India’s cricket ecosystem, a blend of tradition and technology, is entering a new phase with a strategic partnership between SG (Sanspareils Greenlands), the country’s leading cricket equipment manufacturer, and Salesforce. The collaboration marks the first time India’s cricket equipment industry is embracing large-scale digital transformation, reflecting how legacy sports businesses are increasingly aligning with global technology platforms.
Founded in 1931, SG has long been synonymous with Indian cricket, manufacturing bats, balls, and protective gear used by generations of professional and amateur players. The company, which continues to be the official supplier of cricket balls for international and domestic matches in India, has now set its sights on reimagining operations with artificial intelligence and cloud-driven solutions provided by Salesforce.
The initiative is designed to modernise SG’s supply chain, strengthen customer engagement, and enhance operational efficiency through AI-powered insights. According to executives, the transformation will digitise functions across manufacturing, distribution, and retail, helping the brand respond to evolving consumer demands while staying competitive in an increasingly global marketplace.
For SG, the collaboration comes at a time when India’s sporting goods market is expanding rapidly. Industry reports estimate the market will reach $6 billion by 2027, with cricket equipment accounting for a significant share. Rising demand from grassroots cricket academies, e-commerce sales, and international exposure has increased the need for brands to become more agile and responsive.
Salesforce’s AI and data capabilities will help SG unify fragmented workflows. This includes tracking demand in real time, automating customer interactions, and optimising inventory to meet seasonal and event-driven spikes. A central focus of the partnership is leveraging AI to provide actionable insights from consumer data, allowing SG to personalise experiences for retailers and end-users alike.
The partnership also reflects how sports equipment manufacturers are being pushed to innovate in the post-pandemic era. As online purchasing becomes the norm, customers expect personalised recommendations, faster delivery, and seamless after-sales service. By digitising its engagement model, SG hopes to replicate the customer-centricity of modern retail within a traditional manufacturing context.
Industry analysts view the move as a signal of India’s wider adoption of enterprise technology in sports and lifestyle businesses. The entry of Salesforce, a global leader in CRM and AI-driven solutions, underscores how cricket equipment—a category deeply rooted in heritage—is now being reshaped by digital-first strategies.
Executives involved in the partnership stressed the importance of balancing tradition with technology. The company aims to preserve its artisanal legacy of hand-crafted cricket bats while embedding digital intelligence into processes that determine scale and efficiency. “We are not replacing tradition; we are enhancing it with tools that help us deliver better to the modern cricketer and consumer,” an SG spokesperson explained.
AI integration will also allow the company to predict trends in cricket gear consumption, optimise distribution for domestic and export markets, and ensure quality consistency across large-scale production. Enhanced visibility into supply chains is expected to improve vendor management, reduce waste, and shorten the time from manufacturing to retail shelves.
For Salesforce, the partnership highlights the growing scope of AI adoption in non-traditional industries. The company has expanded its footprint in India across financial services, retail, and government, and now sports equipment manufacturing represents a new frontier. The collaboration also aligns with Salesforce’s global push to demonstrate the applicability of AI beyond digital-native sectors.
The success of this initiative will likely set a benchmark for other sports equipment manufacturers in India. With the cricket economy tied closely to both grassroots participation and global broadcasting revenues, digitising its ancillary industries could create ripple effects across the larger sports ecosystem.
As India continues to position itself as a hub for both sports and technology innovation, partnerships like SG and Salesforce demonstrate the convergence of heritage brands with global digital leaders. The outcome of this collaboration could redefine how cricket equipment is made, sold, and experienced by millions of players worldwide, blending tradition with the transformative power of AI.