Empowering Wholesalers with Automation and Seamless Order Management

Parle Biscuits Pvt. Ltd.

Challenge

Managing 200+ new wholesaler appointments per month with manual onboarding processes led to data inaccuracies, delayed approvals, inefficiencies, and lack of scalability.
With a vast network of 8,000+ wholesalers, both wholesalers and Parle’s stakeholders struggled with order placement and tracking, negatively impacting sales performance and operational efficiency.

Solution

To enhance the wholesaler onboarding experience, Parle leveraged SAP Business Technology Platform (SAP BTP) to create:
• A digital onboarding platform with automated KYC validation, digitalized documentation, and real–time tracking, eliminating errors and reducing approval time
• An intuitive order entry portal that enables wholesalers to browse, create, and manage orders with inventory visibility and order history tracking, improving overall user experience

Outcome

Digitalizing wholesaler lifecycle management enabled Parle to reduce manual effort and expand its distribution network
• The order entry portal streamlined order entries, processing and allowed real–time tracking
• Both platforms improved data accuracy, expedited approvals, and created user–friendly mobile experiences
• 2.5x increase in employee productivity
• Enhanced compliance and transparency
• Sustainable operations due to paperless documentation and reduced carbon footprint

Increase in Wholesale Data Digitization and Storage

Reduction in Wholesaler Onboarding TAT

Reduction in Manual Effort of Employees

Our digital transformation milestone in wholesaler onboarding and order entry leverages SAP BTP to replace manual steps with API-driven KYC validation, multi-level approvals, and digital document storage. Streamlined processes enhance user experience, enabling effortless application tracking and effectively integrating multiple technologies into a cohesive solution.

Sanjay Joshi, Head of IT and Digital Transformation, Parle Biscuits Pvt. Ltd.

Extentia’s SAP BTP expertise and innovation make us a trusted partner in Parle’s digital transformation. We optimized wholesaler onboarding and order entry, enhancing technology strategy, streamlining operations, elevating customer experience, and driving business growth—all aligned with Parle’s objectives.

Devashish Nayak, Vice President—Delivery, Extentia Information Technology, A Merkle Company

originally published on SAP Innovation Awards 2025 entry page.

Contributing Partner

Pune

Situated in Pune, India, Extentia’s “XEN LAB PNQ” is an inclusive experience center that brings together art and science, Yin and Yang, and left and right – to drive innovation, creativity, problem-solving, and way-out-of-the-box thinking. The workshop space has 200sqm and can host up to 40 participants accompanied with several break-out session rooms.

Customer

Parle Biscuits Pvt. Ltd.

Headquarter
: Mumbai, India
No. of employees
: 10,000+
website
: www.parleproducts.com

Since 1929, Parle has been a leading Indian biscuit and confectionery brand, understanding consumer needs to offer health, taste, and value. Committed to passion and integrity, Parle delivers innovative, high–quality products in India and globally. Core values—Trust, Respect, Integrity, and Innovation—foster success.
As the maker of Parle–G, the world’s best–selling biscuit since 1939, Parle remains a symbol of quality, nutrition, and taste across generations.