The operating system for FMCG growth

Rukumi connects demand, distribution, inventory and investment into one intelligent system — helping consumer brands discover opportunities, act on them and prove what actually drives growth.

Explore the platform See how it works

01Find growth.
02Fund it.
03Prove it.

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01The problem

Six functions.Six versionsof the business.

Demand, marketing, distribution, inventory, trade and finance each run on their own data, their own systems and their own calendar. Each one is locally right.

Growth leaksin the gapsbetween them.

A campaign lands where the product is out of stock. A scheme pushes volume the shelf cannot hold. A budget is renewed because nobody can show what the last one bought.

Rukumi makes itone system.

One model of the business, from shopper signal to contribution margin. One queue of decisions worth funding. One measure of what worked — shared by every function.

Demand · Marketing · Distribution · Inventory · Trade · Finance

02The Rukumi growth engine

Six capabilities. One engine.

Rukumi reads sell-out, distribution, availability and price together, and surfaces where growth is being lost or left unclaimed — by brand, SKU, pin-code cluster and channel.
- ?Where is the whitespace?
- ?Where is availability leaking sales?
- ?Which SKUs are under-distributed for their demand?
Hands onA ranked queue of sized opportunities
Every opportunity competes for the same rupee. Rukumi frames each one as a Growth Bet with a budget, an owner and an expected return, so capital moves to the strongest case rather than last year’s plan.
- ?Which bets deserve funding first?
- ?What does each rupee compete against?
- ?Who is accountable for the outcome?
Hands onFunded bets with owners and guardrails
Retail media, quick-commerce advertising, promotions and consumer engagement are planned against the bet they serve — timed to where the product is actually on the shelf.
- ?Which channels serve this bet?
- ?Is demand being created where stock exists?
- ?What should each market see?
Hands onCoordinated activity, tagged to its bet
Distributor performance, retailer coverage, replenishment and trade schemes are steered by the same plan — so the shelf is ready before demand arrives, and schemes pay for sell-out rather than loading.
- ?Which outlets should carry this SKU?
- ?Which distributors are constraining growth?
- ?Is the scheme earning its cost?
Hands onAvailability that matches the demand plan
Interventions run as tests with treatment and control markets. Rukumi separates attributed sales from incremental sales, accounts for cannibalisation, and reports contribution after cost.
- ?What would have happened anyway?
- ?How much did we take from our own SKUs?
- ?Did the bet earn more than it cost?
Hands onA verdict in incremental contribution
Measured results feed back into the portfolio: which brands, SKUs, pack sizes, geographies and channels earn more capital, and which should be reshaped or stopped.
- ?What should we scale?
- ?What should we stop funding?
- ?Where does the next rupee work hardest?
Hands onCapital released for the next opportunity

DiscoverOpportunity Intelligence

Rukumi reads sell-out, distribution, availability and price together, and surfaces where growth is being lost or left unclaimed — by brand, SKU, pin-code cluster and channel.

Reading the surfaceLit cells are gaps in the field: demand without presence.

03Growth Bets

A Growth Bet is the unit of work in Rukumi: one commercial decision, with its hypothesis, budget, owner, guardrails and success metrics set down before money moves — and its outcome recorded after.

BET-0142Growth Bet

Increase premium snack distribution in Bengaluru

Identified

Demand is present. The product is not.Rukumi flags 14 pin-code clusters where premium snacking demand is high but the SKU reaches fewer than a third of relevant outlets.

Opportunity

Premium baked snack SKU is stocked in 31% of relevant outlets across 14 high-affinity clusters. Comparable SKUs in the category reach 58%.

HypothesisStage 02

ScopeStage 02

Budget · Owner · WindowStage 03

GuardrailsStage 03

Intervention · Treatment / ControlStage 04

Results · read against controlStage 04

DecisionStage 06

In the model

The lit cluster is this bet. It rises as the bet is funded, activated and measured — and spreads when the decision is to scale.

04Product experience

The CEO, CMO, CFO and sales head read the same record of where capital is working — each from the angle their role needs.

Rukumi/Growth Cockpit

All brands · IndiaIllustrative data

Where capital is deployed, what it has earned, and what needs a decision.

