Building Wingreens’ Multi-Brand FMCG D2C Platform with Headless Commerce on Magento
Grocery
Company Brief
Wingreens Farms is a Sequoia Capital-backed farm-to-retail food company and the pioneer and market leader in fresh dips and pita chips in India. Rooted in sustainability and social impact, the brand works directly with farmers and women-led networks to bring fresh, healthy, and innovative food products to modern consumers.
As the parent company of Raw Pressery, Monsoon Harvest, and Saucery, the company manages a growing house of consumer food and beverage brands. Each brand is committed to delivering better-for-you products across bites, beverages, and breakfast categories, making Wingreens one of India's most recognized names in healthy and innovative food.
Building Multi-Brand D2C Experience
Architecting Headless Commerce
Optimizing PWA Performance
Enabling Zipcode-based Availability
Integrating Marketplace Channels
Designing a Scalable System
Project Overview
Wingreens Farms had a bold vision to build a single, unified D2C platform that could deliver a distinct, seamless shopping experience across every brand in its growing portfolio. Managing multiple brands, perishable product logistics, and disconnected marketplace channels made it increasingly difficult to scale digitally with confidence.
Codilar partnered with Wingreens to build a headless Adobe Commerce (Magento) platform powered by NexPWA, delivering a fast, scalable, and multi-brand D2C experience. The result was a purpose-built commerce ecosystem designed to grow with every brand Wingreens acquires.
Business Challenges
The existing platform lacked the flexibility to meet multi-brand D2C objectives
No unified platform to deliver customized experiences across multiple brands
Frontend architecture could not scale to support future digital channels
The absence of product bundling limited merchandisers from increasing AOV
No intelligent system to manage perishable product availability by location
Disconnected marketplace channels created stock inefficiencies and fragmented order management
Lack of PWA capabilities resulted in slower page loads and a poor mobile experience
Codilar's Solution Approach
Migrated Adobe Commerce (Magento) to a headless architecture
Built the frontend on NexPWA, Codilar's proprietary ReactJS-based PWA solution
Leveraged inbuilt and custom GraphQL APIs for seamless frontend-backend integration
Engineered a zipcode-based algorithm for intelligent perishable product availability
Developed theme-based PLPs and PDPs for a customized multi-brand experience
Created a modular design system for consistent UI across all brand touchpoints
Built advanced product bundling capabilities to increase average order value
Integrated Adobe Sensei for AI-powered product recommendations
Implemented bi-directional integration with Lazada and Shopee for unified order management
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Building for Wingreens meant solving for scale, speed, and a distinct experience across every brand, all from a single platform. The headless architecture and NexPWA enabled us to deliver exactly that, a D2C commerce engine built to grow with every acquisition.
Shahed Jamal
Practice Head, Adobe Commerce, Codilar
The Making of Wingreens' Headless D2C Commerce Engine For Growth
A Multi-Brand Vision That Needed a Custom Foundation
Wingreens Farms had built something rare in India's packaged food space. A portfolio of distinct, well-loved brands, each with its own identity, audience, and product range. Raw Pressery for beverages, Monsoon Harvest for breakfast, and Saucery for condiments, all under one roof. The ambition was to bring every brand directly to the digital consumer through a single, unified D2C platform.
Delivering a customized shopping experience for each brand, while maintaining a seamless and fast buying journey across all of them, required more than a standard eCommerce setup. A purpose-built, scalable foundation was the only way forward.
Building the Headless Foundation on NexPWA
The move to Adobe Commerce (Magento) with a headless architecture was the most critical decision of the project. By decoupling the frontend from the backend, the platform could scale independently across multiple brands, channels, and touchpoints without one layer affecting the other.
The frontend was built on NexPWA, Codilar's proprietary PWA solution written in ReactJS. Leveraging inbuilt and custom GraphQL APIs, the decoupled frontend connected seamlessly with the Adobe Commerce backend. The result was a mobile app-like experience with pages loading in under 200ms, giving Wingreens' customers one of the fastest online food shopping experiences.
Delivering a Distinct Experience for Every Brand
A unified platform did not mean a uniform experience. Each brand under the Wingreens umbrella had its own identity, product range, and customer expectations. Delivering a customized experience for every brand, without building separate platforms, was one of the most complex challenges of the project.
Theme-based PLPs and PDPs were developed and enabled depending on the brand and product type. Merchandisers could manage content independently for each brand through a headless CMS, without relying on developers. Every brand felt distinct, every experience felt intentional, and the entire ecosystem operated from a single, connected platform.
Solving for Perishables and Marketplace Connectivity
Selling fresh, perishable food products online comes with a challenge that most eCommerce platforms are not built to handle. A customer in one city may receive a product within the delivery window, while another may not. Getting this wrong means failed deliveries, unhappy customers, and wasted inventory.
A zipcode-based availability algorithm was engineered to determine whether a product could be delivered based on customer location, warehouse proximity, and logistics partner timelines. Customers could only add perishable products to their cart if they passed through the algorithm. Alongside this, bi-directional integration with Lazada and Shopee unified stock management and order orchestration across all three channels.
Changes That Led to Impact
Wingreens now operates a unified D2C platform that brings every brand in its portfolio directly to the digital consumer. Pages load in under 200ms, delivering one of the fastest food shopping experiences available online. The zipcode-based availability algorithm ensures perishable products reach the right customers without failed deliveries or wasted inventory.
Merchandisers can manage content and roll out product bundles independently across brands, without relying on developers. Bi-directional integration with Lazada and Shopee unified stock efficiencies and order management across all three channels, giving the team complete visibility and control over the entire commerce ecosystem.
Built to Scale With Every Brand
Wingreens' journey demonstrates that building a multi-brand D2C platform requires more than technology. It requires a foundation that is flexible enough to deliver a distinct experience for every brand, fast enough to keep modern consumers engaged, and scalable enough to grow with every new acquisition.
As an Adobe Gold Solution Partner, Codilar brings the architecture expertise and commerce depth to build platforms that evolve with the business. For food and lifestyle brands looking to take their D2C ambitions to the next level, the right platform foundation is not just an advantage but everything.
