Your Own Ordering App for FMCG Distributors and Retailers
Retailers order any time, not only when the salesman visits. Their group prices and schemes apply automatically, credit is checked on every order, and your riders capture proof of delivery. Syncs with Tally and Zoho.
- active business deployments
- 50+
- from kickoff to live orders
- 72 hours
Operating since 2022 · Leap To Unicorn · NASSCOM 10,000 Startups · Customer stories
By the numbers
FMCG distribution in India, in numbers
General trade still moves most of India's FMCG, and it runs on salesman visits, credit and schemes. Every figure links to its source.
- kirana stores in India, and traditional trade still drives about 85–90% of mass grocery retail
- 13–14 million
- Source: Redseer, March 2026
- is how often distributors typically visit a kirana, too rarely to prevent stock-outs (a 2018 study)
- Every 1–2 weeks
- Source: Mitsui & Co. Global Strategic Studies Institute, 2018
- of the FMCG portfolio had its GST rate revised under GST 2.0, so prices changed across manufacturers, distributors and retailers
- ~60%
- Source: NielsenIQ, March 2026
- is the typical retailer credit period, depending on the partner, the category and payment history
- 7–30 days
- Source: Hindustan Coca-Cola Beverages, December 2025
- retailers order on HUL's Shikhar app: the biggest brands already give retailers their own ordering apps
- 1.4 million
- Source: IBEF, FMCG industry report, 2026
- super stockists and distributors, fed from 9 depots, take Bikaji Foods to 2.5 lakh directly covered outlets: one listed snack maker's network (FY24)
- 105 → 2,435
- Source: Bikaji Foods Annual Report 2023-24
The problem
Where FMCG orders get stuck
Orders wait for the salesman
Retailers order when the salesman visits, once every week or two. In between they call or WhatsApp, and someone re-types it all into Tally or the DMS.
Your own ordering app, open around the clock, with WhatsApp and email orders captured into the same queue as the salesman's.
Price and scheme changes don't reach the counter
When GST 2.0 revised rates on nearly 60% of the FMCG portfolio, every price list had to change at once. Retailers still quote old rates and argue over schemes on the bill.
Price lists by customer group, and schemes applied at order time. Change a price once and every app shows it.
Credit given from memory
Retailer credit runs 7 to 30 days and stretches before festive stocking. Nobody checks the limit until the bill is overdue.
A credit limit for each customer, checked on every order. Orders over it are held or sent for approval.
You can't see who's ordering less
Orders arrive in calls, diaries and chats, so a retailer who is slipping away doesn't show up until the month's numbers are in.
Every order in one system, with sales and order reports by customer, group and territory.
Retailers compare you with quick commerce
E-commerce already takes 18% of FMCG sales in the top 8 metros (NielsenIQ, 2026), and the biggest brands give retailers their own apps. A phone call and a paper bill now look slow.
Your own app under your name, with live prices and stock, order history and delivery tracking.
Deliveries you can't prove
Short supply, damaged cartons and 'goods not received' claims hold up payment for days.
Riders deliver with photo proof and location, and record cash and cheque collections at the door.
How it works
How an FMCG order flows
- 1
The retailer orders
In your app at any hour, on WhatsApp, or through your salesman on the beat.
- 2
Priced with schemes
Their group price list applies, and the schemes for their group are added automatically.
- 3
Credit checked
The order is checked against their credit limit. Exceptions go to your approver.
- 4
Delivered with proof
The rider delivers, captures photo proof and records the payment.
- 5
In your books
The invoice, stock and payment update in Tally or Zoho.
Features
Built for how FMCG sells
Retailer app
Your own ordering app
Android, iOS and web, under your brand. Retailers see their own prices and live stock, and reorder from their order history in a few taps.
Control centre
WhatsApp and email orders, structured
Orders that arrive on WhatsApp or email are captured and structured into the same queue as app orders.
Control centre
Price lists by customer group
Separate price lists for distributors, wholesalers and retailers, with volume pricing. Change a price once and every app shows it.
Control centre
Schemes applied at order time
The scheme and promotion engine applies each group's offers when the order is placed, so the order matches what was promised.
Control centre
Credit limits and approvals
A limit for each customer, with over-limit orders held or sent for approval, and every approval logged.
