Case Study: Fast-Growing Multinational FMCG achieves 50%+ increase in market coverage with EdgeVerve TradeEdge SFA

A fast-growing multinational FMCG achieves over 50% growth in market coverage with TradeEdge salesforce automation

Fast-Growing Multinational FMCG, a USD 1bn+ consumer goods company operating across 20+ countries, faced poor demand visibility and fragmented retail networks in Southeast Asia — with frequent stockouts, weak territory management, and limited coverage in non-DMS areas. To digitize field operations and improve salesforce productivity across India and Vietnam (initially ~500 on-ground users), the customer engaged EdgeVerve to deploy TradeEdge SFA.

EdgeVerve implemented TradeEdge SFA — a configurable, offline-capable SaaS mobile solution with geo-fencing, DMS/ERP integration, manager dashboards and automated order, stocking and promotion workflows — expanding coverage to 2300+ users in 2–3 years. EdgeVerve’s solution digitized routing and order capture, sped retailer onboarding and manager interventions, and delivered measurable results: +15% productive calls, +15% drop size (value per sale) and over 50% increase in effective market coverage, while boosting brand presence in remote outlets.