AEL Visit Tower — Uttara Market Visit Dashboard

01Executive Summary

Market visit conducted in the Uttara Zone — covering Venus Enterprise (Uttar Khan Distribution Point) and 21 retail outlets.
Visit identified several critical operational and commercial issues affecting market growth and channel sustainability.
Major concerns: SO manpower gaps, employee financial cases, delivery disruption, damaged/expired stock, distributor ROI below expectation, declining distributor confidence, inconsistent slab offers, weak RTM controls, system vs physical memo mismatch, limited push-selling, lack of credit support, transportation constraints, weak merchandising/visibility, and target/incentive allocation concerns.
Positive finding: retailers reported no significant complaints about Akij Essential product quality.
Overall: strong market opportunity, but execution and channel-confidence issues are limiting growth.

02Visit Snaps

30 Aug 2026 · 1:37 PM

30 Aug 2026 · 11:52 AM

30 Aug 2026 · 12:31 PM

30 Aug 2026 · 8:12 AM

31 Aug 2026 · 12:16 AM (1)

31 Aug 2026 · 12:16 AM (2)

31 Aug 2026 · 12:16 AM

03Key Findings

HighDamaged & Expired Stock

Significant quantity of damaged/expired products in warehouse, ~3 months old.
Some expired stock shows insect infestation & unpleasant smell.
Recurring bag leakage — 1–2 bags per sack damaged.

Impact: working capital blocked · distributor confidence declining.

HighEmployee Financial Cases

Moshriqur Rahim (former SO) — ~BDT 160,000 memo/value unaccounted; stamp-paper agreement; unresolved.
Suman Bhandari (former SO, Hajj Camp Area) — ~BDT 15,000 market credit outstanding ~3 months.

Impact: financial & compliance risk · weak exit controls.

HighRTM Memo Mismatch

Sahin Alam (29th): RTM App 25 memos vs physical verification 14 memos.
Possible incorrect/duplicate/backdated entry or non-genuine visits.

Impact: reporting reliability risk.

HighCredit Market Disadvantage

~90% of the market operates on credit; competitors also provide credit.
Limited credit support = retailers prefer competitors offering Product + Credit + Service.

Impact: competitive disadvantage.

HighDistributor ROI Below Expectation

~BDT 50 lakh investment across two points; return not commercially attractive.
Low volume, credit exposure, damaged stock, transport constraints.

Impact: channel sustainability risk.

HighDelivery Disruption

Delivery person absent due to illness — operations fully suspended for the day.
No backup capacity available.

Impact: lost sales · retailer confidence may decline.

MediumRTM Control & Field Visibility

RTM app lacks sufficient geo-fencing / location-lock controls.
RTM control can be further strengthened, as real-time field-force location visibility is currently limited.

Impact: data integrity risk · weak field tracking.

MediumSlab Offer Changes

Slab-based offers sometimes discontinued mid-month.
Creates stock-planning uncertainty for distributors.

Impact: stock planning uncertainty.

MediumLow Push-Selling & Productivity

Active push-selling and productive conversion low despite regular visits.
Focus on visit numbers, not productive sales outcomes.

Impact: low productivity.

MediumTarget & Incentive Misalignment

High performers may not get proportionate target increases.
Some targets exceed actual territory capacity.

Impact: motivation & performance issue.

MediumTransportation Constraints

NSM secured a significant order + advance, but transport limits delayed delivery ~5–6 days.

Impact: lost sales · customer dissatisfaction.

MediumLow Visibility & Merchandising

Low visibility of Akij Essential products in most of the 21 outlets visited.
Brand not prominent from outside or key shelf positions.

Impact: low consumer awareness.

MediumCommunication Gaps

Communication gaps observed between the field force and the AEL corporate team.
May impact coordination, information flow, and execution effectiveness.

Impact: coordination & execution effectiveness risk.

04Root Cause Matrix

Area	Key Issue	Business Impact	Severity
Manpower	SO & delivery manpower gaps	Sales/service disruption	High
Employee Control	Outstanding financial cases	Financial & compliance risk	High
Damage/Expiry	Delayed settlement	Distributor confidence loss	High
Credit	Limited retailer credit	Competitive disadvantage	High
Memo	App vs physical mismatch	Reporting reliability risk	High
Distributor ROI	Return below expectation	Channel sustainability risk	High
Product Quality	Bag leakage/damage	Distributor dissatisfaction	Medium
Trade Offer	Mid-month offer changes	Stock planning uncertainty	Medium
RTM	Weak geo-fencing / limited field visibility	Data integrity risk	Medium
Sales Force	Low push-selling	Low productivity	Medium
Target	Potentially misaligned targets	Motivation/performance issue	Medium
Transport	Delivery constraints	Lost sales/customer dissatisfaction	Medium
Visibility	Weak merchandising	Low consumer awareness	Medium
Communication	Field force ↔ corporate gaps	Coordination/execution risk	Medium

05Strategic Sequence

01

Fix the Channel

02

Strengthen Execution

03

Improve Visibility

04

Increase Productivity

05

Accelerate Sales

06Positive Observations

PositiveProduct Quality

Retailers generally did not report major quality complaints about Akij Essential products.

PositiveManagement Commitment

The ZDSM demonstrated strong involvement and sincerity toward improving the market.

PositiveNSM Commitment

The National Sales Manager showed strong ownership and involvement during the visit.

07Conclusion

Market growth cannot be achieved through sales targets alone — distributor confidence, retailer economics, field-force productivity, supply reliability and consumer visibility must work together.
Immediate focus: removing operational bottlenecks, restoring channel confidence, and creating a data-driven sales execution system.
Distributor ROI should be closely monitored to keep the distribution model commercially sustainable and attractive.