Build an FMCG system around your beats, your distributors and your schemes.
An FMCG company sells almost nothing directly. The distributor buys, the sales officer books, the retailer stocks it, and a consumer picks it off a shelf that nobody from your office has stood in front of.
Between those four sit a beat plan, a price list, a scheme, a damage claim and a stock and sales statement that reaches you late. Most of it moves on WhatsApp, in Excel, and inside billing software that the distributor owns.
What GullySystem can build for you sits across that gap. It covers primary sales, secondary sales, the app the officer carries down the market, and a retailer list that does not depend on somebody remembering to send it.
Consumer goods businesses we can build for.
A single-region snack brand and a national personal care company distribute in completely different shapes, and the network decides the build rather than the category. This page is written for the brand that owns the stock. If you buy and resell, the distributors and dealers page is yours. A milk business with procurement routes should start at the dairy businesses page.
- FMCG companies
- Packaged food brands
- Savoury snack manufacturers
- Biscuit and bakery brands
- Confectionery companies
- Spice and seasoning brands
- Edible oil companies
- Beverage companies
- Personal care brands
- Home care and cleaning brands
- Herbal and wellness brands
- Regional and single-market brands
- New consumer brands going into general trade
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.
Distributor network
One record per distributor, and not a folder, a ledger and a phone number.
- Distributor profile and firm details
- Tax ID, business registration and food licence details
- Territory and towns covered
- Appointed brands and divisions
- Warehouse and delivery vehicles
- Salesmen employed by the distributor
- Credit terms and security deposit
- Price list applicable
- Opening and closing stock
Appointing a new distributor
- Enquiry
- Market assessment
- Documents
- Approval
- Agreement
- Masters created
- Opening stock
- First order
The credit terms and deposit a distributor gets are a commercial decision, and the system records what you decide rather than deciding it.
Beat plans and journey cycles
A beat is a day of a market, and a cycle is how often you come back to it.
- Beats by town and area
- Outlets on each beat
- Day of the week
- Weekly and fortnightly cycles
- Sales officer assigned
- Distributor salesman mapped to the beat
- Beat sequence
- Coverage plan against outlet universe
- Beat changes and approvals
A beat plan built once and never revisited goes stale. The system can show which outlets have not been billed in three cycles so the plan gets corrected.
The field sales app
What the officer carries through a market: a phone in one hand and a sample pack in the other.
- Today’s beat and outlet list
- Outlet history and last order
- Product catalogue with images
- Current price list
- Live schemes for the outlet
- Order booking
- Stock check at the counter
- No-order reason
- Outlet photographs
- New outlet addition
- Payment collection
The app has to work in a basement grocery store with no signal and sync when the officer walks back into the street. That is a build decision, not a setting.
Market working
- Day start
- Beat selected
- Outlet visit
- Order or no order
- Next outlet
- Collection
- Day close
- Report to the distributor
Retailer and outlet management
The outlet universe is the asset, and it should not leave with a sales officer who resigns.
- Outlet name and owner
- Address and location
- Outlet type and class
- Beat and territory
- Distributor serving it
- Tax ID where registered
- Phone number
- Buying history
- Average order lines
- Last billed date
Why an outlet did not order
A no-order visit is recorded with a reason, which shows whether the problem is price, stock or service.
- Stock still available
- Shop closed
- Owner not present
- Payment pending
- Price objection
- Competitor scheme running
- Product not moving
- Space not available
Primary sales
Company to distributor, which is the only part your own books see today.
- Distributor purchase orders
- Order approval
- Stock availability
- Invoice
- Transport document details
- Dispatch and vehicle
- Goods received confirmation
- Short and damaged receipt
Secondary sales
Distributor to retailer, which is where the brand is actually sold and where your visibility usually stops.
- Orders booked by the field force
- Distributor invoices to retailers
- Outlet-wise and SKU-wise sales
- Beat-wise sales
- Billed and unbilled outlets
- Lines per bill
- Repeat and new outlets
Reading secondary sales out of a distributor’s existing billing software depends entirely on what that software will export. We check it distributor by distributor rather than assuming one format.
Distributor stock and sales statement
- Opening stock
- Purchases from the company
- Secondary sales
- Returns and damages
- Closing stock
- Days of stock cover
- SKUs out of stock
- Statement submission status
A stock and sales statement that arrives on the fourth of the month is a report about history. Daily capture is the reason to build this.
Product catalogue
- SKU code and description
- Brand and division
- Pack size and units per case
- Case and piece weight
- MRP
- Tariff code and tax rate
- Shelf life
- Barcode
Price lists
Prices differ by state, by channel and sometimes by one large buyer.
- Distributor price
- Retailer price
- MRP
- State-wise price lists
- Channel-wise pricing
- Special pricing for institutions
Schemes and trade offers
Every scheme you run has to be applied at the invoice, remembered at claim time, and defended three months later.
