Highlights:
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1.6M to 2.6M verified outlets, backed by structured onboarding
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98%+ accuracy in audited retailer master data
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Duplicate and fake records eliminated through validation
workflows
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Verified retailers enabled to drive direct secondary sales
About the Brand
The brand is one of India’s most widely distributed FMCG companies, operating across millions of general trade outlets. With categories spanning biscuits, confectionery, and snacks, they rely on deep retail penetration and high-frequency execution to maintain its leadership across India’s fragmented general trade network.
The Challenge
Client Profile:
The brand operates one of India’s largest retail networks, spanning millions of outlets across diverse geographies.
The Ambition:
To expand coverage from 1.6M to 2.6M outlets while maintaining a clean, compliant, and scalable retailer universe.
Business Frictions:
- Lack of visibility into real vs. duplicate retailers
- Manual onboarding processes causing inconsistencies across territories
- Market complexity across urban, rural, and semi-urban channels
- Data unreliability affecting scheme redemptions, forecasting, and trade spend
- Compliance risks created by fake and repeated retailer entries
What Needed to Change
They needed a single verification layer that could authenticate every retailer—old or new—before it entered the ecosystem. The solution had to eliminate duplicates, enforce compliance, and give sales teams the confidence that every onboarded outlet was real and active.
The Solution
Vxceed deployed a precision-led onboarding and verification ecosystem built on two strategic interventions:
1. Retailer Data Audit and Verification Discipline
- Mobile OTP-based identity checks
- Reverse geocoding for pin-point location accuracy
- Duplicate detection across mobile, address, and geo-coordinates
- Photograph and document capture for authenticity
- GST/PAN validation where applicable
2. Verified Expansion to 2.6M Active Outlets
- Field teams onboarded retailers using guided SFA workflows
- Only verified outlets were activated for secondary sales and schemes
- Validation gates ensured clean entries at source
- Network prepared for direct secondary sales and cleaner trade scheme execution
The Result
| 1.6M → 2.6M verified outlets | 98%+ accuracy in retailer master data | Zero duplicate records across categories and territories |
With Vxceed, the brand built a retailer-first distribution model that replaced guesswork with real-time insight. Key outcomes included:
- Expanded verified coverage to 2.6 million active outlets
- Eliminated duplicate entries through rigorous auditing and validation
- Enabled direct secondary sales via validated retailers
- Improved trade scheme targeting by linking redemptions to real outlets
- Increased forecasting accuracy across geographies and categories
Why Did They Choose Vxceed?
1. A unified, end-to-end verification platform
A single ecosystem combining retailer authentication, onboarding, validation, and data hygiene — eliminating fragmentation across territories.
2. Precision and control
Vxceed’s structured workflows, OTP-led identity checks, geocoding, and GST/PAN validation ensured clean, compliant retailer data at scale.
3. A partnership-led model
Vxceed worked closely with the FMCG brands’ team through audits, territory validations, training, and continuous refinement of verification flows.