Sales app
Salesmen's orders in the same queue
Your sales team books orders with live prices and stock, and keeps working offline where coverage drops.
Rider app
Delivery with proof
Assign deliveries, track riders live, capture photo proof, and record cash and cheque collections.
Control centre
Stock across warehouses
Real-time stock visibility and low-stock alerts, and back-in-stock alerts for retailers.
Control centre
Reports by customer and territory
Sales, order and customer reports, so you see who is ordering less before the month closes.
ERP
With or without an ERP
Most FMCG distributors bill in Tally. ZunderFlow takes over the ordering and keeps your books up to date.
Running on Tally and WhatsApp?
- Orders from retailers, salesmen, WhatsApp and email
- Group price lists, schemes and credit limits
- Stock visibility and alerts
- Delivery with proof and collections
- Payment links and reconciliation
- Sales, customer and territory reports
Tally keeps your books and invoices, and ZunderFlow updates it automatically.
Already on Zoho or an ERP?
- Confirmed orders pushed to Tally, where invoices are created automatically
- Stock, dealer balances and payments kept in sync, with credit and debit notes handled
- Zoho Inventory items, customers, price lists and sales orders synced natively
- SAP, Oracle and other ERPs connected through our API and webhooks
ZunderFlow becomes the ordering layer your customers use, and your ERP stays the system of record.
Not sure whether you need an ERP yet? Take the free ERP Readiness Score.
Adoption
Why retailers use it
Most networks bring their first 50 customers on board within the first week.
WhatsApp still works
Retailers who prefer WhatsApp keep sending orders there, and ZunderFlow structures them. The app is there when they want it.
Ordering doesn't wait for a visit
Retailers reorder from their history at any hour, with their own prices and live stock in front of them.
They know when it's coming
Order updates and live delivery tracking replace the 'when is my stock coming?' calls.
Compare
Your own app, a marketplace or an SFA suite
| Compared on | Calls, WhatsApp & the salesman | A multi-brand B2B marketplace | An SFA or DMS suite | ZunderFlow |
|---|---|---|---|---|
| Whose name the retailer sees | Yours | The marketplace's | Often the vendor's | Yours |
| Who sets prices and schemes | You, by hand | You, next to other sellers | You | You, applied automatically |
| Orders between visits | Calls and chats | Yes | Some suites | App, WhatsApp and email in one queue |
| Delivery with proof | Phone calls | The platform's own | Rarely | Your riders, with photo proof |
| Time to go live | Nothing to set up | Seller onboarding | Typically weeks | 72 hours |
| Tally and Zoho sync | Typed in by hand | Rarely | Tally or an ERP, usually | Both, built in |
How these options usually work; individual products vary.
Customer story
What changed for a ZunderFlow customer
Produpak supplies fresh produce, not FMCG, but it started where most distributors start: orders by phone and WhatsApp, and frequent stock-outs.
ZunderFlow helped us move from a traditional workflow to a fully digital business. Our customers love the app, and internally, we’re saving hours every week. It’s changed how we operate.
Mohit KhetanCo-founder, ProdupakImplementation
Live in 72 hours
Day 1 sets up your platform, brand and team. Day 2 loads your products, prices and customers. Day 3 sets up your order flow and deliveries, tests everything end to end, and you go live.
Day 1
Platform Setup & Brand Configuration
Your platform is active, branded and your team can securely log in and start learning the system.
Day 2
Products, Pricing & Dealer / Customer Setup
Your catalog is live, pricing is ready and dealers/customers can start accessing products.
Day 3
Order Workflow, Delivery Setup & Go-Live
You are fully ready to start taking real dealer orders and running operations live.
What we need from you
- Your product list and price lists by customer group
- Your customer list, with groups and credit limits
- Your current schemes
- Your logo and brand colours
- Access to Tally or Zoho, if you want them synced
For businesses already using Zoho Inventory, setup is faster, products, customers and price lists sync automatically with zero manual configuration.
Questions FMCG businesses ask
Everything you need to know about ZunderFlow. Can't find what you're looking for? Reach out to our team.
Give your retailers an app they'll actually use
Book a 30-minute demo built around your customers, your price lists and schemes, and the systems you already use.
50+ active deployments. Operating since 2022. Live in 72 hours.