Trailytics Revolutionizes Enterprise Analytics with AI-Powered Real-Time Data Integration

"The problem our account manager is facing is the data is in silos. Your supply chain data is sitting in one direction, availability data in another direction, marketing data in another direction." This stark reality, described by Anirudh Varshney, Founder of Trailytics, captures the frustrating paradox that modern enterprises face: drowning in data but starving for insights.

Varshney's AI-powered data aggregation and analytics platform is solving this fundamental problem by integrating enterprise data sources in real-time and providing automated root cause analysis that tells teams exactly what to focus on—transforming the way brands like Procter & Gamble, Unilever, and others make business decisions.

The conversation reveals how a former engineer turned entrepreneur is bridging the gap between enterprise data silos and actionable business intelligence through real-time integration and AI-powered insights.

From Engineer to Entrepreneur: The Trailytics Origin Story

Varshney's journey began with a clear entrepreneurial spark during his engineering days. "Often I wanted to be part of business," he recalls. "That idea was there that I want to do something of my own." After campus placement at Enosis, where he worked for two years in the tech-enabled domain, he found himself working with e-commerce clients during the digital acceleration following demonetization.

The turning point came in 2016 while working on an e-commerce client. "I got an idea that how we can help them optimize their business journey," Varshney explains. "Being a techy guy, it was easy for me to take that."

Rather than jumping immediately into entrepreneurship, Varshney took a strategic approach—pursuing an MBA at IIM Lucknow while simultaneously building his solution. During his MBA itself, he landed his first major client: Procter & Gamble.

The First Client: Solving P&G's Amazon Tracking Problem

Varshney's first break came through a very specific problem solving. "I tried a very small problem—they wanted to understand how their products are doing in Amazon. That's where I got my kick," he shares.

This seemingly simple request—tracking P&G product performance on Amazon—became the foundation for Trailytics' broader platform. "I got my company registered and that's how in 2020 it began," Varshney notes. "This four years has been marvelous."

Coming from a business background family, Varshney understood the nuances of business operations beyond just technology. This perspective helped him expand beyond pure analytics into marketing services, creative content, and other areas of the e-commerce journey.

The Problem: Enterprise Data Silos and the Dashboard Delusion

Trailytics addresses a fundamental problem in modern enterprises: while analytics platforms provide dashboards and raw data, they don't solve the real problem that account managers and leaders face.

"There are platform companies which are giving you raw data—the pricing, discount, availability—but they're not solving the real problem," Varshney explains. "The time that the majority of the team works on is just collating the data and finding out what went wrong. That happens at the end of the month."

The Quick Commerce Analytics Challenge

The explosion of quick commerce has created new analytics challenges that Trailytics is solving. With platforms like Blinkit, Zepto, Swiggy, and BigBasket offering 10-15 minute delivery, brands face unprecedented complexity in tracking their performance.

"Since the scale is huge, a brand as big as HUL is listed across platforms," Varshney explains. "They wanted to understand how their journey looks like, what their competition is doing, what pricing they should keep, what discount they should run, how their campaign performance should look like."

The Solution: Real-Time Integration and Automated Root Cause Analysis

Trailytics' approach starts with direct integration at the data source—bypassing the manual data collection and approval processes that plague traditional analytics workflows.

"Why do you depend on a person to give data? You should talk about getting integrated with the source," Varshney states. "The data mostly comes from your SAP or ERP or CRM. We directly do real-time integration with them."

This direct integration approach eliminates the common enterprise problem of data fudging, manual approvals, and month-long delays. "We're partnered with SAP, we're partnered with top CRM companies," Varshney adds. "We do real-time integration with them and you get real-time data. Once you have real-time data, you're not dependent on anybody."

AI Co-Pilots: Beyond Dashboards to Actionable Insights

Recognizing that modern teams don't have time to stare at dashboards, Trailytics has integrated AI co-pilots that transform data into actionable insights.

"Now nobody wants to have time to look at the dashboard," Varshney observes. "We have integrated our own co-pilots which integrate with the dashboard and give you the highlights for example what you should do every day—what are the five things you need to do seeing that dashboard."

This AI-powered approach converts complex data into clear, actionable text insights—making it immediately obvious what actions need to be taken. "The beauty of AI is they convert the data into the required text data or the highlights of the day and it becomes easy to take action right now," Varshney explains.

Data Security: Building Trust in the Cloud

For enterprises sending data outside their premises, security is paramount. Trailytics addresses this through comprehensive certification and cloud-based infrastructure.

"We first make sure we present all the certificates which are required by a company," Varshney explains. "You should be ISO certified. Your data should not be sitting in any of your local systems—it should be all on clouds."

Using AWS infrastructure, Trailytics leverages Amazon's security protocols while maintaining its own strong data privacy measures. "We have offshore data sitting with only the required team itself and it's on the cloud," Varshney adds. "All the required protocols are taken very seriously."

