Transforming Beverage Distribution with an All-in-one Distribution Management System
Client Overview
The client is a water and juice manufacturing and distribution company managing high-volume, fast-moving SKUs across packaged drinking water and juice categories.
It operates a large, multi-channel distribution network across urban and semi-urban markets, following a multi-level model from C&F agents to distributors and retailers, and supports GT, MT, and retailer-direct sales channels with structured routes and consistent execution.
Client Location
Ahmedabad, India
Industry
Beverage Distribution
Tech-Stack
ERPNext Version: 15.65.4
Web Server: Frappe Cloud
Project Methodology:
Agile Scrum Methodology
15
warehouses and regional depots supporting distribution operations
25+
active SKUs, including multiple pack sizes and product variants
25000+
retail outlets are serviced through structured routes and beats
3000+
orders processed per month across all territories
Challenges Across Silverblue's Distribution Ecosystem
As the distribution network expanded across products, territories, and channels, the client needed greater visibility, speed, and control across its operations. However, existing processes struggled to keep pace with the scale and complexity of the business.
Leadership & Core Business
No single source of truth across sales, inventory, distribution, and finance
Delayed and manual reporting for management and decision-making
Limited real-time visibility into secondary sales, stock positions, and receivables
Difficulty tracking distributor and territory-level performance
Distributor Operations
Limited visibility into real-time stock availability, pricing, and active schemes
Manual order booking through calls or messages is causing delays and errors
Unstructured handling of claims, returns, and credit limits
Lack of transparency in outstanding balances and settlement status
Field Sales Execution
No structured beat planning or route-level execution system
Inability to track sales visits, coverage, and field productivity
Delayed or incomplete order and collection updates from the field
Limited visibility for managers into on-ground sales activities
Retailer Engagement
Dependence on sales visits or calls to place orders
No self-service access to products, pricing, schemes, or order status
Inconsistent ordering patterns and missed upsell opportunities
Weak retailer engagement and limited secondary sales visibility
Solution Implemented for Silverblue’s One-Stop Distribution Management Software
To overcome the identified business challenges, the client implemented a fully integrated distribution management system where each component was designed to directly address specific operational, visibility, and execution gaps.
All-in-One Distribution Management Software for Overall Business
End-to-end visibility across sales, inventory, distribution, and collections
Standardised execution across GT, MT, and retailer-direct channels
Reduced manual dependency through structured digital workflows
Enterprise-ready System for expansion across new territories, distributors, and products
Improved coordination between leadership, distributors, field teams, and retailers
A scalable, data-driven foundation to support sustained growth and operational excellence
ERPNext for Leadership & Core Business Challenges
Solution & Features Implemented:
A centralised ERP platform unified sales, inventory, distribution, and finance data
Automated order-to-invoice and order-to-cash workflows eliminated manual reconciliations
Role-based dashboards enabled leadership to monitor performance in real time
Challenges Addressed Through Reports:
Secondary sales summary reports improved visibility into market movement
Stock position and ageing reports enabled proactive inventory decisions
Outstanding and receivables ageing reports strengthened financial control
Territory and distributor-wise performance reports supported faster decision-making
Distributor Portal for Distributor Operational Challenges
Solution & Features Implemented:
Distributor Portal provided real-time visibility into stock, pricing, and active schemes
Digital order booking replaced calls and messages with structured workflows
Claims, returns, and credit limits were managed through defined system processes
Challenges Addressed Through Reports:
Distributor stock and movement reports reduced stock mismatches
Order fulfilment and status reports improved delivery coordination
Claims and returns summaries increased transparency and control
Credit utilisation and outstanding reports improved settlement tracking
SFA APP for Field Sales Execution Challenges
Solution & Features Implemented:
SFA mobile app standardised beat planning and route execution
Geo-tagged visits ensured accurate tracking of sales activities
Orders and collections were captured directly from the field
Challenges Addressed Through Reports:
Beat-wise and route-wise productivity reports improved coverage planning
Salesperson performance reports increased accountability
Visit coverage and missed visit analysis highlighted execution gaps
Collection tracking reports improved recovery and follow-ups
Retailer App for Retailer Engagement Challenges
Solution & Features Implemented:
Retailer App enabled self-service ordering without waiting for sales visits
Real-time visibility into products, pricing, schemes, and order status
Reorder and order history features encouraged consistent buying behaviour
Challenges Addressed Through Reports:
Retailer ordering frequency and value reports improved engagement tracking
Secondary sales trend reports strengthened demand visibility
Inactive retailer and top retailer analysis helped prioritise outreach
SKU-level demand insights supported better assortment planning
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Embedding DMS into Silverblue’s Daily Operations
A structured adoption approach was followed to ensure the successful rollout and long-term usage of the Distribution Management System across all stakeholders.
