Best crm for manufacturing business

MR. Kitchen

How Mr Kitchen, a manufacturer of Modular Kitchen appliances, tackled their Shortcomings with Sangam CRM

Mr Kitchen is a modular kitchen manufacturer in Pune. With over 17 years of experience, Mr Kitchen has filled the heart of many homes with aesthetic, composed, and stylish kitchens.





Team Size

More than 50

Purpose of Using CRM

Sales & Service

They cater directly to B2C customers through their Franchise Outlet, which is again based in Pune. In addition to walk-in leads through franchise outlets, they receive leads from various other sources, such as Facebook, IndiaMart, Google Ads, Customer References and their Website.

They used to handle these leads over Excel. And as it was getting difficult & challenging to handle the operations over Excel, they started looking for solutions like CRM.

Before Sangan CRM, they explored other CRMs and tools, which turned out to be expensive & didn’t offer much customisation, which Mr Kitchen Team was looking for.

It’s been More than 7 Months now, and Mr Kitchen’s team has been happily using Sangam CRM.

Challenges Faced by Mr Kitchen & How Enjay Addressed Them


  • The Major challenge for Mr Kitchen’s team was Managing leads from various sources such as Facebook, Google Ads, and the Website. Everything was decentralised.

    Sangam CRM Allowed them to centralise the leads., through API & Zapier Integration. 


  • Another Challenge for Mr Kitchen was to track the progress made by the Sales rep on leads. The managers were always in concern of, are the sales reps doing proper follow-up or not.

    Sangam CRM’s OPR Dashboard allowed Sales reps to get reminders for their follow-ups, allowing them to do timely follow-ups. From the very same dashboard, managers are now able to monitor the progress of the team.  

For Mr Kitchen, knowing why a particular lead/opportunity could not turn into business was critical. Due to unstructured and Scattered data in Excel, doing such analysis was difficult.

Sangam CRM allowed them to do such analysis and identify what went wrong.

Key Modules and Features Used by Mr Kitchen

KYC Module

They use our CRM’s KYC Modules to keep customer information.

Lead & Opportunity Module

They use sangam CRM’s lead & opportunity module to manage their sales process from inquiry creation to Sales closure; everything is managed here.

OPR Dashboard & Report

They use OPR Dashboard and Report Module to get complete reporting. This reporting allowed them to track the progress of the Lead, opportunity and tickets.

Project & Task Module

They use this module for two significant purposes. One is during the sales process when the sales rep visits to client’s place to do a space survey, and the second is during the Installation process when the installation team does the installation. On their visit to the client’s place, they use our Sangam Mobile App to check in at the time of entry & then check out upon completion of the task.

Ticket Module

After the sales and installation, customers may have complaints and queries. After the customer raises the complaint over call, the service team creates a ticket within CRM which is then assigned to the concerned service person to address the issue.

Key Customisations & Configurations

Zapier Integration

To bring leads from Facebook directly to CRM, we have used third-party integration called Zapier. Zapier allows the connection between Meta’s Lead Gen Form & Sangam CRM.

Website & Indiamart Integration

Website & Indiamart Integration: Website and Indiamart are directly integrated with Sangam CRM through our API. This integration brings leads from Website & Indiamart directly to CRM.

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Best crm for manufacturing business

How Cosmos, CNC manufacturer has managed sales with Sangam CRM

How Cosmos, CNC manufacturer has managed sales with Sangam CRM

Cosmos Impex is a successful high-technology CNC Machine Tool manufacturer. It was established in 1987 and has robust manufacturing systems, and advanced technologies.

Their products include HMCs, CNC Turret Lathes, Horizontal/Vertical Machining Centres and CNC Vertical Machining Centres.





Purpose of Using CRM

Sales Management

They enjoy a strong presence in the Indian market and are one of the leading importers of quality imported machined components and assemblies. Recently, they entered into IT field and also came up with software products. 

They are a reputed exporter of machined components and assemblies to the European market.  Their team strength goes above 700+. Total turnover ( 2018-19) over USD 45+ Million with over USD 6 Million in exports.

Challenges Faced by Cosmos.

As their team expanded, the complexity of managing sales, people and processes increased. Challenges faced by Cosmos are as follows:
  • Their business model is like they sell their product to channel partners or dealers. Generally, they have corporate or repetated customers.


