Dalda’s story begins in early 1930s when Hindustan Vanaspati Manufacturing Co (today’s Hindustan Unilever Limited) wanted to start manufacturing Vanaspati locally. At that time hydrogenated vegetable oil was imported in India by a memon family from Bantva, Dada & Co, under the leadership of Hussain Kassim Dada. Dada & Co, insisted that the branded product should reflect their name, hence in a bid to establish their ownership of the brand Hindustan UniLever introduced the letter ‘L’ for Lever into the name; and thus was born DALDA, one of the longest-living brands in India. Dalda came to be synonymous with the vanaspati (hydrogenated vegetable fat) genre. In July 2004, Unilever Pakistan accepted the offer of Rs. 1.33 Billion for the sale of its "Dalda" brand to Westbury Group in collaboration with Unilever Employee Welfare Group, who formed a separate company under Dalda Foods (Private) Ltd.. Dalda Foods (pvt) ltd took Dalda’s over 60 years of heritage combined with continuous innovation and in depth consumer understanding and maintenance of high quality standards has made it the leading brand in the Cooking Oil and Fats industry. Within a short span of 6 years Dalda Foods expanded its Brand Portfolio through: the launch of Manpasand; to meet the needs of the vast middle-income segment. Manpasand Banasapti and Cooking oil was launched at end-2005 and has grown to become one of the most formidable players in the industry. to seize the opportunity arising from changing consumer lifestyles and increased health awareness; the company entered the pure-oil segment in early 2007. In a bid to expand capacity and further strengthen position in the premium segment and enter the lower-income segment; Dalda Foods acquired the brand “Tullo” & “Pride” from Wazir Ali Industries in January 2007 Today Dalda Foods has become one of the largest foods FMCG organizations in Pakistan leading the local category of oil and fats. In Pakistan, Dalda has now diversified into Canola and Olive Oil product variants as well. Hydrogenated oils are main source for Trans fats. Of all the fats, trans fatty acids are considered to have an adverse effect on blood lipids and immune system.[citation needed] Dalda is the only brand in Pakistan which produces a vanaspati (hydrogenated oils) which is the most popular brand in Pakistan, which happens to be VTF (virtually trans fats free). VTF means that content of Trans Fats in Dalda Vanaspati is less than 1% as against other ordinary vanaspati brands which contain around 20-25% trans fats. Source: http://en.wikipedia.org/wiki/Dalda

1. Case Study
for
Dalda Foods
Implemented
Module:
eLink

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About Dalda Foods
Dalda is a brand of hydrogenated vegetable oil popular in South
Asia. Dalda Foods (Pvt.) Ltd. took Dalda’s 60+ years of heritage,
combined with continuous innovation and in-depth consumer
understanding and maintenance of high quality standards and
while transforming this leading brand has become one of the
largest FMCG organizations in Pakistan, leading the local
category in the Cooking Oil and Fats industry.

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Challenges
Dalda Foods is perhaps one of the few companies in Pakistan
which has a sales and distribution network covering the length
and breadth of the whole country. Their salesmen call upon
more than 100,000 shops every day in the cities, towns and
villages of the country. To support this extensive coverage of the
retail and wholesale outlets as well as institutional customers
Dalda Foods maintains 11 Distribution Centers and a network of
over 400 Distributors.
Dalda was suffering from data integration, data duplication and
distortion in connectivity with different regions. It was not easy
to manage the records of sales and distribution due to poor
level of transparency and some records not reliably available at
the time of need, rendering the planning and decision making
weak.

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Challenges
With such a wide range of network across the country, a
specialized web-based sales and distribution management
system was required that could control and maintain the
administration and distributor needs. Moreover, one that could
manage the flow of distributor and sub-distributor orders.

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Solution
With a plethora of Inventory Control systems available in the
market - numbering in excess of 100 - and virtually none
satisfying the needs of Dalda Foods their IT team had to keep
combing the market till they came across eLink, a solution with
an excellent track-record, powerful features and an affordable
cost. EfroTech 's demonstration of the system proved to be a
success and eLink deployment commenced at Dalda.

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What is eLink?
eLink – Sales & Distribution Management System is a very
specialized web-based sales and distribution management
system focused on the customer relationship optimization
framework. It is ideally suited for organizations, with a wide
distribution/Outlet network, looking for an effective way of
obtaining daily market information from across the distribution
and retail channels without any hassle.
Providing a complete solution for on-time sales & stock visibility
across the distributors or outlets/Franchise network with its
web-based design making it easy to transfer stocks between
outlets and warehouses. eLink significantly reduces the TCO -
total cost of ownership and is most economical as a CRM -
Customer Relationship Management solution.

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Salient Features of eLink
1. 3 in 1 Module Application
eLink has 3 modules encompassed within a single application
i.e. Central Module, Distribution Module and Hand-Held
Module.
2 .Web-Based Architecture
eLink has a highly scalable web-based architecture that is
totally dependent on the Internet, that makes efficient use of
even limited bandwidth.
3. Fully Integrated Application
Integrates the current distribution application with web-based
eLink central module for Reporting, Product Catalog and Sales
Targets monitoring.

