A next generation B2B SaaS and embedded finance platform is helping India’s regional consumer brands scale faster by unifying distribution technology with supply chain lending.
Problem and opportunity
- India has over 100,000 mid size “challenger” brands (₹100-1,000 crore revenue each) that power a $500-$600 billion GDP segment but are held back by inefficient, offline sales, fragmented distribution, and poor access to working capital credit.
- Legacy SFA/DMS tools and standalone fintech lenders operate in silos, offering weak data, poor adoption, and lending that is disconnected from real transaction flows.
What the platform does
- Provides a full stack route to market and commerce layer: white label B2B ordering apps, distributor portals, retail intelligence (SFA, DMS, OMS), and retailer engagement tools that digitise the entire order to fulfilment journey.
- Layers in an embedded credit product that offers inventory linked lines of credit to distributors and retailers, underwritten using live order, payment and stock movement data, enabling low NPA, high velocity lending tied to actual movement of goods.
Traction and ecosystem
- Onboarded 230+ brands, connected to ~30,000 distributors and 7 lakh retail outlets, and processes about ₹2,000 crore in annual order value across the network.
- Strong SaaS ARR, with 4x growth in the last 12 months, ~64% gross margins, strong net revenue retention (around or above 100% monthly), and LTV : CAC of about 4.4x.
Revenue model and market potential
- Monetises via SaaS, B2B payments and messaging margins, and lending economics (processing fees and interest spread through co lending and FLDG programs with banks/NBFCs).
- Targets a large and under served market across FMCG, food & beverages, beauty, agri inputs, construction materials and more, with a medium term goal of reaching ~800 businesses and ~₹500 crore AUM on the lending side.