Vedanta Aluminum’s ecommerce platform, Metal Bazaar, is transforming aluminum procurement for businesses, particularly small and medium enterprises (SMEs).
Since its launch six months ago, Vedanta Aluminum’s SME user registrations have increased by 35%, and active users have grown by 240%.
As India’s largest producer of aluminum, with an annual production of 2.37 million tons in 2024, Vedanta Aluminum developed Metal Bazaar to address challenges in the procurement process. The platform offers over 750 products, eliminates the need for intermediaries, and allows businesses to purchase aluminum in required quantities without any restrictions on order size.
Vedanta Aluminum ecommerce platform features and tools
Metal Bazaar integrates several features to make procurement more efficient:
- Price locking enables buyers to secure rates and manage market volatility.
- Real-time shipment tracking provides full visibility of orders.
- Instant ordering simplifies purchasing for time-sensitive requirements.
- Financial ledger access gives users up-to-date transaction details.
These tools have seen near-total adoption, simplified processes and improving transparency for SME buyers.
To further enhance user convenience, Vedanta introduced a WhatsApp chatbot in early 2024 for real-time updates on shipments and orders. This chatbot has generated over 150 leads, including 45 related to export orders, demonstrating its potential to expand the platform’s reach.
Customer satisfaction with the platform remains high, with an average rating of 4.3 out of 5. Users have highlighted the ease of using features such as live tracking, price locking, and ledger access as key benefits, the company said.
“Vedanta Metal Bazaar is designed to address long-standing issues in aluminum procurement, particularly for SMEs,” said Sunil Gupta, chief operating officer at Vedanta Aluminum. “We aim to simplify the process, improve transparency, and provide reliable solutions that meet business needs.”
Vedanta Aluminum accounts for more than half of India’s total aluminum production.
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