IVR for FMCG distributors and dealer networks

IVR for distributors and dealer networks

Retailers call to place orders, check schemes and ask about their ledger. Route each call to the right salesman or accounts clerk and log it against the party code.

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FMCG and food distributorsPharma stockists and C&F agentsBuilding material and electrical dealersCompany dealer and channel partner networksAgri-input distributors

Distributor IVR in Hindi announcing a trade scheme, with options to place an order, ledger queries, short supply and new dealers

How do distributors use IVR?

FMCG distributors and dealer networks use an IVR to give retailers and sub-dealers one number for placing orders, checking schemes and stock, asking about outstanding balance, and reporting short or damaged supplies. Calls route to the beat salesman or accounts desk, often with a Hindi or regional menu, and each call is logged against the party in the ERP.

Updated 15 Nov 2026

Key facts: IVR for FMCG distributors and dealer networks

Channel: IVR
Best for: Retailer order line; Beat salesman routing; Ledger and payment desk
IVR features: Inbound menu, Call routing, Webhook to CRM, Call masking
Who it suits: FMCG and food distributors, Pharma stockists and C&F agents, Building material and electrical dealers, Company dealer and channel partner networks, Agri-input distributors
Numbers: Toll-free (1800), virtual numbers, or IVR on your existing number where supported. Toll-free numbers
Pricing model: Monthly number rental plus usage for call minutes. How pricing works
Integration: REST API and webhooks (ivr.input, call.completed, call.missed) into your own software. IVR API

What problems does an IVR solve for FMCG distributors and dealer networks?

Orders on the salesman's personal phoneRetailers call the beat salesman directly. When he changes jobs, the shops and their order history go with him.

Accounts calls interrupt dispatchLedger, credit note and cheque bounce questions land on the same godown number that dispatch uses to coordinate vehicles.

Short supply complaints get lostA retailer reports two cartons short; the call is taken at the godown, never reaches billing, and the credit note is never raised.

What can an IVR handle for FMCG distributors and dealer networks?

Inbound menu

Retailer order lineRetailers press 1 to place an order and reach the order desk or their salesman, who books it in the ERP during the call.→ Orders on company records

Call routing

Beat salesman routingSticky agent routing connects each retailer to the salesman who covers their beat, with the order desk as backup.→ Relationships kept, data owned

Call routing

Ledger and payment deskOutstanding balance, credit notes and cheque queries go to accounts, keeping dispatch lines clear.→ Faster collections

Webhook to CRM

Short or damaged supply reportsA complaint option posts the caller and keypress to your ERP or ticket sheet, so billing raises the credit note.→ Fewer disputed bills

Inbound menu

New scheme announcementA pre-menu prompt announces this month's trade scheme, such as one free on ten cartons, before routing the call.→ Schemes reach every retailer

Call masking

Salesman calls maskedSalesmen call retailers through the company's masked number, so calls are logged and numbers stay with the business.→ Customer base protected

IVR prompt scripts for fmcg distributors and dealer networks

Copy, edit and use these as a starting point.

Distributor main menuInbound menu

Namaste, Laxmi Traders mein aapka swagat hai. Is mahine ki scheme: 10 carton par 1 carton free. Order dene ke liye 1 dabaiye. Payment, ledger ya credit note ke liye 2 dabaiye. Short ya damaged maal ki shikayat ke liye 3 dabaiye. Naye dealer banne ke liye 4 dabaiye.

Order desk overflowCall routing

Aapke salesman abhi doosri call par hain. Hum aapko order desk se jod rahe hain. Kripya apna party code ya dukaan ka naam taiyaar rakhein.

Sunday and holiday messageAfter-hours

Laxmi Traders ka godown aaj band hai. Kal subah 9 baje se order liye jayenge. Urgent order ke liye beep ke baad apni dukaan ka naam, area aur saamaan ki list bolein. Hum subah sabse pehle aapko call karenge.

Record these prompts in your own voice or use text-to-speech in the MsgClub panel.

How does an IVR work for FMCG distributors and dealer networks?

One company number for retailersPrint a virtual number on bills, delivery challans and shop stickers, and ask salesmen to share it instead of their own.
Hindi or regional menuKeep options simple: order, payment, complaint and new dealer, with the month's scheme announced before the menu.
Route to beat and deskOrder calls reach the beat salesman first, then the order desk; accounts calls go to billing.
Log with the party codeCall events reach your ERP or a Google Sheet by webhook, matched to the retailer's mobile number.

Connect your softwareDistribution ERPs and accounting software such as Tally, BUSY or Marg can be linked through a webhook receiver or Zapier to match each call to a party ledger, and a Google Sheet works for smaller distributors. IVR API · API and webhooks · Pricing

ComplianceIf you record calls, play a short notice in the menu's language. Promotional calls to retailers about schemes must follow TRAI's rules for commercial calls; announcing a scheme to retailers who call you is fine.

Which other channels suit FMCG distributors and dealer networks?

Use them together from one account, with shared contacts, reports and webhooks.

SMS for FMCG distributors and dealer networksHow do FMCG distributors use SMS with retailers?See SMS

WhatsApp for FMCG distributors and dealer networksHow do distributors use WhatsApp Business API?See WhatsApp

RCS for FMCG distributors and dealer networksHow do FMCG distributors use RCS messaging?See RCS

Voice broadcast for FMCG distributors and dealer networksHow do distributors use voice broadcast with retailers?See Voice broadcast

Missed call for FMCG distributors and dealer networksHow do distributors use missed calls with retailers?See Missed call

Compare every channel for FMCG distributors and dealer networks

Questions about IVR for FMCG distributors and dealer networks

Can retailers place orders through the IVR?

Retailers reach the order desk or their salesman, who books the order in your ERP during the call. Fully automatic keypad ordering is only practical for a handful of fixed SKUs and needs your ERP's API. Most distributors prefer a person on the line and WhatsApp for order lists.

How does the IVR stop salesmen taking retailers with them?

Retailers call the company number, and sticky agent routing connects them to their salesman from there. Salesmen call out through a masked number. Every call is logged under the company, so a new salesman can take over the beat with the full call history.

Can the menu be in Hindi or a regional language?

Yes. Prompts can be recorded by your own staff or generated from text in Hindi, Gujarati, Marathi or another language. Most distributors serving kirana stores use Hindi or the local language with simple words such as order, payment and shikayat.

Can we announce new schemes to retailers on the IVR?

Yes. Change the pre-menu prompt in the panel each month to announce the scheme to everyone who calls. To reach retailers who do not call, send a voice broadcast or WhatsApp message, keeping TRAI's rules for promotional calls in mind.

Can a company run one IVR for its whole dealer network?

Yes. Use a toll-free number with a menu for orders, claims, schemes and technical support, routing by state or region to the right area sales manager. Reports show call volumes by region and option, which helps spot weak territories.

Can the IVR collect payments from retailers?

The IVR routes payment calls to accounts. For collections, send outstanding reminders with a UPI link by SMS or WhatsApp. MsgClub AI Voice can also call retailers with overdue balances, confirm a payment date and log the promise in your system.