Annual Satisfaction Survey in India: Independent, On-Ground Partner & Customer Surveys

About Anaxee

40,000+ Digital Runners · 540 districts · 26 states · 11,000+ pincodes of reach

★ Winner, National Startup Award (Govt. of India)Independent, third-party fieldworkIndia’s Reach Engine since 2016

Every company lives or dies by whether the people at the other end of its chain are happy — the retailer who decides whether to push your brand or a rival’s, the farmer who decides whether to stay in your programme next season, the consumer who decides whether to buy again. Yet most brands only find out something is wrong when sales slip or a partner quietly leaves. An annual satisfaction survey fixes that: once a year, an independent team goes to those people, in person, and asks them straight.

Who you run it on

What an annual satisfaction survey measures

• Overall satisfaction. A clear satisfaction score (and a recommend / renew score) you can track year on year.
• Product & availability. Quality, range, stock reliability, and whether the product actually reaches the shelf or the farm on time.
• Service & support. Responsiveness, problem resolution, field-team behaviour, and how complaints are handled.
• Value & fairness. Pricing, margins, schemes and payment terms — whether the relationship feels worth it.
• Loyalty & intent. How likely they are to continue, expand, or switch — the early-warning signal on churn.
• The open “what should we fix”. Verbatim voice of the retailer, consumer or farmer — captured as text or voice, in their own words.

Why annual, and why independent

Two things make this work. First, annual: a yearly (or mid-year) read is a macro snapshot — a chance to ask broad, honest questions once, build a year-on-year baseline, and feed the board’s planning at the close of the financial year. Second, and more important, independent: when a company’s own sales team asks “are you happy with us?”, the answer is polite and useless — the retailer does not want to upset the person who controls his supply. A neutral third party, with no stake in the answer, gets the truth. That is the whole point of an outside satisfaction survey.

What top management gets out of it

For a CEO, a sales head or a board, an annual satisfaction survey is not a feel-good exercise — it is a management instrument:

• An early-warning system on churn. You learn a dealer or a farmer is unhappy before they leave, while you can still fix it — far cheaper than winning them back.
• A year-on-year satisfaction index. One defensible number, trending over time, that tells the board whether the relationship base is getting stronger or weaker.
• Where the problem actually is. Cut the score by state, by distributor, by product line — so the fix is targeted, not a guess.
• The unfiltered voice of the channel. Real quotes from real retailers and farmers — the thing that actually changes a leadership team’s mind.
• A credible external number. An independently gathered figure you can put in the annual report, a CSR or ESG review, or an investor update.

What Anaxee hands you

Each engagement comes as a complete package, not just raw data: a survey template built for your audience (an annual retail/dealer satisfaction survey, or an agritech/farmer satisfaction survey), the fieldwork itself, a live dashboard, and a leadership report — the satisfaction index, the segment cuts, the verbatims and the recommended actions, in a format your board can read in ten minutes. Run it again next year and you have a trend.

How Anaxee runs it

Anaxee — India’s Reach Engine, a National Startup Award winner — designs the questionnaire, draws a representative sample, and sends trained field executives to meet your retailers, consumers or farmers in person across 540 districts and 11,000+ pincodes, in any Indian language. Every response is geo-tagged and verified on a live dashboard, and AI checks flag duplicates and contradictions before the report is built. It is a large-scale field survey run on a recurring, annual rhythm — related to our rural market research and M&E work. New to surveys? Start with what is a survey.

Proof — on-ground surveys at scale

2,42,672farmers surveyedDeHaatRead case study →1,00,000farmers · 35 FPOsSamunnatiRead case study →29.8 lakhpeople · household/M&EProject SwarakshaRead case study →

Retailers, farmers and households reached in person across all 26 states. See all case studies →

Related reading

Rural market research →Large-scale field surveys →What is a survey? →

What happens when you reach out to Anaxee

1. Tell us who you want to hear from — retailers, consumers or farmers — and what worries you, by form, WhatsApp or a call.
2. A real person calls back — our Indore team, within one working day.
3. We scope the annual survey and pilot it — a template, a sample, and a report draft from one region you can take to your board.

A 150+ person team in Indore and 40,000+ field executives — an independent read on how happy your partners really are.

Frequently asked questions

The bottom line

The people who decide your next year — your retailers, your farmers, your consumers — already know whether they are happy with you. An annual satisfaction survey, run independently and on the ground, simply goes and asks them, and turns the answers into a number and a voice your leadership can act on. Do it once and you have a baseline; do it every year and you have an early-warning system for the health of your whole business. Anaxee runs it across India.