Vedanta Aluminium, India’s top aluminium producer, reports substantial growth in SME adoption of its e-commerce platform, Metal Bazaar, marking a 35% increase in SME users and a 240% rise in active users within just six months of launch.
Designed for direct aluminium procurement without third-party intermediaries, Metal Bazaar caters to businesses of all sizes, especially small and medium enterprises (SMEs), offering them easy access to needed quantities without purchase restrictions.
This trend reflects the increasing shift of Indian businesses towards efficient, transparent, and digital sourcing solutions. To further enhance user experience, Metal Bazaar recently launched a WhatsApp chatbot, providing customers with easy access to essential information, such as free balance and dispatch details.
The platform’s seamless interface and advanced features align with India’s digital transformation efforts, streamlining procurement with functionalities like instant ordering, price locks, and real-time shipment tracking.
Core features like price booking (LME hedging), financial ledgers, and live shipment tracking have seen full adoption among users, indicating strong demand for such digital solutions in the aluminium sector. Since January 2024, Metal Bazaar has generated over 150 leads, including 45 for export markets, demonstrating its appeal across diverse customer segments.
Sunil Gupta, COO of Vedanta Aluminium, commented on the platform’s impact: “Metal Bazaar is more than just an e-commerce platform—it’s a new approach to aluminium procurement. By simplifying this journey, we’re adding tremendous value for our customers. The strong adoption rates show that our solution meets the evolving needs of businesses of all sizes across India, and we’re committed to continual enhancement.”
Achieving customer satisfaction ratings above 4.3 out of 5, Metal Bazaar’s AI-enabled features offer transparency, real-time tracking, and streamlined workflows. This efficiency has halved daily work hours for Vedanta’s sales teams, allowing a greater focus on strategic initiatives.
Key features of Vedanta Metal Bazaar include:
- Mobile-friendly interface, pioneering in the non-ferrous metals market
- AI-driven spot ordering and real-time shipment tracking
- No purchase quantity restrictions
- QR-based product authenticity checks and integrated feedback options
- Collaborations with finance and logistics partners for smooth transactions
- Access to Vedanta’s low-carbon ‘green’ aluminium range, Restora
- Opportunities for technical upskilling through the Centre of Excellence, in partnership with industry experts and research institutes
As India’s largest aluminium producer, Vedanta Aluminium manufactured over half of the nation’s aluminium output, with 2.37 million tonnes produced in FY24. Known for its leadership in value-added aluminium products, Vedanta also ranked first in S&P Global’s 2023 Sustainability Assessment for the aluminium sector globally. The company’s mission is to drive sustainable aluminium applications, positioning aluminium as the “Metal of the Future” for a cleaner, more sustainable world.
