The Impact of Sales Force Automation Solutions on India's FMCG Start-up Boom

August 29, 2022

India's FMCG industry has experienced significant changes in recent years with the emergence of numerous start-ups offering new products across various categories such as snacks, beverages, and cosmetics. This trend is reminiscent of the boom witnessed in the early nineties when the industry saw tremendous success through television marketing. Today, digital media plays a similar role, fueled by India's 600+ million internet subscribers. Digital advertising revenue in India is growing at a rapid CAGR of 35%, highlighting the reliance of new FMCG entrants on digital ads to reach customers effectively.

The Growing Trend of FMCG Start-ups

The statistics regarding funding in the FMCG start-up segment indicate a promising future for this industry. Investment amounts for FMCG start-ups in India have seen a year-on-year growth of over 100% in 2018. Notably, these investments come from prominent investors such as Sequoia Capital, Matrix Partners, and DSG Consumer Partners.

The Importance of Automation for Long-Term Success

While the FMCG start-up boom presents exciting opportunities, it is important to address the challenge of maintaining operational efficiency during the growth stage. Automation, specifically through Sales Force Automation (SFA) solutions, offers a viable solution to achieve the desired level of efficiency. Rather than waiting until a significant market share is captured, it is crucial for start-ups to embrace SFA early on. This blog explores the reasons why adopting an SFA solution in the early stages of a start-up is vital for long-term success.

1. Easy Adoption in a Small Team

The success of SFA implementation relies heavily on the adoption by field employees, which can be a challenge for companies with large team sizes. By implementing SFA in the early stages when the team is smaller, adoption can be achieved more quickly and in a non-coercive manner. This facilitates a smoother transition and minimizes resistance to change.

2. Integration into Onboarding Checklist

Implementing an SFA solution early allows it to become a fundamental part of the onboarding checklist for new field employees. From day one, employees are aware that their payroll, attendance, and key performance indicators (KPIs) will be measured through the SFA system. This proactive approach alleviates the need for change management and associated resistances when the team size has already grown substantially.

3. Enhanced Measurability of Focus Areas

During the growth stage, FMCG start-ups have multiple areas of focus, such as product development, branding, promotions, and geographical expansion. Implementing an SFA solution provides visibility and measurability in these areas, empowering stakeholders to make strategic decisions based on real-time data. Key information, such as new customer onboarding, geographic penetration, product performance, and fulfillment timelines, are readily available through an advanced SFA solution implemented in the initial days.

4. Adoption of Industry-Best Practices through Automation

When implementing an SFA solution, start-ups often choose a Software-as-a-Service (SaaS) solution that is already leveraged by experienced players in the industry. By adopting an SFA solution in the early stages, start-ups can align their processes with industry best practices in sales and distribution. This ensures efficient operations and allows for seamless integration with established players in the market.


As India's FMCG industry continues to witness a surge in start-ups, embracing Sales Force Automation (SFA) solutions early on provides a competitive edge. The ease of adoption within a small team, integration into the onboarding process, enhanced measurability of focus areas, and adoption of industry-best practices through automation all contribute to long-term success. By leveraging SFA solutions, FMCG start-ups can establish a solid foundation for growth and navigate the challenges of operational efficiency with confidence.