D2C Lifestyle Brand, Mumbai

The Problem

A D2C personal care brand processing 800 to 1,200 orders per day was using three courier partners — Delhivery, Bluedart, and Ecom Express. The dispatch team was managing all three from separate portals, selecting carriers manually, and reconciling COD from three different remittance files at the end of each week. The weekly COD reconciliation exercise was taking 6 to 8 hours across the finance and operations teams. Carrier selection defaulted to Delhivery for the majority of orders regardless of destination or priority — not because it was always the optimal choice, but because it was the most familiar. The team had no reliable data on which carrier was performing best for which pin code clusters. During the brand's first major sale event — a 48-hour sale that generated 8,400 orders — the dispatch team could not process bookings fast enough. 1,200 orders were not dispatched within the promised same-day window, resulting in customer complaints and a 4.2% RTO rate on late dispatches.

The Implementation

Micraft Courier Aggregator deployed with Delhivery, Bluedart, and Ecom Express integrations. Shopify order integration configured for automatic order ingestion. Carrier selection rules configured: metro next-day orders to Bluedart, metro standard orders to lowest-cost carrier, Tier 2 and Tier 3 pin codes to carrier with highest historical success rate for each cluster. COD reconciliation automated across all three carriers.