    Before using Sangam CRM, they used a customized solution where they use to manage stock and used excel for sales management.

    They wanted to have one solution that should take care of lead management to follow up to get their sales deal close.

  • Their lead source is reference and website, but keeping an eye on that leads was difficult because they get leads on mail but again, maintaining and keeping track of “what conversation they had with customers?”  “had they addressed lead or not?”  was not maintaining properly.
  • They have a long sales cycle, and their sales duration may go up to six months to get sales close up.


    If multiple people get involved in one sales process, which was managed in excel then it was hard for them to know what conversation they had before with customers.
  • They were even facing problems in making quotations. They have many products that go as a suggested product with the main product quotation.


    Their quotation sending process has two main levels, initially sending quotation with the standard pricing and then revised quotation after negotiation process with the customer.

    They used to make quotations with different formate in doc files manually. Second, there are suggested products which should come in quotation with relation to the main product; managing all this every time manually was hard for them.

    In their quotation sending process, two different teams get involved. Quotation is prepared by the back office team and finally sent by a sales team. Managing this manually through the doc was creating a lot of complexity for them.

  • They used separate tools or Platforms to manage leads, quotations & most of their business functions. Because of this, their data were scattered over different platforms.


    To manage the progress of individual data across the different platforms was the major challenge.

    As there was no single platform to maintain all records and detail, It was hard to make business analyses from the scattered data. 

  • They were not able to generate reports for their business like “how many machines got sold at this particular month?” “who created most leads from the team?” “How many leads are getting converted into opportunities?”


    Before, generating customization reports and analyzing them was impossible as data were recorded on different platforms.

  • Before, it was hard for them to take follow up on customer  pending payments, like “how much payment has been left from the customer?” “Date on which to call the customer for a follow-up?”. 

Situation after using Sangam CRM.

  • After implementing a CRM system, the company found solutions to many of its problems. 

  • Lead management process became manageable as all leads started getting records in lead module.

    Now, sales manager can assign that lead to particular sales team member. Assign person will do follow up and update what conversation they had with customer. 

  • Through the above process, sales management became smooth, all details and record of particular customer started getting saved in one place, anyone from the team(who has access) can able to check the sales status and take update.

  • The most significant benefit was in the form of quotations. Now, they could send quotations with many related group products, with prices and features through a single click.

    We gave them a lot of customization options in the quotation module according to their business requirements.

  • They have three types of offers with customers, standard offer, final offer, and revised offer. We designed the quotation formatting according to their business model.

    There are a lot of terms and conditions with their quotations. In our Sangam  CRM, we have designed a special quotations format for them which come automatically after choosing the quotation type to make their work process easy.

  • Two different teams are involved in the quotation process, a quotation is prepared by the back office team and sent by the sales team.

    Now, As they started using Sangam CRM, all details and activities of every particular customer are available in their account details in one place.

    So, once the lead is created, the back office team drafts a quotation, and from there only, the sales team varifies and sends the final quotation.

  • In Sangam CRM, now everything gets recorded in one place, means, no scattered data, which also leads to generating reports very easily.

    Now, they can able to drive reports on regular, weekly, or monthly baises according to their requirement. 

    Major reports which they use are Sales report like “expected sales vs. achieved sales of particular month”, Lead reports like “How many leads are getting converted into opportunities?” “Who has created more leads in particular month” and expense reports like “ cost of per executive visit to customer place.

    After using Sangam CRM, their analytical capability has also improved. Now they can play with live data and customized reports through grouping and even export that data if required. 

  • In Sangam CRM, we have one particular module as a payment module. This module helps in keeping track of how much payment from a particular customer is outstanding and the expected payment date, which really helped them in managing their payment follow-up and cash flow management.

    In this way, after using our Sangam CRM, their overall sales flow improved which leads to better sales revenue then before.

Start growing with Sangam CRM Today !

The Best CRM for Manufacturing Business.
Manage Sales, Marketing & Helpdesk.

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Best crm for manufacturing business

Sangam CRM Help Warmex to Grow their Business

How Warmex, Home Appliance Manufacturer is Managing Service & Tickets with Sangam CRM.

Delhi-based Warmex Home Appliances are manufacturers and exporters of Electronic Home Appliances.

With an extensive network of 12000 plus dealers and 100 plus after-sales service providers, Warmex provides quality Home Appliances and after-sales services to its customers nationwide.





