The company
Freshlee is a large supermarket chain operating in the Delhi-NCR region since 2007. Operating in the B2C segment, Freshlee has quickly gained a reputation for offering a wide range of premium products—from FMCG, daily groceries, fresh fruits and vegetables to personal hygiene products, frozen foods, and dairy products.
With a strong focus on quality and ethical business practices, the brand has expanded rapidly within Noida, now operating five outlets and a central warehouse. Over the past seven years, Freshlee has carved a niche for itself in the competitive supermarket landscape by maintaining high standards and exceptional customer service.
The challenge
When Freshlee launched in 2007, they initially chose a popular legacy ERP to manage their store operations. However, as the business began to grow and expand across multiple outlets, several operational challenges emerged, making the existing ERP an increasingly difficult fit for their needs.
- User complexity: The system became too complex for staff with limited technical skills, especially after scaling to multiple stores.
- Inadequate training and support: The training and implementation support provided were insufficient, leaving staff unprepared to begin operations smoothly.
- Billing issues during outages: In the event of a power outage or system shutdown, the bills generated during that period were deleted and could not be recovered, forcing staff to redo the entire billing process.
- Inventory mismatches: Managing inventory was a major challenge. There was a constant mismatch between system stock and physical stock due to poor transaction tracking and ineffective stock handling practices.
These issues significantly impacted operational efficiency, prompting Freshlee to seek a more intuitive, reliable, and scalable solution.
The solution: Gofrugal
In 2015, Freshlee was introduced to Gofrugal, and they quickly recognized that the software’s comprehensive features were well-suited to their growing business needs. The transition from their legacy ERP to Gofrugal marked a turning point, effectively resolving all the major challenges they had previously faced
- Quick staff onboarding: All staff were fully trained on Gofrugal software within just 2 weeks, with billing operations in each store up and running within a few hours.
- Advanced inventory reports: Detailed reports—such as fast-moving items, category-wise insights, and section/item-level breakdowns—have significantly improved inventory analysis and stock audit processes.
- Secured loyalty management: OTP-based loyalty validation and reporting brought better visibility into loyalty point redemptions, helping to prevent misuse and fraud.
- Smarter supplier selection: The ability to evaluate multiple suppliers for the same brand has empowered them to switch to vendors offering the best pricing and service, improving procurement efficiency.
- Centralized item control: Strict validations in item creation now ensure centralized control over product data, preventing unauthorized item additions at the store level and maintaining consistency across outlets.
By adopting Gofrugal, Freshlee streamlined operations, gained better visibility across their supply chain, and enabled staff to work more efficiently, all contributing to smoother multi-store management.
"Billing at our stores is exceptionally fast, even with over 1 lakh SKUs—faster than what I’ve seen at corporate supermarket chains stores with fewer SKUs. I monitor transactions daily using audit reports to track counter- and user-wise activities, which helps us run operations efficiently."
Rajeev Tomar,
IT Manager, Freshlee
Benefits and ROI
After implementing Gofrugal, Freshlee experienced a remarkable boost in business efficiency and operational control. Here are some key benefits they continue to enjoy.
- Easy software adoption: Over 100 staff across all outlets use the software comfortably every day, requiring only minimal training.
- Accurate inventory management: System stock now completely matches the physical stock at all stores, ensuring complete inventory accuracy.
- Quick onboarding for new staff: New employees can begin billing within just two hours of training, significantly reducing ramp-up time.
- Location-specific insights: With 60% of purchases happening at the outlets and 40% at the headquarters, the availability of detailed reports at both levels allows location-wise analysis and better decision-making.
- Effective emergency stock handling: The ability to perform negative billing during emergencies, along with the option to track and correct transactions through reports, has greatly improved inventory control and accuracy
These benefits have not only streamlined day-to-day operations but also empowered Freshlee to make faster, data-driven decisions, reinforcing their position as a reliable and efficient supermarket chain.
Looking forward
Driven by their mission to offer premium quality products without compromise, Freshlee is now gearing up for the next phase of growth. They plan to expand through a cluster-based approach by opening new stores near their existing locations. In addition, they aim to offer franchise opportunities under the COCO (Company-Owned, Company-Operated) model to strengthen brand presence and establish Freshlee as a household name in Noida.
With full confidence in Gofrugal’s capabilities, they believe the software will be instrumental in scaling operations, ensuring seamless multi-store management, and maintaining centralized control as they continue to grow.