Land Craft Paver paves the path to success using Zoho

Key results:

• Lead Management improved95%
• Stock tracking and Order Fulfilment improved 90%
• Invoice Management improved100%
• Manual error reduction 100%

The company

Headquartered in Gujarat, India, Land Craft Paver is a leading manufacturer of high-quality porcelain and ceramic tiles. Established in 2002 with a focus on 30 x 30 cm tiles, the company has since evolved into a global provider of versatile paving solutions, offering a wide range of sizes tailored for both indoor and outdoor applications.

With a strong commitment to innovation and manufacturing excellence, Land Craft became one of India's largest producers of 20 mm porcelain pavers in 2021. Building on this momentum, the company achieved a major milestone in 2024 by launching the world's largest porcelain paver production capacity.

Serving customers across the globe, Land Craft has earned its reputation for reliability, design excellence, and customer-centric solutions. The company continues to be a preferred choice for architects, designers, and developers thanks to:

• Faster delivery and service

• Extensive range of designs and sizes

• Design-oriented product development

• Advanced customization capabilities

Land Craft Paver remains committed to delivering enduring quality and aesthetic excellence in every tile.

The challenge

As a global porcelain tile manufacturer, Land Craft Paver faced several operational challenges that off-the-shelf CRM solutions couldn't address. Typical CRM systems aren't built to support the ceramic tile industry's unique workflows and sales processes.

"Unlike other industries, the ceramic industry cannot work with a standard CRM setup. We needed a system which was more flexible and could be customized based on our specific needs." — Dharmin Detroja, Director at Land Craft Paver LLP

The team was looking not only for a robust CRM, but for a more comprehensive business solution that would address the business's sales, marketing, and other operational needs.

Below are some of the challenges the team was looking to address:

• ‌Lead capturing and visitor tracking

• Tracking and managing product samples

• Streamlining production orders and batch-based order fulfillment

• Complex pricing due to variable packaging and logistics 

• Multi-currency payment management 

• ‌Automation of payment follow-ups

• ‌Advanced analytics and reports

The solution

Land Craft Paver selected Zoho's CRMPlus suite, a unified customer experience platform, to address these operational challenges, as it could accommodate industry-specific needs and offer a well-integrated system to connect all key areas of the business. However, the platform's true potential was unlocked when Land Craft Paver partnered with StrateWorks, a Zoho-authorized partner based in Gujarat, India.

Working closely together, Land Craft and StrateWorks conducted an in-depth analysis of the company's business processes and identified areas that required tailored solutions. They developed custom modules and implemented advanced automation, using Deluge scripts and custom functions to create unique workflows, custom fields, and relational data dependencies specialized for the ceramics industry. StrateWork's expertise in the industry helped the team design a system that once seemed like a dream.

Below are some of the key customizations implemented for Land Craft Paver.

Improved lead management powered by Zoho CRM and SalesIQ integration

To streamline and enhance lead management, Land Craft Paver used Zoho SalesIQ to track visitors and engagement on their website in real time. This enables the sales team to identify high-intent visitors and initiate timely interactions. The company configured custom lead capture forms in SalesIQ to push visitor information into Zoho CRM automatically—eliminating manual data entry and ensuring a seamless lead capture process.

To optimize the lead journey further, they implemented Zoho CRM's Blueprint feature to automate lead qualification and standardize sales workflow transitions. This ensures that leads are nurtured consistently, move through the pipeline efficiently, and follow a clearly defined process, which ultimately improves conversion rates and reduces lead leakage.

Automated triggers for efficient production planning using workflows

Operating with a just-in-time production model and no inventory, Land Craft Paver needed absolute accuracy in planning production volumes. Previously managed through Excel sheets, this process often resulted in mismatches, especially for customer-specific orders. To resolve this, the team implemented workflow automations in Zoho CRM that automatically trigger production unit details once the pro forma invoice is generated and approved by the customer. This ensures clear, real-time communication with the production team, eliminates manual errors, and brings consistency and speed to the production planning process.

Detailed customer profiling and logistics management with custom modules

To support Land Craft Paver's highly customized, batch-based order fulfillment model, detailed customer profiling and logistics tracking processes were essential. They implemented a tailored CRM structure to capture account profiles, including logistics-specific fields necessary for generating accurate pro forma invoices and invoices. This ensures that every shipment reflects customers' exact requirements and is destination-specific.

Additionally, they developed a custom module to record pallet packing details, which enables the team to track box counts per pallet and container and to maintain visibility into how goods are loaded. This granular data helps streamline container planning and reduces the chances of shipment errors.

Another critical customization involved managing product variations based on customer-specific branding, especially for dealers operating in different countries. Zoho CRM allows for flexible product SKU mapping and packaging details to match regional branding requirements—thereby ensuring consistency in delivery while catering to diverse market needs.

Automated quote and invoice management with intelligent pricing and logistics

To simplify pricing and improve accuracy in customer quotations, Land Craft Paver customized Zoho CRM's Quotes module to serve as a dynamic price list management tool for both dealers and direct customers. This enables Land Craft Paver to maintain and distribute customer-specific pricing with ease. To ensure data integrity, they've implemented validations to prevent duplicate product entries in quote line items and mapped product selection dependencies directly from the centralized Product Master module. This ensures that only relevant product combinations can be selected based on predefined rules.

