FMCG and beverage brands · CRM
Keep distributors, outlets and institutional buyers in one record you can search.
A CRM for an FMCG or beverage brand is a shared record of every distributor, wholesaler, outlet and bulk buyer, with the conversations, schemes, claims and orders attached to each. It replaces the notebook of the sales officer and the sheet on the owner's laptop. GullySales sets up the record around your beats and your billing, and works on getting the sales team to fill it.
Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.
What CRM means
A CRM is the record where every enquiry, call and quote is kept against a customer, replacing separate notebooks, spreadsheets and memory. GullySales sets up or cleans an existing CRM and reports from it by enquiry outcome rather than by activity logged.
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Sales and marketing for FMCG and beverage brands, the overview.
Last updated 6 Oct 2026. Rules for this trade differ by state and professional body, and they change. We describe restrictions in general terms, so check the current position with your own council or adviser before you publish anything.
For FMCG and beverage brands
Where it usually goes wrong, and what we would do.
“The relationship sits in the sales officer's phone”
When a sales officer leaves, the knowledge of which distributor is unhappy about a pending claim leaves too. A record kept by the company holds the history of each distributor and each key outlet, and the next person starts from it.
“A distributor's invoice is not an outlet”
The brand knows what it billed a distributor. It does not know which shops bought from the distributor, which bought once, and which cooler outlets went quiet. The record needs a row for the outlet, not only for the distributor, or repeat buying stays invisible.
“Claims and schemes need a home beside the account”
Scheme, damage and display claims sit in emails and on paper. When the same list is open beside the distributor's record, the person who calls the distributor knows what is pending before saying hello, and the longest wait is dealt with first.
“Leads from events and enquiries get lost between seasons”
A caterer asks for a case rate in the wedding months, a canteen contractor asks for a sample, a distributor from another district enquires. Without a place to log them, the enquiry that came in May is forgotten by October.
What we do
What we deliver for FMCG and beverage brands.
Every deliverable, what it covers for you, and the result it is there to produce. Nothing here is an extra.
Account structure
Super-stockist, distributor, sub-stockist, wholesaler, outlet and institutional buyer set up as linked records, with the beat and the salesman attached.
Result: Any outlet can be traced to its distributor and its beat.
Fields that match your trade
Cooler or rack placed, SKUs taken, scheme enrolled, last order date, claims pending and credit terms, kept short enough that the field team fills them.
Result: The record shows what an outlet buys, not just who it is.
Claims and scheme log
A list of scheme, damage and display claims per distributor, with the date raised and the status.
Result: The oldest claim is visible before the distributor raises it.
Pipeline for new distributors and bulk buyers
Stages for district distributors, modern trade, canteens and event buyers, with the next step and the owner of each.
Result: No enquiry sits unanswered because nobody owned it.
Tool choice and field adoption
A comparison of a distributor management system, a sales app and a plain shared sheet against your size, and a simple routine for the sales team to update the record.
Result: You use a tool the salesmen and distributor staff will open.
How the result is measured
- Enquiries logged in the CRM
- Data completeness
- Reports generated from CRM data
Recorded as a baseline before work starts, so every later report has an honest comparison.
Who it is for
This is written for these FMCG and beverage brands.
- Packaged drinking water and 20-litre can brands
- Regional soft drink, soda and goli soda bottlers
- Juice, fruit drink and nectar brands
- Energy, sports and electrolyte drink brands
- Packaged tea and coffee powder brands
- Flavoured milk, buttermilk and lassi brands
- Home care brands: detergent, dishwash, floor cleaner and phenyl
- Personal care and pooja brands: soap, hair oil and agarbatti
How it works
From your first message to the first report.
No open-ended retainer. Every step gives you something in writing.
First
Your brief
You tell us what you need in a few short steps: your business, what you want, where enquiries come from and how they are handled.
After the brief
A conversation and a written scope
We read it, then talk with whoever handles your enquiries. If you want our help, the scope, the fee and the reporting come in writing, and nothing starts before you have read them.
Before work starts
Baseline recorded
The numbers this work is meant to move, such as enquiries, quotations, orders, visits or renewals, written down so every later report has an honest comparison.
After the baseline
The first fix goes live
The fix we agreed to start with is put in place and measured against the baseline, whether that is a reply, a follow-up, a page, a listing or the handover between marketing and sales.
As agreed
Report against the baseline
What moved, what did not, and what changes next, in plain words. How often you get it is set in writing before work starts.
At renewal
Renew on the numbers
The term ends and you decide whether to continue from the results. The length is agreed in writing before anything starts.
How the CRM work runs
- 1
Map the sales process
We record how a deal actually moves from enquiry to close in your business today.
- 2
Configure stages and fields
The CRM's pipeline and fields are built to match that process exactly, not a generic template.
- 3
Set up automations
Reminders, assignment rules and follow-up triggers are configured so routine steps happen without manual effort.
- 4
Test with real deals
We run the configuration against actual current deals to catch gaps before the whole team relies on it.
Why us
Why owners pick GullySales over an agency.
Marketing and sales, as one job
Most agencies stop at the enquiry. We also fix what happens after it: the reply, the follow-up, the quote and the CRM.
The person on the first call does the work
No account managers in between. You are never handed to someone you have not met.
A baseline before anything starts
Your numbers are written down on day one, so every later report compares against something honest.
The fee in writing, split three ways
Our time, your media spend and production on separate lines. You always see what goes to us.
No guarantees we cannot keep
The term is agreed in writing and never a default twelve months. We never promise a ranking or a lead count, because nobody controls those.
One office, and we say so
Nagarbhavi, Bengaluru. We work across India by call and WhatsApp and travel when a session needs to be in person.
#257, 3rd floor, Sri Nanjundeshwara Complex, Nagarbhavi 8th Block, Outer Ring Road. How we work.
Your brief
Tell us what you need, and we will read it before we call.
Eight short steps about your business, what you want and who decides. Most questions are a tap, and you can skip any you would rather answer on the call.
FAQ
Questions owners ask before they call.
Not here? More answers, or ask on WhatsApp.
Is a spreadsheet enough to begin?
How do we get salesmen to fill it in?
Whose data is the outlet data, ours or the distributor's?
How much does it cost?
How long is the contract?
How soon will we see results?
Who will actually do the work?
What do you need from us?
What if we are not happy with the work?
From the blog
Further reading for FMCG and beverage brands.
5 min read · 6 Oct 2026How food brands win the trade and the shopperA packed food or household brand is chosen twice: by the distributor, retailer or kitchen that stocks it, then by the shopper who picks it up. Here is what each buyer checks and where brands lose both.
6 min read · 6 Oct 2026How beverage brands check summer loading against sell-throughA distributor's invoice shows what you pushed into the godown, not what reached shops. Here is how a beverage brand compares summer loading with sell-through before the monsoon arrives.
More for FMCG and beverage brands
Everything else we would do for you.
Closest to this: leads and follow-up
Also for FMCG and beverage brands
Or start from the overview: sales and marketing for FMCG and beverage brands.
Your next practical step
Tell us what you are trying to grow, and we will read it before we call.
Eight short steps, mostly taps. Skip anything you would rather answer on the call.