How Custom Elements Runs 12,000+ SKUs Across Every Indian Channel — On VIKMO
VIKMO wasn't theorized in a boardroom. It was built inside Custom Elements — a 9-year multi-channel motorcycle accessories business selling on Shopify, Amazon, Flipkart, WhatsApp, dealers, and offline. This is the story that proved the product works, by solving the founder's own problems first.
CASE STUDY · Motorcycle Accessories E-commerce · Bengaluru · Est. 2017
Business
Custom Elements Pvt. Ltd.
Founded
2017
Industry
Motorcycle accessories, e-commerce
Catalog
12,000+ SKUs · 345 categories · 225 brands
Channels
Shopify · Amazon · Flipkart · WhatsApp · Dealers · Offline
Accounting
Tally Prime
Location
Bengaluru (HQ), Goa (founder roots)
On VIKMO since
2025 (founding reference customer)
“I built VIKMO because I needed it for my own business.”
Arbaaz Sha Muzawer founded Custom Elements in 2017 — a motorcycle accessories e-commerce business in Bengaluru. What started as a Shopify store grew over 9 years into one of India's most comprehensive motorcycle accessories businesses: 12,000+ SKUs, 345 product categories, 225 brands, 759 vehicle fitment terms for bikes and cars.
As Custom Elements grew, it added channels:
- Shopify became the main D2C channel
- Amazon India for marketplace reach
- Flipkart for additional marketplace
- WhatsApp for dealer and repeat customer orders
- Dealer network for wholesale
- Offline counter for walk-ins
- Field sales for dealer acquisition
And it accounted on Tally Prime, like almost every Indian distribution business.
Every piece worked. Together, they were a nightmare.
Stock mismatches across channels. 30+ hours a week of manual Tally entry. WhatsApp orders getting lost at 11 PM. Dealers calling the team to check stock. Amazon account health slipping due to overselling. Month-end reconciliation taking entire weekends.
Arbaaz tried most of the Indian SaaS tools that claim to solve multi-channel distribution:
- The B2C-first e-commerce OMS platforms: good at marketplaces, weak at B2B and dealer flows, Tally was one-way export only
- The ERP route: heavy customization, six-month implementations, and still no two-way Tally
- The marketplace-only seller tools: fine if you're only on Amazon and Flipkart, not useful once you're also selling D2C and wholesale
- Generic WhatsApp chatbots: no real commerce logic — no stock check, no dealer pricing, no invoice, no books
“Nothing existed that was built for a business like mine.”
So in 2025, with co-founder Wasim Shaikh (COO), Arbaaz started building it. CommPlug Innovations Pvt. Ltd. was incorporated. VIKMO was born as the answer to a 9-year-old question: “What would commerce software look like if it were designed for Indian hybrid distributors from scratch?”
Real commerce, real complexity
Custom Elements wasn't a clean test case. It was brutal, real, messy reality:
Catalog complexity
- •12,000+ SKUs, some with 15-year-old product codes
- •Multiple vehicle fitment requirements per product
- •Brand-specific warranty and return rules
- •In-house brand (Happy Speed) alongside 225 external brands
Channel complexity
- •Shopify with 8 collections and fitment-based nav
- •Amazon with ASIN mapping, FBA, MCF, seller-fulfilled
- •Flipkart with separate listing workflows
- •WhatsApp with 50+ dealers + 10,000+ retail
- •Dealer portal with tier-based pricing
- •Offline counter with walk-ins
- •Field sales team on tablets
Accounting complexity
- •Tally Prime with multi-company setup
- •GST with correct HSN for every SKU
- •Multiple vendor dropshipping relationships
- •Returns, credit notes at marketplace-scale
Pricing complexity
- •Retail price (MRP-linked for marketplaces)
- •Own-site D2C price (Shopify)
- •Dealer tier A, B, C, D pricing (4 tiers)
- •Promotional pricing (festive, clearance, launch)
- •Negotiated per-dealer rates for top accounts
If VIKMO could handle Custom Elements, it could handle any Indian distributor.
A typical Tuesday at Custom Elements, now
9:00 AM
Team opens VIKMO dashboard. Sees yesterday's numbers across all channels: 127 orders (Shopify 54, WhatsApp 32, Amazon 18, Flipkart 11, dealer portal 9, offline 3). No reconciliation needed. Stock is already correct.
10:30 AM
Dealer in Hyderabad WhatsApps in Telugu: "Bhaiya, Dominar 400 ke liye rear brake caliper 10 pieces." VIKMO AI checks stock (342 available), applies dealer tier B pricing (₹1,890/pc), confirms. Invoice appears in Tally within 12 seconds. Dealer gets confirmation WhatsApp with invoice PDF. No human touched this transaction.
