How much of a damaged return the principal finally accepts is their commercial decision. The system records what was sent and what came back.
Buying from the principal
- Requirement
- Purchase order
- Principal dispatch
- Goods receipt
- Shortage and damage noted
- Purchase invoice
- Payment
- Replenishment suggestions from sales
- Minimum order quantity
- Pending purchase orders
- Landed cost including freight
- Supplier ledger
Field force application
What the officer needs on a phone, standing in a shop, with the owner already half distracted.
- Today’s beat
- Dealer details and last order
- Outstanding at the counter
- Order booking
- Collection entry
- Shop stock check
- Competitor activity notes
- Shop photographs
- Attendance and visit check-in
- Day summary
Targets and incentives
- Monthly targets by officer
- Targets by territory
- Targets by brand and category
- Achievement against target
- Coverage targets
- New dealer targets
- Collection targets
- Incentive calculation
- Payout records
Installation, demo and service calls
For durables, the sale is not finished when the box leaves the godown.
- Installation request
- Demo visit
- Technician assignment
- Brand service centre reference
- Visit status
- Customer confirmation
- Pending installations by area
- Complaints and follow-ups
Warranty and after-sales records
- Serial-wise warranty
- Purchase date and dealer
- Extended warranty
- Replacement records
- Defective returns to principal
- Service history against the unit
Sub-dealers and the retailer network
Where you sell through sub-dealers, they need the same discipline you give your own counter.
- Sub-dealer master
- Territory mapping
- Sub-dealer pricing
- Orders and dispatch
- Outstanding and limits
- Scheme pass-through
- Stock declaration
- Performance by sub-dealer
Accounts and Tally
Most distributors are not leaving Tally, and they should not have to.
- Sales and purchase entries
- Credit and debit notes
- Receipts
- Dealer ledgers
- GST data
- Export to accounting software
- Reconciliation reports
Two-way sync with Tally depends on the version you run and the connector it allows. We check yours before committing to it.
Multiple godowns and branches
- Branch-wise sales
- Godown-wise stock
- Branch-wise collections
- Territory performance
- Inter-branch transfers
- Branch expenses
- Consolidated reporting
What the owner opens on the first of the month
- Primary sales
- Secondary sales
- Product and brand movement
- Beat and territory performance
- Field officer productivity
- Dealer-wise growth
- Dormant dealers
- Outstanding and ageing
- Scheme cost against sales
- Claim status with each principal
- Stock cover in days
- Returns and damages
Who logs in, and what they see
- Owner
- Sales manager
- Area sales officer
- Field officer
- Godown in-charge
- Billing staff
- Accounts team
- Collection staff
- Service coordinator
- Dealer
- Sub-dealer
WhatsApp, SMS and email
- Order confirmation
- Dispatch and vehicle details
- Invoice copy
- Payment reminder
- Ledger statement
- New scheme announcement
- New product launch
- Near-expiry alert to the dealer
A retailer wants his ledger and his pending cheque, and both travel well as a short fixed message. Your salesman will keep chatting from his own phone, and nothing you install will stop him.
Integrations
- Tally and accounting software
- GST and e-way bill portals
- Payment gateways and UPI
- SMS and WhatsApp providers
- Courier and transporter systems
- Principal ordering portals
- Existing billing software
- Barcode and serial scanners
A principal’s portal usually has no way in for outside software. Where that is true, we say so rather than promising a connector that cannot exist.
One connected workflow, end to end.
Every stage below can sit in one system, so nobody re-enters what the last stage already captured.
- Beat plan
- Dealer visit
- Order booking
- Credit check
- Picking
- Invoice and e-way bill
- Dispatch
- Delivery confirmation
- Collection
- Secondary sales capture
- Scheme claim
- Replenishment
- Analytics
You do not have to replace everything at once.
Each phase is usable on its own, so the system earns its place before the next part is built.
- 1
Orders and billing
Dealer master, price lists, order booking, stock, invoicing and e-way bills. The system pays for itself the day the billing counter stops retyping orders.