The ISO Certification Process

Obtaining ISO certification wasn't just a checkbox—it required implementing comprehensive data governance frameworks that Trailytics now uses as a competitive advantage.

"Once you wanted to get a certificate, you have to follow all the compliances," Varshney notes. "We make sure first we do that and that's how our journey has been wonderful till now. We work with all top brands and we follow the same protocol for everybody."

The Future: Quick Commerce and Super Quick Analytics

Varshney observes that the quick commerce trend is just beginning, with implications for analytics requirements growing exponentially.

"The journey from 2020, after COVID, everybody is looking towards the quick things which is coming in," he explains. "Quick commerce is coming into picture and they're giving you 10 minutes delivery, 15 minutes delivery. To make sure your product is visible to the customer across all dark stores is very important."

The trend, according to Varshney, will move from quick commerce to "super quick commerce"—with even Amazon and Flipkart entering the space through initiatives like Amazon Fresh and Flipkart Minutes.

Analytics as a Competitive Advantage

As the speed of commerce accelerates, analytics becomes not just useful but essential for survival. "The business will go towards availability in real-time and that's where the importance of analytics will grow as soon as possible," Varshney predicts.

"The bigger the data, the bigger the channels, the higher the insights you need—where should I focus, which particular city should I focus," he adds. "That's the beauty of analytics on quick commerce."

Entrepreneurship Reality: Beyond the Fancy Image

Varshney offers a brutally honest perspective on entrepreneurship that challenges the glamorous image often portrayed in media.

"I'm with you on this," he responds when asked about entrepreneurship realities. "The fancy thing that we have shown is just one of the 1% of the people who have done good work. But what about 99%?"

His metaphor for entrepreneurship is striking: "Entrepreneur is good if you know how to swim in the ocean because you will be thrown in an ocean and you have to win on your own way."

The Daily Grind: From Corporate Comfort to Entrepreneurial Struggle

Varshney speaks from experience, having spent eight years in big MNCs with a good salary and comfortable life before taking the entrepreneurial plunge.

"I also worked for eight years in big MNCs. I had a good life, I was earning good," he shares. "But I wanted to do something of my own. And when I jumped into this, every day is a new day for me. Every day I have to make sure that I try to improve myself."

The reality, according to Varshney, is that entrepreneurs must live with constant uncertainty. "If you're at the peak, you might slip down. If you're at the bottom, you can go again any day," he explains. "Have that courage and that is never a thought of God."

Team Building in the Gen Z Era

Building and managing a team presents unique challenges in the post-COVID era, where Gen Z employees have different expectations and work preferences.

"Honestly, business or entrepreneurship is all about a relationship," Varshney reflects. "To make sure that you have a good relationship, you have to be not just a tech guy. Your brain should be working across segments—how you can make your team work in the right approach."

He observes that Gen Z employees want minimalistic work arrangements, work-from-home options, and clear visibility into their career growth. "Nobody just works for money now," Varshney notes. "They wanted to work on how the company is also growing, what are the roles and responsibility they are getting."

Pricing Strategy: Hybrid Model for Customized Solutions

Trailytics has developed a pricing approach that combines fixed costs with customization charges—avoiding the trap of charging purely by man hours.

"Ideally the thought is, since we're not a SaaS company only, we try to make a customized solution," Varshney explains. "We have our own setup base of certain things which will be fixed cost. And we make sure that we understand the business problem."

The key to their pricing philosophy is outcome-based value creation. "I believe once you solve the problem of the customer, the service cost depends on what level of profits you're going to bring to them," Varshney states. "It depends on customer to customer."

Service + SaaS Hybrid Model

Trailytics operates with a hybrid model that combines platform features with custom services. "Since again, since we are mostly on the service-based and mixed with SaaS plus service, because it becomes a customized solution, then costing becomes not a problem for them," Varshney explains.

The fixed base cost is described as "very minimalistic in nature with respect to my competition," with customization charges based on the actual work required. This approach keeps clients engaged through continuous interaction with the team while ensuring pricing remains aligned with value delivered.

The Bottom Line: Analytics as Competitive Advantage

Trailytics represents the new generation of enterprise analytics companies that are transforming how businesses use data. By integrating real-time data sources, providing automated root cause analysis, and leveraging AI to generate actionable insights, the platform is helping brands like P&G, Unilever, and others navigate an increasingly complex digital landscape.

The company's growth from solving P&G's Amazon tracking problem to becoming a comprehensive analytics platform serving global brands demonstrates the massive demand for solutions that bridge the gap between data collection and business intelligence.

As quick commerce accelerates and data volumes explode, platforms like Trailytics that can provide real-time, actionable insights will become not just advantageous but essential for enterprise survival and growth.

Anirudh Varshney is the Founder and CEO of Trailytics, an AI-powered data aggregation and analytics platform. He holds an MBA from IIM Lucknow and previously worked at Enosis. Based in Gurugram, India, Trailytics serves global brands including Procter & Gamble and Unilever with real-time analytics solutions.