12:45 PM
Amazon order comes in for a ₹8,500 accessory. Stock deducts across channels. Tally invoice auto-created with correct inter-state GST (buyer in Delhi). Warehouse team sees it in the packing queue.
2:20 PM
Accountant updates price of a fast-moving item in Tally from ₹680 to ₹695 (cost went up). Within 3 minutes, Shopify shows ₹695, Amazon pricing updated, dealer portal shows dealer-discount applied to new base. No manual update on 5 platforms.
4:00 PM
VIKMO's sales automation detects a dealer who hasn't ordered in 42 days (usual cycle: 30 days). Sends automated WhatsApp: "Ramesh Bhai, ek month se zyada ho gaya, stock low ho raha hoga. Koi zaroorat ho to batao." Dealer replies, places ₹45,000 order.
6:30 PM
Team does end-of-day. Nothing to reconcile. Books are clean. Orders from 6 channels are all in Tally. Payment receipts matched.
11:30 PM
New dealer in Chennai WhatsApps in Tamil. VIKMO's AI captures the enquiry, confirms stock of 3 items in Tamil, asks dealer to send GSTIN for pricing. Dealer sends it. VIKMO flags for Arbaaz's review tomorrow morning. Without VIKMO, this enquiry would have sat silent till 10 AM — and probably lost to a competitor.
This is what “commerce OS” means in practice.
What VIKMO delivers at Custom Elements
Time savings
- • 40+ hours/month saved on manual Tally entry
- • 25+ hours/month saved on dealer phone calls
- • Zero hours on stock reconciliation (was 8-10 hours/week before)
Revenue impact
- • Zero overselling since go-live (was 5-10 incidents/month before)
- • 15-20 WhatsApp orders/month captured outside business hours
- • ₹2-3 lakh/month additional revenue from back-in-stock campaigns
Operational
- • Amazon account health: stable
- • Dealer satisfaction: up (measurable in order frequency growth)
- • Team morale: higher (less repetitive call work)
Financial
- • Clean monthly books (was 30+ mismatches at month-end)
- • DSO dropped from 38 to 28 on dealer credit accounts
- • Pricing compliance near 100% (was ~70%)
Every pillar, in production
WhatsApp Order Management
11 Indian languages, voice notes, product photo recognition, daily orders from dealers across India
Dealer Ordering System
50+ dealers on the portal, tier-based pricing, live Tally ledgers visible to dealers
Multi-channel Order Management
Unified inventory across Shopify, Amazon, Flipkart, WhatsApp, dealer portal, offline
Tally Integration
Bi-directional sync with Tally Prime. Masters, prices, parties, invoices — all flowing both ways
Sales Automation
Reorder nudges, back-in-stock alerts, abandoned quote follow-up, payment reminders
Recognised & Supported By
Startup India recognised · Built by operators, for multi-channel sellers
“I wouldn't sell you something I wouldn't use myself.”
Custom Elements is a 9-year-old business. I've tried every major distribution SaaS in India. Nothing worked the way an Indian distributor actually operates.
So we built VIKMO. And the first thing we did was install it in Custom Elements — on the real 12,000 SKUs, real 6 channels, real dealer network.
Every feature you see on the VIKMO website is because we needed it ourselves. Bi-directional Tally is there because my accountant used to cry every month-end. The multilingual WhatsApp agent is there because we lost Tamil and Kannada dealers to competitors who replied faster. The dealer portal exists because my team was answering 80 stock-check calls a day.
VIKMO is the product I wished existed for 9 years. Now it's live, it's working at Custom Elements, and we're opening it to other Indian distributors who have the same problems.
If you run a similar business, the best way to see if it fits is to talk. No sales pitch — just a real conversation about your setup.
— Arbaaz Sha Muzawer
Founder & CEO, CommPlug Innovations Pvt. Ltd. (VIKMO)
Founder, Custom Elements Pvt. Ltd.
What this case study means for your business
If you run a hybrid Indian distribution business — some B2B, some D2C, some online, some offline, all on Tally — Custom Elements is a strong proxy for your reality.
- If you have fewer SKUs than Custom Elements, VIKMO handles you easily
- If you have fewer channels than Custom Elements, VIKMO handles you with room to grow
- If you're smaller in revenue but bigger in complexity (lots of dealers, for example), VIKMO still fits
The question isn't whether VIKMO can handle your business — it almost certainly can. The question is whether you're ready to stop losing hours and orders to manual work.
See what VIKMO can do for a business like yours.
Every business is different. We'll map your specific setup — your channels, your dealers, your Tally — and show you exactly what changes.
Or call us: +91 97670 21207
Recognised & Supported By
Startup India recognised · Built with love in India