Gully Sales builds a retail execution and merchandising programme for the outlets you sell through: which shops matter, what your brand must look like inside each one, and how every visit is checked and reported.
Gully Sales Private Limited helps businesses across India build and run the sales, marketing and channel systems that grow revenue.
In one paragraph
Retail execution and merchandising is the work of making your brand appear correctly in every outlet that matters. Gully Sales ranks your outlet universe, sets the shelf and visibility standard for each store type, turns promotions into instructions a shopkeeper can follow, verifies compliance with photographs, and reports execution and sell-through back to you.
The problem
You approved the display, printed the material, funded the scheme and briefed the team. Weeks later a photograph arrives from a market visit and the shelf looks nothing like the plan. The stock is there, the poster is behind the counter, the offer is missing from the price card, and the shop assistant has never heard of it. Nobody was careless. There was simply no agreed standard, no way of checking it, and no report that would have shown the gap while there was still time to correct it.
Why it persists. Retail execution falls between departments. Marketing designs the material, sales despatches it, the distributor delivers it and the shop owner decides what to do with it, so nobody owns the shelf. The work is also unglamorous: a standard has to be written, taught, checked on every visit and corrected, week after week. Most Indian field teams were built to book orders and recover payments, so inspecting a display feels like an extra job until it is made part of the call itself.
If it stays unresolved. Spending continues and the shelf does not change. Trade budgets grow, because the answer to weak sell-out is another scheme, while the reason for weak sell-out stays exactly where it was, inside the shop. Over a year the brand becomes something customers see in advertising and then cannot find properly in the store nearest to them.
What changes
In the first weeks
In how the work runs
In sales and marketing
In what management can see
Over the longer term
Gully Sales controls the deliverables: outlet prioritisation, the standards, the kit brief, the visit process, the audit method and the reporting. What sells afterwards depends on your product, price, stock availability, distributor service and how consistently your team runs the visits.
Who it is for
What Gully Sales does
Outlet universe and priorities
We build the real list of shops your brand depends on, from billing data, distributor secondary records and a market walk, then class them by what they can sell for you: throughput, catchment, category role and the space available on the counter. Coverage frequency, material quantity and the standard expected are set per class rather than for the whole market.
Visibility standards and the picture of success
For each outlet class we define what right looks like: shelf position and facings, the stock width to be held, price and offer visibility, secondary display placement, and which piece of point-of-sale material belongs where. It is written as a short illustrated standard with photographs, and the merchandising kit is briefed to fit the shelves your outlets have.
Promotion mechanics at the counter
We translate each scheme or consumer offer into what has to happen in the shop: the words on the price card, the display change, what the shopkeeper says, what he must keep for the claim, and the dates it starts and stops. Instructions go out as a single page, in the language of the market, with the claim process on the same sheet.
Field execution process
We rebuild the store visit as a fixed sequence: greet, check stock and expiry, set the shelf to the standard, put up or replace material, brief the shop on the live offer, take the order and record evidence. Beat plans, journey frequency and time in store are matched to outlet class, and the sequence is written for a person working alone in a district town.
Execution compliance and verification
We set how compliance is proved: which standards are scored, how photographs are taken so two outlets can be compared, who audits and how often, and the difference between a self-check by the officer and an independent audit. Scoring is simple enough to be trusted and specific enough to act on, with a correction route for outlets that fail twice.
Sell-through and execution reporting
We build the report that connects the shelf to the sale: execution scores by territory, outlet class and standard, promotion compliance during the live period, material utilisation against despatch, and sell-through wherever the outlet or distributor can share it. The specification is written for your field app, DMS or CRM so the report is produced rather than assembled by hand.
How it runs
Read the outlet base as it stands
We work through billing and despatch records, distributor secondary data where it exists, and your material despatch history, to see how many outlets you genuinely serve, how often, and what has been sent to them. We sit with your sales head and field officers to hear what a visit really contains and how much of it is order taking.
Walk the market
We visit a mixed set of outlets with your officers and without them: strong counters, average ones, shops that stopped buying and a few that carry only competitors. We photograph shelves as they are, record what material survived, ask shopkeepers what they understood of the last scheme, and note where competitors sit on the shelf.
Set outlet classes and the standard
We class the outlet base by selling potential and category role, then write the picture of success for each class: position, facings, stock width, price and offer visibility, and which material belongs where. Each standard is tested against real shelves so it can be met by an ordinary shop, not only by a flagship counter.
Build the promotion and visit process
We design the one-page outlet instruction format for schemes and offers, the merchandising call sequence, the beat and journey plan by class, and the audit checklist with its scoring and photo standard. Everything is drafted for a field officer working alone, in the language of the market, without support from head office.
Run a pilot territory
We take one territory and do the work with your officers alongside us: outlets classed, shelves set to standard, material placed, shopkeepers briefed on the live offer, evidence captured and the first audits run. We watch where the standard is impractical or the visit runs out of time, and correct the method before it goes wider.
Install audit and reporting
We fix the audit cycle, agree who scores and who verifies independently, and build the weekly and monthly report. Fields are specified for your field app, DMS or CRM so scores, photographs and material use come out of the system, and sell-through capture is started wherever an outlet or distributor will share movement.
Roll out, correct and hand over
The method extends territory by territory, with our team supporting the first visits in each. We read the programme against the baseline: which outlets moved to standard, where scores stalled, what material was wasted and what the promotion instruction actually changed at the counter. The toolkit is corrected and handed over in writing.
