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PRASSANA BORAH

Prasanna Borah is the Chief Information Officer (CIO) at Hindustan Coca-Cola Beverages (HCCB) – one of India’s top FMCG companies. As the CIO, he leads the IT and digital function focused on strategic large-scale IT transformation initiatives in Sales, Operation and Supply Chain. In nearly two decade with the beverage major, he has managed leadership assignments across the spectrum of General Management, Sales & Marketing, IT / Digital, Supply Chain, and Business Shared Services. He is a PG Diploma in Management from IIM, Bangalore.

Distribution Management System (DMS) is a transformational project that enables the operations of the company’s sales and distribution network of over 3000+ distributors servicing 2 MM+ retailers directly. DMS brings visibility of distributors day-to-day operations and buying patterns of retail outlets on a real time basis. The project was scaled-up within 4 months to cover 3000+ distributors and 12000+ users. With the implementation of DMS, the company has real time visibility of 95% of its total revenues at outlet level. DMS integrates the company’s 30+ manufacturing and sourcing locations with the vast network of distributors. This end-to-end integration of the Company’s route-to-market process; from manufacturing plant to the retail outlets, is helping HCCB manage its massive supply chain more efficiently. DMS also has the capability to plan and execute flexible and targeted real time pricing and promotions, and manage the end-to-end pricing process. The real-time visibility of distributor operations, inventory and ageing, sales patterns, and promo results; are leveraged to provide real time actionable insights to the sales, and supply chain teams. This has in turn resulted in improved distributor operations and route planning, better control of distributor inventory ageing, improved discount planning and management, improved service to sales, etc.

THE DIGITAL STRATEGY