Procol, an Agentic AI procurement platform, has announced that it has enabled Zuari FarmHub, part of the Adventz Group, to accelerate its freight procurement cycles by up to 95 per cent while achieving nearly 6 per cent cost savings through AI-led sourcing and real-time price discovery.
Zuari FarmHub, an agri-tech solutions provider, operates in a highly dynamic and season-driven environment, where freight demand fluctuates across regions, routes, and timelines. Traditionally, its procurement processes relied on manual request for quotes, offline negotiations, and fragmented workflows, resulting in limited visibility, slower turnaround times, and sub-optimal price discovery.
A media statement said that Zuari FarmHub partnered with Procol to digitise and centralise its freight sourcing operations. By leveraging Procol’s AI-powered sourcing suite, including smart RFQs, real-time e-auctions, and analytics dashboards, the company streamlined vendor communication, improved participation, and enabled structured, data-driven procurement.
Quicker procurement
The introduction of real-time e-auctions enhanced price discovery, while custom approval workflows ensured faster and compliant decision-making. Additionally, centralised spend analytics provided complete visibility across locations, strengthening audit readiness and enabling more strategic sourcing decisions, it said.
As a result, procurement cycles that previously took up to two-three months have now been reduced to near real-time execution, with certain logistics sourcing events completed within minutes.
Quoting PC Kaveriappa, Joint General Manager, Zuari FarmHub, the statement said: “After evaluating multiple platforms, Procol emerged as the best fit for our needs. We’ve reduced negotiation timelines from months to real-time procurement. The platform is easy to use for both our team and vendors, and has helped us achieve measurable business outcomes.”
Gaurav Baheti, Founder and CEO of Procol, said that freight procurement in dynamic, multi-location businesses requires speed, transparency, and adaptability. “With Zuari FarmHub, we are demonstrating how AI-led sourcing and real-time auctions can transform procurement into a strategic, high-impact function,” Baheti said.
Published on May 5, 2026