Case Study: CEAT empowers 25,000 micro‑retailers and boosts lead conversion with Salesforce

CEAT uses technology to help micro-retailers in rural India race ahead

CEAT, one of India’s largest tyre manufacturers producing over 95,000 tyres a day, operates a network of 25,000 micro‑retailers across small towns and rural areas. Growth was constrained by a legacy CRM and fragmented data that left dealers isolated, reduced visibility into channel operations, and limited the company’s ability to make data‑driven decisions and improve customer experience.

CEAT implemented Salesforce solutions—building a dealer portal on Community Cloud and using Service Cloud and Sales Cloud—to digitize orders, enable e‑claims, e‑catalogues and warranty registration, and automate case and lead management. The changes boosted dealer sales by 3%, enabled instant settlement in 40% of claims, cut average complaint resolution from four to two days, grew the fleet business by 20%, increased inbound leads from 500 to 5,000 per month and raised lead conversion from under 5% to over 20%, while improving dealer engagement and management visibility.

CEAT

Arnab Banerjee

Executive Director