AWL Agri Business LTD Achieved Market Leadership with FieldAssist RTM Solutions
AWL Agri Business LTD Achieved Market Leadership with FieldAssist RTM Solutions
About AWL Agri Business LTD
AWL Agri Business LTD, one of India’s leading FMCG conglomerates, is best known for its flagship Fortune brand, which dominates the edible oil sector. AWL has expanded its footprint across packaged foods, personal care, and industrial essentials. With a strong presence in India and exports to multiple international markets, AWL is at the forefront of the evolving FMCG landscape, leveraging technology to drive efficiency and market expansion.
The Vision Behind the Collaboration
AWL recognized the need to modernize its sales and distribution framework in an increasingly competitive FMCG industry. The company aimed to overcome industry-specific challenges, optimize salesforce performance, and gain greater visibility into its field operations. Key goals were:
To have a unified, digital-first sales and
distribution system.
Managing the highly dynamic
pricing structure
Deeper market penetration into rural and
semi-urban markets.
Leveraging data-driven insights for better
decision-making.
The FieldAssist Transformation
FieldAssist implemented a custom solution, combining Sales Force Automation, Van Sales enablement, mobile DMS pilot, and FA Flo integration for real-time visibility, currently operating in some specified territories. The key features include:
FieldAssist introduced an advanced SFA platform that enabled AWL to streamline its field operations.
The key features were:
To enhance operational efficiency, FieldAssist introduced a dedicated van sales module, enabling AWL to digitize its mobile sales operations. This solution supported real-time order booking, efficient inventory tracking, on-spot billing, and uninterrupted operations even in low-connectivity areas. The van sales system played a major role in bridging the last-mile distribution gap, especially for mom-and-pop shops and local markets.
The Editable PTR (Price-to-Retailer) feature enabled AWL to dynamically adjust retailer-level pricing, responding to fluctuating market conditions in real time. Furthermore, the introduction of a town-level hierarchy filter refined AWL’s territory planning and sales reporting, giving its teams more control over regional sales dynamics and performance monitoring.
By integrating SFA with AWL’s Data Lake, FieldAssist ensured that all on-ground sales operations were synchronized with central analytics teams. This centralized product master, db master, attendance, and other records are in one place, allowing them to fetch data directly from the system and store it in their data lake. The API integration created a real-time data pipeline, enabling faster decision-making, improved inventory planning, and more effective demand forecasting across different market segments.
FieldAssist successfully introduced a mobile DMS solution tailored for distributor field executives, enabling real-time order punching, visibility into primary and secondary sales, and improved coordination between reps and distribution. The Lite DMS is already live with 50 distributors from the East and West zones and in the upcoming phases, AWL Agri Business LTD plans to scale this to over 750 distributors, significantly expanding its digital backbone for distribution.
Impact
The collaboration between Adani Wilmar and FieldAssist has delivered measurable, industry-leading improvements:
Customer Speak
Partnering with FieldAssist has helped us bring greater discipline and agility into our sales and distribution network. By simplifying execution, improving visibility, and enabling smarter decision-making, we have been able to reach more markets, serve retailers better, and drive consistent growth.
