Context
Building a Strong Partnership to Win — Efficiency and Scale #2030
Over the past five years, SingleInterface and TATA Motors have built something that goes well beyond a vendor-client relationship — a shared platform, shared data, and a shared understanding of what it takes to drive retail at hyperlocal scale across 2,500+ locations. The results speak to the depth of that partnership: retail share of hyperlocal grown from 13.8% to 26%, CPL reduced by 43%, and ₹49,560 Cr in retail revenue influenced.
The opportunity ahead is equally significant. As EV adoption accelerates, dealer networks expand, and AI reshapes how consumers discover and evaluate vehicles, the next five years will demand even tighter integration between platform, data, and on-ground execution. This is a partnership that is built for that moment — with the groundwork already being put in place.
Five years of location-level performance data is now feeding directly into our AI planning models — and this is a compounding advantage. AI thrives on data, and our proprietary models get sharper for every location with every passing month. The CPL and CPGF improvements already demonstrated are, in part, a product of this. This is the right moment to capitalise on what has been built — not step back from it.
It is in this spirit that this proposal is presented. Despite holding a contracted rate of ₹3,600/location/month with a 10% annual increment clause, SingleInterface has not sought a revision to platform fees — nor allowed payment delays or commercial gaps to affect the quality or continuity of service delivery. We have taken a long view. This proposal is built on the same philosophy: a structure that reflects the value already created, expands what is delivered, and positions both organisations for the scale and efficiency that #2030 demands.
Across both modules
Common value-adds — built for the partnership
🔀
Lead Routing Platform (Co-gent)
Intelligent lead allocation to dealers · Rule-based routing logic · Full allocation visibility
✓ Built & operational
📡
CAPI Integration for Meta
Conversions API · Improved signal quality · Better attribution for paid campaigns
✓ Live
🔁
Reverse Sync of Lead Status
Lead status synced back from TATA Motor's DMS · Closed-loop reporting · Outcome-based optimisation
⟳ In pipeline
🎛️
Dealer Subscription Management Platform
Self-serve dealer budget controls · Service activation at dealer level
⟳ In pipeline
🔗
Aggregator Integrations
Single source of lead management for dealers · All aggregator leads consolidated · Eliminates duplicate handling
⟳ In pipeline
🧠
Audience AI
5,000 unique phone numbers analysed/month free · Conversion Likelihood Index (CLI) Score · CLI model built in consultation with TATA Motors
✓ Included
🎯
AI-Supported Location Level Media Planning
5 years of location-level performance data fed into AI models · Media planning continuously calibrated to deliver on targets · Budget allocation informed by historical intent signals at dealer level
✓ Operational
📦
Location Level Stock Signals — Nameplate Level
Stock availability signals at nameplate level to assist media planning · Prevent spend on unavailable models · Align paid and organic messaging with ground inventory reality
⟳ Demo beta ready · In pipeline FY26–27
🎁
3 Months Free Trial — All New Products
All new services introduced in the Hyperlocal Marketing Stack — Paid or Organic — come with a 3-month free trial. During the trial phase, SingleInterface will co-create implementations to fit TATA Motors' specific business use cases at no additional charge. This includes product configuration, integration support, and iteration based on ground feedback.
✓ Applies to all new stack additions · Co-creation support included · No charges during trial
Included — price applicable after free limit is reached
Voice Bot — Additional Usage
Beyond 2,500 mins/month free allowance · Billed on actuals
₹8/min
Audience AI — Additional Analysis
Beyond 5,000 unique phone numbers/month · On-demand Conversion Likelihood Index scoring
₹5/number
AI Generated Creatives
Priced on actuals at launch
Actuals on launch
Contract-linked discounts — apply on each module independently, stackable
| Commitment | Discount | Paid rate /loc/mo | Organic rate /loc/mo |
|---|
| No commitment | — | ₹2,400 | ₹1,350 |
| 5-year contract commitment | −2.5% | ₹2,340 | ₹1,317 |
| 5-year location lock-in | −2.5% | ₹2,340 | ₹1,317 |
| Pre-payment on media | −5.0% | ₹2,280 | ₹1,283 |
| All three combined — maximum discount | −10.0% | ₹2,160 | ₹1,215 |
Discounts are stackable and independent. All commitment-based discounts structured on a 5-year term.
The integrated argument
Paid and Organic on one platform — compounding returns.
When a customer searches for a Nexon near their location, they see both a paid result and an organic listing. Review quality, listing accuracy, and content relevance influence which they click — and that click feeds back into paid audience modelling. GBP engagement signals inform paid targeting. Paid conversion data improves organic content strategy. On the same platform, these feedback loops operate in real time. Five years of cross-channel data compounds into an increasingly precise picture of intent — at the location level, the model level, and the season level. The performance improvements seen across CPL, CPGF and conversion rates are a direct product of both channels being optimised together, on the same data.
|
−43%
CPL reduction
|
108 M
Organic views 2026
|
42.9%
Lead → GF conversion
|
5 yrs
Cross-channel data
|
The compounding advantage of a unified platform: Paid audience models trained on organic engagement data. Organic content priorities informed by paid conversion signals. Call analytics shared across both channels. Audience AI scoring applied to both paid targeting and organic content. This cross-pollination — built over five years across 2,500+ locations — is what drives ₹135 CPL, 42.9% lead-to-GF conversion, and ₹6.93 Cr of value per location. A unified platform is not just operationally efficient — it is structurally more effective.
Cost of transition
What a change actually costs
May 2026 pilot pause — 184 locations paused for 10–11 days across PV and EV. At just 7.3% of the network, here is what it cost.
4,348Leads lost
1,195Green Forms lost
153Bookings at risk
109Potential retails lost
~₹12 CrEstimated revenue impact
6–12 moNew agency ramp-up
Hidden costs of switching — never appear in a rate card
🔌
API & Platform Integrations
Every connection — Meta, Google, CRM, DMS, inventory feeds — rebuilt from scratch. Dev cost, testing cycles, and go-live risk at every step.
Estimated: ₹25–40 L one-time
🧠
Business & Market Understanding
5 years of audience data, seasonal patterns, model-wise intent signals, dealer insights — all resets to zero. A new agency starts blind.
4–6 months suboptimal performance
📍
Zonal Manager Connects
Working relationships across all zones — zonal managers, DSMs, dealer principals — take 3–6 months to build before any coordination can happen effectively.
Operational lag: 1 full quarter minimum
📋
SOPs & Process Setup
Approval workflows, creative sign-offs, escalation matrices, reporting cadences — all need to be documented and embedded again from scratch.
Lost velocity for 60–90 days
🎓
Training & Onboarding
Dealer staff, regional teams, zonal coordinators trained on SI's systems all need retraining. Across 2,500+ locations, this is a major coordinated effort.
2,500+ locations to re-onboard
📉
CPL Degradation During Ramp
Any new agency starts CPL at ₹220–260 vs current ₹135. That extra ₹85–125/lead across 2,400 paid locations costs significantly more in media spend.
₹85–125 extra CPL for 6–12 months
A 30% reduction on the current rate represents a saving of approximately ₹750/location/month on paid and ₹405/location/month on organic. The May 2026 pilot demonstrated that pausing 184 locations for 10–11 days resulted in 109 potential retail losses and ~₹12 Cr in estimated revenue impact. The platform fee funds the infrastructure that prevents this at scale.