By Industry · Distribution

Secondary sales visible.
Last mile executed.

Distribution operations fragment between the principal and the field — lost secondary sell-through, untracked promotions, and collections that drag for months. Hubler is the execution layer that closes every gap.

Get a Demo  → Explore use cases

Trusted by 100+ distribution & FMCG customers

Distribution Pulse — North Zone Live
Secondary Sales MTD
₹4.2Cr
▲ 14% vs last month
Distributor Coverage
87%
▲ 312 outlets today
Pending Collections
₹68L
⚠ 23 overdue
Active Schemes
9
3 expiring this week
Delhi NCR Distributors 12/14 active · 91% coverage
UP East Territory 7/11 active · 3 PDC overdue
Rajasthan Depots All 8 depots reporting
View full distribution dashboard →

Trusted across distribution, FMCG & field sales operations

Marico Country Delight Lenskart Swiggy Licious Giva Machani Group Fiberconnect Marico Country Delight Lenskart Swiggy Licious Giva Machani Group Fiberconnect
The Problem

Between the factory gate and the shelf,
execution falls apart.

Principals ship product. Distributors acknowledge. Field teams report. But the numbers never match, the schemes leak, and collections stretch for months — because none of these systems talk to each other.

visibility_off

No secondary sales visibility

You know what leaves the warehouse. You have no idea what's selling through at distributor or retailer level — until it's too late to intervene.

route

Field force running on instinct

Beat plans exist in Excel. Outlet visits go unverified. Scheme communication is on WhatsApp. Your best territories succeed despite the system, not because of it.

celebration

Trade schemes that leak

Promotions are designed at HQ and lost in translation. Distributors claim schemes they didn't execute. You pay for it without any proof of performance.

account_balance_wallet

Collections that drag for months

Ageing ledgers live in Tally. Field reps don't know who owes what. Credit limits are breached before anyone notices. Cash flow takes the hit.

assignment_return

Returns & claims with no audit trail

Returns come in without reason codes, photos, or eligibility checks. Claims are disputed, credit notes delayed, and distributor relationships suffer.

hub

Distributor network in silos

Each distributor runs their own DMS or spreadsheet. Onboarding new partners takes weeks. Governance across 200 distributors is near-impossible.

The Execution Layer

The distribution execution loop.
Closed, at last.

Hubler connects every step of the distribution cycle — from principal to depot to distributor to outlet to shelf — in a single governed workflow.

1
Principal ships & schemes
Stock dispatched to depots. Schemes approved and published. Every distributor sees the same version of the truth.
2
Field force executes beat plans
Sales reps follow GPS-verified beat plans. Orders captured at the outlet. Scheme eligibility checked in real time.
3
Orders flow to distributors
Retailer orders route to the right distributor. Fulfilment status visible to HQ without a single phone call.
4
Secondary sales captured at sell-through
Distributor sell-through data reported daily. Hubler surfaces real secondary numbers — not just primary off-take.
Data is captured via field-rep order entry and distributor DMS sync. Accuracy depends on network connectivity and distributor cooperation.
5
Returns, claims & promotions settled
Returns captured with photo proof. Claims validated against scheme rules. Credit notes issued within days, not weeks.
6
Collections tracked & recovered
Ageing ledger visible by territory. Automated reminders sent. Credit-limit alerts fire before the next dispatch.
7
HQ reviews, replans & optimises
Every metric from outlet coverage to distributor performance feeds back into the next planning cycle. The loop closes.
The Platform

Seven capability areas.
One unified execution layer.

Each module is configurable to your distributor hierarchy, territory structure, and scheme design — without writing a line of code.

01 · Secondary Sales Visibility

See what actually sells — not just what ships.

Primary off-take data tells you what left the warehouse. Hubler captures secondary sell-through from distributor DMS integrations and field-rep order entries so you finally have the real number — by SKU, outlet, beat, and territory.

