Revolutionizing Retail Engagement with Intelligent Solutions
FieldAssist aims to change the landscape of retail sales force transformation for consumer-packaged goods brands across India and the world. Through its flagship FieldAssist suite, FieldAssist helps digitize and transform the end-to-end sales and distribution of more than 650 brands. It enables management to strategize, plan, and monitor growth while equipping on-ground sales representatives with powerful digital tools. The company’s mission is to ensure that every brand’s route-to-market journey is seamless, data-driven, and primed for growth.
FieldAssist uses a bold, frontier approach to AI. Rather than simply automating existing workflows, FieldAssist has embedded AI into the core of its solutions, creating intelligent virtual assistants that act as true partners for both brands and retailers. NOVA, the smart retail assistant powered by Azure AI Foundry and Azure OpenAI Service, steps in as a substitute for sales representatives when they are absent. It enables AI-driven order booking, personalized product recommendations, and real-time scheme communication in more than 60 languages. This approach ensures that retailers never miss an opportunity to place orders, while brands maintain continuity and trust in their sales cycles. The Digital Area Sales Manager Copilot, another innovation powered by Azure AI, provides sales representatives with contextual recommendations, order booking support, and instant guidance. This drives strategic execution and consistent growth across diverse markets.
FieldAssist’s AI-powered assistants are seamlessly integrated with Field Assist, and provide proactive, intelligent engagement with retailers, empowering sales teams to focus on high-value activities. Governance is maintained through real-time analytics, data-driven insights, and contextual nudges that ensure every sales opportunity is maximized. Operating with agility, teams leverage AI to drive upsell opportunities, improve execution consistency, and accelerate onboarding for new representatives. The result is a unified, intelligent ecosystem that transforms the way brands and retailers interact.
The outcomes of FieldAssist’s AI-driven transformation are striking. NOVA has delivered a 22 percent increase in average order size at outlets where it handles order booking, a 35 percent improvement in scheme adoption through personalized nudges, and a further 18 percent increase in outlet retention. The Digital Area Sales Manager Copilot has increased the average order value by 15 percent, new product penetration by 28 percent, and made onboarding for sales representatives three times faster. These advances translate into measurable business growth, stronger retailer relationships, and a more resilient, future-ready sales force.
By leveraging the power of AI, FieldAssist is empowering both brands and retailers. Its pioneering benchmarks in the digital transformation of the consumer-packaged goods sector highlight the powerful synergy between technology and human creativity.
“Consumer brands today are navigating complex RTM models in fragmented, data-opaque markets where costs run high and margins run thin. Our AI vision at FieldAssist is to empower these businesses across three core pillars: accurate information, actionable insights, and top-dollar impact — helping them reach more stores, execute better at every store, and drive greater efficiency through a digital-native, mobile-first approach. By making intelligence available at scale and at a price point the market can truly afford, we’re enabling organizations to stay ahead of evolving customer preferences and win in even the most dynamic environments.”
Divir Tiwari
Chief Executive Officer and Co-founder