Measurable Impact

~30% faster task completion (vs previous manual and fragmented processes)

Attendance compliance improved by ~25%

Later got adopted by other subsidiaries like Smart Bazaar, Trends and Yousta.

~42% reduction in inventory and spoilage related errors

About the Project

Freshpik is Reliance Retail’s premium food & grocery destination store. It launched its first store at Jio World Drive, BKC, Mumbai in 2021, targeting urban, upmarket customers who expect curated, high-quality, immersive food experiences.

This is a solution built for large-format retail (like Reliance Freshpik, Smart Bazaar, and other chains). Its goal is to replace fragmented tools like emails, WhatsApp groups, manual diaries and PDFs with a single mobile + web solution for store staff, managers, and HQ teams.

add freshpik photo here

Meet the Users

Store manager:

  • Approves leaves, markdowns, transfers, and tickets

  • Oversees end-to-end store operations (inventory, deliveries, promotions, staff)

  • Needs dashboards for sales, losses, and team performance

Consumer Service Associate

  • Frontline staff assisting customers

  • Executes daily tasks (POP printing, stock checks, deliveries)

  • Uses the app for attendance, task completion, and customer requests

Department Manager

  • Manages specific categories (e.g., F&V, staples)

  • Delegated tasks by SM/ASM

  • Tracks stock, ensures merchandising, executes markdowns

NHQ Ops Team

  • Creates tasks, surveys, and checklists for stores

  • Pushes promotions, price changes, and communication

  • Uses the web console for reporting, approvals, and compliance monitoring

What is happening in the Industry

Large retailers around the world are digitizing store operations to cut costs, boost staff productivity, and improve customer experience. Fragmented tools (emails, WhatsApp, Excel, legacy apps) are being replaced by centralized mobile-first platforms.

Retail store ops is rapidly shifting to mobile-first tools that simplify attendance, tasks, and inventory, while AI and automation are driving predictive tasking, voice assistants, and workflow creation.

Retail India needs a lightweight, mobile-first app that merges tasking, inventory, deliveries, and approvals — tailored to fast-paced, high-SKU environments like grocery & hypermarkets.

Asking the Users

Workshops & UXR: Conducted field visits and interviews with store managers in Pune & Mumbai.

Empathy Mapping: Managers spent hours reconciling inventory, troubleshooting POS, and chasing staff on WhatsApp instead of focusing on sales.

Shadowing & testing current tools in day-to-day usage, to document frictions as a baseline for redesign.

Problems Identified in the Current Systems

Slow, unreliable app

Slow, unreliable app

Ask Parvez login/upload delays; tasks failing with poor network

No structured task tracking

No structured task tracking

Staff rely on WhatsApp or diaries instead of a centralized system

Slow GRN & inventory workflow

Slow GRN & inventory workflow

Unorganized article lists, manual counting for CPC, no real-time sync

Attendance & HR issues

Attendance & HR issues

People First app errors prevented clock-ins; approvals/manual slips added overhead

Manual promotions & markdowns

Manual promotions & markdowns

Emails + POS entry; markdown approvals requiring multiple steps and photo uploads

POS disruptions

POS disruptions

Offline billing needed IT intervention with different hotkeys per system

Operational inefficiency

Store teams wasted hours on manual entries, redundant uploads, and fragmented apps

Lack of real-time visibility

Inventory only updated at EOD, no central dashboards for tasks, compliance, or KPIs

Compliance & customer experience risks

Manual processes in promotions, markdowns, and inventory led to errors, stockouts, and mismatched pricing

What Business was trying to Achieve

Operational inefficiency

Store teams wasted hours on manual entries, redundant uploads, and fragmented apps

Lack of real-time visibility

Inventory only updated at EOD, no central dashboards for tasks, compliance, or KPIs

Compliance & customer experience risks

Manual processes in promotions, markdowns, and inventory led to errors, stockouts, and mismatched pricing

How Might we

(Add arrows as per portfolio reference) How might we create a unified, reliable Store Ops platform that streamlines daily store tasks replacing fragmented tools and manual workarounds, so store staff can work efficiently, and leadership gains real-time visibility, compliance, and consistency across operations?

UX Challenges

These UX challenges point to a need for simplification, reliability, and unification of workflows into one seamless platform.

Fragmented Experience – Users switch between multiple apps causing confusion and inefficiency.

Manual, Cumbersome Workflows – Photo uploads via email, break approvals with slips, and offline billing hotkeys increase friction.

