+91-9696969696
In the agentic AI era, the real game-changer isn’t building smarter models; it’s rearchitecting your operating model to let AI complete work, not just assist humans. Unlike B2C, wherein a webpage can suffice to provide the information the buyer is looking for, B2B requirements rely on individual connection with buyers to understand their exact requirements, specifications of the product, quantity, delivery timelines, and much more.
Introducing VANI, IndiaMART’s Voice AI system that connects with buyers on your behalf, eliminating the need for a human call or text the buyer. VANI isn’t a prototype; it’s a Digital Employee with a 100% attendance record and 24/7 availability. Amid AI volatility, organisations are testing pilots and chasing new LLMs, but IndiaMART deployed VANI in the core infrastructure, not with sample or test traffic, but live with the entire IndiaMART traffic. volume.
Today, VANI handles approximately 1 lakh buyer calls every single day. It is trained on IndiaMART’s unique B2B patterns, handling the full buyer verification workflow autonomously.
From Assistance to Autonomy
VANI doesn’t transcribe calls for humans to review. It doesn’t suggest responses for agents to approve. It does the work. For instance, a buyer calls about industrial pumps. They speak in Hindi with English keywords, pause mid-sentence to consult a colleague, mention specifications in informal units, and provide a city name with a heavy regional accent. What would a human do?
A human agent would navigate this through context and common sense. VANI does the same. It
- Understands unstructured, multilingual speech across nine Indian languages
- Track context across interruptions and corrections
- Extract critical business entities: quantity, unit, location, specifications
- Make decisions only when confidence thresholds are met; otherwise, it escalates.
- Convert messy conversations into deterministic business actions
Isn’t it amazing and a little bit hard to believe? Test It Yourself and see the magic
The impact
Today, every call is auditable end-to-end, because accountability remains paramount. With the implementation of Vani, close to 1 lakh buyer calls are handled daily (actual marketplace volume, not test traffic). ~80% of buyer voice validations are fully automated, with 24×7 coverage and zero agent dependency.
In the current AI landscape, Beta has become a permanent state for many. But in B2B commerce, there is no room for ‘hallucinations’ or ‘experimental downtime.’ VANI is built in a manner to solve the Indian scale problem. These 30 lakh calls in a month aren’t test pings, but 30 lakh entrepreneurs getting their requirements verified, specifications clarified, and businesses moving forward.
Better quality, Faster turnaround: There is a 25% higher conversion vs manual calls, with ~90% accuracy in lead enrichment, ~75% of confirmed buyers patched live to sellers on call, and ~30% lower cost per confirmed lead.
What We Learned:
- Real-world ambiguity is the actual requirement. In demos, AI handles clean inputs. In production, a buyer says “pump chahiye” and expects you to figure out a water pump or a hydraulic pump, agriculture, or construction. VANI learned to ask clarifying questions, extract context from incomplete information, and make intelligent guesses, just like a human would.
- India doesn’t speak Hindi or English. It speaks Hinglish, region-specific dialects, and colloquial shorthand. Vani is built for cultural understanding. How people describe products differently across regions, what units they use (kilos vs quintals), and what formality level is appropriate.
- With 100,000 daily decisions, we can’t manually review everything. We built continuous monitoring: flagging patterns, detecting anomalies, tracking outcomes by call type and region. If something breaks, we see it in aggregate before it becomes a crisis.
Redefining the way we operate:
AI redefines human roles, doesn’t eliminate them. The team that handled calling now handles higher-value work, complex enterprise inquiries, escalations, training AI on edge cases, and analyzing system performance. Their expertise becomes the feedback loop that makes AI better.
And it shows. Vani’s recent win at the India Digital Awards by IAMAI shows that AI is no longer assisting; it is operating. It is production-ready. When designed for real-world ambiguity, multilingual markets, decision accountability, and auditability, it can outperform manual systems at scale. While much of the world is announcing AI pilots, IndiaMART is quietly running its marketplace on it. And this is just the beginning!