📌 At a glance: Pintola, one of India's fastest-growing FMCG superfoods brands, implemented Increff Multichannel Suite— a cloud-based WMS, OMS, and store fulfillment platform — and reduced order processing time by 79%, cut turnaround time by 22%, and brought returns and cancellations down by 50%.
What Is This Case Study About?
FMCG brands scaling through e-commerce hit a specific wall: order management infrastructure that was never built for the speed consumers now expect. For Pintola, a 3-to-9-day turnaround time was costing them customers. This case study covers how Increff's omnichannel solution fixed the supply chain order management problem at its root — not by adding headcount, but by replacing the manual, disconnected processes that were slowing everything down.
Client Overview
- Brand: Pintola (Das Foods Pvt. Ltd.)
- Founded: 2015
- Type: FMCG — superfoods and natural food products
- Region: India
- Channels: Retail, wholesale, web (D2C), and marketplace
- Solution Implemented: Increff Multichannel Fulfillment Software— WMS + OMS + Store Fulfillment (O2O)
- Objective: Reduce order processing time and turnaround time, improve inventory accuracy, and cut returns and cancellations across all sales channels
Challenges Faced: Why Pintola's Order Management Couldn't Keep Up
Pintola grew fast. The order management infrastructure didn't grow with it.
1. Turnaround time of 3 to 9 days — in a next-day delivery market
Customers had moved on from 5-day delivery windows. Two-day was becoming the norm, and next-day the expectation. Pintola's 3-to-9-day TAT wasn't just slow — it was actively driving cancellations and returns, and damaging the brand's marketplace ratings.
2. Manual packing processes for SKU verification
Every order required manual verification of SKU attributes during packing. It was a necessary check, but doing it manually made it a bottleneck. As order volumes grew, the process didn't scale — it just got slower.
3. Inventory mismatch between physical stock and digital records
Physical inventory and what the system showed didn't always match. In FMCG e-commerce, where orders move fast and stock rotates frequently, that gap creates a chain of problems — overselling, incorrect fulfilment, and the returns and cancellations that follow.
4. No unified view across retail, wholesale, web, and marketplace channels
Pintola was selling across multiple channels with no single platform connecting them. Supply chain order management decisions were being made without a complete picture of where inventory was and what was actually available to promise.
5. Space utilization in the warehouse was inefficient
Without a warehouse management layer optimizing putaway and pick paths, storage space wasn't being used well — which affects throughput, not just cost.
Increff's Solution: Increff Multichannel Fulfillment System — One Platform for the Entire Fulfillment Chain
Increff implemented its omnichannel solution, Increff Multichannel Fulfillment System— a cloud-based platform combining Warehouse Management (WMS), Order Management (OMS), and Store Fulfillment (O2O, Offline to Online). The platform integrates with web portals and marketplaces to give Pintola a single, real-time view of inventory and orders across every channel.
Explore Increff’s Warehouse Management System (WMS) coupled with its powerful Order Management System (OMS)
Unified Supply Chain Order Management
All sales channels — retail, wholesale, web, and marketplace — now run through a single order management layer. Orders sync in under 15 seconds. Inventory accuracy is maintained in real time, so what the system shows is what's actually on the shelf. No more mismatch between physical and digital stock.
Faster, More Accurate Pick and Pack
The platform automated SKU verification during packing — removing the manual check that was creating throughput bottlenecks. Picking and packing productivity improved, and with it, order processing speed.
O2O Store Fulfillment
Increff Multichannel Fulfillment System’s O2O capability enabled Pintola to fulfil online orders from store inventory — expanding effective inventory availability without additional warehousing cost. For an FMCG brand managing perishable and time-sensitive products, this flexibility matters.
Optimized Warehouse Space Utilization
With WMS-driven putaway logic and pick path optimization, warehouse space utilization improved by 30%. More efficient use of existing space — without expanding the footprint.
Results: Measurable Impact Delivered by Increff
"A great product with unparalleled service makes Increff our go-to OMS/WMS. What gives me confidence are the system and the people working day and night to provide top-notch service."
