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A supply chain disrupted
Disruption hit the supply chain at various points, in the same period that order volume rose roughly thirty-fold.
Two IIT alumni with engineering backgrounds, launching a clean-beauty brand and deciding before the first order that they would run it on data. They came onto EasyEcom with their first marketplace listing and never left.
video_yt and the frame follows the asset's own shape.Pilgrim is a beauty, health and personal care brand founded in July 2019 by Anurag Kedia and Gagandeep Makker, both IIT alumni with two decades of entrepreneurship between them. The name connects a millennial wanderlust to India’s cultural tradition; the range is vegan, free of twenty known toxic ingredients and suited to every climate and skin type, with a Korean-inspired line that drives most of its growth. From a first customer in Gujarat and a first Flipkart listing in March 2020, the brand has grown into a Femina Power Brand with offline stores opening across the country. Its differentiator, the founders say, is loyalty to the consumer rather than the other way round.
Pilgrim sells through its website and through channel partners, with engagement programmes driving secondary sales. Over a year of rapid growth, four things went wrong at once.
Disruption hit the supply chain at various points, in the same period that order volume rose roughly thirty-fold.
Procuring materials from overseas to meet that rise in orders needed planning the brand did not yet have the data for.
Packing was rudimentary and labour-intensive. The founders themselves packed orders and coordinated with courier partners on the ground.
Nothing forecast stock levels, order quantities, product categories or preferences. The engineers knew that a brand without analytics is a brand guessing.
Pilgrim wanted a bird’s-eye view of inventory, warehouse, carriers and orders, and a reporting suite from which financial, sales and operational performance could be tracked and improved. That decided them on EasyEcom from the very start. This is the loop.
Shopify, Nykaa and Amazon orders, B2B orders from Nykaa and other partners, and offline in-store orders all arrive in the same omnichannel dashboard.
Since coming onboard EasyEcom, the Pilgrim supply chain team has leveraged reports across tax, inventory, order and sales. These are the outcomes.
Pilgrim has been using EasyEcom as its eCommerce arm since we went live in 2019 with our first marketplace listing. Coming onboard the system has streamlined our inventory and order management to such an extent that we can handle seasonal orders, sale days and keep track of the order count as it grows. I joined Pilgrim in February 2022 and my team and I regularly look at the tax sales bills SKU-wise report which contains every detail we need to know our order value, which is easier to match to the warehouse and customer. I am wholly satisfied with the support I’ve received from the tech team whenever an issue has cropped up and appreciate the quick turnaround in resolving them so that our operations are back and in full swing.
Nilesh Andhale · Supply Chain Manager, PilgrimOmnichannel dashboard for D2C, B2B and offline, with tax, inventory, order and sales reporting.
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