SG Selects Salesforce to Digitise Dealer Network Across 850 Locations in India

Sanspareils Greenlands (SG), one of India’s leading cricket and sports equipment manufacturers, announced a strategic collaboration with Salesforce to modernise its trade channel sales operations and dealer management system across more than 850 locations nationwide.

SG will implement Salesforce Service Cloud, automation tools, and a unified Dealer Management System to consolidate data, enhance dealer interactions, and generate real-time insights for faster decision-making.

“As customer expectations continue to evolve in the sports industry, we believe the future of sports equipment manufacturing lies in data agility, real-time responsiveness, and intelligent decision-making. This collaboration with Salesforce is more than just a technology upgrade; it’s about future-proofing our organisation by embedding intelligence into every dealer interaction and sales touchpoint,” Paras Anand, CEO of Sanspareils Greenlands, said.

According to the companies, the unified Salesforce platform will automate workflows, improve field productivity, streamline customer support, and strengthen partner relationships.

“In today’s rapidly evolving industrial landscape, the power of AI is transforming legacy companies like SG at their core,” Aditi Sharma, regional vice president for sales at Salesforce India, added.

SG’s wide-ranging portfolio—from cricket bats and protective gear to footwear and sportswear—will be integrated into the digitised dealer network. Salesforce noted that the collaboration will also bolster SG’s expansion strategy through AI-driven insights.