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Shaw Wallace to enhance distribution network with sales force automation


Comments / 769 Views / Thursday, 15 September 2011 00:18


Shaw Wallace Ceylon Ltd., a subsidiary of Renuka Holding PLC, is transforming its sales distribution process to a fully automated and integrated distribution system to further enhance its sales efficiency and cater to the growing demands of the industry.

According to Shamindra Rajiyah Executive Director of Shaw Wallace “Shaw Wallace, under Renuka Holdings, is being transformed into a cutting edge company powered by innovation and technology.

Our company and brands have built a lifetime of trust among our consumers and stakeholders and we believe we are now well positioned to seize opportunities and take the company to another level. The sales force automation is one such step forward in our journey to be one of the country’s top FMCG houses.”

Shaw Wallace Ceylon Ltd., is at the forefront of the distribution business in Sri Lanka for over a century and today, is a leader in the Automotive, FMCG and Food service sectors. The Shaw Wallace Group consists of McShaw Automotive Ltd. — distributing automotive products, Shaw Wallace Food Services Ltd. — catering to the foodservice industry, while Shaw Wallace Ceylon Ltd. is involved in distribution of FMCG — food and beverage, personal care and household products. The company delivers through its nominated and direct dealer network to 65,000 outlets and indirectly to over 100,000 outlets across Sri Lanka assisted and is monitored by over 100 salesmen.

Axienta Ltd, which is a specialised organisation in Sales Force Automation systems and mobility solutions is joining hands with Shaw Wallace Ceylon Ltd. to carry out the implementation process. The initial stage of the Sales Force Automation will focus on the FMCG sector and strategies are already defined to implement the same to other segments as well. With the automation of the sales force, all the field level staff will be equipped with hand held devices to carry out the invoice process which will be connected to the main Server in Colombo where all the secondary sales will be updated automatically.

“The sales force automation project at Shaw Wallace Ceylon Ltd. is the result of a carefully planned endeavour to identify the right solution to deliver real business value” added Axienta Group CEO Manju Fernando.

The project is planned to commence in early October and continue till April 2012. Both Shaw Wallace and Axienta strongly believe that this partnership will deliver synergies between both companies and pave the way for process automation and best business practices to be established.  

Shaw Wallace Ceylon Ltd. represents the FMCG sector of the Group having one of the most established and most extensive distribution networks in the country. Many of its own brands such as Captain and Plaza canned fish, Sun Gold instant drinks, Rainers colourings and essences, Ranposha breakfast cereal, Milk White laundry soap, Ranwan Venivel herbal soap and agencies such as Ajinomoto flavour enhancer, Supermax shaving products are popular household names in Sri Lanka.


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