Skip to content
GullySales
Tell us what you need

FMCG and beverage brands · Lead generation

Turn distributorship and event enquiries into appointments before a rival rings them.

Lead generation for an FMCG or beverage brand is bringing in distributorship, retailer, event, canteen and private label enquiries, then answering and qualifying each one before it goes cold. GullySales sets up the sources, writes the first reply and records which source produced a distributor or a bulk order.

Tell us what you needor call +91 80958 58589

Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.

A brand owner reviews beverage and snack packaging

What lead generation means

Lead generation is the combined work of every channel that brings in a new enquiry, whether from search, adverts, referrals or a stall at an exhibition. GullySales runs these channels together and reports the number of enquiries each one produced, not the activity behind it.

Also for FMCG and beverage brands

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.

  • “Distributorship enquiries are full of the curious”

    Plenty of people asking about a distributorship have no godown, no vehicle and no working capital, and the salesman loses days visiting them.

  • “Event orders go to the first confirmed rate”

    A caterer who needs water and soft drinks for Saturday rings three suppliers on Wednesday and books whoever confirms a rate first.

  • “A shop's request dies on the salesman's notepad”

    A shop outside the beat asks your salesman for stock, the salesman writes it on paper, and no distributor ever hears about it.

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.

  1. A qualifying form for distributorship

    District, current brands carried, godown size, vehicles and the working capital the distributor can put in, asked before anyone travels.

    Result: Visits go to people who can run a distributorship.

  2. A ready reply for event and bulk orders

    Case rates, sizes, delivery area and the last date to order, set up to send on WhatsApp the moment a caterer or a hall calls.

    Result: Bulk buyers hear from you before they book a rival.

  3. A log of shops asking for stock

    Outlets outside current beats that ask for the brand, noted by salesmen and passed to the nearest distributor or used to plan a new beat.

    Result: Demand you already have gets served.

  4. A canteen and institution prospect list

    Corporate, college, hospital and hostel canteens in your cities, with the contractor or admin contact, for can and bottle supply.

    Result: The off-season has a list to work from.

  5. Replies for private label and co-packing

    A capability note and a reply for brands and chains asking you to bottle or fill under their label.

    Result: Spare line capacity gets priced, not ignored.

  6. One register for every enquiry

    Distributorship, retailer, bulk, canteen and private label enquiries in one sheet or CRM by source, with the outcome noted against the starting baseline.

    Result: You feed the source that produced distributors and orders.

How the result is measured

  • Enquiries generated
  • Cost per enquiry
  • Enquiries by source

Recorded as a baseline before work starts, so every later report has an honest comparison.

Read the full demand and lead generation page

Where enquiries come from

Where a drinks or home care brand's enquiries arrive, and what to record and reply at each.

Distributorship enquiry from your site or a portal
Record the district, brands carried, godown and vehicles. Reply with the distributorship terms and ask for a call before any visit. Note the portal as the source.
Caterer or marriage hall calling about a function
Note the date, the venue, the guest count and the sizes wanted. Reply with case rates and the delivery slot on WhatsApp, and confirm the order in writing.
Shop outside your beats asking the salesman
The salesman notes the shop name, area and SKUs asked for that evening. Pass it to the nearest distributor, and check later whether the shop was billed.
Canteen contractor or admin office
Record the institution, how many people it serves, can or bottle preference and the current supplier. Offer a trial supply with a named delivery contact.
IndiaMART or TradeIndia bulk enquiry
Log the product, the pack, the quantity and the city. Reply with sizes, case quantity and licence details, and mark the enquiries that come from traders reselling.
Private label request from a brand or chain
Write down the brand, the product, the pack format and the volume. Ask for their specification and label artwork before quoting, and record any sample sent.

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

Not for

It is not the right fit if.

