One of India’s largest homegrown FMCG players, the company has a diversified product portfolio in food, beverages, personal care, and household segments. With operations in over 25 states and a vast rural reach, it relies on a multi-tier distribution network of CFAs, sub-stockists, and retail outlets to drive availability and sales. Sustaining product visibility and partner motivation in this fast-paced, high-churn ecosystem is mission-critical.
The brand had strong primary sales but limited visibility beyond its distributors. Programs targeting retailers were fragmented and offline. Manual processes for bill collection, verification, and reward disbursement led to frequent delays and loss of trust. The team also faced high drop-off rates in campaign participation due to lack of regular communication, recognition, and tracking tools for local sales push. KYC and data capture were inconsistent across geographies.
Edenred partnered with the brand to build a fully integrated retailer loyalty program, with the company’s existing DMS as the backbone. Points were awarded automatically based on billing amounts captured by the DMS, eliminating any need for manual claims. The earning and burning logic was jointly designed by Edenred and the client, tying point value to specific SKUs or invoice slabs. Point balances were visible directly within the DMS interface, ensuring transparency. For burning points and engaging with the catalog, retailers accessed a custom-built Edenred platform that featured a wide array of physical rewards, from white goods like ACs and washing machines to smartphones and wireless earbuds. Popular campaigns were communicated via WhatsApp, nudging repeat orders and sustained participation.
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