Desai Brothers X FieldAssist Powering Heritage with Digital Precision
Desai Brothers X FieldAssist Powering Heritage with Digital Precision
About Desai Brothers
Established in 1901, Desai Brothers Limited (DBL) is one of India’s most respected conglomerates. With legacy roots in the tobacco industry, DBL has steadily diversified across sectors including food & beverages, hospitality, renewable energy, and finance. In 2013, they made a strategic foray into the Indian snacks market with two major verticals – namkeen and chips. Pitaara, one of their key verticals, offers a wide range of everyday namkeen snacks and ChipseeZ. To meet the evolving demands of Indian consumers, Desai Brothers have actively embraced modern technologies, positioning themselves at the forefront of the dynamic FMCG landscape.
The Vision Behind the Collaboration
As their consumer business began to scale, DBL realized that excellence in Pitaara manufacturing alone was no longer enough. They needed the same level of precision, speed, and intelligence on the ground, across thousands of retail outlets. That marked the beginning of their digital transformation in Pitaara’s sales and distribution.
Their core intent was clear:
Expand Pitaara’s retail footprint across geographies.
Reduce blind spots in outlet coverage.
Improve secondary sales visibility and beat-level execution.
Automate and digitize manual claim processes.
But most importantly, to drive disciplined growth across distributors and their sales force.
The FieldAssist Transformation
Our journey started in 2020, where we began to understand Desai Brothers’ priorities for a digitally enabled organization and figured out a set of solutions needed by the organization to make a difference in a real market world. Here’s how FieldAssist made a difference:
Sales Force Automation (SFA)
FieldAssist SFA was implemented to digitize every rep’s day from the moment they stepped into the field.
The Dynamic beat plans ensured reps visited the right outlets at the right time.
Orders, collections, returns, and visibility checks were streamlined into a mobile-first experience.
Faster onboarding of new outlets.
Every action was geo-tagged, time-stamped, and visible to zonal managers in real-time.
This didn’t just increase efficiency, it gave managers a live view of what was working and where interventions were needed.
Distributor Management System (DMS)
With FieldAssist’s DMS, Desai Brothers connected all their 73 distributors into one single system.
Purchase Order & Sales Invoice (PO-SI) and product master integrations ensured real-time stock syncing.
Order-to-billing cycles became trackable
Field reps no longer had to rely on guesswork— stock data available at fingertips.
Distributors now operated with clarity, and DBL could plan
inventory
movements with greater accuracy.
TA/DA Module
One of the standout features built for Desai Brothers was a TA/DA module that streamlined claims while preserving internal financial controls while reducing processing time.
Reps could apply directly via app.
Approvers could validate claims with a few taps, and finance teams could audit logs anytime.
Claim cycle time reduced, improving rep morale and policy compliance.
SFA for Modern Trade (SFA-MT)
Recognizing that Modern Trade requires a different lens, Desai Brothers activated a parallel SFA workflow:
Reps can record orders, returns, and promotions for large format stores.
Data granularity improved, helping team align better with MT chains.
Precision monitoring of campaign expectations, enabling faster rollouts and better ROI tracking.
FA Flo
With Flo, reps were now guided by intelligent workflow planning.
Streamlined Mela Execution enables promoters to manage stocks, returns, and surveys with ease, digitally and on the go.
Smarter competition analysis provides sharper market insights with hybrid (manual + predefined) competitor data entry.
Seamless Team Sync allows RPOs to streamline task assignment and tracking, boosting coordination and on-ground efficiency.
Optimized routes to minimize travel time and maximize productive calls.
Managers could predefine reps activity based on outlet priority, product availability, or scheme timelines.
Gamification
To create a performance-driven culture, Desai Brothers introduced a pilot Gamification module:
Live leaderboards, badges, and milestone-based rewards.
Managers receive behavioral insights, allowing smarter interventions.
Sales Force Automation (SFA)
FieldAssist SFA was implemented to digitize every rep’s day from the moment they stepped into the field.
The Dynamic beat plans ensured reps visited the right outlets at the right time.
Orders, collections, returns, and visibility checks were streamlined into a mobile-first experience.
Faster onboarding of new outlets.
Every action was geo-tagged, time-stamped, and visible to zonal managers in real-time.
This didn’t just increase efficiency, it gave managers a live view of what was working and where interventions were needed.
Sales Force Automation (SFA)
FieldAssist SFA was implemented to digitize every rep’s day from the moment they stepped into the field.
The Dynamic beat plans ensured reps visited the right outlets at the right time.
Orders, collections, returns, and visibility checks were streamlined into a mobile-first experience.
Faster onboarding of new outlets.
Every action was geo-tagged, time-stamped, and visible to zonal managers in real-time.
