Sandeep Balaji

Sanspareils Greenlands Pvt. Ltd. (SG), India’s leading cricket and sports equipment manufacturer, has entered into a strategic collaboration with Salesforce to digitise its trade channel sales operations and dealer management system across more than 850 locations in the country. The partnership represents Salesforce’s first collaboration within India’s cricket equipment ecosystem and aims to transform how SG manages data, dealer interactions and 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,” said Paras Anand, CEO of SG. “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.” Aditi Sharma, regional vice president for sales, Salesforce India, highlighted the impact of AI in reshaping legacy industries. “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,” she said. The collaboration will see SG deploy Salesforce Service Cloud, automation and a unified Dealer Management System to streamline workflows, enhance productivity, and strengthen partner relationships. With AI-driven insights, the partnership will also support SG’s market expansion plans, ensuring that its portfolio of cricket bats, protective gear, footwear and sportswear is seamlessly integrated into a digitised dealer network.

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Sanspareils Greenlands Pvt. Ltd. partnered with Salesforce to digitize its sales and dealer operations across 850+ Indian locations. This marks Salesforce’s entry into India's cricket equipment sector. SG will use Salesforce Service Cloud and a unified Dealer Management System for data consolidation and real-time insights. CEO Paras Anand emphasizes future-proofing through data agility. Salesforce’s Aditi Sharma highlights AI's transformative power. The platform will automate workflows, enhance support, and strengthen partnerships. SG’s product range integrates into the digital network. Salesforce is also enhancing AI capabilities via Agentforce. #CricketTech #AISolutions #DigitalTransformation #DeccanFounders

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