Kemilac Tracker — A CRM that Mumbai field reps actually use.

The brief

Kemilac Coatings (a Mumbai-based wood-coatings manufacturer) was managing field reps with WhatsApp groups, Google Sheets, and three different SaaS tools that didn't talk to each other. Reps were submitting visit logs hours late. Distributor orders were getting lost between sales reps and dispatch. The Mumbai admin team was burning 20+ hours a week reconciling data.

They wanted one custom system. Not Salesforce. Not Zoho with 14 plugins. Something built for how their team actually works.

What we shipped

Six modules, one login.

• Field tracking — Live GPS check-ins for reps. Mumbai admins see who's where, in real time. Reps just open the app, tap a button — no daily reporting overhead.
• Visit logs — Photo + voice-note + structured form. Logged from the rep's phone in 30 seconds, automatically tagged by location and customer.
• Sales pipeline — Multi-stage funnel from lead → quote → order → dispatch. Custom stages match Kemilac's actual sales process, not a generic SaaS template.
• Distributor management — Onboarding workflow, KYC document storage, credit limits, ledger view per distributor.
• Product order management — SKU catalogue, order entry, dispatch sync, invoice generation.
• Multi-role admin — Different permissions for Mumbai HQ admins, regional managers, field reps, distributors, dispatch team.

The numbers

• 20+ hours/week of admin reconciliation eliminated
• 3 SaaS subscriptions cancelled — savings of ₹1.4 lakh/year
• 40+ field reps onboarded across 3 states
• 100+ distributors active in the system
• Sub-2-second dashboard load on shared 4G — built lean for India's network reality

The stack we used

Backend: PHP 8 (Laravel) on a Hostinger India server (sub-50ms latency to Mumbai users). MySQL 8 with denormalised tables for the hot read paths.

Frontend admin: Vanilla JS + Tailwind for the web dashboard. No SPA framework — page loads under 1.2s on 4G, which matters when admins use it from regional offices on patchy connections.

Mobile: Progressive Web App (PWA) for field reps. Installs on Android in 2 taps, works offline (queues GPS check-ins and visit logs locally, syncs when connection returns).

Integrations: WhatsApp Business API for distributor notifications, Tally Prime for accounts sync, Razorpay for online distributor payments.

The hard call we made

We turned down their original ask of a native iOS + Android app. They had a fixed budget, and a native app would have eaten 60% of it just on app-store maintenance and dual-platform parity. The PWA route shipped in 8 weeks vs 16, costs zero in app-store fees, and has 95% of the native experience — and crucially, GPS, camera and offline storage all work fine.

2 years later: zero regrets. Reps adopted it on day one. Kemilac's leadership has thanked us multiple times for talking them out of native.

What Kemilac said

"Amazing app with a clean interface. The Jens team didn't just build to spec — they pushed back on bad ideas, suggested better ones, and shipped on time. Two years in, our admin team can't imagine going back." — Kemilac Coatings Team

Want a CRM built for how your team actually works?

If your sales process doesn't fit Salesforce templates, if Zoho-with-14-plugins is becoming a maintenance nightmare, or if your reps are still using WhatsApp + Sheets — we build custom CRMs that ship in 8-14 weeks. See full CRM development service →