Cars24 · Central Operations
Control Room CRM
Turning internal operating workflows into a product.
Context
At Cars24, I was Senior Program Manager - Central Operations. I owned the transformation of central-operations workflows into an in-house CRM, connecting lead and order handling, documents, payments and escalations within a common platform.
Problem
Manual coordination required teams to move information between tools and manage cases through disconnected processes. The CRM brought those workflows into a shared operating system with consistent rules and visibility.
Delivery scope
The delivery program ran for 10 months and covered a pan-India rollout. I coordinated a 14-person cross-functional engineering team and an external design agency, aligning requirements with marketing, legal, finance and compliance.
My role
I owned product definition and delivery from PRDs and high-fidelity Figma wireframes through engineering sprints, QA, deployment and post-launch iteration. I coordinated UAT and A/B testing and carried rollout feedback into subsequent improvements.
Turning policies into product behavior
I defined a Document Rule Engine for document validation and compliance across case types. A backend control panel covered assignment rules, cost approvals and serviceability configuration, making operational policies configurable within the system.
What shipped
The CRM brought together case handling, document processing, two-way payments and analytics. More than 10 third-party APIs connected the wider workflow, including Exotel, PubSub and Zendesk for communication, real-time operational visibility and escalation handling. Agent-facing BharatRTO workflows connected field requirements to the central operations platform.
Outcome
The CRM reduced manual operations by 70% and added INR 2.0–2.5 million in monthly revenue, approximately $21K–26K using the FBIL reference rate dated Oct 9, 2026. These are results for the overall CRM platform.
Looking ahead
For future rollouts, I would define baselines and event instrumentation before release, then track throughput, handling time, adoption and exception rates together.