New Delhi, Sept. 15 -- Sanspareils Greenlands (popularly called SG Bats), one of India's leading cricket and sports equipment manufacturers, announced a strategic partnership with Salesforce to modernise its trade channel sales operations and dealer management across over 850 locations nationwide. The collaboration marks Salesforce's first foray into India's cricket equipment ecosystem, underscoring the growing role of digital solutions in the sports industry, the IT company said on Monday.

Under the partnership, SG will implement Salesforce Service Cloud, automation tools, and a unified Dealer Management System aimed at consolidating dealer data, enhancing interactions, and enabling real-time insights for improved decision-making. The initiative will integrate SG's diverse product offerings-cricket bats, protective gear, footwear, and sportswear-into a streamlined dealer network.

"As customer expectations evolve, the future of sports equipment manufacturing lies in data agility and intelligent decision-making," said Paras Anand, CEO of Sanspareils Greenlands. "This partnership is more than a technology upgrade; it's about future-proofing our organisation by embedding intelligence into every dealer interaction and sales touchpoint."

Salesforce India's Aditi Sharma, regional vice president for sales, highlighted how AI-powered solutions are transforming traditional industries. "In a country where the passion for cricket runs deep, we are delighted to be part of this journey, harnessing AI to create new levels of operational efficiency and growth."

The unified Salesforce platform will automate workflows, enhance field productivity, streamline customer support, and strengthen dealer relationships. The partnership will also leverage AI-driven insights to support SG's market expansion plans. As part of its broader AI strategy, Salesforce will deploy Agentforce, a platform designed to build and deploy autonomous AI agents across business functions.

Salesforce's recent initiatives, such as the acquisition of Informatica for $8 billion, aim to bolster its AI capabilities by integrating advanced data management tools into its platform. With this collaboration, SG aims to stay ahead in a competitive landscape by embedding intelligence at every stage of its sales and service operations.

Published by HT Digital Content Services with permission from TechCircle.