Purpose of Using CRM

Service and Ticket Management

Initially, Warmex was using excel to manage the majority of its business processes.

As the company’s customer base and product varieties grew, warmex faced difficulties managing services and tickets.

Soon they realised that the system they were using wasn’t enough to address their challenges. And that’s when they decided to switch to a Dedicated Solution to solve their challenges.

Challenges faced by Warmex.

Warmex was majorly facing challenges with Service & Ticket Management. They were facing challenges at both Head office & service centre end.
  • The overall time for allocating the customer complaint received on call to the concerned Appliance team was high. This problem, though looks small but had a significant impact on customer satisfaction


  • The Warmex head office team also had difficulties verifying the Appliance’s Warranty for which the customer had raised the ticket.

    As the warranty had a direct impact on the overall service charge, they needed to identify the warranty. But back then, warmex did not had any system to cross-verify the warranties.

    This unavailability to cross-verify the warranty might have resulted in losses if the parts were provided for free even though they
    were not in warranties. 

  • Once the complaint was received, warmex also had trouble allocating the raised ticket to the concerned service centre. And even After allocating the ticket to the service engineer, warmex had no system to track whether a service engineer had responded to a raised ticket.

    As there was a delay in allocating tickets and as there was no system to track the status of tickets, it again impacted customer satisfaction when they did not receive timely service.

  • Now when the service engineer reaches to customer’s place, and if at all he finds any spare parts to be replaced, he had no formal system/means to request head office for the spare parts.

    If there were any system in place, the service engineer would have been able to order the spare parts easily, and this might have affected the overall service time.

  • The Head office had no system to check which spare parts and in what quantity had been requested by the Service Center/engineers.

    Additionally, warmex had No Tracking of whether the spare parts have been sent or are yet to be sent.

    Also, there was no tracking whether OLD Faulty Spare parts which were replaced by service engineers were returned to Head Office or not.

If the data of these things were tracked and available to them, warmex could have pre-stocked or Pre-ordered highly-demanded spare parts from their suppliers. or they might have arranged or made the highly demanding parts available to the respective service centres. This would have major impact on service delivery time.

Situation After Using Sangam CRM & Synapse Telephony

After understanding their key challenges and their implications, we deployed two of our solutions in Warmex. I.e. Synapse Telephony and Sangam CRM.
  • With Synapse’s IVR feature, WARMEX could automatically route the customer’s call easily to the concerned appliance team. This reduced the overall call duration time for ticket generation.
  • Because now Sangam had all the information related to the customer, the concerned Appliance team gets a pop-up of relevant information before/while addressing the customer call. 
  • The customer details available to call agents also include the Warranty details. This allowed agents to quickly verify the warranty status of the customer’s appliance for which the complaint is being raised. 
  • Now, since the HO team had all the data of service centres, they were able to allocate the ticket to the nearest service centre quickly.
  • With the help of Sangam’s OPR Dashboard, they can easily see the numbers of tickets raised customer-wise, area-wise, product wise and Month wise.
  • The HO team can also see the number of tickets allocated to each centre from the same Dashboard.   
  • With the help of Sangam’s report, they can easily identify the average time taken by the service centre to resolve the tickets (Customer complaints). 
  • Since the Service center/engineers also have access to Sangam, they can easily check the number of tickets allocated to them and their respective status. 
  • From the same ticket, service engineers can easily request spare parts. And the request gets reflected in HO’s CRM. This allows the HO team to quickly dispatch the spare parts to the service centre’s location.
  • Since the spare parts are requested from the CRM, service engineers can also check the status of each spare part they have requested, whether it has been dispatched or not. 
  • As the HO team now knows that the service team is requesting the new spare part, they know that the service team has faulty unworking spare parts. And this way, they can easily track the status of the return parts.
  • Apart from these, with the help of Sangam CRM, once the ticket gets assigned to service centres, Engineers immediately get all the information about the customer who has raised the ticket. 
And Customers who have raised the tickets get SMS alerts at different stages. They get SMS while Confirming the ticket, also when their ticket gets assigned to the service centre and also at the time when the service engineer is closing the ticket. And that’s how with the help of Sangam CRM and Synapse Telephony, enjay was able to help warmex address their challenges.

Start growing with Sangam CRM Today !

The Best CRM for Manufacturing Business.
Manage Sales, Marketing & Helpdesk.

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