Collaboration under the fifth cohort of the Maruti Suzuki Incubation Program focuses on AI, sustainability, software development, and customer experience
New Delhi, India: (June 29, 2026) Maruti Suzuki India Limited has announced collaborations with five technology startups under the fifth cohort of its Maruti Suzuki Incubation Program (MSIP), reinforcing the company’s commitment to fostering innovation through the startup ecosystem. The selected startups, MiniMines, Easework AI, Sarvam AI, Siftly, and CodeMate AI, will work with Maruti Suzuki to develop solutions aimed at improving operational efficiency, enhancing customer engagement, and advancing sustainability initiatives.
The incubation program is conducted in partnership with the Nadathur S. Raghavan Center for Entrepreneurial Learning (NSRCEL), the startup incubation hub of the Indian Institute of Management Bangalore (IIM Bangalore).
Driving Innovation Through Startup Collaboration
The latest partnerships form part of Maruti Suzuki’s broader open innovation strategy, which brings together emerging technology companies and industry expertise to address evolving business challenges.
The selected startups will collaborate across a range of strategic areas, including artificial intelligence, workflow automation, battery recycling, multilingual customer engagement, software development, and digital brand visibility.
Commenting on the announcement, Hisashi Takeuchi, Managing Director and Chief Executive Officer of Maruti Suzuki India Limited, said:
“At Maruti Suzuki, we believe collaboration with startups plays an important role in driving practical innovation and addressing real-world business challenges. We are pleased to welcome five new startups into our innovation ecosystem. Their solutions will contribute to improving customer engagement, strengthening operational efficiency, accelerating software development, and supporting our sustainability objectives, including the responsible recycling of end-of-life lithium-ion batteries.”
Startups to Address Key Business Priorities
Each startup has been selected to support a specific business function aligned with Maruti Suzuki’s long-term innovation roadmap.
MiniMines will develop environmentally responsible solutions for recycling end-of-life lithium-ion batteries while recovering valuable raw materials, supporting the company’s sustainability initiatives as electric mobility continues to expand.
Easework AI will deploy agentic artificial intelligence to automate procurement workflows associated with indirect consumables, helping streamline internal business processes and improve operational efficiency.
Sarvam AI will develop multilingual generative AI-powered customer engagement agents designed to enhance communication and service experiences across multiple customer touchpoints.
Siftly will leverage generative AI technologies to strengthen Maruti Suzuki’s digital brand visibility and marketing effectiveness through intelligent content and audience engagement solutions.
CodeMate AI will introduce artificial intelligence-driven software development tools aimed at accelerating the creation and deployment of business applications used across the organization.
Building a Strong Startup Innovation Ecosystem
Maruti Suzuki has steadily expanded its innovation platform over the past seven years to encourage collaboration with India’s growing startup ecosystem.
During this period, the company has evaluated approximately 7,400 startups, engaged with more than 250 ventures, and established long-term partnerships with 38 startups whose solutions have been integrated into various business functions.
The company’s innovation initiatives are designed to identify emerging technologies with the potential to improve manufacturing, mobility, sustainability, customer experience, and enterprise operations.
Multiple Programs Supporting Mobility Innovation
Maruti Suzuki currently operates several innovation-focused initiatives tailored to startups at different stages of growth.
The Maruti Suzuki Accelerator, launched in 2019, works with growth-stage startups to co-develop advanced technologies for the automotive manufacturing and mobility sectors.
The Maruti Suzuki Incubation Program, introduced in 2020 in collaboration with NSRCEL at IIM Bangalore, focuses on nurturing early-stage technology startups developing next-generation mobility solutions through mentorship, business guidance, and access to academic and entrepreneurial resources.
The Mobility Challenge, launched in 2021, provides a platform for mature startups to showcase emerging mobility technologies and innovative business solutions.
In 2023, the company introduced Nurture, a pre-incubation initiative developed with IIM Calcutta Innovation Park to support idea-stage entrepreneurs working on future mobility concepts.
More recently, FundRays, launched in partnership with the Indian School of Business (ISB), Hyderabad, helps alumni startups from Maruti Suzuki’s innovation programs strengthen investment readiness and access growth capital.
Strengthening Innovation for the Future of Mobility
As the automotive industry undergoes rapid transformation driven by electrification, digitalization, artificial intelligence, and sustainability, collaborations between established manufacturers and technology startups are becoming increasingly important.
Through initiatives such as the Maruti Suzuki Incubation Program, the company aims to accelerate the adoption of emerging technologies while supporting India’s startup ecosystem and advancing the development of future mobility solutions.
About Maruti Suzuki India Limited
Maruti Suzuki India Limited is India’s largest passenger vehicle manufacturer and a subsidiary of Suzuki Motor Corporation, Japan. The company offers a comprehensive portfolio of passenger vehicles and continues to invest in advanced manufacturing, sustainable mobility, digital transformation, and customer-centric innovation.
Through its various startup engagement and innovation programs, Maruti Suzuki works with entrepreneurs, technology companies, academic institutions, and industry partners to develop practical solutions that address evolving business and mobility challenges.
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Maruti Suzuki India Limited
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Email: corp.comm@maruti.co.in
Website: www.marutisuzuki.com
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