Process Standardisation
Manual workflows for order booking, dispatch, collections, claims, and reporting were standardised and aligned with system processes.
90%+ transactions moved to system-driven workflows within the first 90 days
30–40% reduction in process deviations and rework
Role-Based Onboarding
Users were onboarded based on defined roles with clear responsibilities and system access.
95%+ active usage among field sales users within the first 60 days
70%+ retailers actively placing orders through the Retailer App
Onsite Training & Enablement
On-site training sessions and hands-on walkthroughs were conducted using live business scenarios.
Multiple onsite training sessions were conducted across regions
80%+ users fully trained before go-live
Phased Rollout
The system was rolled out in phases to minimise operational risk and ensure a smooth transition.
Zero disruption to daily order processing during rollout
100% transition from manual to system-based order booking within 3 months
Adoption Monitoring & Support
System usage was continuously monitored to identify adoption gaps and ensure compliance.
Daily and weekly reports tracked login, order, and transaction activity
Faster issue resolution through dedicated support during early adoption
Long-Term Sustainability
The system was embedded into daily operations to support ongoing growth and scalability.
New distributors and users onboarded with minimal training effort
DMS was established as the primary operational system across the organisation
Driving Decisions with Real-Time Distribution Analytics
ERP for Leadership & Core Control
Sales & Secondary Sales Summary
Shows consolidated primary and secondary sales across distributors, territories, and channels.
Solves: Lack of a single, real-time view of overall sales performance.
Stock Position & Ageing Report
Displays current stock levels, movement, and ageing across warehouses and distributors.
Solves: Poor inventory visibility and risks of stock-outs or excess stock.
Outstanding & Receivables Ageing
Provides real-time visibility into outstanding balances, credit utilisation, and overdue receivables.
Solves: Weak control over collections and cash flow.
Distributor Portal Report
Distributor Stock & Movement Report
Shows opening stock, inward, outward, and closing stock at the distributor level.
Solves: Lack of clarity on distributor stock availability and movement.
Order Status & Fulfilment Report
Tracks orders from booking to dispatch and delivery.
Solves: Delays and uncertainty in order execution and fulfilment.
Claims, Returns & Credit Utilisation Report
Displays claim status, returns, and current credit usage against limits.
Solves: Poor transparency in claims settlement and credit control.
Field Sales Management Report
Beat-wise Visit & Coverage Report
Shows planned vs actual visits and market coverage by beat and route.
Solves: Lack of visibility into field activity and coverage gaps.
Salesperson Performance Report
Tracks orders, sales value, visits, and productivity per salesperson.
Solves: Difficulty in measuring and managing field sales productivity.
Collection & Recovery Report
Provides real-time visibility into collections captured from the field.
Solves: Delayed tracking of collections and follow-ups.
Retailer Software Report
Retailer Order Frequency & Value Report
Shows how often retailers place orders and the average order value.
Solves: Inconsistent retailer ordering patterns.
Top & Inactive Retailer Analysis
Identifies high-performing retailers and inactive or low-engagement accounts.
Solves: Lack of focus in retailer engagement and reactivation efforts.
SKU-wise Retailer Demand Report
Displays SKU-level demand and buying trends at the retailer level.
Solves: Limited visibility into product demand and upselling opportunities.
Impact Achieved Through Unified Distribution Software
Reduced order processing time by 30-40% through digitised workflows
Improved secondary sales visibility by 25–30% across the distribution network
Decreased inventory mismatches and stock issues by 20–25%
Increased field sales productivity by 15–20% with structured route execution
Accelerated collection cycles by 20–25% using real-time outstanding tracking
Standardised execution across GT, MT, and retailer-direct channels
Strengthened pricing, credit, and approval controls
Improved distributor and retailer engagement through self-service processes
Built a scalable, data-driven foundation to support future growth
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