In a bold move that reshapes procurement in the media and entertainment sector, Tata Play, India’s leading DTH provider, has adopted Zycus’ advanced Autonomous Negotiation Agent (ANA) to convert tail spend from a persistent problem into a strategic advantage. Typically considered too fragmented, tactical, and low value for effective management, tail spend has often been overlooked in enterprise procurement. Tata Play is redefining this perception. With its extensive business presence and strong culture of operational innovation, Tata Play will now have Zycus’ AI-driven ANA handle its tail-end purchases. This agent not only automates processes but also negotiates, learns, and provides real-time value at scale.
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.”
This strategic transformation is poised to redefine efficiency within Facilities Management. By comprehensively capturing the entire tail spend, the initiative is engineered to deliver a 15% cost reduction while simultaneously elevating team productivity by liberating them from managing low-value transactions.
Zycus’ ANA, driven by the Merlin Agentic Platform, utilizes Agentic AI to independently manage multiple rounds of supplier negotiations, ensuring consistency, speed, and measurable results in complex, high-volume sourcing areas.
Aatish Dedhia, Founder & CEO of Zycus, said, ‘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.’
