Maruti Suzuki India Limited has partnered with five technology startups—MiniMines, Easework AI, Sarvam AI, Siftly and CodeMate AI—to co-develop innovative solutions aimed at enhancing operational efficiency and improving customer experience across multiple business functions.
The selected startups are winners of the fifth cohort of the Maruti Suzuki Incubation Program (MSIP), the company’s flagship startup engagement initiative designed to foster innovation through collaboration with emerging technology ventures.
MSIP is conducted in partnership with the Nadathur S. Raghavan Centre for Entrepreneurial Learning (NSRCEL), the startup incubation hub of the Indian Institute of Management Bangalore (IIM Bangalore).
Through the collaboration, the selected startups will work closely with Maruti Suzuki to develop and deploy solutions across various business areas, leveraging technologies such as artificial intelligence, automation and advanced digital tools to address operational challenges and create enhanced customer experiences.
The initiative reflects Maruti Suzuki’s continued focus on open innovation by partnering with India’s startup ecosystem to accelerate digital transformation and drive business excellence through scalable technology solutions.
Mr. Hisashi Takeuchi, Managing Director & CEO, Maruti Suzuki India Limited said, “At Maruti Suzuki, we have been actively working with startups to co-create innovative and practical solutions to address real business challenges. We are delighted to collaborate with five more startups. One of these startups, MiniMines, will support us in safely recycling end-of-life batteries, while the other four startups will help improve customer engagement and drive efficiency across our business operations.”
Details of the startups and project areas:
| Startup | Solution |
| MiniMines | Environment-friendly recycling of end-of-life Lithium-ion batteries and extraction of precious materials |
| Easework AI | End-to-end workflow automation of procurement process related indirect consumables using agentic AI |
| Sarvam AI | GenAI agents, with multilingual support, for better customer interaction across all touchpoints |
| Siftly | Use of Generative AI for enhancing brand visibility |
| CodeMate AI | Use of AI for faster development of software applications used in business processes |
About Maruti Suzuki’s Innovation Programs:
Maruti Suzuki has built multiple programs to provide the right direction and support to startups in developing innovative solutions to help solve real-world business problems. In its journey of 7 years, around 7,400 startups have been screened, over 250 startups were engaged and 38 of these startups have been onboarded as partners, delivering value to our business.
Some of the major programs are:
- Maruti Suzuki Accelerator: Launched in January 2019, through this program, Maruti Suzuki fosters open innovation in the automobile manufacturing and mobility space, by collaborating with growth- stage startups to co-create cutting-edge technological solutions
- Maruti Suzuki Incubation Program: Started in August 2020 with an aim to nurture technology enabled startups defining future of mobility. NSRCEL supports the program by identifying high‑potential mobility startups in early-stage, providing hands‑on expert mentorship, and offering access to IIM Bangalore’s rich academic and entrepreneurial ecosystem
- Mobility Challenge: Initiated in June 2021 to explore new age technologies and help startups in mature stage to showcase their cutting-edge innovative solutions in the mobility space
- Nurture: Started in 2023 as a Pre-Incubation Program for idea-stage startups in collaboration with IIM Calcutta Innovation Park
- FundRays: An investment readiness program for Maruti Suzuki Innovation alumni startups, launched in September 2025 in partnership with ISB Hyderabad
