Plum, India’s vegan beauty pioneer with 100% vegan, cruelty-free beauty sold online and on shelves nationwide, deployed Ananya, a Sagepilot AI employee trained on Plum’s catalog, policies, brand voice, and order systems, across WhatsApp, email, web chat, and the phone line. Ananya resolves close to nine in ten tickets end to end and held the line when Birthday Sale volume jumped 12x.
Plum’s support runs at a scale most consumer brands never reach, across WhatsApp, email, and web chat. The patterns repeat relentlessly: shipping and delivery, order and payment, returns and refunds, and a steady stream of delivery-failure cases where every quiet hour makes a return-to-origin more likely. During the Birthday Sale, daily tickets jumped 12x, a swing no human roster can flex up for and then unwind a week later.
Ananya is connected to Plum’s order, logistics, and returns systems so she resolves instead of only replying. She checks live tracking, schedules reattempts, initiates returns, answers product and ingredient questions, and routes the cases that genuinely need a human with context already attached. Plum’s human agents work Indian business hours; Ananya covers nights, weekends, and the gaps between shifts.
Across a recent 30-day window, Ananya resolved 88% of the tickets she touched end to end. 98% of Plum’s replies were AI-generated, and email became one of the fastest channels: 4 in 5 tickets handled by Ananya closed within two replies. During the Birthday Sale, AI resolution held between 86% and 94%, with the best days of the month landing mid-surge. Voice runs as a blended operation, AI and humans on the same line, with the majority of calls handled by Ananya and 24/7 AI coverage on the line. Delivery-failure cases are caught before returns, with Ananya reading live shipment status, confirming whether the parcel is still in the courier network, and booking the reattempt before return-to-origin becomes unavoidable.
Deployment phased across WhatsApp and the website widget (Phase 1), email (Phase 2), order/logistics/returns integrations (Phase 3), and voice (Phase 4). Today the deployment holds 88% of tickets resolved by AI in a blended voice operation, with sale weeks that no longer need a war room.
Details
- City
- Mumbai
- Organization
- Plum (vegan beauty brand)