Tata Capital scales multilingual voice AI to elevate customer experience
Insights from
Shallu Kaushik
Chief Digital Officer, Tata Capital
“Voice-driven AI is reshaping customer engagement, moving beyond transactional touchpoints to more meaningful, personalized conversations at scale. With customers increasingly expecting immediacy and more contextual interactions, voice-led AI is emerging as a natural way to engage them across the loan journey, anchored by a strong human-in-the-loop framework that ensures accuracy, empathy, and trust.
Our partnership with Sarvam has enabled us to scale highly personalized, product and segment-specific conversations across the customer lifecycle. By embedding multilingual interactions across our consumer loan products, we are reaching more customers with greater relevance, breaking access barriers, and deepening engagement in a cost-effective manner.”
Shallu Kaushik
Chief Digital Officer, Tata Capital
Tata Capital's Background
Tata Capital Limited, the flagship financial services arm of the Tata Group, has emerged as one of India’s leading and most diversified financial institutions. With expanding portfolio spanning retail, corporate, and digital-first financial products, Tata Capital serves millions of customers across urban, semi-urban, and rural India.
As the organization scales its footprint and customer base, the need to deliver consistent, personalized, and accessible engagement at scale becomes imperative. To support this requirement, Tata Capital began embedding AI-led capabilities across its product and service ecosystem, leveraging multilingual conversational AI and voice-led automation across the loan value chain. With the objective of hyper-personalisation & superior customer experiences across geographies, without compromising efficiency or human oversight.
Business Context
Tata Capital’s expansion across customer segments and geographies amplified the need to support higher volumes, regional diversity, and evolving customer expectations.
The focus shifted to combining scale with contextual relevance using AI-led interactions to expand reach and accessibility, while ensuring conversations remained empathetic and seamlessly connected to human agents where needed.
Opportunities to Scale Through Collaboration
The priority was to establish a scalable, future-ready, multilingual engagement framework that could scale quickly, work reliably across Indian languages, and deliver natural, human-like conversations while seamlessly handle high-volume customer interactions.
The organisation focused on building an AI-powered engagement layer that could:
- Enable high-volume customer engagement without linear increases in cost or effort
- Support engagement volumes aligned to peak and seasonal demand
- Ensure consistent, auditable interactions across large engagement operations
- Engage customers through regional and mixed-language conversations
- Augment human agents’ efficiency
Implementation Framework
To power this transformation, Tata Capital deployed Samvaad, Sarvam AI’s enterprise-grade voice AI platform purpose-built for the Indian market.
Samvaad enables automated, conversational customer interactions in English and 10 Indian languages, allowing Tata Capital to engage customers in the language they are most comfortable with. The voice AI understands intent, handles mixed-language speech, and responds with appropriate tone and empathy, creating interactions that feel natural and human.
Built-in workflow controls and safeguards ensure conversations remain consistent and reliable. Today, a significant share of Tata Capital’s calling is handled through voice AI, with nuanced or judgment-intensive interactions seamlessly transitioned to human agents.
The Impact
- Scalability: Ability to run customer calling at very high scale without proportional increases in cost.
- Consistency: More consistent customer interactions with better coverage
- Expanded reach: Improved reach across geographies and language segments
- Higher human productivity: Human agents focussed on interactions requiring judgment and empathy
- Superior customer experience: Faster response times, language comfort, and consistent service quality