Madurai-based jewellery business modernizes its customer outreach with Bigin.

The company

Some businesses begin with a plan; Sri Anu Jewellers began with a father's dream. Rooted in the heart of Madurai, a city based in southern India, this family-run business is now led by Arun, the CEO and second-generation entrepreneur behind the business. The company started in 1997 as a wholesale business supplying jewellery to local retailers, but over the years, they've shifted their focus to retail and digital presences. Presently, the company is heavily investing in social media, and now have a follower count of 140,000 on Instagram and a team who specifically follows up with customers from this channel.

The business has grown into a 40-member team, operates a physical retail store, and is steadily moving from wholesale to retail. And as Arun looks ahead, the company's focus is on shipping pan-India and scaling the business.

The challenge

Like most traditional businesses, Arun and his team started their digital journey by using Excel spreadsheets to manage the store's walk-in customers—which was working fine at first. But as they slowly invested more in SEO and online marketing, and as more and more leads came in from different social media platforms, keeping track of them became difficult.

Important details were getting scattered, and following up on time was starting to feel like a challenge because of the sheer volume of leads. As all of this was happening, Arun knew he had to explore the possibility of having a CRM tool that could help the team manage both online and offline leads in one place.

The solution

Anu Jewellers were already using Zoho Books, so they knew what Zoho products could offer. While exploring Zoho's website, Arun came across Bigin, signed up for a quick trial, and started with a single user license. From there, the onboarding team stepped in and helped him set up the account.

They started by creating forms with Bigin's form builder and shared them through their Instagram bio. Every inquiry from the form now lands directly in their sales pipeline. At the same time, the team runs ads on Meta, and Bigin helps them track exactly how many inquiries come in through these campaigns via lead capture forms. Inside the pipeline, leads are segmented based on the type of metal requested (gold or silver). The sales team captures customer details (along with jewellery weights) using custom fields, and whenever the weight crosses a certain limit, an automation triggers an alert that tells the admin to prioritize the lead and push them to purchase.

Their website also uses Bigin's WhatsApp integration, which enables the team to respond to customer inquiries while automatically recording chats in the CRM. Form links are shared through WhatsApp as well, and submissions are directly added to the pipeline.

Since outbound calling is a big part of their business—whether it's to inform customers about products coming back in stock, share dispatch updates, announce ongoing offers, or handle inquiry calls—Arun wanted every conversation to be tracked. This led to their integration with TeleCMI, whereby all call logs and recordings are now available in Bigin's Calls module.

When a product sells out but a customer shows interest, the team assigns them a tag to make it easy to filter and reach out once the product is back in stock.

Benefits and ROI

With WhatsApp and social media inquiries unified in one system, Arun now has complete visibility into upcoming deals and their progress.

Automated deal allocation also gives his admins better insights into regular follow-up activities and makes it easier to see who's on track and where gaps may exist.

Looking forward

Arun still has a lot to explore in Bigin, but his focus is specifically on using Bigin's payment links to bring all customer payment details directly into the CRM and link them to their respective records.