YOUR CRM
Stops at the opportunity
The visit, the shelf, the van, the settlement — none of it exists there.
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FMCG SFA & Distribution Management Software for India
Beats planned on paper. Orders lost to no-signal zones. Schemes nobody can reconcile. Fix the route to market.
Updated · by Hetal Shroff, Sales & Marketing
Beat live · 8 / 11 stops
Kothrud · geofenced
Beat planned on paper
No idea who was visited
Order saved offline
Synced 14:32 · ₹6,240
Order lost
No signal at the outlet
Scheme claim reconciled
₹4,720 · line by line
Scheme claim
Can't be reconciled
Choose your starting point: FMCG distributor management system software for orders, stock and collections · SFA software for FMCG for beats, visits and field orders.
Rep-day dashboard — Kothrud territory
live
Coverage
84%
outlets billed this cycle
1,512 / 1,800 outletstarget 90%
Productive visits
1,180
this month
Collections
46,300
today · UPI, cash, cheque
Stops
8/11
today’s beat
9:00next · Anand Bakery
01 · WHY YOUR CURRENT STACK CAN'T FIX THIS
Four tools, four silos, one broken route.
YOUR ERP
Has no field context
It books the invoice but never saw the beat, the scheme, or the rep.
YOUR SFA TOOL
Is a silo
Field data trapped in its own login, reconciled by export and prayer.
YOUR AI TOOL
Reports but can't act
It charts the slipping outlets. Someone still has to replan the beats.
Every part of distribution, explained and answered.
Ten topics make up the route to market. Each links to the reference that defines it and the product that runs it.
01 / 10
Route to market
The path a product takes from your warehouse to the shelf — distributors, beats, vans, and the money on the way back. xMatix runs the whole loop on one data model, so the plan, the visit, the order and the settlement are the same records.
02 / 10
Distributor management
Distributor accounts, their orders, outstandings and claims, kept on the same ledger as your own books. A dealer’s purchase order becomes your sales order in one step — no rekeying, no reconciliation file.
03 / 10
Beat planning & journey plans
Beats generate on schedule, sequence by territory, and execute against a geofenced agenda. Coverage and productive-visit rates come from the visits themselves, not a self-reported tracker.
04 / 10
Route optimization
Every route carries three sequences: the one planned, the one the optimizer proposes, and the one reps actually follow — learned from execution history. The learned sequence feeds the next plan.
05 / 10
Van sales
The van is a stock location in its own right: load in the morning, sell and invoice on route, take back and settle at day end. Damaged stock lands in its own bucket, shortages get flagged, and the books never lose the truck.
06 / 10
Secondary sales visibility
What distributors sell onward, captured at the outlet visit and reported on the same records the field wrote. Coverage, productivity and order value roll up without an import step.
07 / 10
Retail execution & share of shelf
The rep photographs the shelf; Sense Vision scores compliance, share of shelf and facings against plan. The gap becomes a nudge to the manager, not a debate.
08 / 10
Trade schemes & claims
Slabs apply at the order and recompute authoritatively at posting; budgets live per account. Scheme-linked rules turn executed schemes into claim lines that reconcile line by line — approved, rejected or short-paid.
09 / 10
Suggested ordering
Three replenishment engines propose what to buy, netting stock on hand, in-transit shipments, pending orders and open demand. Every suggested line carries its own arithmetic — the quantity is checkable, not a black box.
10 / 10
Offline execution
Orders, visits and payments work in no-signal zones and sync when the network returns. The engine is the same one product-wide — the field never waits for coverage.
SCHEMES → CLAIMS
Scheme spend becomes claimable automatically.
Scheme-linked generation rules turn executed schemes into claim lines. Distributor batches route for approval, and reconciliation happens at line level — approved, rejected, or short-paid — not at “the cheque looked about right”.
Every route-to-market capability, one page each.
Each page explains the discipline first and the machinery second — what it is, where it breaks, and exactly how xMatix runs it.
Beat planning & route execution
Beats designed on a map, optimized sequences, geo-verified visits, plan-versus-day.
Read the deep diveOffline order capture
The catalogue, pricing and schemes on the device; orders in a durable queue.
Read the deep diveSchemes & promotions
Defined once, recomputed by the server, accrued into claimable settlements.
Read the deep diveCollections & outstanding
Invoice-level dues on the route, credit limits with teeth, ageing that ties out.
Read the deep diveVan sales & reconciliation
Load out, sell and invoice at the doorstep, reconcile to the last unit.
Read the deep diveSecondary sales visibility
Sell-through captured at source — not a month-old distributor statement.
