Maruti Suzuki Integrates Adobe Platform Across Sales and Service

Maruti Suzuki India has partnered with Adobe to modernise its digital ecosystem across marketing, sales, service, and ownership touchpoints. The collaboration focuses on unifying customer data, integrating legacy systems, and speeding up digital channels to cater to a growing demographic of digital-first buyers.

The digital transition addresses data consistency across disparate platforms while updating the automaker's online architecture. To evaluate technical capabilities prior to deployment, the companies conducted a proof-of-concept phase to test multi-system integrations and real-time data handling.

According to Sunil Kakkar, Director of Corporate Planning and Executive Committee Member at Maruti Suzuki, the collaboration allows the automaker to adapt to shifting market demands and accelerate digital initiatives. Shobhit Mittal, Executive Vice President of Digital Enterprise, noted that integrating legacy systems while maintaining data consistency was a primary operational focus, with the proof-of-concept helping validate platform stability for large-scale personalization.

Modernising Web Infrastructure Across NEXA and ARENA

As part of the deployment, Maruti Suzuki migrated several brand websites to Adobe Experience Manager Sites using Edge Delivery Services.

The update covers major retail channels, including NEXA and ARENA portals. The company reported that the structural shift has lowered page load times to under a second, while incorporating interactive features such as 3D virtual showrooms and improving search engine optimization metrics.

Data Integration and Real-Time Customer Profiles

Beyond web performance, the automaker is utilizing Adobe Experience Platform to aggregate customer data into real-time unified profiles across different business units.

This centralized profile structure provides visibility into buyer behavior, serving as the core engine for managing media campaigns, loyalty programs, and post-purchase service journeys.

Dr. Tapan Sahoo, Senior Executive Officer of Digital Enterprise at Maruti Suzuki, stated that the ongoing deployment relies on cross-functional alignment and shared execution strategies between the two organizations.

AI Engagement and Future Digital Roadmap

Maruti Suzuki is working toward automating customer interactions using real-time journey orchestration, next-best-action triggers, and content supply chain optimization tools.

The company is evaluating additional capabilities, including Adobe Brand Visibility, Brand Concierge, and specialized AI agents, to streamline internal workflows and automate customer-facing services. The platform deployment is being executed in coordination with Adobe Professional Services and Adobe Ultimate Success teams to oversee governance and platform scaling.