The last mile, finally on a ledger.
A financial system of record for the field - where the cash is collected, the deliveries are made, and the money has always been hardest to see. India's FMCG economy moves through hundreds of thousands of distributors and the millions of kirana shops they serve. The product is sold. The product is delivered. But the money still gets counted on paper, after dark, hours too late to do anything about it. We close that gap.
Distribution still runs on paper. And paper leaks.
The operating loop hasn't changed in decades: load the vehicles at dawn, run delivery agents along fixed shop routes, then reconcile cash, UPI, cheques and returns by hand at night. It works, barely - and it quietly bleeds value in three structural ways. The incumbent here isn't a competitor. It's a paper register, and right now it's winning.
Payment leakage
Field cash is reconciled by hand, hours after collection. The gap between invoiced and returned surfaces too late to chase. On margins this thin, even 1-2% slipping away is the difference between a good year and a flat one.
Zero real-time visibility
The office flies blind until the agent returns. No live view of what's delivered, what's collected, or which routes run behind. You can't fix what you can't see until tomorrow.
Connectivity that fails
Field staff work in low-signal markets, basements and back-lanes. Any online-only tool breaks at the exact moment of sale, gets abandoned - and the register comes back out.
Smartphones + UPI reached the shopfront
A low-literacy, touch-first, ≤3-tap app is finally viable at the point of sale. Five years ago it wasn't. The hardware barrier is gone.
Formalisation pushes from above
GST, e-invoicing and the broader formalisation drive nudge distributors toward auditable digital records. We hand them the easiest path there.
Working capital costs more
As money gets more expensive, every day a rupee sits in an unchased receivable hurts more. Collecting faster is exactly what this attacks.
A large market. We only need a sliver of it.
A bottom-up sizing of Indian FMCG distribution - no borrowed billion-dollar headline. At the stated assumptions (₹40,000 software spend per distributor per year, ~400,000 FMCG distributors), the layers stack like this; halve either input and every layer roughly halves. The thesis never relied on aggressive penetration.
Adjacent expansion, not counted above: the same rails run any route-based distribution - pharma, dairy, agri-inputs, building materials - which only widens the market over time.
What the architecture is built to deliver.
Benchmarked honestly against the manual baseline it replaces. These are engineered outcomes the product is designed to produce - and exactly what the first pilot exists to measure.
One source of truth, three surfaces on top of it.
We don't digitise the register. We retire it. The entire delivery-and-collection loop sits on a single database, with three purpose-built surfaces that each do one job exceptionally well. The north star, in order: protect financial accuracy first, reduce worker friction second, optimise analytics third. When those conflict, the money wins.
| Outcome | Pen & paper | With Distribution CRM |
|---|---|---|
| Nightly reconciliation | ~2 hrs (5-agent day) | ~10 min |
| Collection visibility | Hours, until return | Seconds |
| Same-day payment entry | Variable / next-day | Near 100% |
| Payment leakage | Hard to detect | Sharply reduced |
| Receivables control | Reactive | Proactive (aging) |
Worker app · offline-first
The agent sees the route, confirms deliveries and takes payment in three taps or fewer, then closes the day with a cash handover. Every action saves to the on-device SQLite queue first and syncs the moment signal returns - the workflow never blocks.
Admin dashboard · real-time
Collections, outstanding aging, delivery completion and per-worker reconciliation update live as the field acts. The owner watches the day happen instead of reconstructing it after dark.
Backend · financial integrity
An append-only payment ledger, an outstanding balance that always reconciles, and idempotent sync that records each payment exactly once - across crashes, retries and dead zones.
Language
Backend
Admin web
Worker app
Real-time & auth
Hosting
Offline-first is genuinely hard
A correct, idempotent, crash-safe sync engine is the line between a tool the field trusts and one they abandon. Most CRMs and every spreadsheet fail here.
Financial integrity as a feature
An append-only ledger, a reconciling balance and auditable approvals make this a system of record, not a tracker. That depth is the lock-in.
Workflow fit + data gravity
It ingests a distributor's own report formats on day one, then accumulates the financial history that makes leaving expensive.
Everyone else is too broad, too heavy, or made of paper.
Our wedge: purpose-built, offline-first, reconciliation-led, and priced for an underserved mid-market. Narrow and sharp beats broad and shallow.
Go-to-market
Land a beachhead
Mid-size distributors (6-25 agents) in 1-2 focus regions, where reference density compounds word of mouth.
Lead with the wedge
Daily cash reconciliation + live collections - the most acute, most quantifiable pain we solve.
Earn the motion
Founder-led pilots become reference case studies, opening the door to distributor networks and FMCG channel partners.
Expand inside accounts
Grow per-agent seats, then layer on analytics, credit and reorder modules.
Roadmap · 12-18 months
Convert a built product into proven traction
We'd rather raise the next round on real pilot metrics than on prettier projections.
- 12-month objective: a cohort of paying pilot distributors with measured improvements in reconciliation time, leakage and collection speed - the evidence base to scale GTM and raise next on metrics, not promises.
Where the money goes
- 50% · Go-to-market - founder-led pilots, first references, regional sales.
- 35% · Product - pilot-driven hardening: PDFs, notifications, analytics, multi-tenant.
- 15% · Operations - support, onboarding and infra as tenants grow.
The product is sold. The product is delivered. Now the money is finally visible - while the day still matters.
Live product
- Deployed end to end: admin dashboard (Vercel) - import the day plan, dispatch routes, confirm deliveries offline, take payment, sync, reconcile live.
Stage: built and deployed; pre-revenue, pre-pilot. Impact figures are engineered outcomes the first pilot exists to measure, benchmarked against the manual baseline they replace.
