Maruti Suzuki India Limited announced on Monday that it will collaborate with five startups as winners of the fifth cohort of its Maruti Suzuki Incubation Program (MSIP). Two of the selected startups - Sarvam AI and Easework AI - are building AI for Customer Support and automation tools that will directly reshape how the automaker handles customer interactions and internal purchasing workflows. The incubator programme is managed in partnership with NSRCEL of IIM Bangalore.
The cohort includes MiniMines, Easework AI, Sarvam AI, Siftly, and CodeMate AI. Each startup will work on a specific business challenge, ranging from multilingual customer engagement to battery recycling. The automaker said it has filtered about 7,400 startups over seven years through an eight-stage ecosystem and has now teamed up with 38.
Where the five startups will focus
Sarvam AI will use generative AI-based multilingual models to build conversational AI agents that handle interactions at the brand's customer touchpoints. Easework AI will implement AI Agents & Automation to automate purchase workflows for indirect consumables. Siftly will integrate generative AI to improve brand visibility, while CodeMate AI will work on speeding up software development for business process applications. MiniMines will develop solutions to recycle end-of-life lithium-ion batteries in an environmentally responsible manner while recovering valuable materials.
What leadership said
"At Maruti Suzuki, we have been actively working with startups to co-create innovative and practical solutions to address real business challenges. We are delighted to collaborate with five more startups," said Hisashi Takeuchi, Managing Director & CEO, Maruti Suzuki India Limited. "One of these startups, MiniMines, will support us in safely recycling end-of-life batteries, while the other four startups will help improve customer engagement and drive efficiency across our business operations."
Why this matters for customer support professionals
Sarvam AI's multilingual conversational agents signal where enterprise customer support is heading - away from scripted chatbots and toward AI that can handle complex, multi-language exchanges without human handoff. Easework AI's agentic approach to automating purchase workflows shows how AI agents are moving beyond answering questions and into executing tasks. For support teams, these developments point to a shift in the skills that will matter most: designing conversation flows, managing AI agent performance, and handling escalations that require human judgment.
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