Hawkr joins hands with BeatRoute to roll out retailer app

Last mile retail startup Hawkr has merged with BeatRoute Innovations, a mobile application platform facilitating last mile retail between packaged goods companies, distributors and neighbourhood stores.

Vinay Singh, CEO, Beatroute Innovations said that the integration process was already complete, with three employees from Hawkr joining Beatroute, including one of the three co-founders', Angad Kikla who joins Beatroute as a partner.

Singh said, "Integrating Hawkr with our solution will help us roll out our retailer app and broaden our customer base. They have a lot of domain expertise in how to change retailer behavior and how last mile operations work."

The Hawkr tech team along with another co-founder, Shishir Jaiswal will help with tech development externally, while the third co-founder, Ameet Sandy will no longer be associated with the business.

Beatroute currently works with about four lakh retailers and 30 consumer brands like Pepsi and Danone. The software as a service (SaaS) mobile application platform is used by FMCG companies to execute backend commerce between themselves, distributors and kirana stores. The algorithms help customers ascertain the exact nature of retail landscape profiles to achieve better market coverage and run differentiated trade promotions.