In the Proforma Invoices and Invoices modules, the company introduced automation to eliminate redundant data entry and ensure consistency across documents. Logistics and pallet-specific details are intelligently fetched from the Accounts module, and product-specific pricing is auto-populated directly from the corresponding quote, streamlining the generation of accurate and compliant documents.

Additionally, to improve financial control, customer-specific credit limits and credit periods are captured and embedded into both the Proforma Invoices and Invoices modules. This enables the finance team to monitor customer exposure in real time, enforce credit policies effectively, and reduce financial risk while maintaining smooth order processing.

Real-time stock management

For Land Craft Paver, precise and automated stock tracking is paramount. Accordingly, they developed a custom Stock module in Zoho CRM that they integrated with the Accounts and Proforma Invoices modules. Upon selecting a proforma invoice, the system automatically fetches relevant details such as customer data, product specifications, and logistics information, which in turn eliminates manual entry and reduces errors during stock recording.

To streamline operations further, they configured Zoho CRM to automatically deduct stock when an invoice is created and its status is marked as "delivered." This ensures real-time stock updates aligned with each proforma invoice and for orders fulfilled in multiple batches. By replacing error-prone Excel sheets with automated workflows, Land Craft significantly improved accuracy, efficiency, and visibility across its entire fulfillment cycle.

Dynamic pricing engine for packaging and logistics variability

To manage pricing with greater accuracy and flexibility, Land Craft Paver implemented a customized pricing system in Zoho CRM that could adapt to variable packaging rules and logistics constraints. The solution automatically calculates product pricing based on factors like tile size, pallet weight limits (such as the 900 kg cap in the U.S.), and destination-specific shipping conditions. Additionally, the CRM was tailored to handle product variations tied to customer-specific branding and packaging requirements, which enabled them to map SKUs and packaging formats for each dealer or region, as well as to deliver precise quotes, maintain consistency across markets, and simplify pricing management at scale.

Workflow automation for sample management and payment follow-up

To streamline internal processes and reduce the need for manual coordination, Land Craft Paver implemented custom workflow automations in Zoho CRM for both sample tracking and payment follow-ups. They created a dedicated Samples Workflow Management module with a built-in Blueprint that enables the team to monitor the entire lifecycle of product samples, from production to quality check to delivery. Sales reps can also generate quotes and sample requests directly in the workflow to provide faster turnarounds and better visibility.

On the finance side, they introduced payment follow-up automation by triggering task creation whenever a proforma invoice status changes to "delivered". This ensures that due-date reminders are automatically assigned, helps sales reps stay on top of pending payments, and enables them to provide timely, proactive customer engagement without relying on manual tracking.

Empowering decision-making with advanced analytics and custom reports

To help teams make faster, smarter decisions, Land Craft Paver leveraged Zoho CRM's advanced analytics capabilities by setting up customizable reports and real-time dashboards tailored to their operations. These insights provide complete visibility across sales, marketing, and customer service functions. With easy access to live data like order statuses, follow-up timelines, and region-specific performance, users can monitor progress, spot bottlenecks, and take informed actions to drive better outcomes at every stage of the customer journey.

Simplifying global transactions with multi-currency payment management

To support its international client base, Land Craft Paver integrated multi-currency capabilities in Zoho CRM to enable easy payment handling across different countries. They customized the system to track transactions in local currencies while also factoring in real-time conversion rates. The result is a tool that makes financial reporting and reconciliation accurate and hassle-free and enables the finance team to manage global payments efficiently, maintain transparency with international clients, and eliminate manual currency conversions during invoicing and follow-ups.

Benefits and ROI

After transitioning to Zoho, Land Craft Paver achieved significant operational improvements across multiple business functions. The implementation centralized customer data, streamlined communication, and provided complete visibility into leads, quotes, production, and dispatch—all within a unified platform.

Key results and measurable benefits include:

• Lead management efficiency: Improved by 95% through better tracking, automated follow-ups, and real-time visibility.

• Quotes, proforma invoices, and invoice management: Improved by 100%, as the CRM enables users to fetch past pricing and customer-specific price lists, which are critical for accuracy and speed in the tile manufacturing business.

• Stock tracking and order fulfillment: Improved by 90%, as production and shipment tracking are now directly linked to PIs and customer orders. Additionally, bulk order turnaround times have decreased from 30 days to significantly shorter cycles.

• Manual errors and miscommunication: Land Craft Paver saw a 100% reduction in manual errors thanks to precise CRM automation, which eliminates data mismatches and duplicated communications.

• Sample tracking and production coordination: Sample request-to-delivery time reduced from 12 days to just two days with automated workflows and real-time tracking.

• Comprehensive customer visibility: Enhanced pipeline management and access to key customer data—such as logistics details, loading information, and pricing history—have provided a 360° customer view in CRM and SalesIQ.

• Connected ecosystem: With all Zoho apps integrated, the team now operates via a single connected platform, which improves collaboration, transparency, and overall productivity.