integration

Actowiz Solutions delivered SKU-level pricing intelligence and MAP compliance monitoring for India's biscuit category across e-commerce, grocery, and quick commerce — covering Parle-G, Britannia Marie Gold, Sunfeast Dark Fantasy, Hide & Seek, and Bourbon.

Client Overview

The client is a top-3 Indian biscuit manufacturer with a portfolio spanning glucose biscuits, cream biscuits, premium cookies, and digestive variants. With Parle-G's ₹10 ubiquity, Britannia's premium positioning, and Sunfeast's aggressive premium-mass play, the brand needed continuous visibility into category pricing dynamics.

Industry & Geography

Industry: FMCG / Biscuits & Bakery

Geography: India (multi-channel, multi-city coverage)

Business Challenges

Mass + Premium Pricing Complexity

Single SKU portfolio spanned ₹10 entry packs to ₹200+ premium imported cookies — each tier needed different competitor benchmarks.

Family-Pack Discount Wars

800g Parle-G and Britannia Marie family packs had volatile pricing, with discounts changing weekly on Blinkit and BigBasket.

MAP Violations

Third-party sellers on Amazon and Flipkart routinely listed biscuits below MAP, damaging modern trade relationships.

Combo Pack Bundling

Britannia + Bournvita, Sunfeast + Tea bundles needed separate combo tracking.

Project Objectives

Track real-time pricing across 50+ biscuit SKUs from 6 brands
Monitor MAP compliance and detect violations within 1 hour
Capture family-pack and combo-pack discount patterns
Benchmark premium cookies (Dark Fantasy, Bourbon, Pure Magic) against international brands
Enable digital shelf analytics — share of search & buy box visibility

Actowiz Solutions Approach

Multi-Platform Data Pipeline

Daily extraction from Blinkit, Zepto, Instamart, BigBasket, JioMart, Amazon, Flipkart, and DMart Ready.

MAP Violation Alert Engine

Real-time alerts when any seller listed a SKU below configured MAP, with screenshot evidence and seller ID capture.

Premium-vs-Mass Category Segmentation

Built separate tracking dashboards for glucose biscuits (mass) vs premium cookies (specialty) for cleaner decision-making.

Structured Delivery

Hourly refreshes during sale events, daily otherwise — delivered via API, CSV, and a Smart Repricer feed.

Sample Data Snapshot (Illustrative)

Brand	SKU	Pack	Platform	City	MRP	Selling Price	Discount	MAP Status
Parle-G	Original Glucose	800g	Blinkit	Delhi	₹100	₹92	8%	Compliant
Parle-G	Original Glucose	800g	Amazon	Delhi	₹100	₹85	15%	⚠️ Violation
Britannia	Marie Gold	250g	Zepto	Mumbai	₹50	₹46	8%	Compliant
Britannia	Bourbon	200g	BigBasket	Bengaluru	₹40	₹36	10%	Compliant
Sunfeast	Dark Fantasy Choco Fills	75g	Instamart	Hyderabad	₹40	₹35	13%	Compliant
Sunfeast	Bounce Cream	116g	JioMart	Pune	₹20	₹18	10%	Compliant
Britannia	Good Day Cashew	200g	Flipkart	Chennai	₹40	₹32	20%	⚠️ Violation
ITC	Sunfeast YiPPee Combo	(Biscuit+Noodles)	Blinkit	Kolkata	₹60	₹52	13%	Compliant

Key Features

50+ biscuit SKUs tracked across 6 brands and 8 platforms
Real-time MAP violation detection with seller ID
Premium vs mass category split-dashboards
Festive & seasonal pricing forecasts
Combo-pack pricing analytics

Business Impact

34% reduction in MAP violations through automated seller-level enforcement
16% pricing competitiveness improvement vs Parle-G mass tier
₹4.8Cr modern trade relationship value preserved by stopping online below-MRP listings
11% premium cookies share growth through better-timed Dark Fantasy promotions
2x speed in pricing decisions with daily competitor alerts

Client Feedback

"MAP violations used to take us 2 weeks to detect. Now it's 30 minutes."

— E-commerce Operations Head, Leading Indian Biscuit Brand

Conclusion

In India's ₹50,000 crore biscuit category, MAP compliance and digital shelf intelligence are make-or-break. Actowiz Solutions delivered a complete competitor and channel intelligence framework — keeping the brand ahead of Parle, Britannia, and Sunfeast every day.

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