With Salesforce technology, Tata Consumer Products Limited has reduced distributor onboarding time from days to just a few minutes, significantly driving the company’s retail expansion
Mumbai, India — October 23, 2024 — Salesforce, the #1 AI CRM* (NYSE: CRM), today announced a strategic collaboration with Tata Consumer Products Limited (TCPL), a leading consumer goods company, to drive its digital transformation journey. Together, the two companies have launched MAVIC, an AI-enabled Go-to-Market (GTM) platform aiming to revolutionise TCPL’s sales and distribution operations with remarkable speed and efficiency.
TCPL’s decision to implement Salesforce Sales Cloud, Service Cloud, Platform, Mulesoft, aligns with its vision to transform into a digital-first, data-driven organisation, leveraging advanced technology to enhance customer experiences. Mulesoft has enabled TCPL to harness the full potential of data through simplification of mammoth integration across systems while providing performance and stability at scale. Leveraging Salesforce’s advanced data management and AI capabilities, TCPL has accelerated its digital transformation with remarkable speed and efficiency. The development and deployment of the platform was driven by a nationwide rollout to over 3,000 distributors within four months. At the peak of this rollout, up to ~200 distributors were successfully onboarded in a single day, showcasing the platform’s scalability and agility. The platform integrates seamlessly with Salesforce’s tools, providing real-time market intelligence and offering key insights into distributor sales and retail shelf activity through the Salesforce Customer 360 suite.
This collaboration is driving efficiency across TCPL’s extensive retail network, which spans over 1.63 million outlets. The platform’s user-friendly design enables distributors and sales representatives to adopt it with minimal training, offering an enhanced experience similar to consumer-grade applications. This ease of use has allowed TCPL to significantly reduce distributor onboarding time from over a week to just 45 minutes, while empowering sales representatives on ground to recruit outlets and do their first billing within a few minutes. Additionally, TCPL’s ability to onboard multiple partners onto the platform in record time showcases the rapid deployment capabilities.
Our partnership with Salesforce has been instrumental in enhancing our digital capabilities and aligning our operations with the rapidly changing market dynamics.
Sunil A. D’Souza, CEO & Managing Director, Tata Consumer Products Limited
“Our collaboration with Tata Consumer Products Limited is special to us in many ways and we are confident that we will drive business success together,” said Arundhati Bhattacharya, Chairperson and CEO of Salesforce India. “At Salesforce, we have delivered intuitive and scalable solutions that help our customers connect with their customers for 25 years. Now, with Agentforce, the world’s first suite of autonomous, customizable agents and tools that work side by side with your employees and workforce, this work will continue in the era of agentic AI.”
Sunil A. D’Souza, CEO & Managing Director, Tata Consumer Products Limited, said, “Digital transformation is one of the six key strategic pillars driving TCPL’s growth. Our partnership with Salesforce has been instrumental in enhancing our digital capabilities and aligning our operations with the rapidly changing market dynamics. The ability to deploy a comprehensive platform like MAVIC in such a short time frame is unprecedented in the industry.”
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About Tata Consumer Products Limited
Tata Consumer Products Limited is a focused consumer products company uniting the principal food and beverage interests of the Tata Group under one umbrella. The Company’s portfolio of products includes tea, coffee, water, RTD, salt, pulses, spices, ready-to-cook and ready-to-eat offerings, breakfast cereals, snacks and mini meals. Its key beverage brands include Tata Tea, Tetley, Organic India, Eight O’Clock Coffee, Tata Coffee Grand, Himalayan Natural Mineral Water, Tata Copper+ and Tata Gluco+. Its foods portfolio includes brands such as Tata Salt, Tata Sampann, Tata Soulfull, Ching’s Secret and Smith & Jones. In India, Tata Consumer Products has a reach of over 263 million households, giving it an unparalleled ability to leverage the Tata brand in consumer products. The Company has a consolidated annual turnover of ~Rs. 15,206 Crs with operations in India and International markets.
About Salesforce
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