Rayees Wani on AI-Driven CRM, Task Management Platforms, Unified Workspaces & SME Growth
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As Indian businesses increasingly move toward digital-first and mobile-led operations, the demand for unified platforms that combine CRM, collaboration, HR, and task management is growing rapidly. Bitrix24, a global digital workplace, has been steadily expanding its presence in India by addressing the unique operational and cultural needs of the market.
In this exclusive interaction with StartupTalky, Rayees Wani, Managing Director of Bitrix24 India, shares insights on how Indian companies are transitioning from fragmented tools to all-in-one platforms, the role of AI in transforming CRM and collaboration, and why empathy-driven customer and partner engagement is critical for long-term success in India. He also discusses Bitrix24’s focus on SMEs and how the platform is evolving into an AI-powered business assistant ahead of 2026.
StartupTalky: Rayees, to begin, could you briefly tell us about yourself and your role at Bitrix24 India?
Mr. Wani: I currently lead Bitrix24’s India operations. As Managing Director, my role involves driving growth in the Indian market, working closely with customers and partners, and ensuring that Bitrix24’s platform aligns well with the evolving needs of Indian businesses across industries.
Sanvi Barjatya
StartupTalky: You have worked across telecom, banking, ad-tech, and SaaS. How has this diverse experience shaped your approach to building Bitrix24’s India strategy?
Mr. Wani: Working across multiple industries has given me a broader outlook on how businesses operate at different scales and maturity levels. Each sector comes with its own operational challenges, compliance needs, and customer expectations. This diversity helps me approach Bitrix24’s India strategy with flexibility, understanding that there is no one-size-fits-all solution, and focus on building adaptable, scalable workflows that can work equally well for startups, SMBs, and large enterprises.
StartupTalky: Bitrix24 brings CRM, HR, chat, and task management into one workspace. Based on your recent client success stories, what common operational gaps do Indian companies face before moving to an all-in-one platform?
Mr. Wani: One of the biggest gaps is the comfort with fragmented, conventional tools. Many organizations operate with separate apps for CRM, communication, HR, and task management, simply because that’s what they are used to.
Other common concerns include data migration, companies worry about losing historical data, along with data security, especially among larger organizations. Additionally, many businesses lack access to experienced deployment teams or consultants who can guide them through the transition. These gaps often delay adoption, even though the long-term benefits are substantial.
StartupTalky: Many Indian businesses rely on scattered tools. What challenges do you see during their transition to Bitrix24, and how do you help them adopt a unified workflow smoothly?
Mr. Wani: The biggest challenge is change management. Not all employees welcome disruption, and transparency introduced by platforms like Bitrix24, through clear ROI and KPI visibility, can initially be uncomfortable.
Another challenge is mindset. Many organizations still view platforms like Bitrix24 purely as operational efficiency tools. In reality, they are now ROI-enhancing platforms. With AI embedded across modules, CRM, tasks, and collaboration, Bitrix24 helps businesses track metrics, forecast outcomes, and identify optimization opportunities across departments. Our role is to help companies see this larger value and support them with onboarding, training, and continuous guidance.
StartupTalky: Mobile-first operations are becoming crucial in India. How is Bitrix24 optimizing for mobile usage, and what level of business visibility can teams expect purely from the app?
Mr. Wani: Let’s be honest, mobile internet performance in India has its challenges. Despite that, Bitrix24’s mobile app is built for agility and seamless performance, making it one of the few platforms that can truly function as a business operating system on mobile.
From the app, teams can stay connected with their offices and headquarters, manage check-ins, attend online meetings, share data, and track tasks in real time. For many teams, especially field staff and distributed teams, the app alone provides sufficient visibility into daily operations and progress.
StartupTalky: Bitrix24 has a strong partner ecosystem globally. What is your roadmap for scaling partner revenue and reducing churn in the Indian market?
Mr. Wani: This is a very hard question, to be very honest. Indian partners, much like Indian customers, need a lot of hand-holding at every stage, and we have learned this through experience. However, the beauty of the Indian market is that once you serve it well, you can build relationships that last a lifetime. Not all OEMs understand or practice this level of empathy, often missing an important cultural aspect.
There are times when I personally speak to customers, genuinely trying to help, and they assume they are talking to a customer support executive. Only after the conversation, once the issue is resolved, do I tell them that I’m the Managing Director. And I’m absolutely happy to continue supporting them even after the purchase. That’s how trust is built in India.
StartupTalky: With AI transforming CRM, sales, and collaboration, what are the most practical AI use cases Bitrix24 is bringing to Indian SMBs and enterprises?
Mr. Wani: Bitrix24 has AI deeply integrated across its platform rather than offering it as a standalone feature. In CRM, AI assists with lead funneling, prioritization, and follow-ups. In task management, it helps create smarter checklists, automate workflows, and improve execution speed.
These are practical, day-to-day use cases that directly impact productivity and revenue, making AI less about experimentation and more about measurable business outcomes.
StartupTalky: India’s workforce culture is diverse, from distributed remote teams to traditional office setups. How is Bitrix24 helping companies standardize collaboration and communication across regions?
Mr. Wani: Bitrix24’s mobile app, intranet, and collaboration tools bring everything together for every team member. On-ground staff can make smart check-ins and share real-time updates from the field, while remote teams stay aligned with the vision and priorities set by team leaders.
Tasks, progress, and completions are visible to everyone involved, with instant notifications keeping team members and managers in sync at every stage. Whether teams are working on-site or remotely, communication remains consistent and transparent. That’s where the real beauty of the platform lies.
StartupTalky: Looking at 2026, what major shifts do you foresee in how Indian businesses will use CRM and digital workplace tools, and where will Bitrix24 be focusing its investments?
Mr. Wani: By 2026, CRM and digital workplace tools in India will move far beyond operational efficiency. Platforms like Bitrix24 will be seen as AI assistants, working alongside teams, supporting decision-making, and guiding execution at every step.
Bitrix24 will continue to focus strongly on SMEs, helping them adopt a unified platform that enables faster scaling while maintaining an eagle’s-eye view of every key business parameter. With AI simplifying execution across tasks and departments, businesses will be able to reduce costs and scale revenue more efficiently.
Vivek Dev Jacob
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