Orders come in on WhatsApp, email, the portal, and by phone. By the time they're all in the ERP, three are duplicates and two are missing.
A mid-size FMCG manufacturer in India typically receives orders across 5–7 different channels simultaneously: WhatsApp messages from general trade distributors, emails from modern trade chains, EDI files from large retailers, orders on company or distributor portals, van sales invoices from field teams, and phone calls taken by the sales coordinator and written down. Each channel has its own format, its own timing, and its own level of completeness. The order book that production and dispatch plan against is assembled by a sales coordinator who manually collects orders from all these sources every morning.
The failure modes are consistent: a WhatsApp order that was also confirmed by email creates a duplicate in the ERP — the same distributor gets double the stock they ordered. A phone order that was noted but not entered before the cutoff is missing from the production plan. An EDI order that arrived at 10 PM wasn't processed until 8 AM — after the production schedule was already fixed. The order book is never fully current, and the errors in it propagate directly to production over-runs, stock outs, and customer disputes.
An order is an order regardless of which channel it arrives on — it has a customer, a product, a quantity, and a required date. HublerX connects to every order channel simultaneously and applies the same validation logic — duplicate detection, credit check, pricing validation, stock availability — to every order, from every source, as it arrives. The production team and dispatch team work from a single consolidated order book that is current within minutes of any order being placed, not current as of 9 AM when the coordinator finishes their morning tally.
Live workflow view
The step-by-step sequence
- 1
Orders captured from all channels simultaneously
HublerX monitors all connected order channels continuously: WhatsApp Business API for distributor messages, email parsing for order emails from modern trade and institutional buyers, EDI file ingestion for retailer EDI orders, portal API for orders placed on the company or distributor ordering portal, and van sales app sync for field sales orders. Orders are captured as they arrive — not in a morning batch.
Continuous · all channels · 24/7 - 2
Duplicate detection and deduplication
HublerX applies duplicate detection across channels — identifying when the same order has been placed via two channels (WhatsApp and email, or portal and phone). Duplicates are flagged for coordinator review before either creates an ERP sales order. The deduplication logic checks by customer, SKU, quantity, and date window — catching identical orders and near-duplicates.
On each order receipt - 3
Validation applied across all orders
Each order — regardless of channel — goes through the same validation layer: pricing scheme check (correct rate for customer and channel?), credit limit check (does this order keep the customer within limit?), and product availability check (is this SKU available for the required delivery date?). Validation failures are flagged immediately, not discovered at invoice time.
On order receipt · automatic - 4
Consolidated order book available to production and dispatch
The validated, deduplicated order book is available in HublerX as a single consolidated view — searchable by customer, SKU, channel, region, and status. Production planning reads the confirmed order book for MRP and scheduling. The dispatch team reads it for route planning. Both work from the same data, updated in real time.
Continuously updated · real time - 5
Exceptions routed for coordinator action
Orders that fail validation — pricing mismatch, credit breach, duplicate flag, incomplete product details — are routed to the sales coordinator with the specific issue and resolution options. The coordinator acts on exceptions rather than manually processing every order. Clean orders flow through automatically.
On validation failure - 6
Confirmed orders posted to ERP
Validated orders are posted to the ERP as confirmed sales orders — with the correct pricing, customer master, and shipping configuration for the relevant channel and customer. The ERP order book reflects the actual confirmed order book, not a several-hours-behind snapshot from the morning tally.
On validation pass · automatic
Results are directional. Outcomes vary by number of channels connected, order volume, and duplicate rate in the existing process.
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