Provides AI recommendations that boost retail sales lines by 15-20% with Vertex AI
Expands distribution footprint by identifying 15,000 new outlets with Google Maps Platform
Drives a 30-40% repeat purchase rate from newly acquired outlets
Enables predictable revenue growth with a science-driven sales engine using Vertex AI and BigQuery
Lowers AI model costs by matching compute power to the specific task with Compute Engine
Wipro Enterprises replaces sales guesswork with data-driven insights to fuel predictable growth and expand its retail network.
Wipro Enterprises replaces sales guesswork with data-driven insights to fuel predictable growth and expand its retail network.
Tackling retail complexity to unlock new growth
For Wipro Enterprises, a global company with a major consumer care division, success means winning in the markets of India and Southeast Asia. The company offers a wide range of fast-moving consumer goods, including personal care, home care, skincare, and hair care products, and serves a complex market of millions of independent mom-and-pop stores. In the pursuit of new growth avenues, the company's leadership looked to technology to spearhead a sales transformation and solve two fundamental challenges.
To make our sales transformation science-driven, we knew we would require a data platform to consolidate all this data, not just for reporting, but for large-scale analytics.
Rejin Surendran
Global CIO, Wipro Enterprises
First, the traditional sales process was more of an art than a science. Salespeople had to rely on their memory to recommend the right products from a vast catalog. A single cleaning brand, for instance, could have over 30 unique SKUs. In an industry with high staff attrition, this model was unsustainable, as new reps had little time to gain the deep product knowledge needed to be effective. Secondly, critical sales data was trapped in isolated systems, from distribution management software to the company's own ERP. With no central data platform, teams relied on manual Excel extracts for reporting, which prevented any deep, real-time analysis.
To solve these challenges, Wipro turned to Google Cloud.
A data-driven sales platform to deepen retail reach
Wipro set out to develop a multifaceted sales transformation platform on Google Cloud. The company partnered with Accenture, who served as the technology implementer as well as a strategic business consultant over the two-year program.
The platform's core is a recommendation engine built on Vertex AI to analyze historical sales, local buying trends, and each outlet's purchasing power to generate a dynamic "must-stock list." The engine can be updated to prioritize a new product launch or a seasonal promotion, ensuring the entire sales team is aligned on strategic goals without relying on memory alone. Adopting this data-driven approach has resulted in a 15% to 20% increase in product lines per retail outlet — a key metric for sales depth.
The platform also supports the team in expanding its market reach. Wipro uses data from Google Maps Platform to identify unserved stores, creating optimized routes for its "hunter salesmen," reps focused on recruiting new outlets. This capability has enabled the recruitment of an additional 15,000 outlets in a single state.
All this data feeds into a Sales Control Tower on BigQuery, which provides real-time dashboards. Now, a regional manager can use their dashboard to see if a recommendation is underperforming in a specific territory, helping them determine whether to fine-tune the model or introduce sales incentives — capabilities that were inaccessible before.
The team employs Compute Engine to lower AI model costs by using higher compute power during the complex model-building phase, then downshifting to more efficient virtual machines for day-to-day operations. To ensure the platform's long-term success, Wipro now works with Ganit, an agile partner with deep industry expertise that manages and continuously refines the engine.
The recommendation engine makes our process science-driven, rather than depending on a sales rep's memory. This has a direct impact on revenue, and we have seen a 15% to 20% increase in lines per retail outlet as a result.
Rejin Surendran
Global CIO, Wipro Enterprises
From sales transformation to an enterprise-wide AI strategy
The creation of a unified data foundation on BigQuery has become a launchpad for the next wave of innovation at Wipro, allowing the company to explore new use cases that go far beyond sales transformation.
One key initiative is to augment the existing recommendation engine with generative AI. Instead of just providing a list of products, the system would be able to provide context in local languages, explaining to the sales rep why a certain product is recommended for a particular store, making the suggestions more persuasive.
What began as a sales transformation has given us a powerful data foundation. It's now much easier to plug in new use cases, and we look to our partnership with Google Cloud to bring in new capabilities like generative AI.
Rejin Surendran
Global CIO, Wipro Enterprises
The team also envisions the creation of a brand insights tool to act as an assistant for brand managers. By combining the rich sales data in BigQuery with external marketing data, consumer testing results, and advertising information, a brand manager could simply ask questions in natural language and receive a holistic, intelligent view of their brand's performance. This task would have previously required days of manual analysis.
What began as a project to solve a sales challenge has now become a core component of Wipro's enterprise AI strategy. As Surendran says, "Google Cloud has been a trusted partner who helped us make our sales transformation vision a reality."
Headquartered in India, Wipro Consumer Care and Lighting is one of the fastest-growing FMCG businesses in Asia, Africa, and the Middle East.
Industry: Retail
Location: India
Products: BigQuery, Compute Engine, Google Maps Platform, Vertex AI
About Google Cloud partner - Accenture
Accenture, a strategic Google Cloud implementation partner, combines business consulting with technology expertise to support business transformation.
About Google Cloud partner - Ganit
Ganit is an agile Google Cloud partner with deep CPG industry expertise, specializing in managing and optimizing data analytics platforms to drive long-term business value.