What's governed
  • Daily secondary sales capture by SKU and outlet tier
  • Distributor-level inventory and days-of-stock tracking
  • Primary vs. secondary sell-through reconciliation
  • Territory-level fill-rate and offtake dashboards
  • Demand signal feed into replenishment planning
Explore sales visibility use cases →
Secondary Sales — Week 23
Delhi NCR — SKU Biscuit 200g ₹18.4L ▲12%
Lucknow — SKU Biscuit 50g ₹3.1L ▼8%
Jaipur — SKU Cream 100ml ₹7.6L ▲21%
Agra — SKU Cream 100ml Stockout · 0 sold
Primary vs Secondary Gap
Primary shipped₹48.2L
Secondary captured₹41.7L (86%)
02 · Field Force Management

Every rep, every beat, every outlet — governed.

Give your sales reps a mobile app with GPS-verified beat plans, outlet databases, order entry, and scheme eligibility checks. Give managers a real-time dashboard showing who's where, what they're selling, and where coverage is slipping.

What's governed
  • Beat plan creation and GPS-verified visit logging
  • Outlet master management (new outlet, photo, geo-tag)
  • Order capture with scheme eligibility check at point of sale
  • Rep productivity: calls made, lines sold, value billed
  • Territory coverage and red-outlet alerts
  • Daily route reporting and manager review workflow
Explore field force use cases →
Field Force — Today
Amit Sharma · MUM-Z01 Active · 7 calls
Priya Nair · MUM-Z02 Active · 5 calls
Ramesh Yadav · DEL-Z03 No check-in
Sunita Mehra · BLR-Z01 Active · 9 calls
Coverage
87%
Lines sold
4.2
Value billed
₹2.4L
03 · Order Management

From outlet order to distributor fulfilment — without a call.

Outlet orders placed by field reps route automatically to the right distributor. Credit checks happen before the order is confirmed. Fulfilment status is visible to the rep, the distributor, and HQ — in real time.

What's governed
  • Order creation from field app with credit-limit check
  • Order routing to distributor by territory or SKU mapping
  • Order status tracking: confirmed, packed, dispatched, delivered
  • Short-supply and substitution workflows
  • Returns linkage at point of next delivery
  • Order analytics: fill rate, line fill, order frequency by outlet
Explore order management →
Order Tracker — Today
ORD-8821 · Sharma Traders Delivered
ORD-8822 · Mehta Store Dispatched
ORD-8823 · Gupta Kirana Short supply
ORD-8824 · Ram Brothers Confirmed
ORD-8820 · Laxmi Stores Credit hold
48 orders today · 96% fill rate · 2 on credit hold
04 · Distributor Management

Onboard, govern, and grow your distributor network — at scale.

Managing 200 distributors on WhatsApp and spreadsheets is not a strategy. Hubler gives each distributor a portal, onboards them with a structured workflow, and governs performance, inventory, and compliance from one HQ dashboard.

What's governed
  • Distributor onboarding with KYC and document collection
  • Territory and SKU assignment by distributor tier
  • Distributor performance scorecard (coverage, offtake, compliance)
  • Inventory position and ageing at each distributor warehouse
  • Scheme communication and acknowledgement workflow
  • Distributor portal for self-service order and returns
Explore distributor management →
Also on manufacturing? Hubler's distributor management connects your plant to the channel — with the same execution layer.
Hubler for Manufacturing →
Distributor Scorecard
Rajesh Distributors · DEL A · 94 pts
Sunrise Agency · MUM B+ · 81 pts
Krishna Traders · PUN B · 68 pts
Shiv Agencies · LKO C · 42 pts
Score = coverage 40% · offtake 35% · compliance 25%
05 · Trade Promotion Execution

Design, deploy, and settle schemes — with zero leakage.

Trade schemes designed at HQ and communicated on WhatsApp lose 20–30% to misexecution and false claims. Hubler governs the full promotion lifecycle: design, approval, field communication, real-time execution tracking, and automated claim settlement against proof of performance.

What's governed
  • Scheme design and approval workflow (type, eligibility, period)
  • Distributor and field-rep scheme communication with acknowledgement
  • Scheme eligibility check at order entry
  • Execution tracking by outlet, rep, and territory
  • Photo-proof collection for in-store display schemes
  • Claim submission, validation, and automated credit-note generation
Explore promotion management →
Active Schemes — June 2026
Buy 10 Get 2 — Biscuit 200g 78% claimed
Display Scheme — Cream Range 41% executed
Volume Discount — 5% @ ₹1L+ Active
Claims submitted142
Validated & approved128
Rejected (no proof)14
06 · Returns & Claims

Returns captured at source. Claims settled in days.

