Meta showcases Northeast MSMEs using AI and WhatsApp to fuel business growth

MUMBAI: Small businesses took centre stage on World MSME Day as Meta brought together nearly 350 entrepreneurs from across Northeast India in Guwahati, highlighting how AI-powered advertising and messaging tools are helping local brands expand beyond regional markets.

The event showcased success stories from entrepreneurs across the Northeast who have leveraged Meta’s platforms to build brands, reach customers across India and even tap international markets. According to Meta, more than 92 per cent of businesses using its platforms in India are micro, small and medium enterprises (MSMEs).

As digital adoption accelerates, Meta said AI is becoming a key growth driver for small businesses. Tools such as Advantage+ Shopping Campaigns and generative AI-powered creative solutions are helping entrepreneurs automate campaign creation, improve advertising performance and develop marketing assets more efficiently.

Speaking at the event, Meta platform user and Woolah Tea founder Upamanyu Borkakoty said the company’s shift to Advantage+ Shopping Campaigns resulted in a more than 600 per cent increase in orders within six months.

Messaging is emerging as another major growth engine for MSMEs. Meta said more than two lakh small businesses in India now use Click-to-WhatsApp ads every month to connect with customers, generate leads and drive sales. Features such as product catalogues, quick replies, labels and customised messaging are enabling businesses to provide faster and more personalised customer experiences.

Littlebox India founder Rimjim Deka said Meta’s advertising tools have played a central role in the company’s growth journey. She added that Advantage+ campaigns and Instagram Partnership Ads have helped the brand scale more efficiently while building an engaged online community.

The event also highlighted findings from a recent Meta-commissioned IPSOS study on India’s digital economy. According to the research, 97 per cent of surveyed users watch videos on Meta platforms every day, while 73 per cent of surveyed rural users discover new products and brands through the company’s apps. The study also found that Meta influences product discovery for 81 per cent of users and purchase decisions for 47 per cent.

CareerClass founder Punam Gogoi said digital tools have helped the company build trust with students by transforming awareness into meaningful engagement, adding that Meta’s MSME initiatives encourage entrepreneurs to think bigger and market more effectively.

Beyond showcasing success stories, the Guwahati gathering focused on helping entrepreneurs exchange ideas, build business networks and explore practical strategies for growth. As India’s digital economy continues to evolve, Meta said it remains committed to equipping businesses of all sizes with AI-powered tools and technologies that can help them scale in an increasingly connected marketplace.