Blab AI
IndiaMart to Double AI Spending Every Six Months to Combat Fake Listings
IndiaMart, India’s largest B2B online marketplace, has announced that it will double its investment in artificial‑intelligence (AI) tools every six months as part of a broader effort to reduce counterfeit and malicious listings on its platform.
The decision follows persistent concerns about fake goods on the site, including its inclusion on the U.S. Trade Representative’s 2022 Notorious Markets list, which cited counterfeit items as a "serious concern." In a Reuters interview, IndiaMart’s chief product officer Amarinder S Dhaliwal said the company is using AI to identify proxy accounts through pattern matching across seller profiles and to deploy real‑time voice‑to‑text tools that speed up the processing of buyer requests. The tools were developed partly in‑house and partly in partnership with external AI firms, although the company did not name its partners.
IndiaMart’s technology and content expenses for fiscal 2026 were reported at about 2.26 billion rupees (US$23.94 million). The company’s content moderation focuses on two categories: supplier contamination, where sellers with bad intentions join the platform, and malicious listings such as drugs or firearms. Dhaliwal said AI has improved the filtering of such content.
The marketplace matches roughly 600 buyers with suppliers each minute and draws about 90 million visitors a month. With around 220,000 sellers on its platform and a buyer conversion rate of about 45 percent, IndiaMart aims to host 1 million sellers in the future.
An APAC Media article published on 19 June 2026 added that an AI‑driven system now handles nearly 100 000 buyer‑seller conversations every day, a figure that underscores the scale of the platform’s customer‑service automation.
IndiaMart was founded in 1996 by Dinesh Agarwal and Brijesh Agrawal and is headquartered in Noida. The site connects buyers and sellers across a wide range of categories—from phone chargers and lawn mowers to pharmaceutical products, industrial machinery and anatomical skeleton models—without typically overseeing transactions.
The company’s move to double its AI budget every six months signals a shift from its historically cautious approach to AI investment. While the exact future budget figures remain undisclosed, the strategy indicates a commitment to scaling AI‑driven content moderation and fraud detection.
The U.S. Trade Representative’s Notorious Markets list, released in 2023, highlighted IndiaMart alongside four physical markets in Delhi, Bengaluru, Kolkata and Mumbai. The list focuses on online and physical markets where large‑scale intellectual‑property infringement occurs.
IndiaMart’s current AI initiatives target two key problems: (1) the detection of proxy accounts that can be used to post counterfeit or malicious listings, and (2) the acceleration of buyer‑seller communication through voice‑to‑text conversion, reducing the need for call‑centre staff. Both measures aim to improve the safety and reliability of the marketplace.
The company has not yet disclosed how the doubling of AI spend will be phased or which specific technologies will be prioritized. It also has not announced any new product launches or regulatory changes that would accompany the increased investment.
In summary, IndiaMart is preparing to intensify its use of AI to address counterfeit and malicious listings, following regulatory scrutiny and growing user traffic. The company’s plan to double its AI budget every six months reflects a broader industry trend toward greater automation of content moderation and fraud detection. The effectiveness of these measures, the pace of AI deployment, and any future regulatory or market responses remain to be seen.
The decision follows persistent concerns about fake goods on the site, including its inclusion on the U.S. Trade Representative’s 2022 Notorious Markets list, which cited counterfeit items as a "serious concern." In a Reuters interview, IndiaMart’s chief product officer Amarinder S Dhaliwal said the company is using AI to identify proxy accounts through pattern matching across seller profiles and to deploy real‑time voice‑to‑text tools that speed up the processing of buyer requests. The tools were developed partly in‑house and partly in partnership with external AI firms, although the company did not name its partners.
IndiaMart’s technology and content expenses for fiscal 2026 were reported at about 2.26 billion rupees (US$23.94 million). The company’s content moderation focuses on two categories: supplier contamination, where sellers with bad intentions join the platform, and malicious listings such as drugs or firearms. Dhaliwal said AI has improved the filtering of such content.
The marketplace matches roughly 600 buyers with suppliers each minute and draws about 90 million visitors a month. With around 220,000 sellers on its platform and a buyer conversion rate of about 45 percent, IndiaMart aims to host 1 million sellers in the future.
An APAC Media article published on 19 June 2026 added that an AI‑driven system now handles nearly 100 000 buyer‑seller conversations every day, a figure that underscores the scale of the platform’s customer‑service automation.
IndiaMart was founded in 1996 by Dinesh Agarwal and Brijesh Agrawal and is headquartered in Noida. The site connects buyers and sellers across a wide range of categories—from phone chargers and lawn mowers to pharmaceutical products, industrial machinery and anatomical skeleton models—without typically overseeing transactions.
The company’s move to double its AI budget every six months signals a shift from its historically cautious approach to AI investment. While the exact future budget figures remain undisclosed, the strategy indicates a commitment to scaling AI‑driven content moderation and fraud detection.
The U.S. Trade Representative’s Notorious Markets list, released in 2023, highlighted IndiaMart alongside four physical markets in Delhi, Bengaluru, Kolkata and Mumbai. The list focuses on online and physical markets where large‑scale intellectual‑property infringement occurs.
IndiaMart’s current AI initiatives target two key problems: (1) the detection of proxy accounts that can be used to post counterfeit or malicious listings, and (2) the acceleration of buyer‑seller communication through voice‑to‑text conversion, reducing the need for call‑centre staff. Both measures aim to improve the safety and reliability of the marketplace.
The company has not yet disclosed how the doubling of AI spend will be phased or which specific technologies will be prioritized. It also has not announced any new product launches or regulatory changes that would accompany the increased investment.
In summary, IndiaMart is preparing to intensify its use of AI to address counterfeit and malicious listings, following regulatory scrutiny and growing user traffic. The company’s plan to double its AI budget every six months reflects a broader industry trend toward greater automation of content moderation and fraud detection. The effectiveness of these measures, the pace of AI deployment, and any future regulatory or market responses remain to be seen.
