Enlight Metals adopts conversational AI to streamline metal procurement

Metal aggregator Enlight Metals has introduced Conversational Artificial Intelligence (AI) into its customer service and lead generation processes. The technology has been integrated into the company’s website and WhatsApp platform to improve how industrial buyers access and request metal supplies.

The AI assistant allows customers to make enquiries using natural language across several product categories, including HR coils, CR sheets, and GP plates. It supports multiple languages, including Hindi, English, Marathi, and Hinglish, enabling users to communicate in their preferred regional dialects. According to the company, the system has been designed to recognise local terms and hybrid languages to ensure smooth communication.

Dhananjay Goel, Director of Enlight Metals, said the move aims to make industrial procurement more accessible for buyers across the country. “Conversational AI helps us serve customers more efficiently, particularly those who are more comfortable using regional languages,” he said.

The AI assistant also accepts voice-based requests for quotations (RFQs), which it processes and forwards automatically—even outside of business hours. This reduces the delay in responses and minimises the risk of missed leads. In addition, customers can receive PDF-based quotations instantly, based on factors such as material type, thickness, quantity, and delivery location.

The company said in a statement that it is also planning to extend language support to include Gujarati, Kannada, and others as it expands into new regions. The AI system has been developed with a modular structure, allowing it to adapt to the diverse linguistic and cultural landscape across India.

Pune-based Enlight Metals was founded in 2024 by brothers Dhananjay Goel and Vedant Goel. It aims at streamlining the metal supply chain by solving problems of manual processes, delayed deliveries, and a lack of transparency. Currently, it serves 500 small and medium enterprises (SMEs).