One of the biggest conglomerates in the world from India having diversified business interests from Oil to Telecom partnered with Addverb to make its foray into e-grocery sector.

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The customer had already tasted success with offline retail and had successful offline retail chain in grocery, fashion and electronics to name a few. With an aim to capture the market share in the burgeoning e-grocery category, an online format was planned to be launched in multiple metro cities of India. The customer wanted to incorporate the Kirana stores (Small grocery shops or general stores) and intended to pioneer the B2B2C model in India. They planned to go live with first site in Mumbai and wanted to deliver upto 15,000 customer orders per day and handle more than 10,000 SKUs to be handled including oddshaped items. The value proposition was to make cost effective overnight deliveries to the customer so that all customers who would have placed order would get it next day morning. The speed of fulfillment, accuracy in picking and ability to cater to maximum demand was the key aspects to consider while designing the solution.

Solutions implemented

We did extensive industry benchmarking to understand the order mix for each customer order, including the line items and accompanying quantities, along with an analysis of the SKUs to identify A, B, and C class items. Also, we had to create a design that would accommodate for Full Case as well as break-pack picking (Loose Picking/Each Picking). We designed a solution using smart conveyors and Pick-To-Lights to manage material flow from different zones and heights and consolidate orders for improved time to fulfillment and accuracy. We also incorporated Pick-By-Voice to utilize the warehouse space and manage the case picking and bulk picking. All orders from different zones would get consolidated with the help of a Put-To-Light wall and subsequently packed as per the dispatch routes. Our Warehouse Control System integrates PTLs, Pick-By-Voice, smart conveyor systems, and SAP at the enterprise level to optimize material flow in real-time, avoid bottlenecks, manage surges, group orders, and dynamically manage human resources for improved performance. 

Improvement in Key Results (KPIs)

The project was a resounding success as it led to achievement of stated objectives and the solution was replicated across other distribution centers in different cities


Our extensive product portfolio helps us design customised solutions for varying industry requirements.


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