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Case Study — Food & Beverage Delivery Brand, Madurai | Satsang Solutions
Digital Transformation Journey

From a fragmented CRM to a unified, automated growth platform

A fast-growing B2B filter coffee and tea delivery brand headquartered in Madurai, Tamil Nadu, serving 800+ businesses across the state, partnered with Satsang Solutions to build a fully connected sales, marketing, support, and franchise management system on the Zoho platform.

Industry
Food & Beverage Delivery
Location
Madurai, Tamil Nadu, India
Platform
Zoho One · CRM · SalesIQ · Marketing Automation · Desk · Social · Sign
Engagement
Phase 1 Complete · 3-Month Hypercare
800+
Business clients served
across Tamil Nadu
6
Zoho platforms integrated
into one connected system
139+
Support queries raised
and resolved in Phase 1
3 Months
Dedicated hypercare
post go-live support
About the Client

The client is a technology-driven filter coffee and tea delivery brand headquartered in Madurai, Tamil Nadu. Operating a direct delivery model for B2B customers — including IT offices, retail shops, schools, hospitals, and manufacturing units — the brand has built its reputation on freshness, punctuality, and a deeply rooted local identity. With over 800 active business clients across Tamil Nadu and a growing franchise network spanning Madurai and Coimbatore, the business runs on a robust proprietary mobile application with real-time delivery tracking, QR-based flask management, and integrated operations. Recognised by state leadership and media for its entrepreneurial impact, the brand is at an active phase of franchise expansion and needed its commercial and marketing infrastructure to match that ambition.

The Challenge

As the business scaled rapidly across cities and franchise models, its commercial infrastructure needed to evolve at the same pace. The organisation required a unified system to connect field sales, customer data, marketing communications, and franchise operations — one that could support the ambition of a brand growing quickly and operating across multiple channels simultaneously.

Sales platform and mobile ecosystem alignment
The organisation’s CRM and proprietary mobile application needed to operate as a single connected system. Lead and customer data was being managed across separate environments, and payment link automation alongside dynamic communications required a unified platform to function reliably at scale.
Unified marketing and customer engagement
WhatsApp, email, and campaign workflows were spread across multiple tools without a central control layer. The business needed a way to execute segmented campaigns reliably, track audience engagement, and connect marketing activity to pipeline outcomes.
Structured lead capture and follow-up automation
Field executives conducting door-to-door sales required a streamlined way to log leads directly into the system. The business also needed automated follow-up workflows and assignment rules to ensure every lead was actioned promptly — particularly across the boundary between franchise and direct sales pipelines.
Scalable infrastructure for franchise operations
As the franchise model expanded, the business required a system that could maintain clear separation between franchise and direct sales pipelines, enforce HQ-level marketing standards, and give franchise teams appropriately scoped access — all without compromising central oversight or data integrity.
Formal customer support with accountability
Customer queries and complaints required a structured resolution process — with a ticketing system, defined SLA policies, and clear accountability for the support team. The business needed visibility into open issues, resolution timelines, and agent performance.
Integrated commercial visibility for leadership
Management required a single view connecting the lead pipeline, campaign performance, customer lifecycle, and support activity. Decisions needed to be grounded in real-time data — with a clear line between sales activity and business outcomes — to guide a business operating at the pace of active expansion.
Solutions Delivered

A fully integrated Zoho One platform was deployed across the client’s sales, marketing, customer support, and document management functions — customised at every layer to reflect the specific needs of a franchise-model, mobile-first B2B delivery business. The focus throughout was on building a system the team would actually use, not just a platform that was technically configured.

