Minimalist doubled growth without letting accuracy slip

About Minimalist

Minimalist is one of India's fastest-growing personal care brands, built on ingredient transparency and data-driven formulation. Acquired by Unilever, the brand sells across D2C, marketplaces and a rapidly expanding B2B footprint spanning general trade, modern trade and quick commerce. That growth put real pressure on the back end: the systems behind the brand had to keep pace with the science in the bottle.

Where the old setup ran out of road

Before EasyEcom, processes were largely manual, siloed and slow to catch errors, and the B2B side made everything harder:

• Manual B2B order processing
• Complex carton-versus-unit inventory movement
• Error-prone product inwarding
• No communication between SAP and the warehouse system
• B2B pricing errors
• Frequent inventory mismatches
• Manual expiry checks on B2B stock

What changed on EasyEcom

• Complete automation with rule-based workflows and inventory allocation
• Unit-of-measure and letdown features for flexible, accurate carton-to-unit handling
• QR-code scanning at GRN capturing batch, expiry, UoM and MRP in one pass
• Customized SAP integration keeping data consistent across systems
• Scan-based movement and cycle counts for end-to-end traceability
• Customer-specific pricing schemes applied automatically on B2B orders
• Shelf-life-based allocation that enforces compliance without manual checks

Inside the warehouse

The WMS numbers tell the operational story. Picking productivity rose 95% per person per 30-minute interval, and packing productivity rose 27% on the same measure. Bin-level accuracy held at 95.8% through peak season with zero buffer inventory. Cycle-count accuracy climbed from 70% to 98.8%, fill rate from 88% to 98%, and space utilization improved significantly without adding infrastructure, as the warehouse network scaled to serve 40+ cities.

Orders, from placed to dispatched

On the OMS side, order processing time fell 60%, down to 12–16 hours, and dispatch cycles were cut in half. Cancellations caused by inventory errors dropped from 3% to 0.2%. SLA adherence reached 99.95% with zero breaches, and B2B SLA compliance improved on the back of unit-of-measure-based processing.

The performance tracker