Well Connected

Godrej

Consumer Products undertook a few major IT initiatives over the last year.

Sampark is a project undertaken by Godrej to connect around 300 distributors (A

class), who bring 67% of topline into GCPL's IT architecture. The system

replenishes stocks at the distributor's end and triggers a sales order at the

CFA end daily. With this implementation, distributor's stocks have come down

from the earlier 25-30 days to 10-15 days, and sales went up by 20-25%. The

focus of the sales organization has since shifted from shipments to retailing.

Its 300-odd distributors come under 32 carrying and forwarding agents. The

traditional system of product distribution followed a 21-day inventory cycle, at

the end of which, surplus products were either recalled or strategically sold.

Using Sampark, the distributor does and shares his billing and inventory

documentation daily. The distributor is no longer besieged with an unnecessary

pile up of stocks. The stock placement accuracy, which measures delivery

efficiency, has gone up from 70% to 90%.

Another initiative, Sahayog, establishes firmer relationships with its key

suppliers. Sahayog has ushered in a high degree of transparency between the

suppliers and GCPL by providing a platform to share key information.