Limited Insights for Staff – Dashboards and reports are mostly for store managers; other staff lack visibility into performance and goals.

Make AI integrated flows for everyone: From store manager to CSA everyone should leverage AI into their day to day workflows

Bringing AI to Everyone

The business advised us to explore how AI could be embedded into the day-to-day workflows of store employees to drive efficiency and reduce friction.

The business advised us to explore how AI could be embedded into the day-to-day workflows of store employees to drive efficiency and reduce friction.

AI can act as a copilot for store staff helping them resolve queries instantly, prioritize tasks, and cut down on repetitive manual effort.

AI task automation can auto-create tickets from delivery delays or inventory mismatches.

Computer vision can verify planogram compliance, shelf availability, and freshness of F&V during store walks.

AI Queue Management predicts peak times, suggests opening counters, and monitors live queues

Computer Vision for POG & POP compliance verifies stock placement and merchandising through a quick scan

Predictive AI for replenishment nudges staff on low-stock SKUs and auto-raises restock requests

MVP Strategy & Core Feature Set

MVP Goal: Help users create a tailored, ATS-optimized resume and cover letter with minimal effort, using their LinkedIn data and job description as inputs. The MVP should deliver immediate, tangible value (a finished resume/letter and actionable feedback) in one sitting

Legal & Ethical Considerations

LinkedIn Data Usage: We must strictly avoid unauthorized scraping of LinkedIn profiles

LinkedIn Data Usage: We must strictly avoid unauthorized scraping of LinkedIn profiles

Data Privacy & Protection: The resumes and personal info we handle are sensitive personal data

Data Privacy & Protection: The resumes and personal info we handle are sensitive personal data

AI Bias & Fairness: Our AI suggestions should be monitored for inadvertent bias

AI Bias & Fairness: Our AI suggestions should be monitored for inadvertent bias

Transparency with Users: It’s good practice to let users know that AI is assisting in the process

Transparency with Users: It’s good practice to let users know that AI is assisting in the process

Using Novus DS System

The Novus Design System is Fynd’s native design system made for creating consistent, user-friendly interfaces. It emphasizes clear, modern, and empathetic elements, ensuring every interaction is trustworthy, direct, and supportive also guiding users effortlessly through digital experiences.

The Novus Design System is Fynd’s native design system made for creating consistent, user-friendly interfaces. It emphasizes clear, modern, and empathetic elements, ensuring every interaction is trustworthy, direct, and supportive also guiding users effortlessly through digital experiences.

Business POV

Launching a one-click AI Resume Builder under the Fynd lets us tap the $9B resume-tech market while funneling Traffic into Fynd Academy

Academy-certified candidates with employers creates B2B synergy that positions Fynd as both talent-prep and talent-supply partner together

User Behavior Trends Post-COVID & AI Adoption

Post-COVID, India's job search landscape is now mostly digital. Around 60–90 million Indians are expected to work remotely by 2025, leading to increased reliance on online profiles (particularly LinkedIn), ATS-friendly resumes, and virtual hiring processes.

87% of Indian job seekers now use AI to enhance their creativity in resumes. Generative AI tools, especially GPT-4, have changed resume creation behavior. Benefits reported include significant time savings 80%, easier writing processes 79%, and increased creativity.

MVP Strategy & Core Feature Set

MVP Goal: Help users create a tailored, ATS-optimized resume and cover letter with minimal effort, using their LinkedIn data and job description as inputs. The MVP should deliver immediate, tangible value (a finished resume/letter and actionable feedback) in one sitting

Say Hi to Fynd's AI Resume Builder

Let a user paste their LinkedIn profile and effortlessly receive an editable, ATS‑ready resume draft in < 60 seconds without even writing a single word

Let a user paste their LinkedIn profile and effortlessly receive an editable, ATS‑ready resume draft in < 60 seconds without even writing a single word

Let a user paste their LinkedIn profile and effortlessly receive an editable, ATS‑ready resume draft in < 60 seconds without even writing a single word

Collection of multiple résumés and cover letters for every type of opportuinity

Dashboard to create and store multiple resume and cover letters. Tap the built‑in AI Assistant for on spot rewrites, and run an instant JD Check to see how each document scores against any JD

Dashboard to create and store multiple resume and cover letters. Tap the built‑in AI Assistant for on spot rewrites, and run an instant JD Check to see how each document scores against any JD

