o9, a leading enterprise AI software platform provider for transforming planning and decision-making, has announced a strategic collaboration with The Dharampal Satyapal Group (DS Group), a multi-business corporation and a leading FMCG Conglomerate, to augment digital transformation in the demand and distribution planning across key business verticals. With this collaboration, DS Group has become one of the major FMCG companies in India to adopt o9’s AI-powered planning platform. The initiative covers key business divisions.
The collaboration supports DS Group’s broader digital transformation agenda, which aims to improve forecast accuracy, increase supply chain visibility, and drive operational excellence across its core business divisions. The extensive reach of DS Group’s multi-echelon distribution network, encompassing General Trade, Modern Trade, ecommerce, quick commerce and institutional channels, alongside its diverse portfolio, required more efficient planning capabilities. This digital transformation project aligns with DS Group’s focus on innovation and operational excellence. The partnership with o9 reflects a shared vision of the future of integrated business planning, ensuring a more agile and responsive supply chain, and positioning DS Group for accelerated growth.
With the o9 platform, DS Group is transitioning to AI-powered solution that enables real-time visibility, predictive analytics and scalable collaboration. DS Group selected o9 for its modular design, machine learning-based forecasting capabilities and Consumer Products Reference Model, which are closely aligned with the company’s operational and strategic needs.
Santosh K Singh, Senior Vice President, Information Technology, DS Group, said, “Our partnership with o9 marks a significant step in DS Group’s digital transformation journey. We aim to leverage their cutting-edge Enterprise Knowledge Graph and agile platform to drive scalability, enhance collaboration, and unlock predictive insights, crucial for navigating the dynamic Indian FMCG landscape and future growth.”
The implementation spans demand forecasting, supply planning, and S&OP dashboards across businesses. Together, all businesses account for more than 100 super stockists, over 5000 distributors reaching out to over 15 lakh retail shops directly and over 35 lakh indirectly, nationwide.
The project follows a structured, milestone-driven rollout and involves close collaboration between DS Group’s leadership, cross-functional business users, service provider PwC India, and o9’s technical and consulting teams.
Rohit Saxena, Director, PwC India said: “Multiple teams from DS Group, PwC and o9 came together as ‘one team’ throughout the journey that helped in smooth go live. We will now help in adoption through user engagement, training and support so that DS Group fully embraces the solution.”
“We are extremely proud to partner with DS Group as they modernize their planning capabilities across core business units,” said Chakri Gottemukkala, Co-founder and CEO of o9. “The company’s focus on unifying data, teams and planning processes reflects a clear commitment to agility and long-term value creation. With o9’s platform, DS Group is well positioned to make faster, smarter decisions that improve service levels and drive sustainable growth in a highly competitive market.”