How a Pune ingredients distributor pulled ₹1.9 Cr/month out of accounts they were already serving.
Triveni Foodworks is a Pune-based specialty ingredients distributor supplying flavors, emulsifiers, and preservatives to roughly 800 packaged food manufacturers across western and southern India. 140 employees, ~₹100 Cr annual revenue, 14 inside sales reps, and an ERP groaning under 9 years of order history.
Aniket Kulkarni, Head of Inside Sales, watched ~60% of monthly revenue come from the same top 160 accounts every month while the remaining 640 quietly ordered the same two SKUs and nothing else. What kept him up: not knowing which dormant account was about to churn — and not having time to find out.
Triveni had 9 years of order data and no way to use it. Reps spent ~7 hours per week digging through the ERP to prep account calls — mostly for the big 20% they already knew well. The bottom 60% of accounts got one check-in per quarter, sometimes less. Cross-sell was tribal knowledge: senior reps remembered which customer bought what, juniors did not.
A ₹38L/year biscuit manufacturer in Hyderabad churned to a competitor for an emulsifier Triveni already stocked. Nobody had told them. The post-mortem surfaced 47 other accounts in the same pattern: stable orders on 2–3 SKUs, zero outreach in 6+ months, complementary products they almost certainly needed.
Vynara built a customer intelligence layer on top of Triveni's existing ERP and CRM. It pulls transaction history every Monday morning, clusters accounts by industry and buying pattern, and flags two things per rep: dormancy risks (accounts deviating from their normal order rhythm) and cross-sell openings (SKUs that look-alike accounts buy but this account does not).
A second agent drafts the outreach — a 4-line WhatsApp or email message in Triveni's voice, referencing what the customer last bought and what they're likely missing. Reps approve, edit, or reject in a single queue. Detection and drafting became automated. The call, the relationship, and the close stayed with the rep.
We always knew the data was there. We just didn't have 14 analysts. Now every rep walks in Monday with a list that used to take them half a day to build, and they spend that time actually selling.
I closed a ₹6 lakh order in week three from an account I had not called in 8 months. The system told me they should be buying our acidulant. They were buying it elsewhere. Switched in one call.
The work is making it visible — account by account, every Monday morning. Vynara builds this in 6–8 weeks on top of whatever ERP or CRM you already use.