Platforms and solutions deployed
Zoho CRMSales & Lead Management
Full CRM setup with separate pipelines for direct sales and franchise leads, role-based access for 9 users across 4 roles, automated lead assignment by zone, follow-up workflows, missed-call callback automation, and a two-way API integration with the client’s proprietary mobile application for real-time field-to-office data sync.
Zoho SalesIQSocial Lead Capture
AI-powered chatbot deployed for website and social channel lead qualification. All chat interactions are automatically pushed into Zoho CRM with source tagging, lead qualification data, and accurate deduplication.
Zoho Marketing AutomationCampaigns & Segmentation
Marketing Automation deployed in place of Zoho Campaigns to support WhatsApp alongside email — enabling segmented campaigns by lead stage, location, and lead type (franchise, retail, corporate). Campaign performance data is synced back to CRM for a unified view of marketing impact on the pipeline.
Zoho DeskCustomer Support
Structured support system set up with SLA policies across three priority levels, automated ticket assignment to the customer care team, role-based agent access, and full integration with Zoho CRM. Tickets are now linked to CRM contacts, giving the team a complete view of each customer’s interaction history alongside their support record.
Zoho SocialSocial Media Management
Facebook, Instagram, and LinkedIn connected for unified publishing, scheduling, and engagement monitoring. Lead data from Facebook Lead Ads is synced directly into Zoho CRM. Team roles, content approval workflows, and performance reporting are all configured and active.
Zoho SignDocument & e-Signature
Two reusable agreement templates configured and integrated with Zoho CRM. When a lead reaches the documentation stage in the pipeline, the relevant document is automatically triggered for e-signature — removing manual intervention from the contracting step and accelerating deal closure.
WhatsApp BusinessCRM Integration
WhatsApp Business integrated directly into Zoho CRM with utility message templates, automated workflow triggers, and a dedicated module for managing WhatsApp conversations alongside CRM contact records. Dynamic payment links and PDF attachments are now sent from within the CRM.
“Even though we had multiple third party applications, the Satsang team went above and beyond to support the integration seamlessly. Their training sessions were clear, practical, and perfectly customised for our business needs. Excellent hand-holding throughout the implementation and after.”
— Management, Food & Beverage Delivery Brand, Madurai
Key Outcomes

Across a single comprehensive phase and three months of hypercare support, the organisation moved from a fragmented, multi-tool environment to a fully integrated, automation-driven commercial platform — with measurable improvements across lead management, marketing reach, customer support, and operational visibility.

CRM fully integrated with proprietary mobile application via API — real-time two-way sync between field executives and the central system
Separate franchise and direct sales pipelines now operating independently with HQ-level oversight and controlled access for franchise teams
WhatsApp Business integrated into CRM — dynamic payment links, PDF attachments, and campaign templates sent directly from the platform
AI-powered chatbot live on website and social channels — leads from Facebook, Instagram, and web forms flow automatically into CRM with source tagging
Automated lead assignment by zone and source — missed-call callbacks triggered without manual intervention, eliminating follow-up delays
Structured customer support now in place via Zoho Desk — SLA policies, automated ticket routing, and agent accountability fully operational
Document signing automated at the deal documentation stage — contracts triggered and routed for e-signature without manual handoff
Segmented email and WhatsApp campaigns now running via Zoho Marketing Automation — campaign performance synced back to CRM for pipeline-level visibility
139+ operational queries resolved across 3 months of hypercare — team confident and system stable at the close of Phase 1
“The experience has been excellent. Highly recommend Satsang Solutions for any organisation planning to implement Zoho products.”
— Management, Food & Beverage Delivery Brand, Madurai
The Road Ahead

With the core commercial platform now stable and actively in use, the organisation has a strong digital foundation to build on. Potential areas for future expansion include deeper analytics and reporting across the franchise network, advanced marketing automation journeys for customer retention and win-back, and further integration between the Zoho ecosystem and the proprietary mobile application as the franchise footprint grows across Tamil Nadu.

Confidentiality commitment — Satsang Solutions signs a Non-Disclosure Agreement with every client we work with. Client identities, detailed solution architectures, and implementation specifics are kept strictly confidential. This case study is shared in a privacy-respecting format with the client’s consent, intentionally omitting identifying details and solution depth.