- Quantity schemes
- Free goods schemes
- Value-based discounts
- Combination and bundle offers
- Display schemes
- Retailer loyalty offers
- Scheme period and territory
- SKU applicability
What a scheme is allowed to be is a commercial and legal decision your team and your trade terms make. The system applies what you define and does not judge it.
Claims and credit notes
The distributor claims, somebody verifies, and accounts settles. The verification step is where the money is.
- Claim raised
- Documents attached
- Scheme verification
- Sales verification
- Approval
- Credit note
- Settlement
- Scheme claims
- Damage claims
- Expiry claims
- Freight claims
- Display and visibility claims
- Claim ageing
Damages, returns and near-expiry
- Return request
- Batch and manufacturing date
- Reason for return
- Field officer verification
- Photographs
- Pickup
- Destruction or disposal record
Near-expiry visibility only works if distributors report batch-wise stock. Where they will not, the system can only show what was dispatched and when.
Dispatch and logistics
- Order to dispatch status
- Loading and vehicle details
- Consignment note number
- Transporter
- Transport document
- Expected delivery date
- Delivery confirmation
Depots and warehouses
- Depot-wise stock
- Batch and manufacturing date
- Stock transfers between depots
- Goods receipt
- Pick and pack
- Physical stock count
- Stock adjustments
Van sales
Where you sell off the vehicle instead of booking today and delivering tomorrow.
- Van loading
- Stock on the van
- Invoice at the counter
- Cash, card and wallet collection
- Returns to the van
- Route settlement
- Unloading and reconciliation
Collections and outstanding
- Distributor outstanding
- Retailer credit
- Ageing buckets
- Cheque and bank transfer receipts
- Collection by sales officer
- Cash deposit confirmation
- Credit limit blocks
Targets and incentives
- Targets by SKU, brand and division
- Targets by territory and officer
- Monthly and quarterly targets
- Achievement against target
- Coverage and productivity measures
- New outlet targets
- Incentive calculation
Incentive rules in this trade change every quarter. The rules can be made editable by your sales head instead of needing a code change each time.
Merchandising and visibility
The rack, the cooler and the strip above the counter, all of which you paid for.
- Display contracts by outlet
- Visibility elements supplied
- Visicooler and rack tracking
- Photographs from the beat
- Audit by the field officer
- Contract period
- Payout against compliance
Field force attendance and expenses
- Day start and day end
- Location at day start
- Leave
- Outlets covered against plan
- Travel and daily allowance
- Expense claims with bills
Distributor portal
So that ordering is not a phone call to your office at half past nine.
- Place orders
- View price lists and schemes
- Order and dispatch status
- Invoices and credit notes
- Ledger and outstanding
- Raise claims
- Upload stock and sales statement
A dealer who only wants to place his order, see his price list and read his own ledger may not need a new build at all. The ready Wholesale and B2B Ordering Software does that already, with the credit check applied as the order goes in.
Modern trade and institutions
A supermarket chain buys nothing like a corner grocery store does, and the paperwork says so.
- Chain and store masters
- Purchase orders from the chain
- Store-wise dispatch
- Listing and article codes
- Trade terms and margins
- Deductions and short payments
- Reconciliation against the PO
Online and quick commerce
- Marketplace orders
- Quick commerce dark store orders
- Your own consumer store
- Stock allocation to online channels
- Returns
- Settlement reconciliation
What can be read back from a marketplace or a quick-commerce portal depends on the feeds and reports that portal chooses to give a seller. Each platform is checked separately.
Management dashboards
The screen a sales review opens with, so the first minutes are not spent agreeing whose number is right.
- Primary and secondary sales
- Sales by brand, SKU and division
- Territory and distributor performance
- Beat coverage
- Billed outlets against outlet universe
- New outlets added
- Lines per bill
- Stock cover at distributors
- Scheme spend by territory
- Claim ageing
Alerts worth having
- A distributor stock-out on a top SKU
- An outlet unbilled for three cycles
- A claim pending beyond your limit
- Credit limit crossed
- Scheme ending this week
- Near-expiry stock in the market
What it connects to
- QuickBooks, Xero and other accounting software
- Tax filing and transport document systems
- Distributor billing software
- WhatsApp and SMS
- Payment gateways and mobile wallets
- Transporter systems
Most distributor billing packages in this trade export a file rather than offer an API. We open one of your actual export files before anything is promised.
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
- Market working
- Outlet visit
- Order booking
- Distributor billing
- Delivery
- Collection
- Secondary sales capture
- Stock and sales statement
- Claim
- Credit note
- Dashboards
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
Distributors and primary sales
Distributor masters, products, price lists, orders, invoices and dispatch. Your own books and your own stock, first.
- 2
The field force
The sales app, beat plans, the retailer list and order collection at the counter.
