Strike Rate
The percentage of sales visits that result in an order being booked — functionally identical to productive call percentage, widely used in Indian FMCG parlance.
Full definition
Strike rate is the ratio of productive calls (visits resulting in an order) to total calls, expressed as a percentage: (orders booked ÷ total visits) × 100. In Indian FMCG distribution, strike rate and productive call percentage are used interchangeably — the term "strike rate" is more common in South and West India, while "PC%" dominates North Indian sales teams.
A healthy strike rate varies by category maturity and visit frequency. For high-frequency staples like milk, bread, and biscuits, strike rates of 80-90% are expected because these products sell out daily and must be reordered. For slower-moving categories like premium health drinks or niche sauces, a 50-60% strike rate is acceptable. A strike rate below 50% triggers an immediate review — the DSR may be visiting outlets at wrong times, the pricing may be uncompetitive, or stock availability at the distributor may be poor.
Tracking strike rate over time via sales analytics reveals patterns: a gradual decline may signal scheme fatigue or competitive disruption, while a sudden drop after a price increase confirms price sensitivity in the beat.
Real-world example
A Marico DSR in Chennai visits 35 outlets on his Wednesday beat and books orders at 28 — a strike rate of 80%, right on the company's target for the hair oil category.
Where it applies
Applicable industries
This term is relevant across the following SpireStock-supported industries.
How SpireStock handles it
Related SpireStock features
The concepts described above are implemented end-to-end in these product modules.
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