- Artificial Intelligence
AI WhatsApp Support for FMCG Distribution
AI WhatsApp Support for FMCG Distribution
Badho.in —
AI-Powered WhatsApp
for FMCG Distribution
How Auriga IT built Badho.AI — an intelligent WhatsApp chatbot that transformed support for 800,000+ retailers and 10,000+ distributors, delivering instant query resolution and slashing support costs across India's leading B2B FMCG platform.
Published: 2026 · By Auriga IT
Badho.in
Badho.in is a dynamic B2B platform transforming India's fast-moving consumer goods sector. It connects over 800,000 retailers, 10,000 distributors, and 1,000 brands on a single network — providing seamless ordering, in-app digital marketing promotions, real-time product catalogs, data-driven insights, and robust retailer and distributor support. Badho empowers businesses to grow and scale efficiently within the highly competitive FMCG market.
What Was Holding Badho.in Back
Before Badho.AI, support was fragmented, costly, and slow. Four fundamental challenges were limiting the platform's growth and frustrating its rapidly expanding user base.
How Auriga IT Built Badho.AI
Auriga IT implemented an AI-powered WhatsApp integration alongside several supporting technical solutions — transforming how Badho.in serves its massive and growing user base.
AI-Driven Real-Time Query Resolution
We built Badho.AI, an AI-powered WhatsApp chatbot that delivers instant answers to common queries. The bot connects retailers, distributors, and sales agents directly with the Badho system — accessible to all via WhatsApp, even those not using the Badho app. The chatbot operates continuously, 24/7, dramatically improving support responsiveness and platform availability with immediate round-the-clock query resolution.
Automated Query Handling
Badho.AI now automatically handles routine questions about orders, payments, rewards, and more. Users receive instant responses through WhatsApp, significantly reducing the workload on the customer support team. This automation allows agents to focus on complex issues while every query is tracked to completion — providing seamless resolution tracking for all users and ensuring no questions fall through the cracks.
Real-Time Data Access for Faster Decisions
We integrated Badho.AI with Badho's CRM and Hasura (the GraphQL data platform) to provide real-time access to critical information — order status, wallet balance, and account verification details. The chatbot fetches up-to-the-minute data on demand, enabling quicker and more informed decisions. It also tracks user-reported challenges, making it easy for the Badho team to identify recurring issues and make data-driven decisions to enhance the platform.
Custom GraphQL Mutations with Business Logic
Our team created custom GraphQL mutations with built-in business rules to enforce proper data entry. This allows the AI chatbot to safely create, update, or delete records in the system while adhering to all business logic — for example, only updating specific fields that are allowed. SQL functions were used under the hood to ensure data written or retrieved via the GraphQL API is always accurate and consistent, preventing errors and maintaining data integrity across the platform.
Scalable AI Architecture
The Badho.AI solution was designed with scalability as a first principle. The AI infrastructure scales efficiently as usage grows, ensuring consistent service quality even as more retailers and distributors come on board. No degradation in user experience was observed during growth — in fact, user engagement increased thanks to quick, convenient support accessible through a simple WhatsApp message.
Dedicated Data Retrieval Functions
To enable seamless data access from Badho's existing database, we developed a suite of specialised retrieval functions for common queries. These functions abstract complex database queries into simple calls — so the AI can fetch exactly the data it needs with a single call, instead of writing repetitive queries.
What Powered Badho.AI
| Category | Technology | Role |
|---|---|---|
| AI Layer | LLM / AI Engine | Core intelligence powering natural language understanding and response generation |
| Channel | WhatsApp Business API | Primary communication channel accessible to all users — no app install required |
| Data Platform | Hasura GraphQL | Real-time data access layer connecting AI to live CRM and transactional data |
| Custom Dev | Custom GraphQL Mutations | Purpose-built API endpoints enforcing business logic for safe data create/update/delete |
| Database | SQL Functions | Underlying functions ensuring data accuracy, consistency, and business rule compliance |
| CRM | Badho CRM | Source of truth for orders, payments, wallets, and account status — integrated with AI |
| Platform | Badho.in B2B Platform | Host platform serving 800,000+ retailers, 10,000+ distributors, and 1,000+ brands |
The Impact of Badho.AI
Badho.AI produced immediate and measurable outcomes — transforming support operations, reducing costs, and delivering a significantly better experience for every user on the platform.
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