Fieldassist

Customer Story | Veeba

Veeba eyes “1000 CR Growth”
with Innovative Distribution
Strategy

Lotus Herbals Glows Up its
Retail Business With An
Integrated Tech Platform

Veeba eyes “1000 CR Growth” with Innovative Distribution Strategy

Overview

Veeba is one of India’s most successful, trusted, and fastest-growing food brands. In the short space of 11 years, it has managed to conquer hearts and minds – as well as the market. No wonder that in FY 2024-25, Veeba is expected to cross 1000 crores in revenue.

As a brand that thrives on innovation, Veeba has always sought to be at the top of the technology curve. With the rapidly scaling business, the parent firm VRB Consumer has plans to become a “house of brands.” This requires the deployment of the latest technology for maximum efficiency and data-based decision-making.

The Story of Veeba

VRB Consumers flagship brand, Veeba, which started in 2013, is known as one of the best mayonnaise, condiments, and sauces brands in India. Millions of people love it for its wide range of lip-smacking products. The company has a strong research and development center in Gurugram, where experts work on creating new recipes and products. With a team of food scientists, food technologists, and chefs, Veeba is changing the way people enjoy food in India and around the world.

The Problem with Veeba’s Existing DMS

The major problem with their existing DMS was onboarding distributors. The existing DMS system was not deployed uniformly and all areas of the distributor universe were not covered. It also suffered from inefficiencies and multiple technical issues, causing the following problems :

How FieldAssist Transformed Veeba’s Distribution Game?

Onboarding FieldAssist DMS offered the following advantages, which the brand began experiencing from the day one.

1. Visibility over Market Demand

With accurate data being captured and relayed, managers could now draw detailed reports and view advanced analytics and predictive forecasts. This allowed for more data-based, scientific decision-making rather than intuition and guesswork; ultimately leading to improved operational efficiency, better demand forecasting, cost reductions, and enhanced customer satisfaction through more accurate product availability and targeted strategies.

2. Quick Claims Settlement

With much faster claims settlements, distributors had access to regular cash flows and capital rotation. With almost 100% of settlements being genuine and leakproof, there was little chance of mismatches or inconsistency. The approval process was quick and smooth, and could also be customized based on organizational needs. The average claims settlement time was reduced from 2 months to less than 15 days.

3. Returns management

By minimizing product returns, the firm was able to increase financial returns. FieldAssist provided batch-level visibility over stock expiry and automated notifications. The number of returns was drastically reduced ,and the entire process was monitored and managed centrally. This led to better inventory control, reduced wastage, improved customer satisfaction, and overall higher profitability for Veeba.

4. Hypercare Support, Adoption & Improvisation

FieldAssist offered 24×7 hypercare support, which included a dedicated support team and expert agents. Even direct queries from distributors were handled immediately. On-site visits were arranged wherever required. This significantly quickened query resolution and facilitated adoption, resulting in a smooth transition from old DMS to new one. Besides, FieldAssist tailored various modules to their liking and preferences.

5. Integration with Microsoft Navision

FieldAssist DMS easily connected with Microsoft Navision (Dynamics NAV), streamlining operations for sales managers and field staff. Data flowed seamlessly between systems, linking primary sales with the ERP. Audits in the ERP reduced return rates by 15%. Sales data helped manage supply and demand, and promotions were sent to retailers for verification. The integration was quick, thanks to a ready FieldAssist connector, with full support during testing and beyond.

The Impact Delivered

After a quick and successful pilot with a small group of distributors, Veeba expanded to a nationwide network that contributed significantly to the business within just a few months. The FieldAssist DMS was also implemented for distributors of two of VRB’s other popular brands, Wok Tok and Tasty Pixel.

Customers Speak

FieldAssist has been a key partner, not just a technology partner but a business partner, in our vision to become a house of brands. The penetration of the segment in India has historically been low, and we look at technology as an enabler for us to drive category growth as well. As Veeba makes the transition from a sauce and condiments company to the country’s fastest-growing food brand, we are glad that we chose FieldAssist as a trusted business partner.