The fastest way is IndiaMART's Push API, set up from the Lead Manager in your seller account, which sends every new enquiry to your CRM in real time. Connect it to a CRM that assigns the lead and alerts the rep on WhatsApp, and your team can call the buyer within minutes instead of hours. Use a CRM key to import past leads, and email forwarding as a backup.
Why do IndiaMART leads go cold so fast?
An IndiaMART enquiry is rarely sent to you alone. A buyer looking for 500 kg of stainless steel fasteners or a 20 HP motor usually contacts several suppliers within the same few minutes, then talks seriously to whoever calls back first with a clear answer. If your enquiries sit in the seller app or an inbox until someone checks it in the evening, the buyer has often moved on.
The problem is rarely effort. It is plumbing. Leads arrive in one place, your sales team works in another (usually WhatsApp), and someone has to copy the details across by hand. Every hand-off adds delay, and every copy adds the chance of a wrong digit in a phone number.
What are the ways to move IndiaMART leads into a CRM?
There are four common routes. Most teams end up using two of them together.
| Method | Speed | Effort | Best for |
|---|---|---|---|
| Manual export to Excel | Hours to days | High, every day | Very low volumes, one-off clean-ups |
| Push API (real time) | Seconds | One-time setup | Every new enquiry, as it happens |
| Pull with a CRM key | Scheduled | One-time setup | Importing past leads and filling gaps |
| Email forwarding | Minutes | One-time filter | A backup route |
1. Manual export
You download enquiries from the seller panel and paste them into a sheet or CRM. It costs nothing to set up, but it is slow, depends on one person remembering, and stops the day that person is on leave.
2. Push API
IndiaMART can send each new enquiry to a web address (a "webhook") the moment it arrives. Your CRM gives you that address and you paste it into IndiaMART once. From then on leads flow in by themselves, usually within seconds.
3. Pull with a CRM key
Here your CRM asks IndiaMART for leads using a key generated in your seller account. It is the right way to bring in past enquiries, for example the last 30 days, so your history is complete from day one.
4. Email forwarding
IndiaMART also emails enquiry alerts. A Gmail or Outlook filter can forward those emails to an address your CRM reads. It is a useful safety net, but some alert emails hide the buyer's full phone number, so it works best alongside the Push API rather than instead of it.
How do I connect IndiaMART to Zublox, step by step?
Menu names on IndiaMART change from time to time, so treat these as a guide rather than exact labels.
- In Zublox, open Settings, then Lead sources, add IndiaMART and copy the URL shown on the card.
- In your IndiaMART seller account, open Lead Manager, find the import/export or CRM integration settings, choose the Push API option, paste the URL and confirm with the OTP.
- Send a test. Use the "Send a test lead" button in Zublox, or ask a colleague to send a real enquiry on one of your products. The card turns Connected and the lead appears in your pipeline.
- Import past leads. Generate a CRM key in IndiaMART (it can take up to a day to activate), paste it into Zublox and choose how far back to import.
- Check the field mapping: which pipeline stage new IndiaMART leads start in, and how product and quantity are saved.
Prefer not to touch settings? Our team does this with you during onboarding.
What should happen in the first five minutes after a lead arrives?
Getting the lead into a CRM is only half the job. The real gain comes from what happens next, automatically:
- Repeat-enquiry check. If the same buyer enquired last month, the new enquiry is added to the existing lead instead of creating a duplicate, and the rep who owns that buyer is told.
- Assignment. New buyers go to a rep straight away, for example the one with the fewest open leads, so nothing sits unowned.
- WhatsApp alert. The assigned rep gets the buyer's name, number, product and quantity on WhatsApp, where they will actually see it.
- A first message. A short, polite acknowledgement tells the buyer you have their requirement and will call shortly.
- A follow-up on the calendar. If the first call does not connect, the next attempt is already scheduled.
This is the difference between "we have an integration" and "we respond first". See how it works in Zublox lead capture, or read why the first hour decides most enquiries.
What are the common problems, and how do you avoid them?
- Duplicate buyers. Buyers often enquire about several products. Match on phone number, with the country code, so one buyer is one lead.
- Push stops quietly. If the address IndiaMART pushes to keeps failing, IndiaMART can switch Push off. Use a CRM that monitors each source and warns you when one goes quiet.
- Hidden phone numbers in emails. Some alert emails do not show the full number. Keep the Push API as your main route.
- Old leads living in Excel. Import your existing sheet before connecting IndiaMART, so returning buyers are recognised instead of treated as new.
A quick setup checklist
- Push API connected and a test lead received
- Past 30 days of leads imported with the CRM key
- Existing Excel leads imported first
- Every rep has a WhatsApp number on their profile
- Email forwarding set up as a backup
- A rule for leads that arrive after working hours
Frequently asked questions
Does IndiaMART have an API for CRM integration?
Yes. IndiaMART offers a Push API, which sends each new enquiry to your CRM in real time, and a pull option that uses a CRM key to fetch leads, including past ones. Both are set up from the Lead Manager settings in your seller account.
Can I import my old IndiaMART leads?
Yes. With a CRM key from your IndiaMART seller account you can import past enquiries. In Zublox you choose how far back to go, and buyers already in your CRM are matched by phone number instead of being duplicated.
What happens if the same buyer enquires again?
Zublox's repeat-enquiry detection matches the buyer by phone number. The new enquiry is added as a note on the existing lead and the rep who owns that buyer is alerted, so two reps never chase the same person.
Do I need a developer to connect IndiaMART?
No. It is a copy-and-paste setup: copy a URL from Zublox, paste it into IndiaMART and confirm with an OTP. Our team can do it with you during onboarding.