Dashboard to create and store multiple resume and cover letters. Tap the built‑in AI Assistant for on spot rewrites, and run an instant JD Check to see how each document scores against any JD

All in one left panel

Thoughtfully curated sidebar puts AI assistant, template selection, and rearrange at your fingertips, you can drag and drop to add or refine section in seconds, focusing maximum impact in minimal effort

Thoughtfully curated sidebar puts AI assistant, template selection, and rearrange at your fingertips, you can drag and drop to add or refine section in seconds, focusing maximum impact in minimal effort

Thoughtfully curated sidebar puts AI assistant, template selection, and rearrange at your fingertips, you can drag and drop to add or refine section in seconds, focusing maximum impact in minimal effort

Resume and ATS score for the win

Drop in a JD and the AI instantly scans your resume, generates an ATS score, and suggests edits, so you can customise your resume for the role in seconds

Drop in a JD and the AI instantly scans your resume, generates an ATS score, and suggests edits, so you can customise your resume for the role in seconds

Drop in a JD and the AI instantly scans your resume, generates an ATS score, and suggests edits, so you can customise your resume for the role in seconds

AI assistant for every type of content

AI assistant for every type of content

AI assistant for every type of content

AI Assistant instantly generates or rewrites content in your tone of voice, while staying fully aware of the context of the JD. So every line sounds like you and fits the format

AI Assistant instantly generates or rewrites content in your tone of voice, while staying fully aware of the context of the JD. So every line sounds like you and fits the format

AI Assistant instantly generates or rewrites content in your tone of voice, while staying fully aware of the context of the JD. So every line sounds like you and fits the format

Styles and colors for everyone

With wide variety of templates, patterns and color schemes that are ATS friendly

With wide variety of templates, patterns and color schemes that are ATS friendly

With wide variety of templates, patterns and color schemes that are ATS friendly

Inline editing for small changes

With the inline toolbar, instantly rewrite it with AI, or drop in precise date timelines for experiences

With the inline toolbar, instantly rewrite it with AI, or drop in precise date timelines for experiences

With the inline toolbar, instantly rewrite it with AI, or drop in precise date timelines for experiences

Problem We Observed

Most candidates lose interviews because their resumes and cover letters aren’t precisely tailored to each job description and fail ATS filters.

Creating custom, keyword-aligned resume is slow, error-prone, and wastes valuable LinkedIn data that already contains a candidate’s full work history.

Business POV

Launching a one-click AI Resume Builder under the Fynd lets us tap the $9B resume-tech market while funneling Traffic into Fynd Academy

Academy-certified candidates with employers creates B2B synergy that positions Fynd as both talent-prep and talent-supply partner together

Goals we had in mind

Help candidates craft ATS ready resume in minutes customised for every JD

Empowers recruiters with pre-scored, Fynd academy certified profiles tailored for their requirements

Brand flywheel where resume creator wins boost in enrolments for Fynd academy

Understanding the Space

AI in Hiring on the Rise

Employers are rapidly adopting automation in recruitment, 68% of companies are expected to have AI-driven hiring

Recruiter Efficiency Gains

Now, algorithms can cut initial screening time by up to 75%, turning days of work into minutes

Better Matching & Outcomes

69% of job seekers who used ChatGPT for their resume saw a higher response rate from employers

Confidence & Concerns

Not all effects are positive 65% of job seekers express discomfort with AI-driven hiring

User Behavior Trends Post-COVID & AI Adoption

Post-COVID, India's job search landscape is now mostly digital. Around 60–90 million Indians are expected to work remotely by 2025, leading to increased reliance on online profiles (particularly LinkedIn), ATS-friendly resumes, and virtual hiring processes.

87% of Indian job seekers now use AI to enhance their creativity in resumes. Generative AI tools, especially GPT-4, have changed resume creation behavior. Benefits reported include significant time savings 80%, easier writing processes 79%, and increased creativity.

Competitive Landscape & Differentiation Opportunities

Global Resume Builders: Resume.io, Zety, Novorésumé, etc., which offer template-based online resume creation

AI-Focused Startups: Rezi and Resume Worded are notable. Rezi positions itself as an resume optimizer with strong ATS focus & scan job descriptions

An AI resume builder tuned to Indian context is rare. Differentiation can include templates that cater to local recruiter preferences

Few tools seamlessly integrate with LinkedIn in a user-friendly way. Creating ability to create user’s LinkedIn profile and auto-generate a resume

Asking the Users

Throught the series of 3 surveys we tried to dig upon what tools they are using apart from fynix.What is their experience when using fynix what they like in other prodeucts and overall deeply understand their day to day workflow

AI metric-suggest chips are valued: Users see immediate benefit when the tool surfaces numbers to quantify achievements

Voice vs. Automation Tension: Users crave AI speed but insist on a final human say; preview-before-apply and tone presets build trust.