Capital in live bets

₹6.4 Cr

14 bets

Measured incremental contribution

₹1.92 Cr

Last 2 quarters

Awaiting decision

3

₹1.1 Cr at stake

Capital released by stops

₹84 L

4 bets stopped

Growth Bets

5 of 14

Bet	Owner	Spend	Status	Decision
BET-0142Premium snack distribution · Bengaluru	Sales, South	₹39.4 L	Measured	Scale
BET-0139Quick-commerce price-off · Mumbai	E-commerce	₹38.0 L	Measured	Stop
BET-0147Small-pack entry · Tier-2 Maharashtra	Category	₹22.5 L	Live	—
BET-0151Retail media burst · Festive	Marketing	₹54.0 L	Live	—
BET-0153Distributor replenishment pilot · Pune	Supply	₹9.2 L	Funded	—

Capital by intervention

% of live

Distribution38
Retail media24
Trade schemes21
Pricing & pack11
Consumer promo6

Leakage watch

Out-of-stock during campaign11 clusters
Scheme paid, no sell-out lift2 schemes
Demand without distribution27 clusters

Illustrative scenario. Figures are hypothetical and are not customer results.

05The economics of growth

An intervention can be credited with a large number and still lose money. Rukumi reports every bet on the line that matters to a P&L: incremental contribution.

01

Attributed revenue

Sales credited to the intervention by the platform or team that ran it.

02

Incremental revenue

Sales that would not have happened without it, read against control and net of cannibalisation.

03

Contribution

What remains of incremental revenue after variable costs.

04

Cost of intervention

Media, discounts, schemes and execution spent to make it happen.

05

Incremental contribution

Contribution less cost. The amount the business is actually better off.

Scenario

₹2.40 Cr

Attributed revenue

₹67.2 L

Incremental revenue

₹21.5 L

Contribution

−₹38.0 L

Cost of intervention

−₹16.5 L

Incremental contribution

Attributed revenue₹2.40 Cr

Share truly incremental28%

Contribution margin32%

Cost of intervention₹38.0 L

Credited with ₹2.40 Cr of revenue. The business is ₹16.5 L worse off.

Illustrative scenario. Figures are hypothetical and are not customer results.

06Intelligence that compounds

Rukumi keeps the record most companies lose: what was tried, where, at what cost, and what it returned. The learning is your own — built from your bets, in your markets.

01Which interventions workBy type, by category, by cost.
02Which geographies respondAnd which stay flat whatever is spent.
03Which SKUs have roomWhere distribution, not demand, is the limit.
04Which channels add valueIncremental, rather than merely attributed.
05What to scale, what to stopWith the evidence attached.

The recordDecision

BET-0118Festive visibility · KolkataTradeModify
BET-0124Sachet entry · Rural UPDistributionScale
BET-0127Sponsored search · Family packRetail mediaRetest
BET-0133Wholesale scheme · GujaratTradeStop
BET-0139Quick-commerce price-off · MumbaiPromotionStop
BET-0142Premium snack distribution · BengaluruDistributionScale

Illustrative scenario. Figures are hypothetical and are not customer results.

07About

Consumer companies are not short of data or tools. They are short of a shared account of where the money went and what it bought. Rukumi is being built to be that account — and the system that acts on it.

01

Decisions over dashboards

The output of analysis should be a funded decision with an owner, not another report.

02

Incremental or it didn’t happen

Growth is counted only when it can be separated from what would have happened anyway.

03

One record for every function

Sales, marketing, supply and finance should argue about the future, not about whose numbers are right.

Connect your commercial intelligence. Discover your next growth opportunity with Rukumi.

Start a conversation

Growth doesn’t happen in silos.

Six functions.Six versionsof the business.

Growth leaksin the gapsbetween them.

Rukumi makes itone system.

Six capabilities. One engine.

DiscoverOpportunity Intelligence

Every investment, written as a bet.

One workspace for the people who decide.

Revenue is not the result.

Attributed revenue

Incremental revenue

Contribution

Cost of intervention

Incremental contribution

Every measured bet sharpens the next one.

Consumer companies are not short of data or tools. They are short of a shared account of where the money went and what it bought. Rukumi is being built to be that account — and the system that acts on it.

Decisions over dashboards

Incremental or it didn’t happen

One record for every function

Make every growth decision count.