Consumer Goods Industry

Built for the speed consumer goods runs on.

CPG Operating Intelligence

Live CPG Signal

Sell-Through Rate71%

Trade Spend ROI68%

Demand Forecast Accuracy83%

Channel Fill Rate76%

15–25%

trade ROI improvement

90–95%

forecast accuracy target

70–80%

current OTIF gap

Trade spend variance detected in modern trade. Promo ROI review recommended.

THE INDUSTRY RIGHT NOW

Four shifts outpacing how CPG plans today.

The consumer goods landscape has reset. The gaps below are where planning hasn't caught up.

Channel fragmentation is outpacing planning

Modern trade, GT, e-commerce, and D2C now run in parallel, each with its own economics. India's Q-commerce has grown 24x since 2022, while kiranas still hold 90%+ of retail volume — yet half of CPG companies report limited visibility into that channel's data.

Margin pressure meets visibility lag

CPG shareholder return dropped from 14% to 6% between 2019-2024 as input-cost gains were consumed by rising SG&A. Finance teams spend ~46% of their time validating data rather than analysing it — by the time margin numbers arrive, they're weeks old.

Trade spend remains the biggest blind spot

Enterprises allocate $500B+ annually to trade promotions, the second-largest P&L line after cost of goods — yet 60-70% fail to break even because incremental impact isn't modelled before the promotion runs.

Demand and inventory signals run behind the market

Industry average demand forecast error sits at 25% MAPE. Global CPG inventory distortion costs $1.77T, with average OTIF rates of 70-80% against a 95-98% best-in-class benchmark.

CORE CAPABILITIES

Four capabilities built for how CPG actually operates.

Every week, consumer goods leaders make four connected decisions: what to forecast, where to spend trade, how to manage margin and supply, and where to deploy people. Each capability below is designed around one of those decisions.

AI-Driven Demand Sensing and Forecasting

We build channel-level demand sensing that reads POS data, distributor sell-out, weather patterns, and promotional calendars in real time, pushing forecast accuracy from a 60-70% baseline toward the 90-95% range.

Revenue Growth Management and Trade Promotion ROI

We build RGM and TPM models that simulate incremental volume before the promotion runs, strip out cannibalisation and pantry-loading effects, and measure net pocket margin impact per account and channel.

Integrated Supply Chain and Margin Intelligence

From S&OP to distributor stock, demand, supply, and working capital are connected into one planning fabric, helping close the OTIF gap toward the 95-98% top-quartile benchmark. Finance and commercial teams trace every rupee from gross list price to pocket margin, recovering structurally lost revenue through better governance.

Workforce and Executive Decision Intelligence

We connect workforce planning to demand and channel reality so territory sizing, route allocation, and frontline deployment track the business in real time — feeding a role-based decision layer where CEO, CFO, CSCO, and CCO work from the same continuously refreshed numbers.

OUR PLATFORMS

Built on the platforms CPG leaders actually use.

We hold deep certifications across the platforms that matter for consumer goods transformation. The recommendation depends on your data landscape, your operating model, and your existing stack.

Anaplan

Connected planning across finance, supply chain, and commercial functions. The benchmark platform for enterprise CPG planning at scale.

Pigment

AI-native business planning for modern CPG operators. Purpose-built for rapid modelling and scenario analysis.

SAP

Core ERP and S/4HANA backbone for global CPG enterprises. Source of record for transactional data across manufacturing, distribution, and finance.

CCH Tagetik

Corporate performance management, financial consolidation, and statutory disclosure for complex multi-entity CPG groups.

Kennect

Incentive compensation management for sales forces and distributor networks. Aligns frontline behaviour with commercial objectives.

Databricks

Unified data and AI foundation across the value chain. Enables machine learning models at the data layer.

Workday

HR and workforce intelligence at enterprise scale. Connects people planning to operational and commercial demand signals.

Microsoft

Azure cloud infrastructure, Power BI visualisation, and Microsoft 365 productivity across the enterprise planning ecosystem.

WHY GENXAI

Many firms can implement a CPG platform. This is where GenXAI works differently.

CPG-native operating knowledge

We speak modern trade, general trade, e-commerce, Q-commerce, and D2C — understanding gross-to-net waterfalls, S&OP governance, and trade spend ROI at the practitioner level.

Intelligence embedded, not bolted on

We redesign workflows so intelligence is built into how demand is sensed, trade is planned, supply is rebalanced, and finance reports.

Platform-agnostic, partnership-deep

We hold deep certifications across Anaplan, Pigment, SAP, CCH Tagetik, Kennect, Databricks, Workday, and Microsoft — recommending the right platform for your specific problem and data landscape.

Built for multi-country, multi-channel scale

Our deployments operate across borders, currencies, distributor networks, and channel structures, with governance and data security designed in from day one.

BUSINESS IMPACT

What changes when the operating model is connected.

The goal isn't another dashboard. It's faster commercial action, cleaner planning alignment, and better control over margin, inventory, and execution.

Expected Enterprise Outcomes

Consumer goods leaders get a clearer, faster way to plan and act across the value chain.

Improved demand planning reliability — forecast error reductions typically in the 10-15 point range

Better alignment between sales, supply chain, finance, and workforce plans

Sharper margin visibility across brand, region, account, and channel

Faster planning cycles and more confident executive decisions

Lower exposure to inventory imbalance, trade leakage, and delayed reporting

Scalable operating visibility that grows with new channels and geographies

The strongest consumer goods operating models do not wait for the next planning cycle. They sense demand, model decisions, and act while the opportunity is still alive.

— GenXAI perspective

FAQ

What CPG transformation leaders typically ask first.

Channel-level forecasting requires more than splitting a national number by historical share. We build separate signal-aware models for each channel — reading POS data for modern trade, distributor sell-out for GT, and platform feeds for e-commerce — and layer in promotions, weather, and competitive events. In India, where kiranas represent over 90% of retail volume, secondary sell-out data is central to the model, not an afterthought.

We work alongside it. Your planning models sit on top of your existing ERP, CRM, and SCM systems as a connected intelligence layer — your ERP remains the system of record.

Our deployments are built for exactly this. Governance and data security are designed in from day one, so consolidated group-level views and brand or country-level detail sit side by side on the same platform.

START YOUR JOURNEY

Build a connected planning engine for your consumer goods business.

Connect demand, trade spend, channel, and inventory through one intelligence-led planning layer — and respond to market shifts before they hit the P&L.