Read the deep diveMerchandising & share of shelf
Structured in-store work, and shelf photos that become measurements.
Read the deep diveRoute-to-market analytics & AI
Coverage, productivity and spend — and Sense to ask questions in plain language.
Read the deep diveAI agents for the route
Visit plans, suggested orders and nudges that work the night shift — approval-gated.
Read the deep diveBottling & beverage distribution
Daily beats, van sales, and empties & crates on a real stock ledger.
Read the deep diveEvery distribution problem has an address.
Beat planning & coverageField Sales & Distribution
Van sales & day-end settlementField Sales & Distribution
Schemes & incentivesField Sales & Distribution
Distributor claimsService & Support
Collections & GSTFinance & Accounting
Trade schemes & claimsRewards
Shelf executionSense Vision
Distributor orderingCommerce
Auto-replenishmentProcurement
Van stockWarehouse Management
Compliance, wherever you operate.
IN DEPTH
SFA, DMS and the route to market, explained.
FMCG brands in India sell through a chain they do not own: the brand's primary sale goes to a distributor, the distributor sells on to lakhs of kirana and general-trade outlets, and the field team in between works beats that run through Tier-2 and Tier-3 towns where the network drops out. FMCG distribution management software has to carry that whole chain on one set of records: the beat and the visit, the order and its scheme, the distributor's GST invoice and e-way bill, the claim, and the collection. xMatix runs sales force automation (SFA) for the field team and a distributor management system (DMS) for the distributor on one platform, so the order the rep captures is the order the distributor invoices and the number the brand reports.
SFA and DMS: two jobs, one data model
The field side is a working day: a beat generated on schedule, geo-verified visits, stock checks and shelf work, an order priced with the running schemes, a collection against open invoices — all on a phone that keeps working offline. That is SFA software for FMCG. The distributor side is a business: stock by location and batch, retailer invoicing with GST and e-invoicing, credit limits, claims and collections. That is FMCG distributor management system software. Most brands buy the two from different vendors and spend the next year reconciling them; on xMatix they are the same records, so there is nothing to reconcile.
What to check before you buy FMCG distribution software
The demos all show a clean order screen. These are the checks that decide whether the system survives its first season in the field:
| Check | What good looks like | Where it is on xMatix |
|---|---|---|
| Offline order entry | Catalogue, prices and schemes on the device; orders queue durably and sync later | Offline order capture |
| Scheme calculation | One definition, applied identically in the app, the distributor invoice and the portal; recomputed at posting | Schemes & promotions |
| Scheme-to-claim reconciliation | Claims generated from the qualifying lines and settled line by line | Trade claims |
| GST e-invoice and e-way bill | Raised from the distributor's own invoices and despatches, not re-keyed | e-Invoicing · e-Way bill |
| Secondary-sales visibility | Sell-through captured at source, not a monthly distributor statement | Secondary sales |
| Credit and collections | Limits that gate the order; collections allocated to invoices on the visit | Collections & outstanding |
| ERP sync | A defined integration for primary sales and masters, with run history you can replay | Integrations |
Where to go next
Each topic above has its own page; the category definitions are in the glossary, and the comparison that sorts the acronyms is DMS vs SFA vs CRM.
Personal care and cosmetics brands run this chain with more SKUs, more launches and beauty retail alongside the kirana beat — see personal care and cosmetics distribution management.
COMMON QUESTIONS
The questions FMCG brands and distributors in India ask.
What is the difference between SFA and DMS software for FMCG?
SFA runs the field team's day — beats, visits, orders and collections at the outlet. A DMS runs the distributor's business — stock, retailer invoicing, schemes, claims and cash. FMCG brands usually need both; on xMatix they share one data model, so the field order and the distributor invoice are the same record.
Does it work for distributors and field teams in India?
Yes. Distributor invoices carry GST on the line and generate e-invoices, e-way bills are raised from the despatches that need them, and the field app keeps working offline in Tier-2, Tier-3 and rural markets where coverage drops, syncing when the network returns.
Can trade schemes be reconciled to claims automatically?
Yes. Schemes are defined once — slabs, free goods, item-group conditions, budgets — applied by the server on every order, and scheme-linked rules turn executed schemes into claim lines that are approved, rejected or short-paid line by line.
Can we start with one territory in India before rolling out nationally?
Yes, and we recommend it: map one territory's distributors, outlets and beats, load items, prices and schemes, reconcile opening stock and receivables, and pilot the full order-to-invoice-to- collection cycle before adding territories.