Website & Catalogue on Frappe
Built and launched a live product catalogue on the Frappe web engine, syncing directly against the ERPNext Item master in real time.
Case Study · Trading & Distribution
250+ dealers off Excel,
250+ dealers off Excel,
dispatches right the first time
Nirali Ceramic wholesales vitrified tiles and porcelain slabs to 250+ dealers across 33 districts of Gujarat. Orders used to move by phone and WhatsApp; now they move through a dealer portal and a live catalogue site, and order cycles are 40% faster.
The Outcome
What changed, in numbers
40%
Faster Order Cycle
Orders that used to move through phone calls and WhatsApp now clear in a fraction of the time.
99.8%
Dispatch Accuracy
Warehouse reservation locks a batch the moment a sales order confirms, so double-booked stock is gone.
70%
Dealer Self-Service
Dealers check stock and place orders through the portal without calling the sales desk first.
250+
Dealers Connected
All served from one DMS instead of a mix of phone calls, WhatsApp threads and paper.
About the Client
A trading bridge between
A trading bridge between
the factory floor and 250 dealers
Nirali Ceramic is a wholesale trader, distributor and importer of vitrified tiles, large-format porcelain slabs and ceramic sanitaryware, based in Ahmedabad. It sits as the logistics and trading bridge between the Morbi ceramic manufacturing belt and a network of retail dealers, contractors and sub-vendors spread across 33 districts of Gujarat.
Serving 250+ wholesale dealers across more than 1,200 active design SKUs meant high-volume daily dispatches - all of it coordinated by phone call and WhatsApp message before this project.
Exalix Tech was commissioned to digitise the distribution system and build the public-facing catalogue in the same engagement, rather than as two separate projects.
Project at a glance
- Industry
- Ceramic Trading & Distribution
- Location
- Ahmedabad, Gujarat
- Dealers Connected
- 250+ across 33 districts
- SKUs Managed
- 1,200+ designs
- System
- ERPNext v15 + Frappe
- Live Website
- niraliceramic.exalixtech.com
- Distribution (DMS)
- Route Logistics
- Selling
- Buying
- Inventory Allocation
- Accounts & GST
- Frappe Website
The Challenge
Coordinating 250 dealers
Coordinating 250 dealers
by phone and WhatsApp
None of these four problems were unique to ceramics. They are what happens to any wholesale distributor once the dealer count outgrows what a phone line can coordinate.
Wholesale order congestion
Bulk orders came in over phone calls and WhatsApp messages, which meant keying errors on item codes, slow credit checks, and long validation loops before an order was even confirmed.
Inventory allocation conflict
Real-time stock visibility on fast-moving tile variants was poor, so sales reps regularly double-booked the same batch of vitrified tiles to two different dealers.
Route dispatch chaos
Consolidating dealer dispatches into region-wise truck shipments - a Saurashtra route versus a South Gujarat route - was done by hand, which meant delayed departures and trucks leaving half full.
Printed catalogue latency
Dealers had no way to browse newly arrived tile collections or check what was in stock without picking up the phone and calling the sales desk directly.
The Solution
A portal and a catalogue, built together
The ERP and the public website were built as one engagement, so the catalogue a dealer browses and the stock the warehouse reserves are always looking at the same numbers.
Live Frappe Catalogue
A public catalogue website pulling product data straight from the ERPNext Item master, so a newly arrived design is live on the site the moment it is added to stock.
Dealer Self-Service Portal
Dealers log in to see real-time batch stock, place bulk reservation bookings, and track their own outstanding credit and invoices without a phone call.
Warehouse Reservation Locks
Stock allocation scripts reserve the matching batch the moment a sales order confirms, which is what closes the door on double-booking the same tiles twice.
Route Dispatch Automation
Dispatch sheets group deliveries by district and route, auto-calculating total weight and volume against truck capacity instead of a manual, route-by-route guess.
The Implementation
Four phases, from the catalogue
Four phases, from the catalogue
to the delivery truck
Dealer Portal & DMS
Configured a secure B2B portal where dealers log in to view stock, place bulk reservations and track credit limits and invoices.
Warehouse Reservation Locks
Integrated stock allocation scripts that reserve a matching batch at the moment a Sales Order is confirmed.
Route Dispatch Automation
Built custom route-dispatch sheets that group deliveries by district and auto-calculate weight and volume against truck capacity.
Client verdict
40%
Faster Order Cycle
"Before ERPNext everything was in Excel and getting messy across 250-odd dealers. Now stock, sales and accounts are in one place, orders move roughly 40% faster, and dispatches go out right the first time. It simply feels more under control."Kamlesh Patel Managing Director, Nirali Ceramic
Questions
Distribution & DMS FAQs
ERPNext's Credit Limit and Payment Terms features are mapped to each dealer group. When a dealer tries to place an order, the system checks their outstanding balance and blocks automatic allocation if the credit limit is breached, routing the order to finance for manual review instead of letting it through unchecked.
The website is built directly on the Frappe framework, and product data comes straight from the ERPNext Item master through custom templates. A newly added design or a stock update reflects on the site without a separate sync step or duplicated data entry.
Through warehouse reservation locks. The moment a Sales Order is confirmed, the system reserves the matching batch against it, so a second sales rep working from the same stock list cannot allocate tiles that are already spoken for.
Yes. Custom dispatch sheets group confirmed orders by district and route, then auto-calculate total weight and volume against available truck capacity - which is what turns a manual, route-by-route planning exercise into a generated sheet.
Minimal. The portal covers three things dealers actually do daily - check stock, place an order, check their account - so the learning curve is short. About seven in ten orders now come through the portal without a call to the sales desk.
Yes. The credit-limit logic, batch reservation and route dispatch planning are generic wholesale distribution patterns - they apply to any product with dealer-level credit terms and route-based delivery, not just tiles.
It can. Nirali's rollout covered the ERPNext DMS and dealer portal alongside a public-facing Frappe catalogue site, built and launched together rather than as two separate engagements.
Start a Conversation
Still running your dealer
Still running your dealer
network on WhatsApp?
That is exactly where Nirali Ceramic started. The gap between what a dealer wants and what the warehouse can promise is where double-booking, delayed dispatch and disputed orders all come from.
No generic brochures. Your first call is with a lead consultant who will talk through your actual dealer network and dispatch setup.
Call +91 77780 25099 · Email info@exalixtech.com
Request received
Thank you. A lead consultant will come back to you within one business day to talk through your setup.