L&T Group Company SuFin Integrates AI Across B2B Industrial Procurement Platform

MUMBAI — SuFin Limited, a B2B e-commerce platform and group company of L&T Limited, is integrating artificial intelligence (AI) across its platform to streamline industrial sourcing and procurement for micro, small, and medium enterprises (MSMEs) and corporate clients.

The company is applying AI across multiple operational pillars, including product discovery, customer engagement, seller enablement, and support functions. According to the company, the initiative is designed to address recurring challenges inherent in industrial procurement, which typically involves technical products, complex specifications, multiple suppliers, financing requirements, and time-sensitive decisions.

Rather than utilizing generic automation, SuFin Ltd is combining Machine Learning (ML), Large Language Models (LLMs), and in-house domain intelligence to cater specifically to industrial requirements. One of the central applications is conversational AI. This feature allows buyers to describe their needs using natural language to explore relevant products and receive assistance, bypassing the need to know exact catalogue terminology. The same intelligence assists customer-facing teams in accessing order information more rapidly.

In addition to conversational tools, SuFin has deployed Voice AI capabilities for customer activation and engagement. The technology enables teams to reach customers at scale while allowing human sales personnel to focus on complex, high-value conversations and relationship building. AI is also being utilized for cataloguing tasks, where an AI-powered assistant supports SKU onboarding to reduce manual effort and maintain product-data consistency.

Beyond operational productivity and product discovery, SuFin is applying AI to risk management. The platform features a proprietary AI-driven due-diligence model that issues a Trust Seal to buyers and sellers who meet defined verification criteria, assisting in counterparty risk reduction.

Through these technology integrations, SuFin aims to transition its platform from a standard marketplace connecting buyers and sellers into an end-to-end procurement partner. The platform currently integrates product discovery, supplier access, bulk quotes, financing, and delivery to support businesses through the procurement lifecycle.

"Integrating domain-specific AI into industrial B2B procurement is a practical step toward solving the complex cataloguing and discovery challenges that MSMEs face daily. By leveraging large language models and machine learning for technical specifications and due diligence, platforms can significantly reduce manual friction. For industrial marketplaces, embedding technology deeper into the supply chain lifecycle—from financing to verification—creates measurable operational efficiency and builds much-needed trust between buyers and sellers." — Dr. Shishir Gupta, Founder & CEO, StartupLanes