Vardaan Distributionwent from 74% to 92% coverage in one quarter.

Vardaan is a Norvia Foods super-stockist across Punjab, Haryana and Western UP. 72 DSEs, 3,200 retail outlets, ₹42Cr annual secondary sales. This is what changed in 12 weeks.

The one-line result

+₹2.7Cr secondary sales

recovered in the pilot quarter

11 wk

payback

6.4×

first-year ROI

The four metrics that moved

Coverage

74%→92.4%

Premium mix

14%→26%

Hygiene score

61→84

Scheme leakage

6.8%→0.7%

The 90-day arc

Week 0

Contract & data lift

Master data from Botree DMS. 3,200 outlets, 140 SKUs, 4 scheme structures loaded and validated.

Week 1

Kickoff + ASM certification

Half-day cert for 6 ASMs. Train-the-trainer for 3 supervisors. Cockpit shadow on live beats.

Week 2

72 DSEs live

Dedicated + shared DSEs onboarded across 3 states. First scorecard cycle running in parallel with legacy.

Week 4

First payout on Aiera

40/25/20/10/5 scorecard replaces Excel. Hygiene gate withholds 4% of payout — recovered in cycle 2.

Week 8

WhatsApp order flow live

Retailers confirm orders on WhatsApp template. Distributor SLA drops from 4h to 8s to ERP.

Week 12

Steady state · pilot closed

Coverage, hygiene and mix all above target. Rollout expanded to 4 additional distributors.

Voice of the distributor

“We stopped guessing which beat was slipping. Aiera told us in the morning, not at month-end.My scheme leakage went from 6.8% to under 1% without a single hard conversation with a DSE.”

Amit Vardaan

Founder · Vardaan Distribution · Norvia Foods super-stockist

What we replicated to the next 4 distributors

The 2-week onboarding kit

Master data template, ASM cert deck, DSE walk-along script.

The hygiene gate on payout

Single biggest lever. Behaviour changes when the wallet does.

The morning huddle template

Live coverage board on the wall. 9:00am, 12 minutes, done.