This didn’t just increase efficiency, it gave managers a live view of what was working and where interventions were needed.
Sales Force Automation (SFA)
FieldAssist SFA was implemented to digitize every rep’s day from the moment they stepped into the field.
The Dynamic beat plans ensured reps visited the right outlets at the right time.
Orders, collections, returns, and visibility checks were streamlined into a mobile-first experience.
Faster onboarding of new outlets.
Every action was geo-tagged, time-stamped, and visible to zonal managers in real-time.
This didn’t just increase efficiency, it gave managers a live view of what was working and where interventions were needed.
Sales Force Automation (SFA)
FieldAssist SFA was implemented to digitize every rep’s day from the moment they stepped into the field.
The Dynamic beat plans ensured reps visited the right outlets at the right time.
Orders, collections, returns, and visibility checks were streamlined into a mobile-first experience.
Faster onboarding of new outlets.
Every action was geo-tagged, time-stamped, and visible to zonal managers in real-time.
This didn’t just increase efficiency, it gave managers a live view of what was working and where interventions were needed.
Distributor Management System (DMS)
With FieldAssist’s DMS, Desai Brothers connected all their 73 distributors into one single system.
Purchase Order & Sales Invoice (PO-SI) and product master integrations ensured real-time stock syncing.
Order-to-billing cycles became trackable
Field reps no longer had to rely on guesswork— stock data available at fingertips.
Distributors now operated with clarity, and DBL could plan inventory movements with greater accuracy.
Distributor Management System (DMS)
With FieldAssist’s DMS, Desai Brothers connected all their 73 distributors into one single system.
Purchase Order & Sales Invoice (PO-SI) and product master integrations ensured real-time stock syncing.
Order-to-billing cycles became trackable
Field reps no longer had to rely on guesswork— stock data available at fingertips.
Distributors now operated with clarity, and DBL could plan inventory movements with greater accuracy.
TA/DA Module
One of the standout features built for Desai Brothers was a TA/DA module that streamlined claims while preserving internal financial controls while reducing processing time.
Reps could apply directly via app.
Approvers could validate claims with a few taps, and finance teams could audit logs anytime.
Claim cycle time reduced, improving rep morale and policy compliance.
TA/DA Module
One of the standout features built for Desai Brothers was a TA/DA module that streamlined claims while preserving internal financial controls while reducing processing time.
Reps could apply directly via app.
Approvers could validate claims with a few taps, and finance teams could audit logs anytime.
Claim cycle time reduced, improving rep morale and policy compliance.
SFA for Modern Trade (SFA-MT)
Recognizing that Modern Trade requires a different lens, Desai Brothers activated a parallel SFA workflow:
Reps can record orders, returns, and promotions for large format stores.
Data granularity improved, helping team align better with MT chains.
Precision monitoring of campaign expectations, enabling faster rollouts and better ROI tracking.
SFA for Modern Trade (SFA-MT)
Recognizing that Modern Trade requires a different lens, Desai Brothers activated a parallel SFA workflow:
Reps can record orders, returns, and promotions for large format stores.
Data granularity improved, helping team align better with MT chains.
Precision monitoring of campaign expectations, enabling faster rollouts and better ROI tracking.
FA Flo
With Flo, reps were now guided by intelligent workflow planning.
Streamlined Mela Execution enables promoters to manage stocks, returns, and surveys with ease, digitally and on the go.
Smarter competition analysis provides sharper market insights with hybrid (manual + predefined) competitor data entry.
Seamless Team Sync allows RPOs to streamline task assignment and tracking, boosting coordination and on-ground efficiency.
Optimized routes to minimize travel time and maximize productive calls.
Managers could predefine reps activity based on outlet priority, product availability, or scheme timelines.
FA Flo
With Flo, reps were now guided by intelligent workflow planning.
Streamlined Mela Execution enables promoters to manage stocks, returns, and surveys with ease, digitally and on the go.
Smarter competition analysis provides sharper market insights with hybrid (manual + predefined) competitor data entry.
Seamless Team Sync allows RPOs to streamline task assignment and tracking, boosting coordination and on-ground efficiency.
Optimized routes to minimize travel time and maximize productive calls.
Managers could predefine reps activity based on outlet priority, product availability, or scheme timelines.
Gamification
To create a performance-driven culture, Desai Brothers introduced a pilot Gamification module:
Live leaderboards, badges, and milestone-based rewards.
Managers receive behavioral insights, allowing smarter interventions.
Gamification
To create a performance-driven culture, Desai Brothers introduced a pilot Gamification module:
Live leaderboards, badges, and milestone-based rewards.
Managers receive behavioral insights, allowing smarter interventions.