Key Outcomes Summary
- 79% reduction in order processing time — the single biggest operational bottleneck removed
- 22% faster turnaround time, moving Pintola from a 3-to-9-day TAT to a competitive fulfilment window
- 50% fewer returns and cancellations, driven by better inventory accuracy and faster order sync
- Order sync in under 15 seconds across all channels — retail, wholesale, web, and marketplace
- 30% improvement in warehouse space utilization through WMS-driven putaway and pick optimization
- Full omnichannel inventory visibility — physical and digital inventory aligned in real time, eliminating the mismatch that was causing downstream fulfilment failures
Frequently Asked Questions
What is omnichannel order management and why does it matter for FMCG brands?
Omnichannel order management is the practice of managing orders, inventory, and fulfilment across all sales channels — retail, wholesale, D2C web, and marketplaces — through a single, unified platform. For FMCG brands, this matters because inventory turns fast, orders come from multiple directions simultaneously, and a mismatch between what's available and what's promised creates returns and cancellations quickly. A connected supply chain order management system removes that mismatch by maintaining a single real-time inventory position across every channel.
How does Increff Omni improve inventory accuracy for FMCG e-commerce brands?
Increff Omni maintains inventory accuracy by syncing physical stock positions with the digital order management layer in real time — not in batches, not manually. When a unit moves in the warehouse, the system knows. When an order is placed on any channel, the available inventory updates instantly. For FMCG brands dealing with fast-moving SKUs and frequent stock rotation, this real-time accuracy is what prevents overselling, reduces returns, and keeps fulfilment promises credible.
Why do FMCG brands specifically struggle with order turnaround time?
FMCG products — especially in the health and superfoods category — sell fast, but the operational infrastructure often hasn't kept pace with the speed of e-commerce. Manual SKU verification, disconnected channel data, and no warehouse optimization mean that even simple orders take longer than they should. The problem compounds at scale: more orders, same manual process, slower output. Automating those manual steps — which is what Increff Omni does — is usually the fastest way to cut TAT without adding headcount.
What is O2O (Offline to Online) store fulfillment and how does it help FMCG brands?
O2O fulfillment allows a brand to fulfil online orders from physical store or warehouse inventory — rather than treating online and offline stock as separate pools. For FMCG brands with inventory spread across locations, this increases effective availability without requiring additional stock or warehousing. An order placed online can be fulfilled from the nearest location with stock, reducing both delivery time and holding costs. Increff Omni's O2O capability is integrated into the same platform as the WMS and OMS — so inventory visibility across fulfilment points is maintained in the same system.
How quickly can Increff Omni be integrated with existing marketplace and web channels?
Increff Omni is designed for rapid integration with web portals and major marketplace platforms. For Pintola, the platform connected retail, wholesale, web, and marketplace channels into a single order management view. The integration approach prioritizes minimal disruption to ongoing operations — the system goes live without requiring a pause in fulfilment. Exact timelines depend on the number of channels and complexity of existing systems, but Increff's implementation track record across 700+ brands reflects a consistent emphasis on fast, low-friction deployments.
Which FMCG and D2C brands benefit most from supply chain order management software?
Brands that are selling across more than one channel and managing inventory without a unified platform — that's the clearest signal. Returns and cancellations driven by inventory mismatches, turnaround times that are slipping as order volume grows, and warehouse processes that still rely on manual verification are all indicators that the current setup has hit its ceiling. FMCG brands in particular, where stock rotates quickly and customer expectations for delivery speed are high, tend to see the fastest and most measurable impact from implementing a connected WMS and OMS solution.
Why Increff for FMCG and D2C Order Management?
Most supply chain order management platforms are built for fashion or large-format retail. FMCG has different constraints — faster stock rotation, tighter delivery expectations, and multi-channel complexity that grows quickly. Increff's platform handles that:
- Unified WMS + OMS + O2O in a single cloud-based platform — no stitching together separate tools
- Real-time inventory accuracy across retail, wholesale, web, and marketplace channels
- Sub-15-second order sync — fast enough for FMCG e-commerce volumes
- Rapid integration with existing web portals, marketplaces, and ERP systems
- Proven FMCG results — 79% reduction in order processing time, 50% fewer returns, in live production
Ready to Fix Your Order Fulfilment?
If your turnaround time is slipping, your returns are climbing, or your inventory data doesn't match what's actually on the shelf — the fix is upstream, not operational.
Book a demo with Increff today