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Salient Features of eLink
4. Data Uploading from Existing Distributed Application
eLink central module provides the facility to upload data from
your existing Distribution Management application.
5. Upload Orders & Download Master Data
eLink Hand-Held module uses GPRS/EDGE to upload orders and
download master data onto the portable device.
6. Local Deployment of Central & Distribution Module
eLink's dual module i.e. central module and distribution
module are deployed locally. Hand-Held module is linked with
the distribution module. With data synchronization and
software installation at the distributor end, it is partially
dependent on the Internet.
With the above features, eLink was deployed at Dalda Foods.

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Deployment of eLink
The implementation of eLink at Dalda Foods covers all activities
involved in the flow of distributor/sub-distributor order; right
from order entry to data downloading & uploading of Invoices.
The outcome is highly reliable maintenance of real–time records
for distributor and stockists.
With the following three versions, Dalda Foods had a rapid
increment in its productivity. eLinks has the following three
versions:
•eLink-Central browser based application developed in Asp.net,
AJAX, JQuery, Crystal Reports.
•eLink-Distribution browser-based application developed in
Asp.net, AJAX, JQuery, Crystal Reports.
•eLink-HandHeld application for Android Based mobile devices.

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Features of Central Module
•Distributor Hierarchies like National, Regional, Area,
Territories, Towns, etc.
•Sales Staff Hierarchy levels like National Sales Manager,
Regional Sales Manager, Area Sales Manager, Territory Sales
Officer etc.
•Distributor setups
•Outlet/Shop Classification
•Product Classifications like Brand, Principal, Class, Category,
Type, Packaging
•Product setups

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Features of Central Module
•Product Pricing Global and Customer wise
•Sales Targets
o Target Setting can be month, week and day-wise for
salesperson Hierarchy levels like
NSM, RSM, ASM, TSM, Distributor, DSR/Order
booker, Shops/Outlets, etc.
o Target Assigning and Approval workflow
•Distributors' Order Processing link with ERP
•Distributor Sales upload (.txt, .xls file upload)
•Secondary Stocks reports (Distributor wise/Product
wise/Rate wise/Godown wise)

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Features of Central Module
•Daily Secondary Sales & Sales Return Reports (Product/Brand
wise)
•Territory Wise & Distributor wise Secondary Sales
•Monthly, Quarterly, Yearly Secondary Sales Summary
•Role Management and User Management
•orBItrax (Business Dashboard)

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Features of Distribution Module
•Outlet/Shop setups
•Outlet/Shop Classification
•Location/Market/Route setups
•Journey Plan/ Visit Plans weekly, daily, Sales person, Vehicle
and Route wise
•Activities against proposed plan (Order booked, No-visit,
Shop closed, Insufficient cash etc)
•Purchase from Principal (Stock In)
•Purchase Return to Principal (Stock Out)
•Product wise Stock levels
.

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Features of Distribution Module
•Stock Transfer Internal
•Stock Adjustments
•Opening and Closing Stocks
•Ordering (Manual)
•Ordering (Hand-Held)
•Stock out (Sales)
•Invoicing
•Invoice Returns and Sales Returns

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Features of Distribution Module
•Stock In (Sales Return)
•Vehicle wise stock settlement
•Payment Recoveries (by Cash, Cheques)
•Credit Bills
•Bank Deposit slip entries
•Bank Deposit slip status entries (Cleared, Bounced)
•Credit Aging
•HR suite - Attendance, Payroll etc.

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Features of Distribution Module
•Online and SMS based ordering (upcoming feature)
•End of Day Processing
•Data Synchronization (for Offline Distributors only)
•Role Management and User Management
•Secondary Stocks reports (Product wise/Rate wise/Godown
wise)
•Daily Secondary Sales & Sales Return Reports
(Product/Brand/Principal wise)
•Market/Location wise Secondary Sales
•Monthly, Quarterly, Yearly Secondary Sales Summary

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Features of Distribution Module
•Distributor wise ROI calculations
•Un-Productive Sec. Customers reports

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Features of Hand-Held Module
•Master data synchronization (Through file or web services)
•Easy to use Order booking interface
•Longitude and Latitude recording for Sales Person location
monitoring
•Supports Android Based Mobile Devices

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Business Benefits Achieved
 Dalda enjoys this seamless solution to get on-time sales & stock
picture across the distributors or outlets/Franchises, its web-
based design makes it really easy to move stocks between outlets
and warehouses.
 eLink has been very Cost Effective & Smart Solution for Dalda. It
has also significantly reduced Dalda’s total cost of ownership for
the CRM. There is no software to install or dedicated hardware to
purchase and maintain.
 eLink team manages Dalda’s maintenance, supports and updates
at the eLink (EfroTech) world-class data center. As a result, Dalda
can focus on running their business, while this Web-Based Solution
runs their backend software.

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Business Benefits Achieved
eLink provides effective analytical reports through which Dalda is
now able to take critical strategic decision way better than
before.
Eventually there is an instant increase in responsiveness to
customers which keeps the key stakeholder happy and satisfied.

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Find Out More
To find out how EfroTech’s eLink can help your company please
visit our website at: http://www.efrotech.com/eLink