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FMCG makers know what they ship to distributors. What sells on to millions of kirana stores arrives late, in a dozen formats, and is argued about at month-end. Joining distributor, outlet and claim data into one governed record changes what a sales team can do on Monday morning.
The same SKU now sells through dark stores, marketplaces, ONDC and the brand's own app — each with its own price, content and stock. Brands that treat each platform as a separate report lose sales in the gaps between them.