The lead question every B2B founder asks.
If you run a manufacturing, sourcing, or B2B services business in India, the question of where your leads come from is existential. And most businesses are getting this wrong — either over-investing in platforms that don't convert, or ignoring channels that would.
Here's an honest comparison of the two most common options — and what the data actually shows.
IndiaMART: What it is and when it works
IndiaMART is India's largest B2B marketplace, with millions of buyers actively searching for suppliers across every product category. The paid "Star Supplier" plans give you premium listing placement, verified status, and lead notifications.
When IndiaMART works well:
- You're in a category with active buyer search volume (raw materials, packaging, machinery, commodity products)
- Your product/service can be clearly described in a catalogue format
- You can respond to enquiries fast (within hours, not days)
- You have the team to handle volume enquiries and filter for quality
When IndiaMART doesn't work well:
- Your offering is complex or consultative (e.g. project-based services)
- Your ideal client doesn't search IndiaMART (D2C founders often don't)
- You don't have capacity to filter high enquiry volume for low-quality leads
- Your price point is premium — IndiaMART buyers are often price-sensitive
Cost: Paid plans typically run ₹30,000–₹1,50,000+ per year depending on tier and category. ROI depends entirely on your conversion rate and average deal value.
Direct outreach: What it is and when it works
Direct outreach means identifying your ideal clients and contacting them proactively — via WhatsApp, LinkedIn, email, phone, or in person.
When direct outreach works well:
- You have a specific, well-defined ideal client profile
- Your offering is consultative or relationship-driven
- Your average deal value is high enough to justify the time per lead
- You have a warm network or can get warm introductions
When direct outreach doesn't work well:
- You need volume (outreach is slow per lead)
- Your team isn't disciplined about consistent follow-up
- You don't have a clear, compelling value proposition to lead with
- You're targeting a large, diffuse market with no clear profile
The honest verdict
Neither channel is universally better. The right answer depends on what you sell, who you sell it to, and what your team can execute.
For most B2B manufacturing and services businesses in India, the highest-ROI approach is a combination:
IndiaMART for inbound volume in commodity or catalogue categories. Direct outreach for high-value, consultative, relationship-driven sales. Referrals as the flywheel that makes both more efficient over time.
The worst outcome is spending heavily on IndiaMART in a category where buyers don't search, or spending months on direct outreach with no clear ICP (Ideal Client Profile).
The VP23ARK perspective
At VP23ARK, our own lead strategy uses both channels at different stages — IndiaMART for inbound supplement and personal care enquiries, direct outreach for specific target clients, and referrals as the primary engine for our highest-value engagements.
We've also helped clients set up and optimise IndiaMART profiles, run direct outreach campaigns, and build referral programmes as part of our digital transformation practice.
