Industry Solution

Vibrium for FMCG

Transform secondary distribution across the entire value chain, from retailer onboarding and ordering to delivery, collections, and inventory, with AI Digital Sales Representatives that grow revenue per outlet while cutting cost-to-serve.

Trusted by 30+ leading enterprises across BFSI, Retail, Healthcare, and Payments

"Trusted by 3 of the top FMCG companies in India, automating the distributor-to-retailer layer across general trade."

The Challenge

FMCG Distribution Is Breaking at the Last Mile

Manual Secondary Distribution

The layer between distributors and millions of general-trade retailers still runs on phone calls, field reps, and paper order books. Orders get missed, schemes get applied inconsistently, and basket size depends on whoever happens to call. Vibrium's AI DSR captures and grows every order conversationally, with no app for the retailer to download.

Field Force Cost and Coverage Gaps

Beat coverage is limited by headcount, rep attrition is high, and Tier 2/3 outlets get serviced unevenly. Sales leaders carry rising cost-to-serve with no guarantee that priority outlets are reached. Voice AI plans beats, confirms stock before visits, and reassigns coverage dynamically so revenue per visit goes up.

Stock-Outs, Scheme Leakage, and SKU Blind Spots

Demand spikes around festivals are hard to predict, cold-chain breaks go unnoticed, and trade schemes leak margin when applied manually. The result is lost sales and eroded trade spend. Vibrium tracks inventory in real time, triggers replenishment ahead of demand, and applies schemes automatically at the point of order.

The Impact

Measurable Business Impact

25-40%

Increase in Reorder Rates

Proactive, demand-predicted reordering across WhatsApp and voice, in the retailer's own language.

15-30%

Higher Average Order Value

SKU recommendations, scheme promotion, and cross-sell applied on every conversation.

90%

Automated Order Processing

End-to-end order capture and checkout completed inside WhatsApp, with sub-2-minute order completion.

Digital Workers

Meet Your FMCG Digital Workers

Leo

Retail Ordering (AI DSR) Agent

25–40%

higher reorder rate

15–30%

larger order value

Vibrium's AI Digital Sales Representative for secondary distribution—captures orders, predicts demand, applies trade schemes, and grows basket size across voice and WhatsApp, no retailer app needed.

Ava

Retailer Onboarding Agent

80–90%

onboarding completion

70%

faster activation

Onboards retailers onto brand ordering platforms and gets them transacting fast—verifying merchants, guiding setup and activation, and driving adoption in regional languages.

Mia

Warehouse & Inventory Agent

98–99%

inventory accuracy

50%

fewer stock-outs

Keeps inventory accurate across the network—tracking SKU movement, forecasting demand, triggering replenishment before festive spikes, and monitoring cold chain for sensitive stock.

Use Cases

Comprehensive Use Cases

Retail Ordering (AI DSR Core)

New Order Capture

AI DSR captures fresh orders from retailers via WhatsApp and voice in regional languages, with no app download required.

Order frequency ↑, ordering friction ↓, retailer engagement ↑

Automated Reordering

Proactively nudges retailers to restock based on past patterns and predicted demand.

Reorder rate ↑, revenue per retailer ↑

Scheme and Offer Promotion

Surfaces active trade schemes and applies them automatically at checkout.

Scheme uptake ↑, scheme leakage ↓

Cross-Sell and Upsell

Recommends complementary and higher-value SKUs based on retailer profile.

Average order value ↑, basket size ↑

Checkout Automation

Completes orders inside WhatsApp webview connected to brand ordering pages.

Order completion time ↓, automated processing ↑

Distributor Discovery

Matches retailers to the right distributor for fulfillment.

Coverage ↑, fulfillment speed ↑

Retailer Onboarding

Digital Onboarding

Onboards retailers onto brand ordering platforms via guided WhatsApp and voice flows.

Onboarding completion ↑, drop-off ↓

Merchant Verification

Verifies retailer details during onboarding.

Verification accuracy ↑, fraud risk ↓

Platform Training and Activation

Guides setup, first order, and platform adoption in regional languages.

Activation speed ↑, time-to-first-order ↓

Adoption Analytics

Tracks active versus dormant retailers and re-engages.

Platform adoption ↑, dormancy ↓

Delivery Management

Route Optimization

Optimizes last-mile routes across rural roads, urban congestion, and seasonal disruptions.

Route cost ↓, delivery efficiency ↑

Delivery Confirmation

Calls kirana owners in Hindi and regional languages to confirm slots and address availability.

Failed deliveries ↓, on-time delivery ↑

Exception Management

Flags delayed shipments to supervisors and auto-reschedules failed attempts.

Delivery visibility ↑, exception resolution time ↓

Proof of Delivery and DMS Update

Captures proof of delivery and updates the distribution management system automatically.

