7 months ago
Anjana Ghosh Launches Smart Force for FMCG Execution
Anjana Ghosh, a former director of Bisleri, has launched a new service called Smart Force with her company Scale Sherpas.
This service helps FMCG (Fast-Moving Consumer Goods) companies sell their products better by providing a shared sales team.
This team is trained and managed to work efficiently in small shops (kirana stores) and other sales outlets.
Smart Force uses an AI-powered app to help the sales team plan their routes, track their work, and report back to the companies.
This helps companies expand faster, reduce costs, and sell more products.
The service aims to fix common problems like poor coordination, low digital adoption, and high costs in the sales process.
It also provides better pay and career opportunities for the sales team, making them more motivated and productive.
Smart Force is a shared sales force model designed to improve FMCG distribution and execution.
It addresses challenges in General Trade, such as gaps in outlet coverage and weak distributor coordination.
The model includes shared on-ground sales teams, pre-mapped routes, and standardized execution processes.
Smart Force uses an AI-enabled app for real-time tracking, call planning, and reporting.
The service aims to reduce go-to-market costs by 30-40% and accelerate market penetration.
- Who
- Anjana Ghosh, Atanu Gangoly, Priyanka Gupta
- What
- Launch of Smart Force by Scale Sherpas
- Where
- Mumbai, Maharashtra, India
- When
- January 13, 2024
- Why
- To address execution challenges in FMCG distribution and improve sales force efficiency
Key facts
- Founders
- Anjana Ghosh, Atanu Gangoly, Priyanka Gupta
- Company
- Scale Sherpas
- Product
- Smart Force
- Market Size
- INR 9 lakh crore
- General Trade Contribution
- 65%
- Modern Trade Contribution
- 10%
- Kirana Stores
- 6.5 million
- Cost Reduction
- 30-40%
- Expansion Timeline
- 45 days
- AI-Enabled App Features
- Real-time tracking, intelligent call planning, instant reporting, actionable MIS
Quotes
Anjana Ghosh
Managing Director, Scale Sherpas, and a seasoned FMCG leader with decades of experience in building and scaling high-performance sales and distribution networks.
“Brands don’t need another strategy framework, they need execution that works consistently on the ground.”
theprint.in
“Smart Force is built from years of hands-on experience. Most brands insist on owning their on-ground sales teams, even as they struggle to manage them effectively. The reality is that the last-mile sales force is often underpaid, disengaged, and operationally invisible to leadership. With repetitive work and no real career path, expecting ownership, empathy, or productivity becomes unrealistic. Sales leaders and HR teams remain stuck firefighting attrition and inefficiency, mistaking control for capability. The uncomfortable truth is that brands don’t have an execution problem, they have a people-model problem at the last mile.”
theprint.in
Sources
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