Motivational Gamification: Progress rings and real-time score bumps increase editing engagement and satisfaction

Keyword Anxiety: Fear of ATS rejection drives desire for JD-based score and live highlight of missing terms

Fresh grads need help quantifying projects, switchers need help translating past wins into new-role language

Success Heuristic: Users judge a “good” resume by quick recruiter callbacks (≤ 1 week) or peer validation, not by aesthetics so performance metrics must be surfaced

MVP Strategy & Core Feature Set

MVP Goal: Help users create a tailored, ATS-optimized resume and cover letter with minimal effort, using their LinkedIn data and job description as inputs. The MVP should deliver immediate, tangible value (a finished resume/letter and actionable feedback) in one sitting

Legal & Ethical Considerations

LinkedIn Data Usage: We must strictly avoid unauthorized scraping of LinkedIn profiles

Data Privacy & Protection: The resumes and personal info we handle are sensitive personal data

AI Bias & Fairness: Our AI suggestions should be monitored for inadvertent bias

Transparency with Users: It’s good practice to let users know that AI is assisting in the process

Using Novus DS System

The Novus Design System is Fynd’s native design system made for creating consistent, user-friendly interfaces. It emphasizes clear, modern, and empathetic elements, ensuring every interaction is trustworthy, direct, and supportive also guiding users effortlessly through digital experiences.

Ask the users how the product feels

We ran a remote, moderated usability study with six participants including two fresh graduates, two mid‑career switchers, and two return‑to‑work professionals to mirror our core personas

Each tester began with an empty dashboard, imported a LinkedIn profile, tailored one résumé for a supplied job description, and explored the AI toolbar for inline rewrites and JD scoring

We ran a remote, moderated usability study with six participants including two fresh graduates, two mid‑career switchers, and two return‑to‑work professionals to mirror our core personas

Each tester began with an empty dashboard, imported a LinkedIn profile, tailored one résumé for a supplied job description, and explored the AI toolbar for inline rewrites and JD scoring

We ran a remote, moderated usability study with six participants including two fresh graduates, two mid‑career switchers, and two return‑to‑work professionals to mirror our core personas

Each tester began with an empty dashboard, imported a LinkedIn profile, tailored one résumé for a supplied job description, and explored the AI toolbar for inline rewrites and JD scoring

Instant JD‑Score Delight – Testers loved seeing their résumé score update in real time; the progress ring turned editing into a “game” and kept them iterating.

Inline‑AI Edits Felt Seamless – Drag‑to‑highlight + “Rewrite with AI” shaved minutes off tweaking bullet points; users said it “felt like having Grammarly for résumés.”

Inline‑AI Edits Felt Seamless – Drag‑to‑highlight + “Rewrite with AI” shaved minutes off tweaking bullet points; users said it “felt like having Grammarly for résumés.”

Need Keyword Highlights – Several users asked for automatic highlighting of the most relevant JD keywords inside their resume so they can spot gaps and emphasise critical terms.

Section Re‑order Discovery Gap – Two of five testers didn’t notice they could drag sections in the left panel; they suggested a short tooltip or first‑time nudge.

Need Keyword Highlights – Several users asked for automatic highlighting of the most relevant JD keywords inside their resume so they can spot gaps and emphasise critical terms.

Section Re‑order Discovery Gap – Two of five testers didn’t notice they could drag sections in the left panel; they suggested a short tooltip or first‑time nudge.

Results we say

Together, these results demonstrate a self sustaining ecosystem: better resumes win interviews, satisfied users up‑skill through Fynd Academy, and recruiters gain faster access to job‑ready talent driving revenue and brand equity for Fynd

Together, these results demonstrate a self sustaining ecosystem: better resumes win interviews, satisfied users up‑skill through Fynd Academy, and recruiters gain faster access to job‑ready talent driving revenue and brand equity for Fynd

Together, these results demonstrate a self sustaining ecosystem: better resumes win interviews, satisfied users up‑skill through Fynd Academy, and recruiters gain faster access to job‑ready talent driving revenue and brand equity for Fynd

Results we say

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