Artificial Intelligence

AI WhatsApp Support for FMCG Distribution

Published On: 26 March 2026.By suman yubraj.

India’s leading B2B FMCG distribution platform

AI WhatsApp Support for FMCG Distribution

Badho.in AI WhatsApp Integration Case Study | Auriga IT

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+ Retailers 10,000+ Distributors WhatsApp API Hasura GraphQL

Customer support automation • Real-time CRM access • B2B distribution • India

800K+

Retailers on Platform

10,000+

Distributors

1,000+

Brands Connected

24/7

AI Support Availability

Instant

Query Resolution

Tracked

End-to-End Support Flow

01 — About the Client

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, customer support was heavily manual, fragmented across channels, and difficult to scale efficiently with the platform’s growing user base.

Delayed Query Resolution

Queries were handled through informal WhatsApp conversations, which led to inconsistent communication, slow updates, and frustrating response times.

High Support Costs

Live agents were handling a large volume of routine inquiries, increasing cost and limiting the support team’s ability to focus on complex issues.

Limited App Usage

Many distributors and retailers were not active app users, so they depended on sales teams or manual coordination for everyday questions.

Weak Business Rule Validation

Auto-generated GraphQL endpoints did not fully enforce business logic, creating risk around incorrect data updates and inconsistent workflows.

03 — Solutions Developed

How Auriga IT Built Badho.AI

Auriga IT designed a WhatsApp-first AI support experience backed by real-time CRM connectivity, structured business logic, and scalable integration architecture.

AI-Driven Real-Time Query Resolution

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 platform information without depending on the mobile app.

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.

Real-Time CRM and Platform Data Access

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.

Custom GraphQL Mutations with Business Logic

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 and improved trust in automated operations.

Scalable AI Support Architecture

The solution was designed to scale with Badho’s growing user base without degrading support quality. As more retailers and distributors interacted with the platform, the AI layer remained responsive and operationally efficient.

Dedicated Retrieval Functions for Common Use Cases

Auriga IT also 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.

Examples of Supported Functions

place_order_by_category()

Retrieves orders filtered by category

fetch_seller_active_schemes()

Lists current promotions for sellers

check_buyer_order_status()

Checks current order status for buyers

fetch_seller_order_details()

Returns detailed seller order information

fetch_ticket_types()

Lists support ticket categories

fetch_current_incidents()

Returns active incident reports

fetch_purchase_orders()

Lists purchase orders

check_seller_order_status()

Checks seller order progress

check_seller_payout_status()

Checks payout status for sellers

04 — Technology Stack

What Powered Badho.AI

Category	Technology	Role
AI Layer	LLM / AI Engine	Handled conversational understanding and response generation
Channel	WhatsApp Business API	Delivered support through a familiar and accessible messaging channel
Data Platform	Hasura GraphQL	Enabled real-time data access between AI and operational systems
API Logic	Custom GraphQL Mutations	Applied controlled create, update, and delete operations with business rules
Validation	SQL Functions	Enforced consistency and business-rule compliance under the API layer
CRM	Badho CRM	Served as the live source of truth for support and account-related information
Platform	Badho.in	Provided the B2B distribution environment used by retailers, distributors, and brands

05 — Results and Business Impact

The Impact of Badho.AI

The implementation improved response speed, reduced support overhead, and created a more scalable support model for Badho’s growing distribution network.

Instant Support

Retailers and distributors could now receive answers in seconds through WhatsApp

Reduced Support Costs

Routine automation reduced operational load on human support teams

Better Decision Making

Users gained real-time access to order, wallet, and account information

Seamless Scalability

The support architecture handled growth without degrading service quality

Higher User Engagement

A familiar channel made the platform easier to use for more participants in the network

Improved Query Tracking

Support interactions became more structured and less likely to be lost or delayed

06 — Frequently Asked Questions

Questions About This 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.

How did Auriga IT integrate AI with WhatsApp for Badho.in?

Auriga IT integrated an AI chatbot with Badho’s CRM and Hasura GraphQL data platform so the bot could retrieve live operational data and respond accurately through WhatsApp.

What were the key business challenges before Badho.AI?

Badho.in faced delayed support resolution, high manual support costs, limited app engagement among some users, and insufficient business-rule validation in default API workflows.

What impact did Badho.AI have on support operations?

Badho.AI reduced support load, accelerated responses, improved access to live platform data, and created a more scalable support model for Badho’s growing user base.

What technology was used to build Badho.AI?

The solution used AI/LLM capabilities, WhatsApp Business API, Hasura GraphQL, custom GraphQL mutations, SQL functions, and CRM integration.

How many users does Badho.in serve?

Badho.in connects over 800,000 retailers, 10,000 distributors, and 1,000 brands across a large B2B FMCG network in India.

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