- 2
Field and portal
Beat plans, the field officer’s phone, the dealer ordering portal and delivery confirmation, so orders stop arriving as voice notes.
- 3
Money and claims
Credit limits, collections, ageing, returns, scheme definitions and the claim file that goes to each principal.
- 4
Secondary sales and reporting
Dealer offtake, targets, incentives, dashboards and whatever integrations are worth the trouble.
How a build actually runs.
- 01
Understand
We spend a day with the billing counter, the godown and one field officer on his beat, because those three rarely describe the same business.
- 02
Map
Products, price lists, schemes, beats, credit terms, godowns and the points where a paper document currently carries the information.
- 03
Design
Screens drawn for the people who will use them, which means the order screen is designed for a phone held one-handed.
- 04
Build
Modules in the order that clears the biggest daily pain first, usually billing and stock.
- 05
Test
Your own team bills a real day through it, schemes and all, before anything replaces the existing process.
- 06
Deploy
Go-live with the masters cleaned, the opening balances loaded, and the field team trained on their phones rather than on a laptop.
- 07
Improve
Secondary sales, incentives and analytics once the daily cycle is running without anybody watching it.
Systems we can put together for you.
- Distributor management systems
- Dealer management systems
- Secondary sales platforms
- Dealer and retailer ordering portals
- Field force applications
- Van sales applications
- Scheme and claim management software
- Godown and inventory systems
- Collection and credit control software
- Distribution CRM
- Service and installation tracking
- Multi-branch distribution platforms
- Management dashboards
- Multi-tenant distribution SaaS platforms
Questions owners ask before starting.
What is a dealer management system?
It is one system holding your dealers, their rates, their orders, their stock, their outstanding and their claims. The alternative is a billing package plus four spreadsheets plus a group chat.
Can dealers place their own orders?
Yes, through a portal or an app with their own rates, live stock and running schemes. Our ready ordering product may already do it, so look there before you commission a build.
Can the system track secondary sales?
Yes, where your dealers will share their offtake or let a field officer record closing stock. No software can pull numbers out of a dealer who refuses to give them.
Can schemes be applied automatically at billing?
Yes. Quantity slabs, free goods, value discounts and turnover discounts can be defined with their own dates and applicability, and applied when the invoice is made.
Can we keep using Tally?
Usually yes. Most distributors keep Tally for accounts and use the new system for the operation, with sales, purchase and receipt entries passed across.
Can it generate e-way bills?
It can raise them through the government portal with your credentials. What it cannot do is make that portal faster or available when it is down.
Can field officers book orders without internet?
Orders can be captured offline on the phone and synced when a signal returns. Live stock and credit checks, though, need a connection to be accurate.
Can it handle serial numbers for appliances and electronics?
Yes. Serials are scanned at inward, carried onto the invoice and held against warranty, installation and any defective return to the principal.
Can we run several brands and principals in one system?
Yes. Each principal can have its own products, price lists, schemes, claim formats and reporting, without three separate logins.
Can we start with only billing and stock?
Yes, and most distributors should. Get the daily billing cycle clean first, then add the field app, the portal and the claim workflow.
Can this be built as a product for other distributors?
Yes, but say so before the first screen. Software sold to many distribution houses keeps each one’s principals, dealers and rates sealed off from the rest, and that shapes the database.
How we work with this trade.
Software we already run for this work.
If one of these fits, it is cheaper and faster than building from scratch. We will say so.
Build a distribution system that follows your trade.
A distributor’s month is decided by small things. A claim filed before its date, a cheque collected before it bounces, a near-expiry batch pushed out while it still has value.
Put your principal’s claim statement beside your own. Making those two agree is the job most distributors actually want software for, and it is where we would start before touching anything else.
Tell us how your distributors and dealers runs today.
We will tell you what can be digitised, what can be connected, what is worth automating, and what you should leave alone.
- No obligation
- We reply the same working day
- Your details stay private