EMAMI MART | Sales Intelligence

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EMAMI MART

Secondary Sales Intelligence

Data Period

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Viewing Month

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Live

📖 KPI Reference & Business Logic

About This Dashboard

This dashboard tracks Emami Mart secondary sales — products sold by distributors to Modern Trade / Mart outlets (hypermarkets, supermarkets, large-format retail). All data is at outlet level across 233 HQs, 36 Areas and 4 Regions.

ECO DRCP 30DCoverage▾

Formula: Unique billed outlets this month ÷ DRCP × 100

Counts how many of your registered Mart outlets actually ordered this month. Coverage % shows the gap — every outlet not billed is a missed sale. DRCP is the fixed registered universe your field team is responsible for.

Sales ₹ CrRevenue▾

Formula: Sum of Net Sales Value (NSV) displayed in ₹ Crores

Actual revenue that reached Mart shelves from distributors. The primary business outcome — all other KPIs exist to explain why Sales went up or down.

XL Pack %Premiumization▾

Formula: XL Pack NSV ÷ Total NSV × 100

Share of sales coming from large-size packs. A rising trend means consumers are buying bigger — stronger brand preference and better margins. Mart is the key channel for large-pack pull.

ECO DRCP 90DRetention▾

Formula: Unique outlets billed in M, M-1, or M-2

Outlets that bought in any of the last 3 months. The gap vs ECO 30D = outlets that bought recently but skipped this month — your ready reactivation pipeline.

VPO ₹Productivity▾

Formula: Total Sales ÷ ECO 30D (value per active outlet)

Rising VPO = each outlet is buying more — deeper range or bigger orders. Falling VPO = outlets buying less per visit — check fill-rate and assortment compliance.

ABV ₹Bill Depth▾

Formula: Total Sales ÷ Total Bill Count (value per invoice)

Average ₹ value per individual invoice. Higher ABV means each billing cycle includes more SKUs or higher-value packs. Grow ABV by pushing wider assortments per order.

Lines 30DSKU Width▾

Formula: Total SKU line items across all bills this month

If Lines grow faster than ECO, outlets are buying a broader Emami range — good for share of shelf. Lines ÷ ECO = average SKU depth per outlet (shown as sub-metric on the tile).

Lines 90DRolling Depth▾

Formula: Total SKU line items across M, M-1 and M-2

3-month rolling portfolio width — smooths out single-month spikes. A stable or growing 90D Lines number means your SKU acceptance in Mart is sustainable, not just a one-time push.

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KPI Scorecard — 12-Month Trend

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ECO DRCP 30D

Monthly Unique Active Retailers

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Coverage—

DRCP Universe—

Unreached—

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Sales ₹ Cr

Mart Category Net Sales Value

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12M Peak—

12M Avg—

vs Avg—

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XL Pack %

Large Pack Value / Total Sales

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12M Start—

12M Peak—

Δ 12M—

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ECO DRCP 90D

M0 + M-1 + M-2 Unique Retailers

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Retention—

DRCP Universe—

90D Coverage—

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VPO ₹

Value Per Outlet · Sales ÷ ECO 30D

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12M Peak—

12M Low—

12M Avg—

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ABV ₹

Avg Bill Value · Sales ÷ Bill Cuts

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12M Peak—

12M Low—

12M Avg—

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Lines 30D

Total TLSD · Distinct Bill-SKU Entries

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12M Peak—

12M Low—

12M Avg—

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Lines 90D

M0+M-1+M-2 TLSD · Rolling Depth

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12M Peak—

12M Low—

12M Avg—

Drill-Down ·

All KPIs by Zone

Group by

Zone	DRCP	ECO 30D	Coverage %	ECO 90D	Sales ₹ Cr	VPO ₹	ABV ₹	Lines 30D	Lines 90D	XL %
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