Documentation accuracy ↑, reconciliation effort ↓

Payment Collections

Outstanding Payment Follow-Up

Follows up on overdue retailer and distributor payments via voice and WhatsApp.

Collection rate ↑, automated follow-ups ↑

Collection Prioritization and Risk Scoring

Prioritizes accounts by risk and recovery potential.

Recovery efficiency ↑, DSO ↓

Escalation Workflows

Escalates high-risk overdue accounts to field and finance teams.

Overdue receivables ↓, write-offs ↓

Relationship-Preserving Recovery

Collects while maintaining healthy distributor-retailer relationships.

Relationship health ↑, churn ↓

Beat Planning

Territory and Beat Optimization

Plans salesperson beats across Tier 2/3 towns based on outlet density and order history.

Outlet coverage ↑, revenue per visit ↑

Pre-Visit Stock Confirmation

Calls distributors to confirm stock readiness before field rep visits.

Wasted visits ↓, strike rate ↑

Dynamic Beat Reassignment

Reassigns beats in real time when a rep is absent or a priority outlet needs urgent coverage.

Coverage continuity ↑, productivity per rep ↑

Beat Performance Reporting

Generates reports on strike rate, productivity, and revenue per visit.

Sales ops visibility ↑, planning accuracy ↑

Warehouse Management

SKU Movement Tracking

Tracks SKU movement across C&F agents and super-stockists in real time.

Inventory accuracy ↑, stock visibility ↑

Replenishment Automation

Triggers replenishment ahead of festive demand spikes.

Stock-outs ↓, overstocking ↓

Cold-Chain Monitoring

Alerts teams on cold-chain breaks for temperature-sensitive SKUs.

Spoilage ↓, compliance ↑

Inventory Reconciliation and Audit

Reconciles physical stock against system inventory and flags discrepancies for audit.

Audit readiness ↑, shrinkage ↓

Deep Dive

The AI DSR for Secondary Distribution

Secondary distribution, the layer between distributors and millions of general-trade retailers, still runs on manual calls, field reps, and paper. Vibrium automates and grows this layer with an AI Digital Sales Representative that works across WhatsApp and voice, in regional languages, with no app for the retailer to download.

The Ordering Lifecycle, Automated

Engage and Capture

Proactively nudges retailers to reorder based on demand prediction, and captures new orders conversationally via WhatsApp and voice.

KPIs: Order frequency ↑, reorder rate ↑

Recommend and Grow

Applies active trade schemes, recommends SKUs, and cross-sells or upsells based on retailer profile.

KPIs: Average order value ↑, scheme uptake ↑

Checkout and Fulfill

Completes checkout inside the WhatsApp webview connected to brand ordering pages, then routes to the right distributor.

KPIs: Order completion time ↓, automated processing ↑

Profile and Retain

Builds retailer profiles, tracks attrition, and re-engages dormant outlets.

KPIs: Retailer retention ↑, dormancy ↓

Expected Outcomes

Increase in reorder rates25–40%

Increase in average order value15–30%

Automated order processing90%

Order completion time< 2 mins

The Difference

Why Vibrium for FMCG

Built for General Trade Reality

WhatsApp and voice combination with no retailer app to download
Regional-language and dialect fine-tuning per deployment
Designed around how kirana owners actually order and operate
Multilingual coverage across 16+ languages

Domain Expertise Pre-Trained

Pre-trained on secondary distribution workflows
Understands scheme management and beat planning
Capable of handling last-mile delivery and inventory reconciliation
Built for the realities of general trade

Platform Capabilities

WhatsApp webview ordering for end-to-end checkout
Distributor and retailer management tracking
SKU performance analytics and visibility
Automatic trade scheme management

Proven at Scale Across FMCG

Trusted by 3 of the top FMCG companies in India
Deployed across the secondary distribution layer in general trade
Agents fine-tuned per deployment for category and dialect accuracy

Platform Capabilities for FMCG

WhatsApp webview ordering

AI agent connects to brand ordering pages inside WhatsApp for end-to-end checkout.

Distributor and retailer management

Manage lists, track attrition, surface distributor discovery.

SKU performance analytics

Visibility into movement, demand, and basket composition.

Trade scheme management

Automatic scheme application at the point of order.

Multi-channel campaign management

Orchestrate WhatsApp and voice campaigns at scale.

Real-World Performance

25–40%

increase in reorder rates across general trade deployments

90%

automated order processing with sub-2-minute completion

15–30%

higher average order value through scheme promotion and cross-sell

70%

faster retailer activation with automated onboarding

Ready to Transform Your Distribution?

Brands lose revenue every day to missed orders, under-serviced outlets, and stock-outs across millions of retailer touchpoints. Vibrium's AI Digital Sales Representatives capture, grow, and retain every order across the general trade. That is where Vibrium changes the game.