Waycool Foods, one of India’s largest agritech-to-retail supply chain operators, needed a B2C commerce app for fresh produce — complete with embedded credit, dynamic pricing, and integrated logistics. Twelve weeks later, they were processing 10,000 orders a day with 99% uptime.
Waycool Foods operates one of India’s largest farm-to-retail supply chains — sourcing from 100,000+ farmers and distributing to retailers, hotels, restaurants, and institutional buyers across South India. Their B2B infrastructure was already at scale. The opportunity was the consumer.
They wanted to open a direct B2C channel: selling fresh produce to consumers through a mobile app. But this wasn’t a simple storefront layered on top of existing B2B inventory. The business model required four things that had to work together from day one:
They had 90 days to launch before the peak harvest season. They needed a partner who could build the full stack — commerce, credit, pricing, and logistics — and stay to operate it under SLA.
Three reasons.
Every other vendor they spoke to offered a separate e-commerce frontend, a separate credit provider integration, a separate logistics API layer. We scoped it as one platform: commerce, credit, payments, pricing, and logistics under a single data model. One integration surface, one accountability line, one SLA.
Dynamic pricing for perishable produce and intelligent route optimization are too complex for hardcoded rules. They decay within weeks as supply patterns shift. We architected the AI layer upfront — demand forecasting, price elasticity modeling, and delivery route optimization — not as bolt-ons after the core platform shipped.
Waycool’s operations team had been through a failed platform build before. Their condition was weekly working demos — not status updates, running software on a staging environment — or they would stop the engagement. We ran all twelve weeks that way. They could see the platform grow every Friday.
A React Native app for consumers to browse fresh produce, build baskets, select delivery slots, and check out. Embedded credit checkout for eligible buyers — “Pay Later with Waycool Credit” at checkout, white-labeled so the credit experience lives entirely inside the Waycool app. Cart-to-order flow optimized for low-bandwidth mobile conditions common in South India.
Prices update every 15 minutes based on four inputs:
Consumers see both “market price” and their “locked price” at checkout.
A live sync layer between the B2C platform and Waycool’s existing warehouse management system. B2C orders reserve inventory instantly on confirmation; if stock drops below threshold, the SKU auto-delists from the consumer app. The same inventory pool serves both B2C and B2B channels without conflicts or oversells.
Integration with Waycool’s credit partner: eligibility checks at checkout, credit limit management, repayment scheduling, and delinquency tracking. The full credit lifecycle is white-labeled — consumers see “Waycool Credit,” not a third-party brand. Credit exposure dashboards for Waycool’s risk team built into the operations console.
Each order is assigned to the optimal fulfillment center based on three real-time signals: which warehouse holds the required SKUs, the consumer’s selected delivery slot, and delivery route density (batching nearby orders into single runs). Direct integrations with last-mile delivery providers for same-day and next-day fulfillment.
A web-based console for Waycool’s operations team: order queue by status, exception management (damaged produce, failed delivery, out-of-stock escalations), credit exposure monitoring, and pricing rule overrides. Real-time dashboards for fulfillment rate, uptime SLA, and credit portfolio health. Role-based access for ops, finance, and logistics teams.
Twelve one-week sprints, each ending with a working demo on staging. Waycool’s ops and product leads attended every Friday demo. The scope was locked in week one and stayed locked — no late additions, no scope creep, no re-negotiations.
Locked the full data model, the credit integration design, the pricing engine architecture, and the logistics partner selection in a 3-day working session with Waycool’s product and ops leads. Signed off integration contracts with the credit partner, two logistics providers, and the WMS team. Consumer app wireframes reviewed and approved by end of week two.
Shipped the full consumer app — browse, cart, slot selection, checkout — with payment integrations (cards, UPI, wallets). Order management system live on staging. The Waycool team could place a test order end-to-end through the app by the Friday of week five. Real inventory was not yet wired — orders hit a staging WMS environment.
Built and validated the demand forecasting models against Waycool’s historical B2B order data. Price elasticity engine live — prices updating on the staging app every 15 minutes based on synthetic inventory inputs. Spoilage-aware allocation logic reviewed with Waycool’s supply chain team and signed off. First real pricing cycle ran in production staging on Thursday of week seven.
Credit partner integration live: eligibility checks at checkout, limit management, repayment schedule generation, and delinquency tracking wired end-to-end. White-label credit UI reviewed and approved by Waycool’s brand team. Logistics provider APIs integrated — route optimization engine running, test orders assigned to fulfillment centers based on live slot and inventory signals.
WMS sync live against Waycool’s production inventory system. B2C orders now reserving real stock instantly. Operations console shipped with order queue, exception management, credit exposure dashboards, and pricing rule overrides. SOC2-aligned audit logging wired throughout. Load test to 15,000 concurrent sessions — infrastructure scaled without degradation. UAT with Waycool’s ops team: eleven issues found, all resolved by Thursday of week eleven.
Soft launch to 500 internal users on Monday. 48-hour stability window with no issues. Public launch on Wednesday. Order volume grew from 200 orders on day one to 10,000 orders per day within the first three months under our post-launch Operate SLA. We stayed on platform for 60 days after launch — monitoring, handling edge cases, handing off a stable platform with full runbooks to Waycool’s internal team.
Numbers from the first three months of live operation. Every figure below reflects real consumer order behaviour and real platform performance on the production system.
Most agritech operators treat B2C as a side channel — a simple storefront plugged into existing B2B infrastructure as an afterthought. Waycool treated it as a new business model: embedded credit as a customer acquisition lever, dynamic pricing as a margin optimizer, and integrated logistics as a consumer promise that could differentiate in a commoditised market.
The platform didn’t just sell produce. It sold a different way to buy produce — with credit, with freshness guarantees priced in real time, with predictable same-day delivery. That’s the difference between a storefront and a commerce platform.
The 12-week timeline only held because every layer was designed together from the start. Pricing had to know about inventory levels. Logistics had to know about credit status. The ops console had to see all three. Platforms that bolt these layers together after the fact spend months integrating what should have been built as a system.
If your build needs commerce, embedded credit, dynamic pricing, or integrated logistics — and you need a team that ships production-grade software in weeks — we scope it in one working session and commit to a fixed fee within 48 hours.