SAMIL: Revolutionizing farming with tech and pre-owned assets

IBT recently had the opportunity to chat with Mr. Sameer Malhotra, the CEO of Shriram Automall India Limited (SAMIL), to explore the company’s growth and its plans for the future. With over 30 years of experience in the industry, Mr. Malhotra shared valuable insights on how SAMIL is revolutionizing the pre-owned asset marketplace. He discussed the company’s unique phygital model, which combines digital and physical platforms to empower buyers and sellers, especially in rural India. Mr. Malhotra also highlighted how SAMIL is leveraging technology to improve customer experience, drive transparency, and contribute to sustainability, all while supporting farmers and other key sectors in their business growth.

IBT: SAMIL has established itself as a leader in the pre-owned asset  marketplace. Where do you see SAMIL in the next five years, especially with  increasing digitization? 

SAMIL aims to solidify its leadership by becoming the most trusted and comprehensive phygital marketplace for pre-owned assets.  

We have already introduced technological transformations like Online Auction, Phygital Auction through MySAMIL App, The PriceX – price prediction tool for used vehicles &  equipment, Adroit 3.0 for Inspection and Valuation to bring paradigm shift in the used  automobile industry. 

Over the next five years, we plan to harness cutting-edge technologies like AI, blockchain,  and data analytics to enhance customer experience, streamline operations, and provide  transparent transactions. We envision expanding our digital footprint while maintaining a  strong physical presence, ensuring accessibility for all, from urban entrepreneurs to rural  farmers. 

IBT: With a significant presence in rural India, how is SAMIL helping farmers  and agri-tech businesses access affordable pre-owned farm equipment? 

Rural India is at the heart of SAMIL’s operations. We empower farmers by offering a wide  range of pre-owned farm equipment like Tractors, Trailors, Harvestors, Planting  equipment, Crop processing equipment, Hay & Forage equipment, Irrigation  equipment and Spraying equipment through our over 135 Automalls across India and  online platforms. SAMIL bridges the gap between buyers and sellers by facilitating  financing options, partnerships with Banks & NBFCs, OEMs & their dealerships, and  farmers and conducting Physical and Phygital auctions to ensure competitive pricing and  transparency. 

Till now, we have sold over 1,10,000 Farms Equipment across India. 

What challenges do you face in bringing modern marketplaces to rural and  semi-urban areas, and how are you tackling them? 

Challenges include lower digital literacy, limited internet connectivity, and trust issues in  digital transactions. To address these, SAMIL uses its phygital model—combining the reach  of digital platforms with the assurance of physical Automalls. We conduct on-ground  awareness programs, offer vernacular language support, and deploy mobile-based solutions  tailored for semi-urban and rural customers, ensuring inclusivity and trust.

How does SAMIL’s phygital model build trust and enhance customer  experience compared to purely digital platforms? 

SAMIL’s phygital model offers the best of both worlds—convenience through digital  platforms and trust through physical interactions. Customers can inspect assets at our  Automalls and then participate in live or online auctions, ensuring informed decision-making.  This blend enhances transparency and reduces apprehensions, particularly among first-time  or rural buyers. 

IBT: How is SAMIL leveraging technology to bridge the gap between farmers  and accessible, reliable pre-owned equipment, and what role do you see this  playing in advancing agritech in India? 

SAMIL leverages technology by deploying mobile apps, digital auctions, and the PriceX. As  every used farm equipment is unique due to its make, model, kilometer run, engine condition,  it is very difficult to know the right price of any farm equipment. Through our extensive  transaction history and machine learning algorithms, The PriceX helps to the right price for  any used farm equipment. Our platforms connect farmers directly to a trusted network of  sellers, reducing intermediaries and ensuring fair pricing. By enabling seamless financing and  real-time access to inventory, we support agri-tech advancements by integrating traditional  farming with modern tools and technologies. 

IBT: How does SAMIL contribute to sustainability and align with the circular  economy through resale and reuse of assets? 

SAMIL actively promotes sustainability by extending the lifecycle of pre-owned assets.  Through resale and reuse, we reduce the environmental impact of manufacturing new  equipment and vehicles. By facilitating the repurposing of idle or underutilized assets,  SAMIL plays a crucial role in reducing waste and contributing to a circular economy. 

IBT: How do partnerships with banks, NBFCs, and others strengthen SAMIL’s  ecosystem for pre-owned assets? 

Partnerships with banks, NBFCs, and financial institutions are integral to SAMIL’s success.  They enable us to provide a regular supply of used farm equipment through repossession.  These collaborations also streamline asset recovery and resale, creating a robust ecosystem  that benefits buyers, sellers, and financiers alike.

IBT: Are you exploring collaborations with agri-tech startups to better serve the  agricultural sector? 

Absolutely. Collaborations with agri-tech startups allow us to integrate innovative solutions  like IoT-enabled farm equipment and AI-driven data analytics into our offerings. These  partnerships enhance our ability to meet the evolving needs of the agricultural sector,  ensuring our customers benefit from the latest advancements. 

IBT: How does SAMIL ensure transparency and trust across its network,  especially in regions with lower digital literacy? 

SAMIL builds trust through clear communication, stringent quality checks, and transparent  auction processes. We offer detailed asset inspection reports and live demonstrations at  Automalls. For regions with lower digital literacy, we provide multilingual support, dedicated  customer service, and in-person assistance to guide buyers and sellers. 

IBT: What trends do you see shaping the pre-owned asset market, particularly  in agriculture and commercial vehicles? 

Key trends include the rising adoption of digital platforms, increased demand for sustainable  and cost-effective equipment, and a shift towards flexible ownership models like rentals. In  agriculture, mechanization and technology adoption are driving demand for reliable pre owned equipment. For commercial vehicles, growing e-commerce and logistics requirements  will fuel market growth, with SAMIL well-positioned to meet these evolving needs.

 

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Sameer Malhotra is the Director and CEO of Shriram Automall India Limited (SAMIL), leading the company since its foundation in 2011. With over 30 years of experience, he has transformed SAMIL into India’s largest phygital marketplace for pre-owned vehicles and equipment. Sameer pioneered the concept of physical auctions for used vehicles in India, establishing 135+ Automalls across the country. Under his leadership, SAMIL has facilitated over 2 million transactions. He has introduced technology-driven solutions like the MySAMIL app, SMS bidding, and ThePriceX tool to enhance customer experience and ensure fair pricing. His initiatives have significantly supported farmers, transporters, and machine operators, improving asset utilization and contributing to the growth of the pre-owned vehicle market.