IndiaMART aims to expand its AI tools to detect fake listings, automate buyer queries, and rebuild trust while managing the risk of counterfeiting.
IndiaMART, one of India’s largest online platforms that connects buyers and sellers across various categories, plans to double its spend on artificial intelligence tools every six months. These plans were confirmed by Amarinder S. Dhaliwal, the company’s chief product officer.
The platform connects buyers and sellers of a wide range of products, from chargers and lawn mowers to pharmaceuticals and industrial equipment to anatomical skeletal models, but it typically does not act as an intermediary for the transactions themselves.
How AI investment works
IndiaMART uses artificial intelligence to detect proxy accounts using algorithms that compare and analyze merchant profiles. In addition, the company is rolling out real-time speech-to-text tools to process buyer requests more quickly, something previously done by call center operators, Dhaliwal said.
Content quality control and counterfeit listing challenges
IndiaMART focuses on content issues and the platform has been criticized for counterfeit listings before. In 2022, the company was added to the USTR’s list of notorious markets due to counterfeit products issues.
The company said it develops certain AI tools internally and collaborates with external AI companies. The names of the partners have not been disclosed.
Financial situation and future plans
According to IndiaMART, spending on technology and content amounted to around Rs 2,260 crore in FY26. Although the AI budget has not been disclosed, the company remains cautious about investing in this area.
Content on the platform is divided into two types: content related to seller taint (untrustworthy sellers appearing on the platform) and malicious listings such as drugs and weapons. Dhaliwal said AI tools have improved filtering of such content.
Operational indicators and goals
IndiaMART connects approximately 600 buyers and suppliers every minute. The site attracts approximately 90 million users each month. The platform has around 220,000 sellers, with a buyer conversion rate of around 45%, and the company aims to increase the number of sellers to 1 million over the long term.
In conclusion, the focus on artificial intelligence is aimed at increasing trust in the platform, reducing risks associated with fake or harmful listings, and supporting IndiaMART’s business growth in the Indian online market.