Ways to work with us
Retail execution audit
A market walk and record read across a sample of outlets, with shelf photographs, competitor visibility and material utilisation. Suited to a business that suspects its trade spend is not reaching the shop and wants evidence first.
Execution standards and toolkit design
The audit plus the full toolkit: outlet classification, picture of success per class, merchandising kit brief, promotion instruction format, call sequence, audit checklist and report formats, ready for your team to run.
Pilot territory build
Design plus hands-on work in one territory: outlets set to standard with your officers, shopkeepers briefed, evidence captured, the first audits run and the method corrected from what the market pushes back on.
Execution management and audit cycles
Continuing support across territories: officer coaching, promotion instructions for each cycle, independent audits at an agreed frequency, reporting run with your managers and periodic correction of the standard.
Why Gully Sales
We start in the shop
Nothing is designed before we have stood at your shelf and a competitor's. Photographs from a market walk decide the standard, so it can be met by an ordinary counter in an ordinary town rather than only in a showroom.
One page, not a manual
A shopkeeper and a field officer will read one page. Every format we build is short enough to be used during a live visit, in the language of that market, and is tested with the people who have to use it.
The check is built into the visit
Execution that depends on a special drive fades in a month. We put the shelf work and the evidence inside the ordinary call sequence, so it survives after the campaign and after us.
We state what we control
You get the standards, the toolkit, the audit method and the reporting. What sells afterwards also depends on your pricing, stock, distributor service and follow-up, and we say so rather than promising movement our work alone cannot produce.
Execution connects to the rest of your revenue system
Gully Sales works across marketing, sales, channel, customer success and revenue operations, so shelf standards link to your trade schemes, your field reporting and the campaigns that send customers to the shop.
Where it applies
Packaged foods and snacks
Paints, hardware and building materials
Consumer electronics and appliances
Agri inputs
Franchise and multi-outlet retail
Pharma, OTC and wellness
Proof
Bon Millette
Questions buyers ask
By evidence, not by opinion. Each outlet class has a scored checklist, and photographs are taken to a fixed standard so two shops can be compared. Your officer scores the shelf at every visit, and an independent audit covers a sample of priority outlets separately, which keeps the self-check honest. Outlets failing twice go into a written correction route. You end each week able to say what proportion met the standard, and which shops did not.
Trade promotion planning decides the offer: the mechanic, the slabs, the budget and the arithmetic behind it. Retail execution decides what happens once that offer reaches a shop. We write the counter instruction, change the display, brief the shopkeeper, verify that the scheme actually ran during its live weeks and report compliance. A well-designed promotion that nobody explains at the counter still fails, and this is the work that stops it failing there.
His visit is where the work happens, but the standard, the material and the check have to come from you. Distributor sales force effectiveness is about his productivity: beat design, calls per day, lines sold and his own incentives. Retail execution is about what stands in the shop when he leaves. The two fit together, and we specify what the merchandising portion of his call must contain so both can be measured.
We write the brief: what is needed, at what sizes, for which shelves, in what quantities and where each piece goes, based on the shelves your outlets actually have. Design and printing are arranged either through your existing agency and vendors or through ours, and we review the artwork against the standard before it is printed. We do not take a margin on your printing.
It depends on how many outlets are in scope, how far apart they are and how much your own field team carries. The sequence stays the same: read the outlet base, walk the market, set classes and standards, build the toolkit, run one pilot territory, install audit and reporting, then roll out. Phases are scoped in writing after the free audit, and we prefer one working territory early over a long design stage with nothing changed in any shop.
Outlet and distributor lists, billing and despatch history, point-of-sale material despatch records, scheme structures and claim rules, and product and pack information. Beyond documents we need access: territory time with your field officers, market visits without a prepared route, and a manager senior enough to change the visit routine and commit the material the standard asks for.
Yes. The work begins with whatever you keep, including spreadsheets and photographs collected in a shared folder. The checklist, scoring method and report formats are built to be filled by hand at first. We then specify the fields and reports so they can be added to a field app, DMS or CRM when you are ready. Software makes the reporting faster; it does not create the standard or the discipline.
Some will, and that is a commercial decision rather than an execution failure. The standard defines a minimum that costs the shop nothing beyond attention, and separately a paid visibility option for the outlets where the space genuinely changes sales. Priority classing tells you where paying is worth it. Where a shop refuses both, it is recorded with the reason, so you are not spending on material that will never go up.
One territory, and inside it the outlets that carry the category rather than every shop that buys. A pilot of a few hundred prioritised outlets is usually enough to test whether the standard is practical, whether the visit has room for it and whether the audit produces a score people trust. Rolling out to a whole market before the method is corrected wastes material and tires the field team.
Against the baseline recorded before the standard is written. We track active outlets, coverage of priority shops at the agreed frequency, execution score by class, promotion compliance during live schemes, material utilisation against despatch, orders from the covered base, time from an outlet being set to a steady ordering pattern, sell-through where it can be captured, disputes and their closure, and outlet retention. Scores are read weekly and the full picture monthly.
We do not set your prices, decide credit, take title to stock or act as your distributor, and we do not employ your merchandisers. Trade promotion design, distributor appointment and route-to-market work, dealer and distributor audits of stock and claims, incentive architecture and PRM software implementation are separate services. Anything outside the agreed scope is named in the proposal, so there is no assumption on either side.
Talk to us
The free audit is a working conversation about the outlets you sell through now. We say whether retail execution is your next step, or whether coverage, distributor service or the offer itself should be corrected first, and we tell you plainly when this is not what you need.