Today, I am honored to be speaking with Sameer Malhotra, Director and CEO of Shriram Automall India Limited (SAMIL). With over 30 years of industry experience, Sameer has established SAMIL as India’s largest Phygital Auction marketplace for pre-owned vehicles and equipment. Through his pioneering initiatives—like physical auctions and digital bidding platforms—Sameer has transformed the pre-owned automobile sector, empowering millions of buyers and sellers across India. Recognized as an innovator and influential leader, Sameer’s contributions to this industry have set new benchmarks for transparency, accessibility, and value creation. Let’s dive into his journey, achievements, and vision for the future of the pre-owned vehicle market.
Pioneering the Phygital Auction Market
Q: In 2011, you introduced the concept of physical auctions for used vehicles in India. What inspired you to take this approach, and how did you envision the growth of SAMIL at that time?
SM: The pre-owned automobile sector in India was highly fragmented and lacked transparency. My vision was to create a trustworthy and organized platform where buyers and sellers could interact with confidence. The concept of physical auctions came naturally as they foster transparency, encourage competitive bidding, and provide a sense of reliability. Back in 2011, we envisioned SAMIL as a catalyst for change—a bridge that could connect stakeholders and unlock immense value in the secondary market.
Integrating Physical and Digital Platforms
Q: With the transition to a phygital marketplace, what unique challenges did you face in integrating physical and digital platforms, and how did you overcome them?
SM: Combining the personal touch of physical auctions with the reach of digital platforms was challenging. The key hurdle was gaining trust in a largely offline-dominated market. We invested heavily in creating user-friendly technology while ensuring that it complemented the trust and transparency of physical auctions. Training our workforce and educating customers on digital adoption were vital steps. Over time, seamless integration, robust digital infrastructure, and consistent customer experiences helped us overcome these challenges.
Growth and Innovation at SAMIL
Q: Could you tell us about some key milestones in SAMIL’s journey that you are particularly proud of?
SM: Several milestones stand out. The launch of India’s first organized physical auction platform in Chennai in 2011 set the foundation. Over the years, we have had introduced Online Auction through Bids.Samil.In and CartradeExchange.com, Gold Auction and Property Auction. Introducing Phygital Auction through MySAMIL app and developing used vehicle & equipment price prediction too like ThePriceX have demonstrated our commitment to innovation. In the same line, we also provide Inspection, Valuation, and Background Verification services through Adroit Inspection Services Private Limited (Adroit Auto), a wholly owned subsidiary of Shriram Automall. Additionally, our foray into industrial auctions through Augeo and the expansion of our services into diverse segments highlight our adaptability and growth.
Following milestone are a testament to our trust among stakeholders:
80+ Lakhs listing of used vehicles & equipment and other assets
3.5+ Lakhs Bidding Events conducted
20+ Lakhs of transaction of different kind of assets
25+ Lakhs Registered Customers
38,000+ Cr. worth of Transactions
1+ Crore Inspections & Valuations through Adroit Auto
ThePriceX Advanced Tool
Q: ThePriceX is an advanced tool you’ve developed for valuing pre-owned vehicles. Can you elaborate on its role in improving customer transactions and how it leverages auction data?
SM: Every used vehicle & equipment is unique due to its different make, model, kilometres clocked, hours run, overall condition, sourced from different suppliers, varied locations, and so on. Each of these components has an impact on the ultimate selling and purchasing price of an asset. Therefore, in the used vehicles & equipment industry, it becomes difficult to compare with apples to apples approach for discovering valuing patterns and feature how things are performing throughout a significant stretch of time.
To solve all the problems over pricing, valuation and Shriram Automall launched ThePriceX that is a revolutionary tool that empowers customers with accurate and data-driven insights into vehicle valuation. It draws from our vast repository of auction data, analyzing factors like market trends, asset condition, and historical pricing. This transparency builds confidence among buyers and sellers, ensuring fair and swift transactions. By reducing ambiguities in pricing, ThePriceX enhances trust and expedites decision-making.
Customer-Centric Technology
Q: How has technology, particularly digital bidding and the MySAMIL App, played a role in enhancing the customer experience? What has been the customer response to these digital innovations?
SM: Technology has democratized access to our platform. Features like digital bidding and the MySAMIL app allow customers to participate in auctions anytime, anywhere, making the process convenient and inclusive. The response has been overwhelmingly positive, with a steady rise in digital participation and customer satisfaction. Our users appreciate the ease of access and transparency that these tools bring to the table. However, it still a long way to go where 100% customers will adopt Phygital Auction via MySAMIL App.
Q: With India’s push toward Digital India, how do you see the role of technology evolving in the pre-owned automobile sector in the coming years?
SM: Technology will be the cornerstone of the pre-owned automobile sector’s growth. From AI-driven valuations to blockchain-based transaction tracking, digital tools will enhance efficiency, transparency, and scalability. India’s Digital India initiative will further accelerate digital adoption in smaller towns, enabling deeper market penetration. At SAMIL, we are constantly evolving to stay ahead of these trends and ensure we remain the go-to platform for pre-owned assets.
Leadership and Strategy
Q: How do you define your leadership philosophy, and what qualities do you believe are essential for a successful CEO in today’s competitive landscape?
