IndiaMART, among the biggest online marketplaces in India, intends to double what it spends on artificial intelligence every six months as part of a push to eliminate fraudulent listings and strengthen content oversight, according to a senior company official.
The platform serves as a connector between buyers and sellers across an enormous variety of product categories — ranging from phone chargers and lawn mowers to pharmaceutical items, industrial machinery, and even anatomical skeleton models — though the company does not typically manage or oversee the actual transactions that take place.
Chief Product Officer Amarinder S Dhaliwal told Reuters in a recent interview that the company is deploying AI to spot fake or proxy accounts by identifying patterns across seller profiles. Additionally, real-time voice-to-text technology is being introduced to handle buyer requests more quickly — work that had previously been done by call center staff.
The marketplace has long faced questions about counterfeit products appearing on its platform. In 2022, the U.S. Trade Representative placed IndiaMART on its “Notorious Markets” list, citing counterfeit goods as a “serious concern.”
IndiaMART is building some of its AI tools internally while also collaborating with outside AI companies, though the company declined to identify those external partners.
While the company has taken a measured approach to AI investment overall, it has not publicly revealed its AI budget. Its combined technology and content expenses for fiscal year 2026 came to approximately 2.26 billion rupees, equivalent to roughly $23.94 million.
Dhaliwal explained that content problems fall into two main categories: sellers who join the platform with harmful intentions — referred to as supplier contamination — and listings that promote illegal or dangerous items such as drugs or firearms. He noted that AI tools have made filtering out such content more effective.
The company said it currently connects around 600 buyers with sellers every minute and attracts approximately 90 million visitors each month. With roughly 220,000 sellers currently active and a buyer conversion rate of about 45%, IndiaMART has set a long-term goal of eventually bringing 1 million sellers onto the platform, Dhaliwal said.