- 3
Schemes, claims and money
Scheme definition, automatic application, claim verification, credit notes, collections and outstanding by distributor.
- 4
Channels and analytics
Modern trade, online channels, merchandising, incentives and the dashboards a sales review runs on.
How a build actually runs.
- 01
Understand
We walk a beat with one of your sales officers.
- 02
Map
Divisions, territories, distributors, beats, outlets, schemes, claims and the places where a number is typed twice.
- 03
Design
The app screens are drawn for an officer standing in a doorway, and the office screens for someone with a keyboard.
- 04
Build
Distributors and orders are built before anything clever, so the field team has something real to open early.
- 05
Test
One territory runs on it for a full cycle, including a claim settlement, before anyone else sees it.
- 06
Deploy
Territory by territory, with the distributors and the field force trained separately, because they need different things.
- 07
Improve
New channels, new schemes and the reports the sales head asks for after his first month with the dashboard.
What you bring, and when.
The build moves at the speed of the answers. These are the things we ask for, in the order we ask.
- 01
Distributor lists, beat plans and sales reports
Share the distributor master, a beat plan, primary and secondary sales reports, and the stock statement format your distributors send. The design rests on these.
- 02
Sales, supply chain and finance owners
Field sales, supply chain and finance each hold part of the picture. A regional lead can speak for each. The national head settles clashes.
- 03
Scheme definitions and claim rules
Schemes, targets and distributor claim rules must be fixed as work proceeds. Area managers test the field app on real beats. Their notes drive changes.
- 04
Outlet lists and distributor connections
Outlet lists, distributor opening stock and access to their billing software are needed ahead of launch. The head of sales approves each region.
Systems we can put together for you.
- Distributor management systems
- Field sales applications
- Beat planning and coverage systems
- Secondary sales capture platforms
- Retailer ordering apps
- Scheme and claim management systems
- Van sales applications
- Distributor portals
- Merchandising audit apps
- Sales force automation platforms
- Depot and warehouse systems
- Sales dashboards and analytics
- Modern trade order management
- Multi-tenant distribution SaaS platforms
Questions owners ask before starting.
What is distributor management software?
It is the system that holds your distributors, their stock, their secondary sales, their claims and their outstanding in one place. Without it, all of that lives in the distributor’s own software and reaches you as a file.
Can the field sales app work without internet?
Yes. Orders, outlet data and stock checks can be captured offline and synced when signal returns. Markets with thick walls are the normal case, not the exception.
Can we capture secondary sales from our distributors?
Sometimes directly, sometimes through the field app instead. It depends on what the distributor’s billing software exports and whether he is willing to share it. We check that before designing around it.
Can schemes be applied automatically on the invoice?
Yes. Scheme rules are defined by SKU, period, territory and channel, and the invoice applies them. The claim later is then checked against the same rule rather than against memory.
Can it handle beat plans and journey cycles?
Yes. Beats, outlets, days and cycles are set up per territory, and coverage against the plan becomes a report rather than an argument.
Can our accounting software stay in use alongside it?
Yes. Primary invoices and the credit notes raised against schemes post to your accounting software, and the distributor-level detail stays in the new system.
Can distributors place orders themselves?
Yes, through a portal or an app. Orders land in the same queue as the ones your officers book, with the same stock check and the same price list behind them.
Can we track schemes spend by territory?
Yes, once schemes are defined in the system and not announced on WhatsApp. That change in habit is often harder than the software.
Do we need all of this to start?
No. Most brands start with distributors, orders and the field app, then add schemes, claims and analytics once the field force has settled.
Can it be sold to other FMCG companies later?
Yes, if that is the aim from the start. Another brand will not use your scheme structure or your beat plan, so a product version has to make both a setting rather than a fixture.
What will this not fix?
It will not make a distributor invest in your brand, and it will not tell you why a competitor’s scheme is working. It gives you the numbers early enough to ask.
How we work with this trade.
Ready products for this work.
If one of these fits, it is cheaper and faster than building from scratch. We will say so.
Build the distribution system your brand runs on.
Distribution is not a spreadsheet problem. The question is knowing, on Tuesday, which outlets were meant to be billed and were not.
Draw us your network as it stands today: the stockists, the distributors and the beats under them. Most of this begins at the claim register, because that is the number your distributor argues about every month.
Tell us how your fmcg companies runs today.
We will tell you what can be digitised, what can be connected, what is worth automating, and what you should leave alone.
What happens after you share your requirements
- A senior engineer reads your answers. Nobody phones first.
- Within one business day you get a written note: what we understood, what we would start with, and the questions we still have.
- If it fits, a proposal follows with the order of work, what we need from you and what you receive at each step.
- No call is booked and nothing is paid until you have read the note. Your details stay with us.
Start with your requirements
Seven short steps that tell us what you need. A senior engineer reads them before anyone gets in touch.
Share your requirements