Pothys Swarna Mahal Collaborates with Salesforce to Elevate Customer Experience
The collaboration focuses on enhancing customer engagement and streamlining operations through AI-powered marketing and service solutions.
Chennai: Salesforce, the #1 AI CRMtoday announced its collaboration with Pothys Swarna Mahal, the premium jewellery business of the Pothys Group, to accelerate its digital transformation journey. This collaboration aims to enhance customer engagement, streamline operations, and deliver personalised shopping experiences through Salesforce Marketing Cloud, Service Cloud and Commerce Cloud.
Pothys Swarna Mahal envisions a digital-first future and has adopted a multi-channel strategy that seamlessly connects customer interactions across email, messaging, WhatsApp, video, chat, social media, and notifications. Integrating Salesforce’s AI-powered solutions improves customer engagement through targeted return-to-store campaigns, real-time promotions, and seamless customer support. They also initiated an omnichannel strategy to ensure a consistent and efficient experience across online and offline touchpoints, strengthening customer relationships and driving business growth across South India.
The collaboration drives operational excellence at Pothys Swarna Mahal through AI and automation. AI-powered service agents ensure faster response times, while data-driven insights enable more intelligent decision-making. Integrated appointment bookings and video-assisted selling enhance high-value customer interactions, and advanced SEO strengthens the brand’s digital presence. Additionally, adopting the Kanban method has optimised inventory control, minimising excess stock through just-in-time replenishment, while AI-driven surveillance improves workforce productivity and service quality.
Ashok Pothy, Founder/Director, Pothys Swarna Mahal, said: “At Pothys Swarna Mahal, we are committed to redefining customer experience through innovation and technology. Collaborating with Salesforce has seamlessly integrated our service channel automation, AI-driven marketing, and omnichannel engagement to create a unified, personalised shopping journey. This partnership has enabled us to strengthen customer relationships, optimise operations, and drive business growth. With a 360-degree view of our customers, intelligent insights, and seamless online-to-offline interactions, we are setting new benchmarks in jewellery retail.”
Mankiran Chowhan, Vice President, Financial Services & Consumer Industries, Salesforce India, said “As businesses continue to evolve in a digital-first world, delivering advanced, personalised customer experiences has never been more important. Our collaboration with Pothys Swarna Mahal is a testament to the power of AI-powered solutions in transforming retail experiences. By leveraging Salesforce Marketing Cloud, Service Cloud and Commerce Cloud, Pothys Swarna Mahal is modernising its customer interactions, streamlining operations, and setting new benchmarks in the jewellery retail industry. We are excited to support them on this journey and look forward to enabling more businesses across India to harness the full potential of AI-driven innovation.”
Looking ahead, Pothys Swarna Mahal plans to expand its technology investments by building a hybrid e-commerce system on Salesforce Commerce Cloud. This initiative will integrate online and offline sales, allowing customers to browse instant catalogs, make purchases online, and collect their jewellery from the nearest store. The company is also exploring possibilities to refine Digi Gold processes through AI and aims to drive 20% of its sales through digital channels by FY30.
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About Pothys Swarna Mahal:
Pothys Swarna Mahal is the premium jewellery division of the Pothys Group, which has been in textile retailing for more than 95 years. Pothys Swarna Mahal launched in July 2021 as a jewellery retailer to sell Gold, Diamond, Platinum and Silver jewellery. Pothys Swarna Mahal (PSM Jewellers as the shop is fondly called by customers) leverages the founding brand POTHYS built over a century. Pothys Swarna Mahal launched two grand showrooms in Tamil Nadu in July and August 2021, the 3rd showroom in Kerala in 2022, and our Trichy and Coimbatore showrooms opened in 2023 and 2024 respectively.
All our showrooms are big format stores; the smallest are 18,000 sq.ft and the biggest are 24,000 sq.ft. We carry a large inventory to cater to the different tastes of our customers. At Pothys Swarna Mahal, we always want to create MORE value for our customers across all our products and services. We have been a design centric brand which focuses more on the design aspect with an exquisite range of traditional and contemporary jewellery. With a presence in key cities across South India, Pothys Swarna Mahal is dedicated to providing customers with exceptional craftsmanship, reasonable price and world class service.
Within 1 year of launch, we won the ‘National Jewellery Award’ in 2022 from the Gem and Jewellery Council of India. Again in 2023 we won the same award consecutively for the second time. The main differentiator of PSM is that we stand apart in terms of design aspect and the huge collections we have to offer our customers.
We have successfully created a hybrid experience that blends traditional gold investing with modern, digital conveniences to attract digital native Gen Z customers and encourage them to invest in gold. Digigold is a Digital app-only gold savings plan that seamlessly connects online and offline stores and enhances the experience by providing real-time payment status to our customers. With the introduction of the Digi Gold plan, we acquired 86% new customers, of which 46.1% are Gen Z.
Recently, Pothys Swarna Mahal won the Jewellery Brand of the Year award 2025 by Economic Times for their excellence in Jewellery retail with a few years of inception.
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