IndiaMART deploys AI system handling 1 lakh buyer-seller conversations daily

B2B marketplace IndiaMART has partnered with AI-powered sales platform SquadStack.ai to deploy what the companies claim is India's largest agentic AI system in live commerce, capable of autonomously handling more than 100,000 buyer-seller conversations every day.

The AI system, called IM VANI, has been rolled out across IndiaMART's marketplace operations and manages customer interactions from the initial contact through qualification and handoff, with minimal human intervention. The deployment comes as Indian internet platforms increasingly experiment with autonomous AI agents to improve customer engagement and operational efficiency.

According to the companies, the AI-powered system has delivered a 20% higher conversion rate compared with manual calling processes while achieving 95% accuracy. It has also reduced the cost per confirmed lead by around 15%, aided by an AI connectivity rate of more than 75%, compared with over 50% for human agents working on the same pool of leads.

IndiaMART said the platform reached full-scale production deployment within three months of its pilot launch and now supports conversations across multiple languages, accents and product categories. The system is designed to handle complex buyer journeys, including changing requirements, incomplete briefs and multilingual interactions common in India's fragmented B2B commerce ecosystem.

"There's a difference between an AI system that informs a decision and a system that makes one," said Amarinder S Dhaliwal. "The objective is to move towards an AI-enabled marketplace where every buyer interaction, every channel, every language, is intelligent, contextual and autonomous by default."

The deployment forms part of IndiaMART's broader AI strategy, which began with the integration of technologies such as lead scoring, behavioural matchmaking and buyer-supplier recommendations into its platform several years ago.

Apurv Agarwal said the system was built to address the complexity of India's B2B market, including multilingual conversations, category-specific requirements and visual-led product discovery. "What is now the largest agentic AI deployment in live commerce in India is handling close to one lakh autonomous conversations a day," he said.

The announcement reflects a growing shift among Indian digital platforms towards agentic AI systems that can independently execute business processes and customer interactions, moving beyond traditional AI tools that primarily assist human operators.