In today’s fast-moving consumer market, supply chain transparency is no longer a luxury—it’s a necessity. Enter Genefied, a tech-driven company founded in 2018 by Ayush Jhawar, with a mission to revolutionize how businesses track, authenticate, and optimize their supply chains.
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The Driving Force Behind Genefied
Genefied’s name—derived from “Gene-Modified”—reflects its approach to enhancing traditional supply chain methods through digital innovation. The company provides smart, scalable solutions designed to help brands combat counterfeiting, improve customer engagement, and gain real-time insights into product movement.
At its core, Genefied offers:
• Anti-Counterfeiting Technology – A QR code-based system that verifies product authenticity, ensuring customers receive genuine products.
• Instant Consumer Rewards – A loyalty-driven mechanism that offers customers incentives, fostering brand engagement and repeat purchases.
• Retailer Loyalty Programs – Strengthens brand-retailer relationships by rewarding loyalty and improving supply chain efficiency.
• Digital Warranty Activation – Streamlines the warranty registration process, enhancing the post-purchase experience for consumers.
• Supply Chain Track & Trace – Delivers full visibility from manufacturing to retail, reducing inefficiencies and securing distribution channels.
With over 100 major brands and 2.5 million retail outlets leveraging its technology, Genefied is making a significant impact across industries like FMCG, pharmaceuticals, automotive parts, and electronics.
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The Problem: Supply Chain Blind Spots
Most brands lose visibility of their products once they leave primary distribution points, making it difficult to track movement through retailers and end consumers. This creates challenges in inventory management, counterfeiting prevention, and customer engagement.
Genefied bridges this gap by embedding unique, encrypted digital identities into every product. These unique IDs—similar to a product’s DNA—generate data points at every stage of the supply chain, enabling real-time tracking and decision-making.
The Idea: Born from a Real-World Challenge
The concept of Genefied took shape when Ayush Jhawar worked on a project for Skoda India. The brand wanted to encourage mechanics to use genuine Skoda spare parts by rewarding them through barcode scans. The success of this initiative revealed a broader opportunity—many industries could benefit from similar smart tracking and authentication solutions. This realization led to the creation of Genefied.
How Genefied’s Technology Works
Unlike traditional digital verification tools, Genefied doesn’t just confirm authenticity—it makes products “smart.” Each product receives a 256-bit encrypted QR code, acting as a digital fingerprint. As the product moves through the supply chain, every interaction (from manufacturer to retailer to end consumer) is recorded, providing brands with unprecedented insights.
This technology operates like blockchain, securing data integrity and allowing brands to track each product’s journey, optimize operations, and eliminate counterfeit risks.
Industries Benefiting from Genefied
Genefied’s platform is widely adopted by major brands, including Bisleri, Borosil, Amul International, Crompton Greaves, and Vega Helmets. The company’s expertise spans mass-market and niche industries, with a strong focus on General Trade (distributor-retailer networks), which drives 80-85% of revenue for most consumer brands in India.
For businesses seeking better supply chain visibility, retailer engagement, and consumer interaction, Genefied provides an all-in-one platform to drive growth and efficiency.
Fighting Counterfeiting with Gamification
Counterfeiting remains a persistent problem, evolving as quickly as the solutions designed to stop it. Instead of relying on static anti-counterfeiting measures, Genefied gamifies product authentication. By embedding loyalty and reward mechanisms into the verification process, retailers, influencers, and consumers are actively encouraged to check product authenticity.
With every scan and verification, counterfeit products are flagged before they reach store shelves, ensuring that only genuine items enter the market. This proactive approach strengthens supply chain security while fostering trust between brands and their customers.
The Business Impact
For brands working with Genefied, the results are measurable. By transforming supply chain data into actionable insights, companies can:
• Enhance decision-making through real-time analytics.
• Reduce inefficiencies by identifying weak points in distribution.
• Increase customer trust by ensuring product authenticity.
• Free up management bandwidth to focus on strategic growth instead of firefighting operational issues.
Traditional businesses that once relied on manual tracking are now leveraging Genefied’s data dashboards to streamline operations and improve profitability.
The Road Ahead
Genefied is poised for significant expansion in the next few years. With AI-powered advancements in supply chain intelligence, the company aims to further refine its technology, making it even more adaptive and scalable.
By staying at the forefront of digital transformation in supply chain management, Genefied continues to shape the future of product tracking, authenticity verification, and business intelligence—one smart product at a time.