SM: My leadership philosophy revolves around empowerment, innovation, and integrity. A successful CEO must have a clear vision, the ability to inspire teams, and a commitment to creating value for stakeholders. Flexibility and a willingness to learn are equally crucial in navigating today’s dynamic business environment.
Q: Under your leadership, SAMIL has entered new segments, such as industrial auctions through Augeo. What inspired this diversification, and how do you see it contributing to the company’s growth?
SM: Diversification was a natural progression as we identified synergies between pre-owned vehicles and other asset classes. Augeo was born out of a desire to leverage our expertise in auctions for industrial equipment and other high-value assets. This move not only diversifies our revenue streams but also strengthens our position as a comprehensive asset disposal partner.
Corporate Social Responsibility (CSR)
Q: What motivated you to focus on CSR initiatives like the SAMIL Junior Einstein Education Scholarship, and how do they align with your vision for SAMIL?
SM: We at Shriram Automall always believe in giving back to society and holistic development of the pre-owned automobile ecosystem. As our customers belong to the transport fraternity, sometimes education takes a back seat for them; however we at Shriram Automall realize the value of good education and offer a scholarship program for their children to help them in continuing education without any hurdles.
SAMIL Junior Einstein – Education Scholarship Program was incorporated long back in 2013, as Shriram Automall’s Corporate Social Responsibility. The support is provided to a student belonging to economically weaker and underprivileged sections of society such as commercial vehicle owners, drivers, owner-cum-drivers, helper, cleaner, labour, worker, coolie, transporter to say a few.
Since the inception of this program, we have distributed well over thousands of scholarships and changed the lives of underprivileged students across India.
Q: How do you measure the impact of these CSR programs on both the communities you serve and the company’s overall culture?
SM: We measure impact through tangible outcomes, such as the number of beneficiaries and their success stories. Additionally, these initiatives foster a sense of pride and purpose within our organization, strengthening our culture of responsibility and compassion.
Phygital Auction: Building an Ecosystem for Pre-owned Vehicles
Q: What are the advantages of providing end-to-end solutions, and how does it contribute to better asset utilization in the economy?
SM: Our end-to-end solutions simplify asset ownership by addressing every stage—from parking and valuation to refurbishment and disposal.
Physical Auction: At over 135 Automalls across India.
Online Auction: Through our cutting-edge auction portals i.e. www.cartradeexchange.com and bids.samil.in.
Phygital Auction (Physical + Digital) Auction: Through my MySamilApp
SAMIL Parking Services: We offer parking services across 135+ strategic and secure locations
Inspections & Valuations by Adroit Auto: Across India with a stipulated Turn Around Time (TAT).
SAMIL Documentation Services: RTO services
SAMIL Financial Services: We serve our valuable end users with a finance facility to get the vehicles & equipment financed through STFC.
Repossession: We provide seizing/repossession facilities to our clients.
SAMIL Logistics Services: We provide a hassle-free logistics transportation & shifting services for all categories of vehicles, equipment & machinery.
SAMIL Insurance Services: We aid in taking insurance coverage via Shriram General Insurance.
The PriceX: Get unbiased price of your used vehicle & equipment
SAMIL Brandstore: We provide customized white labelled solutions and remarketing tools for OEM’s, Banks & NBFCs.
This integrated approach minimizes inefficiencies and maximizes asset value, ultimately contributing to better utilization in the economy.
Q: Can you share a memorable example of how SAMIL helped transform someone’s life?
SM: One of our customers, a truck driver, participated in an auction and successfully acquired his first truck. Today, he owns a fleet and credits SAMIL for enabling his entrepreneurial journey. There are numerous stories like this. It reaffirms our mission to empower individuals and businesses.
Past Experiences and Learnings
Q: How did your roles at Ritchie Bros. Auctioneers and SREI Infrastructure Finance shape your strategic thinking?
SM: These experiences taught me the nuances of asset management, global auction practices, and customer-centric business models. They laid the foundation for SAMIL’s unique approach to blending international best practices with the needs of the Indian market.
Q: What global insights have you incorporated into SAMIL’s approach?
SM: We’ve adopted transparency and efficiency as our guiding principles, inspired by global practices. Additionally, leveraging technology to ensure scalability and reach has been a key takeaway.
Phygital Auction: Future Vision and Industry Trends
Q: What trends do you foresee in the pre-owned vehicle and equipment marketplace, and how is SAMIL preparing for them?
SM: Key trends include the adoption of AI and IoT for smart asset tracking, increasing environmental consciousness leading to sustainable practices, and greater reliance on digital platforms. SAMIL is preparing by investing in cutting-edge technology, expanding our offerings, and deepening our market presence.
Q: What advice would you give to aspiring entrepreneurs and leaders aiming to make an impact in the pre-owned automobile sector?
SM: I believe every individual is gifted with unique qualities, but achieving success requires a combination of willpower, patience, and passion. In the same time, focus on building trust through transparency and innovation. Understand the customer’s needs deeply and remain agile in adapting to changes. A robust relationship with all stakeholders like buyers, sellers, clients and partners always plays a significant role in the success of any organization. Most importantly, stay committed to creating value for all stakeholders.
Thank you, Sameer, for sharing your journey and insights with us today. Your pioneering efforts in the pre-owned vehicle market have empowered millions, created substantial value, and set a gold standard for others to follow. We’re excited to see how SAMIL continues to drive innovation, growth, and positive change in the industry.
