AI-Powered WhatsApp Support for B2B FMCG Distribution
AI & Automation - FMCG - India
Auriga IT built Badho.AI, an intelligent WhatsApp support layer for one of India's leading B2B FMCG platforms, helping retailers, distributors, and sales teams resolve queries faster through real-time data access and scalable automation.
800K+ Retailers10,000+ DistributorsWhatsApp Business APIHasura GraphQLAI Chatbot FMCG
Customer support automation · Real-time CRM access · B2B FMCG distribution · India
800K+
Retailers on Platform
10,000+
Distributors Supported
1,000+
Brands Connected
24/7
AI Support Availability
Instant
Query Resolution
Tracked
End-to-End Support Flow
01 - About the Client
Badho.in
Badho.in is a fast-growing B2B FMCG distribution platform in India connecting over 800,000 retailers, 10,000 distributors, and 1,000 brands on a unified network. The platform supports ordering, trade promotions, digital engagement, and operational workflows across India's competitive FMCG distribution ecosystem.
Badho.in
B2B FMCG Distribution Platform - India
Badho.in is a fast-growing B2B platform built for the FMCG sector, connecting more than 800,000 retailers, 10,000 distributors, and 1,000 brands on a unified network. The platform supports ordering, trade promotions, digital engagement, and operational workflows across India's highly competitive distribution ecosystem.
02 - Challenges Faced
What Was Holding Badho.in Back
Before Badho.AI, Badho.in faced four critical support challenges: slow manual query resolution through informal WhatsApp, high agent costs for routine queries, low app engagement among distributors and retailers who preferred WhatsApp, and insufficient business-rule enforcement in default GraphQL API endpoints.
Before Badho.AI, customer support was heavily manual, fragmented across channels, and difficult to scale efficiently with the platform's growing user base.
01
Delayed Query Resolution
Queries were handled through informal WhatsApp conversations, leading to inconsistent communication, slow updates, and frustrating response times for retailers and distributors.
02
High Support Costs
Live agents handled a large volume of routine inquiries, increasing operational cost and limiting the support team's ability to focus on complex issues.
03
Limited App Usage
Many distributors and retailers were not active app users, depending on sales teams or manual coordination for everyday questions about orders and payments.
04
Weak Business Rule Validation
Auto-generated GraphQL endpoints did not fully enforce business logic, creating risk around incorrect data updates and inconsistent workflows in the distribution platform.
03 - Solutions Developed
How Auriga IT Built Badho.AI
Auriga IT delivered six integrated solutions: an AI-powered WhatsApp chatbot for real-time query resolution, automated query handling at scale, live CRM and Hasura GraphQL integration, custom GraphQL mutations with business logic enforcement, a scalable AI support architecture, and dedicated retrieval functions for common FMCG distribution workflows.
Auriga IT designed a WhatsApp-first AI support experience backed by real-time CRM connectivity, structured business logic, and scalable integration architecture.
1
AI-Driven Real-Time Query Resolution via WhatsApp
Auriga IT built Badho.AI, an AI-powered WhatsApp chatbot that gives users immediate answers to common support questions. The bot made support available through a familiar channel, allowing retailers, distributors, and sales agents to access live platform information without depending on the mobile app.
2
Automated Query Handling at Scale
Routine queries related to orders, payments, rewards, and account status were automated, reducing manual workload on support teams and making response times dramatically faster. Every query could be tracked through a more structured support flow, eliminating lost conversations.
3
Real-Time CRM and Platform Data Access via Hasura GraphQL
The AI layer was integrated with Badho's CRM and Hasura GraphQL platform to provide live access to order status, wallet balances, account details, and other operational information. This helped users and internal teams make faster, better-informed decisions without contacting a human agent.
4
Custom GraphQL Mutations with Business Logic Enforcement
Auriga IT created custom GraphQL mutations backed by SQL functions so that the AI could safely create, update, or delete data while following business constraints. This reduced risk of data inconsistency and improved trust in automated operations across the FMCG distribution platform.
5
Scalable AI Support Architecture for FMCG Distribution
The solution was designed to scale with Badho's growing user base of 800,000+ retailers without degrading support quality. As more participants interacted with the platform, the AI layer remained responsive and operationally efficient across the entire distribution network.
6
Dedicated Retrieval Functions for Distribution Workflows
Auriga IT developed reusable data retrieval functions that allowed the AI to fetch structured platform data through simple calls, reducing complexity and making support workflows more reliable for both retailers and distributors.
