Aditya Birla Capital Ltd (ABCL) has announced the launch of a suite of AI-driven innovations on its flagship Direct-to-Consumer (D2C) platform, ABCD, unveiled at the Global Fintech Fest (GFF) 2025. The new features mark a major step in the company’s digital transformation journey, aimed at delivering intelligent, hyper-personalised financial experiences to its customers.
Driving Digital Transformation with Generative AI
According to Pankaj Gadgil, Head – Digital Platforms and Payments Strategy at ABCL, the company’s focus on scalable AI deployment sets it apart from peers who are still at the proof-of-concept stage.
“Our vision is to build a future-ready enterprise that puts intelligence, foresight, and customer centricity at the forefront,” he said.
ABCL’s latest AI rollout underscores its goal of simplifying finance while strengthening its digital and physical customer touchpoints.
AI-Driven Tools for Business Efficiency
The company has launched four Generative AI (GenAI) productivity tools — Sales Assist, Service Assist, Audit Assist, and Marketing Assist — designed to enhance efficiency and empower teams across functions:
- Sales Assist provides AI-based training, real-time product insights, and role-play simulations for sales teams.
- Service Assist helps contact centre agents manage customer queries more efficiently by generating call scripts and automating responses.
- Audit Assist and Marketing Assist streamline back-office workflows, reducing turnaround time and improving accuracy.
ABCL is also integrating Agentic AI into customer-facing processes such as onboarding, underwriting, and claims management, with GenAI-powered voice bots being deployed to enhance tele-sales, customer service, and retention operations.
Aligned with ‘One ABC, One P&L’ Strategy
These innovations are part of ABCL’s ongoing ‘One ABC, One P&L’ transformation, built around the principles of ‘One Customer, One Experience, and One Team.’
The company has developed a robust omnichannel digital infrastructure through three major platforms:
- Udyog Plus – a B2B platform for MSMEs
- ABCD App – a D2C app for consumers
- Stellar – a B2D platform for distributors
These platforms have driven significant growth in reach and engagement. The ABCD app currently serves 6.4 million customers, while Udyog Plus has attracted 2.4 million MSME registrations, collectively managing assets worth ₹3,658 crore.
Strong Financial Performance
Between FY22 and FY25, Aditya Birla Capital has delivered robust, broad-based growth across its lending, insurance, and asset management businesses:
- Lending portfolio grew at a 33% CAGR, rising from ₹67,185 crore to ₹1,57,404 crore.
- Health and life insurance premiums expanded at a 23% CAGR, increasing from ₹13,867 crore to ₹25,579 crore.
- Total assets under management (AUM) surged from ₹3,70,618 crore to ₹5,11,260 crore.
This strong financial performance reflects the company’s successful execution of its unified digital and business strategy, enabling it to scale operations efficiently while enhancing customer value.
Summary
Aditya Birla Capital’s AI-led upgrade to its ABCD platform signals a decisive leap in digital innovation within India’s financial services sector. By integrating GenAI and Agentic AI technologies across sales, service, and operational workflows, ABCL is reinforcing its vision of building a future-ready, customer-centric enterprise under its ‘One ABC, One P&L’ strategy.
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