Marico : Mobile MIDAS

Marico had implemented MIDAS (Distributor Automation Software) which enabled

daily visibility of secondary sales (Sales to Retailers) in its urban network.

But with no mechanism to capture secondary sales in rural segment on daily

basis, Marico had very limited information visibility. Hence, rural market that

contributes to about 30% of Marico's business remained an information black

hole. The company therefore chose to built a mobile application for PDA, named

“Mobile MIDAS”, which is used to capture retail orders and stockists statements

and the data is synced online with central server over GPRS.

The sales representatives carry the PDAs from which they get their details of

the outlets to cover during the day and use the mobile application to capture

sales orders. The data is integrated with company's BI portal through which the

company executives have real time visibility of secondary sales, PSR

productivity, cost of sales etc. in rural markets.