Examples of Supported API Functions
place_order_by_category()
Retrieves orders filtered by product category
fetch_seller_active_schemes()
Lists current trade promotions for sellers
check_buyer_order_status()
Checks live order status for buyers
fetch_seller_order_details()
Returns detailed order information for sellers
fetch_ticket_types()
Lists all support ticket categories
fetch_current_incidents()
Returns active platform incident reports
fetch_purchase_orders()
Lists all purchase orders for the user
check_seller_order_status()
Checks fulfilment progress for sellers
check_seller_payout_status()
Checks payout and payment status for sellers
04 - Technology Stack
What Powered Badho.AI
Badho.AI was built using an AI/LLM engine for conversational understanding, WhatsApp Business API as the delivery channel, Hasura GraphQL for real-time data access, custom GraphQL mutations with SQL function validation for safe data operations, and direct integration with Badho's CRM as the live source of truth.
Category
Technology
Role
AI Layer
LLM / AI Engine
Handled conversational understanding and response generation for WhatsApp queries
Channel
WhatsApp Business API
Delivered 24/7 support through a familiar and accessible messaging channel
Data Platform
Hasura GraphQL
Enabled real-time data access between AI and Badho's operational systems
API Logic
Custom GraphQL Mutations
Applied controlled create, update, and delete operations with business rules
Validation
SQL Functions
Enforced business-rule compliance and data consistency under the API layer
CRM
Badho CRM
Live source of truth for support and account-related information
Platform
Badho.in
B2B FMCG distribution environment serving retailers, distributors, and brands
05 - Results and Business Impact
The Impact of Badho.AI
Badho.AI delivered instant WhatsApp support for 800,000+ retailers and 10,000+ distributors, reduced manual support costs through automation, gave users real-time access to order and wallet data, and created a scalable support architecture that grows with Badho's expanding FMCG distribution network.
The implementation improved response speed, reduced support overhead, and created a more scalable support model for Badho's growing distribution network.
Instant Support via WhatsApp
Retailers and distributors receive answers in seconds through WhatsApp without needing the app
Reduced Support Costs
Routine automation reduced operational load on human support teams across the FMCG network
Better Decision Making
Users gained real-time access to order status, wallet balances, and account information
Seamless Scalability
The AI support architecture handled 800,000+ users without degrading service quality
Higher User Engagement
A familiar WhatsApp channel made the platform accessible to more retailers and distributors
Structured Query Tracking
Support interactions became trackable and less likely to be lost or delayed in informal chats
06 - Frequently Asked Questions
Questions About This AI WhatsApp Project
What is Badho.AI and what does it do?
+
Badho.AI is an AI-powered WhatsApp chatbot built by Auriga IT for Badho.in. It helps retailers, distributors, and sales agents get instant answers about orders, payments, rewards, and account status through WhatsApp - without needing to use the Badho app or contact a human agent.
How did Auriga IT integrate AI with WhatsApp for Badho.in?
+
Auriga IT integrated an AI/LLM engine with WhatsApp Business API and connected it to Badho's CRM and Hasura GraphQL data platform. This allowed the chatbot to retrieve live operational data and respond accurately to user queries in real time through WhatsApp.
What were the key business challenges before Badho.AI?
+
Badho.in faced delayed support resolution through informal WhatsApp chats, high manual support costs from agents handling routine queries, limited app engagement among distributors and retailers who preferred WhatsApp, and insufficient business-rule validation in default GraphQL API endpoints.
What impact did Badho.AI have on support operations?
+
Badho.AI reduced manual support load by automating routine queries, accelerated response times to near-instant, improved user access to live platform data, and created a scalable 24/7 support model capable of serving 800,000+ retailers and 10,000+ distributors.
What technology was used to build Badho.AI?
+
The solution used an AI/LLM engine for conversational intelligence, WhatsApp Business API as the delivery channel, Hasura GraphQL for real-time data access, custom GraphQL mutations backed by SQL functions for safe data operations, and Badho's CRM as the live source of truth.
How many users does Badho.in serve and can the AI scale to that size?
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Badho.in connects over 800,000 retailers, 10,000 distributors, and 1,000 brands across India. The Badho.AI architecture was specifically designed to scale to this user base, maintaining response quality and speed as the platform and its FMCG distribution network continues to grow.
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