Sales are up. Trade spend is up faster.
FMCG growth often comes with a hidden cost: schemes, discounts, free goods and display payments to distributors and retailers. Spread across hundreds of SKUs and channels, trade spend can grow faster than sales without anyone seeing it. Add commodity prices that move every month and stock that expires, and margin can vanish in a growing brand.
One product-business client explains what knowing each product's contribution changed:
Thanks to CFOSurge, we now know exactly what each product contributes to our bottom line. Our sales team operates with clear geography-wise data, our accounts are well-maintained, statutory payments are handled systematically, and our inventory is finally accurate. They didn't just fix our books—they helped us plan for growth.
Quoted word for word from our clients. Some quotes use our former name, Soatech.
Follow ₹35 crore of sales through a typical packaged-food brand
Here is the cash cycle of an illustrative packaged-food maker selling through distributors and modern trade:
At ₹35 crore of sales a year, 70 days means about ₹6.7 crore is permanently tied up in the cycle. That is what your bank limit and your own capital are really funding. Hold 10 days less finished stock and about ₹96 lakh comes back, with no new loan and no new customer.
Illustrative composite figures, not a client's. Your own cycle comes straight from your balance sheet: stock, receivables and payables, each divided by a day's sales or purchases.
Six money problems specific to food and FMCG
Trade spend
Schemes, discounts, free goods and display payments add up. We track trade spend by channel and SKU against the sales it buys.
SKU profitability
Hundreds of SKUs, some of which lose money. We show contribution by SKU and help prune the tail.
Commodity prices
Grains, oils, milk and sugar move every month. We plan buying and reprice before margin disappears.
Seasonal and perishable stock
Harvest buying, shelf life and expiry need tight planning. We track stock age and plan seasonal funding.
Distributor and modern trade credit
Modern trade pays slowly and deducts. We track credit and deductions by customer.
Food safety and compliance cost
FSSAI compliance, testing and recalls cost money. We include them in product cost.
Want a CFO to look at your numbers?
A senior CFO reviews your figures with you and shows you where to improve. No cost, no obligation.
How we improve an FMCG company's margin
Profit by SKU and channel
After trade spend, freight and returns.
A trade spend tracker
Every scheme and its result.
Commodity buying plans
Linked to the sales forecast and price outlook.
Stock freshness and seasonal funding
Age-wise stock and pre-season bank limits.
Distributor credit control
Limits, ageing and deductions, every month.
Check your own numbers
See what your stock and credit cycle locks up:
Ask CFOAvatar about your brand
What clients say
Some of the businesses we work with.
What truly sets them apart is their ability to dive into the details—cash flow, operations, and compliance—while simultaneously offering strategic insight that supports long-term decision-making. Their guidance has always been practical, thoughtful, and tailored to our specific needs rather than one-size-fits-all solutions.
Working with CFOSurge has truly transformed how we look at our business finances. They helped us set up monthly business plans right down to the bottom line, which has given us so much more clarity and control. Highly recommend them to any business looking to get a real grip on their numbers!
Quoted word for word from our clients. Some quotes use our former name, Soatech.
Questions owners ask us
How can an FMCG company control trade spend?
Track every scheme, discount and payment by channel and SKU, compare it with the incremental sales it buys, and stop the schemes that don't pay back.
Do you work with dairies and agri processors?
Yes. We plan seasonal procurement and funding, cost products accurately and track realisation by channel.
Can you help us prune our SKU range?
Yes. We show contribution by SKU after all costs, so you can decide which to keep, reprice or drop.
