Hindustan Zinc: Redefining customer journeys with India’s first online market place for non-ferrous metals

Hindustan Zinc, a subsidiary of Vedanta group is India’s largest and world’s second largest zinc-lead miner. Their integrated zinc operations currently hold 78% market share in India’s primary zinc industry. They are also world's 6th largest silver producers.

With the aim of redefing the typical customer journey in the industry they created Project Evolve - India's first online marketplace for non-ferrous metals with SAP Commerce Platform and delivering a unique customer experience – integrating convenience, security and ease of access.

This unique demonstration of demonstration of Digital First approach has already led to increased sales of value added products, higher net realization of around 15% and helped them to increase market share through access to new first time customers.

The platform allow customers to purchase as little as one tonne of zinc, lead, silver and acid on the Evolve platform based on real time pricing in just three clicks!

“At Hindustan Zinc, we have yet again embarked on a pioneering journey of using technology to revolutionise non-ferrous metal buying experience. Evolve stands for our vision to offer to our customers, especially MSMEs, a hassle-free experience of buying our product online with convenience of smaller size of buy and dynamic pricing,” Arun Misra, CEO of Hindustan Zinc, said.

Evolve would also help create a daily INR benchmark price in the Indian market and offer integrated solutions, such as KYC for customer onboarding and GST integration, SAP integration for credit management and accounting, auto hedging in collaboration with JP Morgan as well as product management services.

“This responsive digital network will bring communities and buyers together on a single platform. HZL’s shift to redefine the industry by making their business more agile, collaborative and customer centric while mining responsibly and sustainably, is path breaking,” Kulmeet Bawa, president and managing director of SAP India, said.