Returns without reason codes, photos, or eligibility validation pile into a backlog that takes weeks to reconcile. Hubler captures every return at the distributor or outlet level with structured data, routes approvals, and triggers credit notes — automatically.

What's governed
  • Return request with reason code, batch number, and photo proof
  • Eligibility check against scheme rules and expiry windows
  • Approval routing (field manager → accounts → principal)
  • Credit-note generation and ERP push
  • Return analytics: top reason codes, value by territory
  • Dispute escalation and resolution workflow
Explore returns management →
Returns — This Month
RTN-441 · Near-expiry
Rajesh Dist. · 48 units Pending
RTN-440 · Damaged in transit
Sunrise Agency · 12 units Credit issued
RTN-439 · Wrong SKU supplied
Krishna Traders · 24 units Approved
Avg return-to-credit cycle: 3.2 days (was 18 days)
07 · Collections & Credit

Know who owes what — before you ship again.

Overdue collections are the silent killer of distribution margins. Hubler surfaces ageing ledgers by distributor and territory, automates payment reminders, tracks PDC status, and fires credit-limit breach alerts before the next dispatch — keeping cash flow healthy.

What's governed
  • Real-time ageing ledger by distributor and territory
  • Automated payment reminders at 7, 14, 30 days overdue
  • PDC and digital payment tracking with clearance alerts
  • Credit-limit configuration and breach alert before dispatch
  • Field rep collections workflow with receipt generation
  • Overdue recovery escalation and write-off approval
Explore collections management →
Collections Ageing — North Zone
0–30 days ₹14.2L
31–60 days ₹6.8L
61–90 days ₹3.1L
>90 days ₹1.4L ⚠
3 distributors on credit hold · 8 PDC due this week
Why It Works

Hubler doesn't replace your DMS or ERP.
It makes them execute.

Your existing systems record what happened. Hubler governs what happens next — and closes the loop across principal, distributor, and field.

Existing Systems of Record

SAP / Oracle / Tally
Distributor DMS (Bizom, StockRoute)
ERP & WMS
Field sales apps (legacy)
They record the past
→

Hubler Execution Layer

Govern beat plans and field coverage
Route orders and enforce credit limits
Execute and settle trade schemes
Capture secondary sales in real time
Close collections and returns loops
The missing layer
→

Distribution Outcomes

Scheme leakage eliminated
Collections cycle cut in half
Secondary visibility across every outlet
Distributor network governed at scale
Field force productive, not just busy
What actually happens
100+
Enterprise customers
4M+
Workflows executed
90%
Customer retention
4–6 wk
Average go-live
AI-Powered Execution
What's Next

AI agents that run your
distribution operations autonomously.

The next version of distribution execution isn't just automated — it's agentic. Hubler's AI agents detect anomalies, trigger workflows, and take action before your ops team even sees the alert.

AI Agent What it watches What it does autonomously
Coverage Sentinel Beat plans vs. actual visit data by rep and territory Flags missed outlets, reassigns beats for absent reps, and alerts the area manager
Scheme Leakage Detector Scheme claims vs. execution evidence (orders, photos, offtake) Rejects unsubstantiated claims, requests proof, and escalates patterns of false claiming
Secondary Demand Signal Distributor sell-through velocity by SKU and outlet Triggers replenishment alerts, surfaces stockout risk, and feeds demand forecasting
Collections Recovery Agent Ageing ledger, PDC status, and payment history by distributor Sends tiered reminders, flags high-risk accounts, and recommends credit-limit adjustments
Returns Fraud Guard Return requests vs. delivery records, batch data, and photo proof Cross-checks return eligibility, detects duplicate claims, and blocks fraudulent credit-note generation
Distributor Health Monitor Scorecard metrics across coverage, offtake, compliance, and collections Proactively flags at-risk distributor relationships and triggers corrective action workflows
smart_toy Learn about AI Agent Orchestration →
Proof, Not Promise

Real results from real distribution & FMCG teams.

