Software stack to manage FMCG field sales and distribution in India

Put beat plans, retailer visits, order booking, and secondary-sales tracking on a mobile app instead of registers and WhatsApp.

FMCG distribution runs on beats, primary versus secondary sales, and distributor stock that a generic CRM cannot model, so a dedicated SFA/DMS is the backbone. All three here are India-built and understand general-trade realities.

Bizom and FieldAssist are the established FMCG platforms; pick FieldAssist for multi-tier distribution and heavy DMS needs, and Bizom for retail-intelligence and mobile-first field teams. SalesDiary is INR-billed and lighter, a good fit for a single brand or super-stockist starting out. Unolo is the cheapest way in, INR-billed per user, and is the right size if what you actually need today is GPS attendance, visit verification and basic order booking rather than a full DMS. The first three are quote-only, so Unolo is also the only one of the four whose price you can see before a sales call.

Track supermarket chains, institutional buyers, and new-distributor onboarding as deals, separate from daily general-trade order booking.

Modern trade and key accounts are relationship-and-negotiation sales that need a pipeline, not a beat plan, so a light CRM complements the SFA. Zoho's tools are India-built and INR-billed with a free tier to start.

Start on Bigin by Zoho if you just need a simple pipeline for a handful of chains, and move to Zoho CRM when you need automation and more users. Freshsales is a comparable India-billed option, especially if you already use Freshworks. All are INR-billed with free or low starting tiers, so this stage stays cheap.

Send order confirmations, schemes, price lists, and payment reminders on the channel retailers already use.

Retailers and distributors in India live on WhatsApp, and the official Business API gives you broadcasts and a shared inbox without using a personal number. Two of these are India-built and INR-billed.

Gallabox and Interakt are India-built, INR-billed, and strong on shared inbox plus no-code chatbots for order and scheme queries. AiSensy is India-built and INR-billed too, purpose-made for WhatsApp broadcasts, so schemes, price lists, and payment reminders reach your retailer base at scale. Pick on inbox and automation fit; all sit on top of WhatsApp's per-message charges.

Raise GST invoices, track inventory and distributor outstanding, and keep books a CA can file from.

FMCG distribution is invoice-and-inventory heavy, and Indian buyers need GST-compliant billing and e-invoicing, so accounting cannot stay in Excel. Marg ERP is India-built and widely used across distributors and wholesalers.

Marg ERP is INR-billed and built for Indian distributors and wholesalers who need inventory plus accounting plus GST in one place, which is why it is common across FMCG supply chains. Busy is the closest alternative and has a free tier, with batch and expiry tracking, e-way bills and multi-godown stock that matter in distribution. TallyPrime is the safe choice when your CA already works in Tally, since handing over Tally data is the path of least resistance at filing time. Pick Marg or Busy if you want stock and schemes handled inside the accounting tool, TallyPrime if filing convenience matters more.

Pass field orders into billing and trigger WhatsApp confirmations without manual re-entry.

Once the SFA, CRM, billing, and WhatsApp tools exist, re-keying data between them is where errors and delays creep in, so a light automation layer pays off. Pabbly Connect is India-built and INR-billed with flat task pricing.

Pabbly Connect is INR-billed with flat, task-friendly pricing, which suits a distributor watching costs more than a per-task global tool would. Use it to sync orders, ledgers, and message triggers once your volumes make manual entry painful.