Back to resources
ID Fresh Food logoCustomer case study · FMCG · India + GCC

ID Fresh Food on SalesDiary

Six years digitizing field sales, van sales and retail execution across India, UAE, Saudi Arabia and Qatar.

June 2020
Go-live
6+ yrs
Active duration
SAP · API
Integration
4
Countries
Customer · ID Fresh Food (India) Pvt Ltd

A high-velocity fresh food operation running across four countries

ID Fresh Food is a leading fresh foods and ready-to-cook FMCG brand operating across India and international markets including the UAE, Saudi Arabia and Qatar.

Their distribution model is van-sales-led, with a large retail network, high SKU movement and daily delivery cycles — a category where field execution is the business.

Sales hierarchy configured
Van sales executive→Distributor→ASM→RSM→ZSM
Industry
FMCG · Fresh & ready-to-cook
Go-live
June 2020
Usage duration
6 years
Regions covered
India · UAE · Saudi · Qatar
Integration
SAP · API Gateway
Business challenge · before SalesDiary

Field and van sales were running on spreadsheets and delayed reports

01
No real-time view — managers ran the business on yesterday’s data

Attendance, outlet coverage, SKU movement, collections and returns all consolidated manually. Performance reviews waited on overnight reports.

02
Van stock drift — reconciled at the end of the day, not the route

Loading, returns and on-the-go billing depended on paper. Stock movement and SKU-level visibility lagged behind the route.

03
Compliance load — manual E-Invoice and E-Way Bill created delay and risk

Every off-system step added processing time, errors and compliance exposure on a high-volume billing footprint.

What we deployed · field force automation + van sales

One platform replaced the manual stack — attendance, beats, vans, billing, SAP

Connected to
SAPE-InvoiceE-Way BillAPI Gateway
Field execution — from attendance to order capture
  • Selfie attendance with location validation
  • Beat planning & geo-tagged outlet visits
  • Order booking, returns, collections
  • Expense capture from the field
Van sales — stock, billing & reconciliation on the move
  • Van stock loading & movement tracking
  • On-the-go invoicing with E-Invoice + E-Way Bill
  • Retailer returns & payment capture
  • Daily closing stock reconciliation
Governance & SAP — role-based control synced to SAP
  • User, hierarchy & territory management
  • Role-based dashboards & governance reports
  • SAP integration via API Gateway
  • Retailer master & transaction history
Scale today · monthly run-rate after 6 years

Six years in, SalesDiary runs ID Fresh’s daily field operation

96%
User adoption
Of 700+ field, van & manager users actively on the platform
98k+
Outlets tracked
Retail outlets in the master across India and the GCC
60k
Outlet visits / month
Geo-tagged check-ins captured every month
135k
Orders / month
Orders booked through the platform every month
40,000field activities / month450SKUs managed40distributors
Operational impact · van sales

Van sales moved from end-of-day reconciliation to real-time billing

Before · Pre-2020
Manual reconciliation, delayed visibility
  • ✕Van loading captured on paper, reconciled overnight
  • ✕E-Invoice and E-Way Bill generated off-system
  • ✕Returns and collections reconciled at day end
  • ✕SAP fed by manual upload, lagging by a day
After · With SalesDiary
Live tracking, on-route billing
  • ✓Van loading & movement tracked live on the route
  • ✓E-Invoice + E-Way Bill generated on-the-go
  • ✓Returns & collections captured in real time
  • ✓SAP synced continuously via API Gateway
Adoption · reach · stickiness

96% adoption made it the field team’s default tool

Standardized field execution across India and the Middle East — without rolling back to manual processes.

6+ yrsin production700+users managed4countries · India + GCC
What lives inside SalesDiary today
AttendanceBeat planningOutlet visitsOrder bookingVan stockOn-route billingReturnsCollectionsExpensesDashboardsSAP syncE-InvoiceE-Way Bill
In closing

Six years in, still the team's daily default

SalesDiary became the system our field, van and management teams open every morning — across geographies, across roles, across six years of growth.

— Sales operations team, ID Fresh Food (India) Pvt Ltd
96%
Adoption
98,000+
Outlets
135,000
Orders / month
60,000
Visits / month
6+ yrs
In production

Plan a deployment like this

See how SalesDiary digitizes field sales, van sales and distributor operations — end to end.