Retail, e-commerce and D2C brands Case study

Pepperfry puts leads, deals and approvals in one system

Lead-to-proposal CRM with multi-level BRC approvals for Pepperfry's B2B business, with the B2C phase next.

Headline result Leads, deals, proposals and approvals in one system, with an audit trailPepperfry Limited

Client: Pepperfry Limited
Industry: Retail, e-commerce and D2C brands
Platform: ERPNext · Frappe Framework
Scope: 5 modules

1ProblemSeparate B2B and B2C systems with no unified ERP, leads tracked in Google Sheets, multi-level approvals by email with no audit trail, and data scattered across departments.

2GoalImplement a centralised ERP system

3What we builtERPNext CRM, sales (quotation and proposal), project planning, workflows, approvals and notifications.

4OutcomeLeads, deals, proposals and approvals in one system, with an audit trail

01 · The client Pepperfry Limited

Pepperfry Limited

Pepperfry is a Mumbai-based online marketplace for furniture and home décor, with offline experience studios across Indian cities.

Client: Pepperfry Limited
Industry: Retail, e-commerce and D2C brands
Country: India
Engagement: ERPNext CRM and approvals (B2B phase) + fit-gap study
Region: India (Mumbai)

02 · The challenge

What wasn’t working

Separate B2B and B2C systems with no unified ERP, leads tracked in Google Sheets, multi-level approvals by email with no audit trail, and data scattered across departments.

01Separate systems for B2B and B2C

02Leads tracked in Google Sheets

03Multi-level approvals via email

04Heavy reliance on Excel

05No real-time reporting

What they needed

Implement a centralised ERP system
Automate lead lifecycle (lead → deal → proposal)
Enable multi-level approval workflows
Reduce dependency on Excel and emails

03 · What we implemented

The solution

ERPNext CRM, sales (quotation and proposal), project planning, workflows, approvals and notifications. It covers lead capture and assignment, BRC (Business Review Committee) approvals, deal conversion, proposal generation and order to cash.

Modules

CRM
Sales (quotation and proposal)
Project planning
Workflow and approvals
Notifications

What we built beyond the standard

Multi-level, role-based conditional approvals
Territory-based lead assignment
Custom alerts and approval notifications
Proposal revision tracking (amendment vs revision)
Mobile/email validation and PIN-based location auto-fetch

Outcomes

Centralised CRM replacing Excel
Automated approvals and follow-ups
Real-time dashboard for business leaders
Ready for the B2C phase

04 · The results

What changed for the business

Metric	Before	After
Lead to proposal, lead, deal and proposal tracked together	Google Sheets and email	One system
Approvals, BRC approvals with a full audit trail	by email, no audit trail	Multi-level, in-system

Technology

ERPNext
Frappe Framework

Industry

Retail, e-commerce and D2C brands →

What we did

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