Sanspareils Greenlands (SG), a leading Indian cricket and sports equipment manufacturer, announced on September 15 a strategic collaboration with Salesforce to digitise its trade channel sales operations and dealer management system across more than 850 locations in India.
The partnership marks Salesforce’s first collaboration within India’s cricket equipment ecosystem. SG will deploy Salesforce Service Cloud, automation and a unified Dealer Management System to consolidate data, improve dealer interactions and enable real-time insights for decision-making.
“As customer expectations continue to evolve in the sports industry, we believe the future of sports equipment manufacturing lies in data agility, real-time responsiveness, and intelligent decision-making. This collaboration with Salesforce is more than just a technology upgrade; it's about future-proofing our organisation by embedding intelligence into every dealer interaction and sales touchpoint,” Paras Anand, CEO of Sanspareils Greenlands, said.
“In today’s rapidly evolving industrial landscape, the power of AI is transforming legacy companies like SG at their core. In a country where the passion for cricket runs deep, we are delighted to be a part of this journey, harnessing our AI-powered platform to create new levels of operational efficiency and growth,” Aditi Sharma, regional vice president for sales, Salesforce India, said.
According to the companies, the unified Salesforce platform will automate workflows, improve field productivity, streamline customer support and strengthen partner relationships. SG’s product portfolio includes cricket bats, protective gear, footwear and sportswear, which will all be integrated into the digitised dealer network.
Salesforce added that the collaboration will also support SG’s market expansion plans through AI-driven insights. The company is further advancing its enterprise AI portfolio with Agentforce, a platform designed to build and deploy AI agents capable of autonomously taking action across business functions.
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