About
About Holyland Marketing
Holyland is a pan-India B2B food manufacturer and distributor with 300+ SKUs, serving the food-service and B2B segment rather than typical retail FMCG. It operates through a large distributor and dealer network supported by 23 to 24 warehouses. Orders arrive through WhatsApp, phone, email and field sales, and are processed by sales, back-office and warehouse teams.
The current ecosystem includes the customer's accounting system for invoicing and records, a CRM being implemented for sales and order visibility, DoubleTick as the WhatsApp layer, marketing channels for campaigns and newsletters, and IndiaMART and other sources for new leads. Holyland runs 18 WhatsApp channels: 16 location-based numbers for dealer communication and 2 for marketing and broadcasts.
Dealers use WhatsApp for invoices, payment reminders, product and order queries and local support. Prospects from IndiaMART, the website and marketing need to be captured, qualified and connected with the right sales team. Internal teams currently handle many of these conversations manually, particularly replies to marketing campaigns.
The challenge
What they set out to solve
Scaling customer communication
Holyland had already scaled to 18 channels, but conversations were increasingly concentrated on a few of them. Ambient Marketing, for example, grew from 56 to 3,067 active chats, creating a major increase in manual workload. That meant high SLA breaches, growing unanswered conversations, manual handling of routine queries and pressure on the team to respond quickly. The SLA breach rate reached 46% on Pan India Utility and 34% on Ambient Marketing.
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What Holyland Marketing runs on
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