IndiaMART deploys India’s largest agentic AI commerce system with SquadStack.ai

NEW DELHI: IndiaMART is letting AI do the talking, and the numbers suggest the conversation is paying off. In a significant step towards autonomous commerce, IndiaMART has partnered with SquadStack.ai to deploy what the companies describe as India’s largest agentic AI system in live commerce. The platform, called IM VANI, is now autonomously handling more than one lakh buyer-seller conversations every day across the marketplace.

The deployment marks a major milestone for IndiaMART, which has spent three decades connecting businesses across the country. From helping manufacturers find distributors to enabling small traders to source products nationwide, the platform has become a critical backbone of India’s B2B ecosystem.

While artificial intelligence has been part of IndiaMART’s technology stack since 2018 through features such as behavioural matchmaking, intelligent lead scoring and recommendation engines, IM VANI represents a move towards fully autonomous customer interactions.

According to the company, the AI-powered system manages the entire customer journey, from the first contact through qualification and handoff, without human intervention in most cases. The platform has already scaled from pilot stage to full production within just three months.

The performance metrics are noteworthy. IndiaMART claims the AI system has delivered 20 per cent higher conversion rates compared to manual calling operations, while achieving 95 per cent accuracy. It has also reduced the cost per confirmed lead by approximately 15 per cent and achieved an AI connectivity rate exceeding 75 per cent, significantly higher than the 50-plus per cent typically achieved by human agents working on the same lead pool.

What makes the deployment particularly challenging is the complexity of India’s B2B marketplace. Buyers often arrive with incomplete requirements, switch specifications midway through conversations, communicate using product photographs rather than descriptions, or interact in a mix of regional languages and dialects.

The AI system has been designed to navigate these realities, handling conversations across multiple languages, accents and product categories while maintaining context throughout the customer journey. It can also adapt to changing buyer intent and continue conversations even when requirements evolve during the interaction.

Only when conversations become too complex or fall below the system’s confidence threshold are they seamlessly transferred to human agents, who receive the full conversation context before taking over.

Speaking about the deployment, IndiaMART chief product officer Amarinder S Dhaliwal said, “There is a difference between an AI system that informs a decision and a system that makes one. In partnership with SquadStack, we are building the latter. The objective is to move towards an AI-enabled marketplace where every buyer interaction, every channel and every language is intelligent, contextual and autonomous by default, while delivering a seamless customer experience.”

Explaining the scale of the challenge, SquadStack.ai co-founder and CEO Apurv Agarwal said the solution was built around the realities of IndiaMART’s diverse buyer base.

“We worked through every use case, from product pivots and Tamil-language conversations to visual intelligence and memory across buyer journeys. That thoroughness, combined with execution speed from both teams, enabled close to one lakh autonomous conversations a day and what is now the largest agentic AI deployment in live commerce in India,” he said.

The development highlights how Indian technology companies are increasingly moving beyond AI-assisted workflows towards autonomous AI systems capable of making decisions and conducting transactions at scale.

For IndiaMART, the launch of IM VANI is more than a technology upgrade. It is a bet that intelligent automation can simplify business interactions for millions of buyers and sellers, while helping India’s MSME sector navigate the digital economy more efficiently.