Dairy & Dairy products
Driving Sales Excellence: Inside SADAFCO’s Growth Playbook
In this episode of Masters of Change, Pradip Kumar Ojha, Business Manager at Saudia Dairy and Foodstuff Company, shares how strong customer relationships and digital transformation are shaping the future of FMCG sales. From improving market visibility to building a future-ready sales organisation, he breaks down what it takes to stay agile and competitive in a rapidly evolving landscape.
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1. Guiding Principles in FMCG
Pradip, what guiding principles have shaped your 16-year journey in FMCG?
Pradip Kumar Ojha: At the core, everything begins with customer relationships. It starts with the consumer and extends to retailers and channel partners. When you invest in nurturing these relationships, you build long-term sustainability.
Your customers represent your brand in the market, so strengthening that connection is critical for sustained success.
2. The Role of Digital Transformation
How does digital transformation influence success in today’s market?
Pradip Kumar Ojha: Digital transformation is essential, especially for visibility and agility. It allows businesses to respond quickly to market changes and competitive dynamics.
Post-COVID, organisations have realised the importance of having the right information at the right time. That is what enables faster, more accurate decision-making and keeps you aligned with market realities.
What triggered SADAFCO’s digital transformation journey?
Pradip Kumar Ojha: The market has changed significantly post-COVID. Consumer behaviour, demand patterns, and operating models are all evolving.
As we aim for multi-fold growth over the next five years, we need to rethink our structure, capabilities, and systems. With Bizom as a partner, we are building stronger visibility and faster response mechanisms across the organisation.
This impacts everything, from sales and ROI tracking to forecasting, procurement, and budgeting. Acting now helps us avoid complexity as we scale.
3. Building a Future-Ready Sales Organisation
Beyond technology, what initiatives are helping you stay future-ready?
Pradip Kumar Ojha: We have launched initiatives like the Champions League and the Sales Academy.
The Sales Academy focuses on equipping teams with the skills needed in a digital-first environment. As we move away from manual processes, it is important that our people evolve alongside the systems.
4. Sustainability and ESG Focus
How does digital transformation support your sustainability goals?
Pradip Kumar Ojha: ESG is a key priority for us. We are working on reducing waste, water usage, and plastics.
Digital transformation also contributes by reducing dependency on paper-based processes, such as printed invoices and manual records. This shift supports both operational efficiency and environmental responsibility.
5. From Push to Pull: Building Smarter Supply Chains
How does technology help manage uncertainties in demand and supply?
Pradip Kumar Ojha: Earlier, forecasting relied heavily on historical data. Now, with systems like Bizom, we can base decisions on real-time market trends and buying behaviour.
The system can recommend orders, helping us align production with actual demand. This allows us to move from a push-based model to a more responsive pull strategy.
6. Digital Ordering and Retail Enablement
Is there a specific solution you are particularly excited about?
Pradip Kumar Ojha: Yes, the digital ordering platform (e2b Market). It has the potential to be a game-changer.
Retailers can place orders directly through the app, enabling faster replenishment and reducing lost sales opportunities. It improves product availability and ensures we meet demand without delays.