  • You have no distributor capacity to open new districts, so a distributorship enquiry would have nowhere to go.
  • No one can call back an event or bulk enquiry within the day, so the caterer would book a rival.
  • Your pack is not yet cleared for sale in the state, so a bulk buyer's order could not be filled.

How it works

How the lead generation work runs

The work itself, in order. How an engagement starts, from your brief to a written scope, is set out on our method page.

  1. 1

    Understand your capacity

    We ask how many enquiries your team can answer well, who answers after hours, and what a good enquiry looks like. Without this, the system fills a funnel nobody is watching.

  2. 2

    Audit current sources

    We read your call log, WhatsApp chats, enquiry sheet and platform dashboards. The baseline is recorded: enquiries by source, reply time, conversion and cost per order.

  3. 3

    Strategise the channel mix

    Search and maps are chosen for people ready to buy, ads for people who are not yet looking, and content and referrals for trust.

  4. 4

    Implement capture and follow-up

    Pages, forms, tags, the lead record and the first-reply message are built and tested end to end. We submit test enquiries ourselves before any media money is spent.

  5. 5

    Measure and optimise

    Enquiries are traced to source and judged by what became orders, not by volume alone. Channels that fill the sheet with poor enquiries are cut back. How often you are reported to is agreed in writing.

Where this fits

Three pieces of sales work, in this order.

This work sits inside sales process design, at stage 1, prospecting and lead generation. The audit comes before it, and sales management keeps it running.

  1. Step 1

    Sales audit

    Find where deals are being lost and what to fix first.

    Start here if you cannot say where orders are lost.

  2. Step 2 · you are here

    Sales process design

    One written way to sell, from first enquiry to repeat order.

    Start here if every salesperson sells differently.

  3. Step 3

    Sales management

    A target, a review routine and someone who owns the number.

    Start here if the team has targets and no routine.

Tell us what you need Your brief is read before we call. Scope, fee and term in writing.

FAQ

Questions owners ask before they call.

Not here? More answers, or ask on WhatsApp.

Tell us what you need
Should we buy distributor leads from portals?
Only to test one district, and only if someone can reply the same day. Portal leads are shared with other brands and many are idle curiosity. Ask the qualifying questions on the first call, before anyone travels.
The same distributor has enquired on three portals. How do we handle it?
Keep one record per person, matched on phone number, and note every source the person came through. Reply once, from one person. Two salesmen calling the same distributor with different terms will lose the distributor.
What makes a distributorship enquiry qualified?
A godown, at least one delivery vehicle, other FMCG or drinks brands already in the van, and the money to hold stock and give retailers credit. Without these the distributor is an enquiry to keep in touch with, not one to visit.
How do we capture enquiries from fairs, melas and sampling stalls?
Put a WhatsApp number or a short form on the stall board, and enter every name that evening with what they asked for. Retailers and caterers met at a fair should get a call while they still remember tasting the drink.
How much does it cost?
There is no price list, because the work differs by business. The fee is scoped after we have read your brief and spoken to you, and put in writing before anything starts, split into our time, your media spend and production.
How long is the contract?
The term is agreed in writing after we have spoken, along with the fee and the reporting. It is never a default twelve months, and renewal is decided on the numbers against the baseline recorded at the start.
How soon will we see results?
It depends on the trade, the channel and what is already in place. After we have read your brief and spoken to you, we say what we would expect to move first and how it will be measured against the baseline. Nothing here is guaranteed.
Who will actually do the work?
The person you speak to before anything starts. We work from one office in Nagarbhavi, Bengaluru, with no account managers in between.
What do you need from us?
Your brief, and a conversation. After that, access to whatever this work touches, such as your website, your accounts or your enquiry record, and time with the people who handle your enquiries.
What if we are not happy with the work?
Tell us and the plan changes. Everything is reported against the baseline, so a number that is not moving is visible to both sides. The term is in your written scope, and the refund and cancellation policy sets out the rest.

From the blog

Further reading for FMCG and beverage brands.

All articles

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.

Tell us what you need