Godfrey Phillips India – Digitizing Secondary Sales Operations

Godfrey Phillips India
Last-Mile Delivery & Inventory Solution

Customer Overview

Godfrey Phillips India Limited (GPI) is one of India's largest FMCG companies, known for its iconic cigarette brands such as Four Square, Red & White, Cavanders, Stellar, Focus, and Originals International. GPI also manufactures and distributes Marlboro in India under an arrangement with Philip Morris.

Business Challenges

GPI faced significant challenges in managing its extensive secondary sales network. The lack of integrated systems and real-time visibility created operational bottlenecks that impacted sales performance and supply chain efficiency.

Fragmented visibility across the sales network, making it difficult to track real-time distributor and retailer performance.
Manual reporting mechanisms led to delayed data consolidation and inaccurate forecasting.
Limited integration between sales, distribution, and inventory systems, resulting in inefficiencies across the value chain.
Inconsistent inventory tracking created challenges in maintaining optimal stock levels across regions.
Lack of unified analytics to evaluate sales trends, distributor performance, and SKU-level profitability.
Business Challenges

Our Solution

Triazine partnered with GPI to design and implement a Secondary Sales Management Platform, transforming how the company tracked and optimized post-primary sales operations. The solution unified distributors, retailers, and field teams on a single, integrated digital ecosystem.

Key Business & Technology Initiatives:

Real-time sales dashboard offering visibility into sales volumes, values, and SKU-level transaction data across regions.
Comprehensive inventory visibility for proactive restocking and accurate forecasting.
KPI-driven distributor performance management, enabling data-backed decisions for channel optimization.
Automated data flow between manufacturers, distributors, and retailers for seamless coordination.
Unified reporting and analytics framework, consolidating insights across all sales channels.
Integrated mobile and web modules empowering over 9,000 salesmen to capture and track on-field transactions.
Scalable platform architecture, supporting over one million monthly transactions across 8,000+ distributors and one million retailers.
Our Solution

Results

01

Reducing Stockouts

70% improvement in inventory forecasting accuracy, reducing stockouts and overstock situations.

02

Sales Performance

30% increase in overall sales performance, driven by real-time insights and proactive channel management.

03

Operational Efficiency

40% improvement in operational efficiency, with faster data processing and automated reporting.

04

Monthly Transactions

1M+ monthly transactions processedthrough the integrated platform, ensuring scalability and reliability.

05

Visibility and Accountability

Enhanced visibility and accountability across distributors and retailers, improving supply chain responsiveness.

06

Better Sales

Better sales forecasting powered by accurate data analytics and unified business intelligence tools.

FAQs

To build a unified digital platform for tracking, managing, and optimizing post-manufacturing sales operations across distributors, retailers, and field agents.

Real-time dashboards and analytics empowered management to monitor KPIs, identify performance gaps, and make data-driven strategic decisions.

Higher sales accuracy, better inventory forecasting, faster operations, and stronger distributor accountability.

By automating data exchange and creating a single source of truth for sales, inventory, and performance reporting across 8,000+ distributors.

End-to-end design, development, and maintenance of the Secondary Sales, Modern Trade, e-Retailer, and Sales Planning applications ensuring continuous performance and scalability.

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