Mumbai: In a landmark move for procurement innovation within the media and entertainment sector, Tata Play, India’s leading DTH provider, has adopted Zycus’ Autonomous Negotiation Agent (ANA) to transform tail spend management into a strategic growth lever.
Traditionally dismissed as too fragmented and low-value to optimize, tail spend is now at the center of Tata Play’s AI-powered sourcing strategy. Backed by the Merlin Agentic Platform, Zycus’ ANA leverages Agentic AI to autonomously handle multiple rounds of supplier negotiations—delivering scale, speed, and measurable outcomes in complex procurement scenarios.
“This isn’t just about incremental automation,” said Jaswinder Saini, VP & Head of Supply Chain Management at Tata Play. Zycus’ ANA fundamentally changes our sourcing approach. We’ve shifted from manual tail-spend firefighting to strategic, large-scale negotiations—speeding up decisions, maximizing savings, and enabling our procurement team to focus on higher-priority tasks.”
Tata Play’s initiative is expected to deliver a 15% cost reduction, while significantly boosting productivity by freeing teams from managing time-consuming, low-value transactions—especially within Facilities Management, a traditionally tail-heavy function.
Aatish Dedhia, Founder & CEO of Zycus, added, “Tata Play’s strategy demonstrates what we call ‘deep value procurement.’ It’s not merely about controlling costs — it’s about revolutionizing organizational perspectives on procurement. With our Agentic AI platform, Tata Play isn’t just keeping up with future trends — they’re shaping them.”
This move reaffirms Tata Play’s commitment to innovation and operational excellence, marking a defining moment for AI-driven procurement transformation in India’s media landscape.
