AxisIQ for FMCG distributors

AxisIQ for FMCG distributors: beats and salesmen, schemes and free quantity, retailer credit limits, collections and ageing, and claims to principals.

AxisIQ is distributor management software for FMCG distributors and super stockists in India: principals and their schemes, salesmen on fixed-day beats, sales orders with free quantity, retailer credit limits, collections and ageing, and the claims you raise back on principals — in one live workspace. The Distribution & Wholesale template sets all of it up at signup, and Ask Axis, the built-in assistant, then adapts it to the lines you carry and the way your team works.

How an FMCG distributorship actually runs

An FMCG distributor might carry three or four principals — a personal-care line, a foods line, a home-care line, perhaps brands like HUL or Dabur alongside regional ones — each with its own area sales manager, targets, payment terms and a scheme circular that changes every month. Salesmen work a beat a day, Monday to Saturday, calling on forty or fifty kirana and general stores. The money is made on volume and lost in the gaps:

• Schemes leak. "Buy 10 get 1 free" goes to the retailer at once, but the claim to the principal is assembled weeks later from bills, and unclaimed free goods come straight out of margin.
• Credit drifts. Retailers are on 7 to 21 days, salesmen extend more to make the beat target, and nobody sees the ageing until month end.
• Collections go missing. Cash and cheques collected on the beat reach the office a day or two later, and matching them to bills is guesswork.
• Beats underperform quietly. A beat with many outlets and few orders looks fine in the total.

How the template covers it

Principals and schemes. Each Principal carries its category, GSTIN, area sales manager, payment terms and monthly target. Each Scheme records its code, type (free goods, percent off, flat off, slab or display), benefit value, validity dates, running status and whether it is claimable.

Beats and salesmen. A Beat belongs to a Salesman and has a visit day, an area and an outlet count; each Retailer belongs to a beat. A new outlet can sign itself up through the template's Become a retailer partner form, which creates the retailer record. Every call is a Retailer visit with its outcome — order taken, collection only, no order, shop closed — and the amount collected. The home dashboard's Beat performance (30 days) chart puts beats side by side, so the one with fifty outlets and twelve orders stands out.

Orders with free quantity. A Sales order — numbered automatically, SO-2610-0001 — records the retailer, salesman, beat and source; each Order line carries quantity, free qty, rate and the scheme that applied. Because the scheme sits on the line, "free goods given under scheme X in September" is one query over the lines, and that total becomes a Principal claim of type scheme, tracked from draft to submitted, under review, settled or rejected — with the settled amount beside the claimed amount, so short settlements are visible.

Credit and collections. Retailers carry a credit limit, credit days, an outstanding figure and an active / credit hold status. Payments record who collected them and the cheque or UTR number. The dashboard shows Overdue receivables, Outstanding by age and a table of Overdue invoices to collect.

Margins kept private. Products carry MRP, PTR and purchase rate with a computed Unit margin; field-level permissions let salesmen see PTR without seeing purchase rate or margin.

Big orders approved. A wholesaler or sub-stockist order of ₹1,50,000 taxable value or more is held for the sales manager before picking — the template's Big orders need approval flow. Confirmed orders then enter the Godown dispatch work queue on their own, from To pick to Dispatched.

What to ask Ask Axis to add

• "Add a scheme claim summary report: free quantity and value by scheme and principal for last month."
• "When a salesman logs a collection on a retailer visit, create a payment record collected by that salesman."
• "Add a must-sell SKU flag to products and a widget showing which beats sold them this month."
• "Add a display scheme photo and a display contract end date to retailers."
• "Add a target vs achievement table per salesman for this month."

Ask Axis builds these in your live workspace under your permissions and asks before anything destructive. Example data never sets off the automations and is cleared in one click from Settings → Industry template, removing only the template's own rows. Payment reminders to retailers can go out through Messaging on your own SMS or WhatsApp provider account, using Meta-approved templates for WhatsApp.

One honest limit

AxisIQ does not connect to a principal's own DMS or upload secondary sales to their portal. If a principal requires their DMS, you keep using it for that; data can move between the two by CSV. AxisIQ also does not generate e-invoices or e-way bills — it records the e-way bill number on the challan and keeps a balanced ledger for your CA.

FAQ

What is the best software for FMCG distributors in India? One that ties beats, orders, schemes, credit and claims together rather than only billing. AxisIQ's Distribution & Wholesale template sets up exactly those records, flows and a dashboard at signup, and Ask Axis adapts them to your lines.

Can AxisIQ track free quantity given under schemes? Yes. Every order line has a free quantity and a link to its scheme, so free goods by scheme, principal and month are a query, ready to become a scheme claim.

Can I see which beats and salesmen are underperforming? Yes. Retailer visits record every call and its outcome, and the dashboard's beat performance chart compares beats over 30 days; target-versus-achievement per salesman is one request to Ask Axis.

How do I stop salesmen from over-extending credit? Retailers carry a credit limit and a credit-hold status; ask Ask Axis for a flow that holds an order when the retailer's outstanding is above their limit until the sales manager releases it.

Does AxisIQ replace the principal's DMS? For your own operations, yes; for principal reporting, no — there is no integration with principal DMS portals, so where one is mandatory you keep it and move data by CSV.

Start with the Distribution & Wholesale template — or see AxisIQ in action. Back to AxisIQ for distribution & wholesale.