Marico faced challenges with its outbound and inbound supply chains as it expanded. For outbound, forecasting errors led to high inventory, stockouts, and costs. Implementing SAP improved forecasting accuracy, reduced planning cycle from 30 to 10 days, and lowered inventory and costs. For inbound, many intermediaries in the copra supply chain increased costs. Marico disintermediated layers, sourced directly from farmers, and used IT tools like e-procurement to streamline copra sourcing and lower procurement costs.