As India’s MarTech landscape rapidly evolves, global customer relationship management (CRM) leaders HubSpot and Salesforce are intensifying efforts to secure their positions in one of the world’s fastest-growing digital economies. While Salesforce continues to deepen its enterprise foothold, HubSpot is making strategic inroads among India’s startup and mid-market ecosystem.

This report outlines the comparative positions of the two platforms in India across key parameters including market penetration, user base, AI innovation, sector-specific use cases, and cost-effectiveness.

Market Presence and India Expansion

Salesforce remains a dominant player in the global CRM market with a 21.8% share and FY 2024 revenue of $34.86 billion. In India, the company surpassed ₹9,116 crore ($1 billion) in revenue, marking a 36% year-on-year growth. Its workforce of 13,000 employees and the inauguration of Salesforce Tower in Bengaluru underscore its long-term commitment to the Indian market.

HubSpot, on the other hand, officially entered the Indian market in 2025 and has since partnered with over 70 domestic organizations. The platform has seen significant traction globally, growing revenue from $883 million in 2020 to $2.6 billion in 2024, with an active user base exceeding 216,000 customers.

Target Audience and Adoption Trends

Salesforce continues to cater primarily to large enterprises and highly regulated sectors such as banking, financial services, healthcare, and retail. Indian companies like Apollo Hospitals and HDFC Life rely on its capabilities for data governance, security compliance, and deep customization.

HubSpot is gaining traction with startups, D2C brands, SaaS firms, and digital agencies, particularly for its user-friendly interface, quick deployment, and integrated sales-marketing automation. Its appeal lies in serving digital-first organizations seeking agility and scalability.

AI Capabilities and Innovation Focus

Salesforce’s Einstein AI framework powers advanced functionalities such as lead scoring, sales forecasting, and multilingual coaching. These features are tailored to enterprises managing complex workflows and multi-channel customer journeys.

In contrast, HubSpot’s newly launched AI Studio and agent.ai tools are designed to democratize AI usage. These offerings allow smaller teams to automate workflows, generate insights, and personalize campaigns without requiring technical expertise, aligning well with India’s growing SMB sector.

Sales Uplift and Business Impact

Both platforms report tangible improvements in business outcomes for their users:

• HubSpot users have observed a 28% improvement in sales productivity and a 25% increase in revenue within the first six months of adoption.
• Salesforce customers, including major global brands such as IBM, report improved conversion rates and pipeline transparency through AI-enabled tools.

Pricing Models and Onboarding Timelines

HubSpot’s freemium model and modular pricing structure offer a low entry barrier, especially attractive to resource-conscious firms. Salesforce, while more expensive, provides deep functionality and custom integrations, often necessary for large-scale implementations.

Scalability and Customization

Salesforce stands out for its integration capabilities, third-party app compatibility, and customization options suited to global enterprises. However, these strengths come with a requirement for dedicated technical staff and longer implementation cycles.

HubSpot offers limited customization but prioritizes ease of use and quick scalability, making it suitable for growth-stage companies that value speed over configurability.

Developer and Partner Ecosystem

Salesforce maintains one of the world’s most comprehensive CRM ecosystems. Its Trailhead learning platform and extensive developer community support continuous innovation and talent development. In India, its partner network spans consulting firms, IT service providers, and cloud specialists.

HubSpot is actively building a localized ecosystem with certified trainers, resellers, and technology partners. The company is expanding support for popular Indian tools and platforms, positioning itself as a flexible choice for domestic digital businesses.

Sectoral Penetration and Use Cases

Salesforce maintains strong penetration in IT services, healthcare, financial services, and government verticals, areas that demand robust compliance and high-level integrations.

HubSpot has seen growing adoption in sectors like eCommerce, edtech, media, and digital marketing, particularly among bootstrapped and venture-backed businesses looking for ROI-focused MarTech stacks. The company is now aiming to extend its presence in mid-market enterprises.

Strategic Outlook: India’s CRM Landscape

India’s MarTech growth is being driven by increased digital adoption, a maturing startup ecosystem, and rising expectations around customer experience. As businesses navigate the shift from manual to AI-powered CRM processes, both HubSpot and Salesforce present viable but distinct paths forward.

HubSpot: Ideal for Startups and Agile Teams

With a focus on accessibility, fast go-to-market, and integrated tools, HubSpot has become a platform of choice for India’s digital disruptors. Its lightweight model suits firms seeking speed, value, and ease of use, particularly those in early to mid-growth stages.

Salesforce: Built for Scale and Complexity

Salesforce remains the platform of choice for organizations with legacy systems, multi-regional operations, and regulatory obligations. Its depth of features and AI infrastructure aligns well with large Indian enterprises undergoing digital transformation at scale.

Choosing the Right CRM for India

India’s CRM adoption is moving beyond traditional sales tools to intelligent, scalable, and AI-augmented platforms. Salesforce and HubSpot represent two ends of this evolving spectrum—one built for deep enterprise functionality, the other for speed and simplicity.

As Indian businesses chart their MarTech roadmaps, the decision between Salesforce and HubSpot will rest on organizational maturity, sectoral needs, and long-term digital goals. The market is large and diverse enough to support both contenders, each shaping the future of CRM in India in their own way.