Distribution · DMS

What this is

A diagnosis of Everest Spices' DMS sales coverage and productivity performance.

What to focus on

• Outlet coverage: Only 1238 out of 1789 outlets (69%) are productive (ECO), leaving 551 outlets untapped.
• Lines per bill: Average lines per bill is 3.5, indicating limited cross-sell per order.
• Fill rate: Strong at 96.5%, minimizing lost sales from stockouts.

Where to fix

• Outlet productivity gap: 551 outlets (31%) are not productive, costing ~₹5.5cr/month (assuming avg. top distributor sales of ₹5L/outlet/month).
• Beat effectiveness: Only 80 beats for 1789 outlets (22 outlets/beat), risking under-servicing or inefficient routing.
• Lines per bill: At 3.5, Everest is missing incremental revenue per order; each additional line could add ~₹1.5cr/month (assuming 1238 productive outlets × ₹1000/line/month).

What to do

1. Activate dormant outlets with targeted schemes — Owner: National Sales Manager · How: Deploy incentive program for DSRs to convert 551 non-ECO outlets · Impact: +₹5.5cr/month · By when: 60d
2. Re-optimize beat plans for higher outlet coverage — Owner: Sales Operations Lead · How: Use route planning tool to increase beats to 100 and reduce outlets/beat to 18 · Impact: +200 outlets covered, +₹2cr/month · By when: 30d
3. Drive basket expansion via DSR training — Owner: Category Head · How: Launch SKU cross-sell training to lift lines per bill from 3.5 to 5 · Impact: +₹1.5cr/month · By when: 60d