Priyagold, one of India’s leading biscuit and confectionery companies, announced a strategic collaboration with Salesforce, to transform its sales and distribution operations, connecting its field teams and distributors through a unified, data-driven platform. Priyagold has been built over three generations on product quality, consumer trust and one of the deepest distribution networks in Indian FMCG. Over the past three years, the company has been systematically modernising how it operates, re-engineering core processes and Standard Operating Procedures (SOPs), strengthening its Enterprise Resource Planning (ERP) backbone, building in-house teams for emerging channels and bringing data into everyday decisions. The collaboration with Salesforce extends that evolution to the heart of the business, the go-to-market engine itself.
Mannas Agarwwal, Director, Priyagold, said, “Our sales and distribution network was built over three generations, 2,000 field representatives and 3,500 distributor partners is a scale you earn, not install. My responsibility as the third generation is to give that network the technology it deserves: one source of truth, where every representative, every distributor and every manager reads the same numbers on the same day. This is not a software implementation for us; it is the operating foundation for Priyagold’s next twenty years.”
Salesforce SFA (Sales Force Automation) is standardising day-to-day sales processes and making it easier for field representatives to capture market activity, while giving managers clearer insight into execution and performance. Distribution Management is digitising distributor operations and consolidating information across the network. Together, across 2,000 field sales representatives and 3,500 distributors, these capabilities replace fragmented processes and multiple information sources with a single system of engagement, giving Priyagold a more unified view of sales and distribution operations across its network.
Aditi Sharma, Regional Vice President, Consumer and Manufacturing Industry Segment, Salesforce India, said, “For consumer-goods companies operating at scale, growth depends on the ability to connect field execution with timely, trusted insights. Salesforce is partnering with Priyagold’s leadership to bring its sales and distribution ecosystem onto a unified platform, giving field teams greater clarity and managers stronger visibility across markets. This foundation will enable the company to operate more consistently today while preparing it to unlock new value through analytics, automation and trusted AI.”
Priyagold plans to deepen adoption across its field and distribution network and explore how analytics, automation and AI can support faster decision-making and sharper execution. The collaboration marks the beginning of a longer transformation journey, moving beyond the digitisation of existing processes towards a connected, intelligent and scalable operating model for the decades ahead.