Country Delight
Farm-to-home distribution across 400+ cities with complex last-mile coordination
Zero
manual processes in procurement and delivery operations
Read case study →
Lenskart
Manual invoice verification and payment reconciliation across 1,000+ outlets
80%
faster invoice processing and distributor payment cycles
Read case study →
Machani Group
Multi-territory distribution operations managed through disconnected spreadsheets
40%
reduction in operational cycle time across the distribution network
Read case study →
Who It's For

Built for every stakeholder
in the distribution chain.

business_center
National Sales Manager
Full-zone visibility across secondary sales, coverage, and distributor health — without a single status call.
route
Area Sales Manager
Real-time field force activity, beat compliance, and scheme execution in your territory — on a single screen.
store
Distributor Principal
A portal to track orders, claim schemes, submit returns, and see your own performance scorecard — with no manual reporting.
account_balance
Finance & Collections Head
Ageing ledger by distributor, PDC status, automated reminders, and credit-limit governance — all in one place.
Integrations

Works with what you already have.

Hubler integrates with your ERP, DMS, accounting software, and logistics systems — so your existing tools remain the system of record, and Hubler governs the execution layer on top.

SAP Oracle Tally Bizom StockRoute Ivy Salesforce Zoho CRM Delhivery Shiprocket Razorpay Google Sheets WhatsApp Business 200+ more →
FAQ

Common questions from
distribution teams.

What is secondary sales visibility and why does it matter in distribution? expand_more

Secondary sales visibility is the ability to see sell-through data at the distributor and retailer level — not just what leaves the warehouse. Without it, principals over-stock channels, miss stockouts, and plan promotions on blind guesses. Hubler captures secondary sales in real time through field-force beat plans and distributor integrations.

How does Hubler manage a field sales force across hundreds of distributors? expand_more

Hubler's field force module gives every sales rep a mobile app with beat plans, outlet coverage maps, order-taking, scheme communication, and visit verification. Managers get a live dashboard showing coverage, productivity, and deviation from plan — across the entire territory.

Can Hubler integrate with my existing ERP or DMS? expand_more

Yes. Hubler integrates with SAP, Oracle, Tally, and leading Distributor Management Systems (DMS) like Bizom, StockRoute, and Ivy. Orders, invoices, and inventory positions sync bidirectionally so your existing systems remain the record of truth.

How does Hubler handle trade promotion execution? expand_more

Hubler manages the full trade promotion lifecycle: scheme design and approval, communication to field reps and distributors, execution tracking by outlet and territory, and automated claim settlement with proof-of-execution. This eliminates the Excel-and-email cycle that causes most scheme leakage.

What does Hubler do for returns and claims management? expand_more

Hubler captures return requests at the distributor or retailer level with photo proof, validates them against scheme eligibility and reason codes, routes approvals, and triggers credit notes — reducing the average returns-to-credit cycle from weeks to days.

How does Hubler support collections and credit management? expand_more

Hubler gives the collections team a real-time ageing ledger per distributor, automates payment reminders, tracks PDC and digital payment statuses, and surfaces credit-limit breach alerts before orders are dispatched. Overdue recovery workflows trigger automatically based on days-past-due rules.

How quickly can a distribution company go live on Hubler? expand_more

Most distribution customers are live within 4–6 weeks. Hubler's no-code configuration means your business team sets up beat plans, distributor hierarchies, and scheme rules without an IT project. Integrations with your DMS or ERP are handled by Hubler's implementation team.

Resources

Case studies, guides, and templates.

Case Studies
How this agri-group set up high-tech field force and distributor management
Read case study →
How this farm-to-home D2C dairy brand automated complex distribution operations
Read case study →
How this leading farm-to-fork company streamlined procurement and distribution
Read case study → All case studies →
From the Blog
3 Must-Have Features for FMCG Field Sales Management Software
Read article →
Streamline Your Goods and Services Procurement
Read article →
7 Features to Look For When Choosing Vendor Management Software
Read article → All articles →
Use Case Templates
Vendor Management→ Inventory Management→ Order Management→ Demand Forecasting→ All templates →

Ready to close the gap between
your plan and your last-mile execution?

Hubler connects the principal to the distributor to the field — and surfaces the truth about what's actually selling. Powered by the System of Execution™.

Talk to our distribution team  → Download the Distribution Ops Guide