How Brother India Pvt Ltd Elevated Customer Engagement with Agentic AI on WhatsApp

Overview

Brother India Pvt Ltd is a trusted name across India, Japan, North America, and Europe renowned for its print and imaging, labelling, and sewing solutions. With a wide range of printers and devices, precise product information and responsive post-purchase support are paramount to shaping the brand experience for customers. With customer interactions shifting to conversational channels like WhatsApp, and customer queries getting more nuanced and intent-driven, Brother teamed up with Haptik to build an AI agent on WhatsApp. The objective was to enable a more intelligent, scalable approach to support discovery, troubleshooting, and service.

35%
Uplift in product recommendations
97%
Reduction in bot breaks
60%
Increase in FAQ automation
4
Languages supported (English, Hindi, Tamil, Hinglish)
35%
Uplift in product recommendations
97%
Reduction in bot breaks
60%
Increase in FAQ automation
4
Languages supported

(English, Hindi, Tamil, Hinglish)

Haptik is a fantastically committed team. They truly understand their business and they go really deep to understand their customer's issues.

mvs murthy
MVS Murthy,

Head – Marketing & Digital

Challenge

While the earlier rule-based bot was effective for basic navigation, it struggled to support the full breadth of customer needs, ranging from pre-purchase to post-purchase troubleshooting and service.

 

  • Automation plateaued: The rigid, menu-based bot was constrained by its limited understanding of intent, narrowing its ability to handle open-ended customer queries.

  • Narrow product discovery: Customers with purchase intent had no access to product catalogs or guided recommendations, and leads were not captured for sales follow-up. 

  • Reduced troubleshooting and service access: Customers requiring guidance or service support had to follow rigid menu paths, with no flexibility to raise service requests.

  • Language support: The rule-based bot struggled to engage multilingual audiences, increasing drop-offs for non-English speakers.

Solution

With the need for a more adaptive conversational layer that could identify intent, enable self-serve, and support customers through their journey - Brother India Pvt Ltd chose Haptik as its Conversational AI partner to design and deploy an LLM-powered AI agent on WhatsApp.

 

  • Automated lead generation: The AI agent engages in multilingual conversations in English, Hindi, Tamil, and Hinglish - increasing FAQ automation by 60% while capturing qualified leads that are synced with the CRM for timely sales follow-ups.

  • Personalized product recommendations: Agentic AI surfaces relevant printer models based on user queries, removing the need for static catalogs or menu-based navigation. This intent-led approach reduced bot breaks by 97%, together with 35% increase in product recommendations for queries with purchase intent.

  • Post-purchase support: Powered by LLMs and enriched with model-specific FAQs via a dedicated API, the bot accurately resolves issues like “error indicators” and “paper jams”.

  • WhatsApp-based outlet search: By enabling instant access to nearby store locations within chat, the AI agent removed friction from the purchase journey.
PLATFORM
WhatsApp
Use-Cases
Product Discovery, Locate Service Center, Post-Purchase Support

Customer expectations today are defined by immediacy and relevance, prompting us to embrace a smarter, AI agent-led approach to engaging customers. Deploying the AI agent on WhatsApp increased the depth of our support ecosystem, enabling customers to discover products, resolve issues, and access support on demand. Haptik’s agentic AI capabilities and collaborative mindset were instrumental in shaping this journey, and laying the foundation for how we see customer engagement evolving going forward.

Matthew Yohannan
Mathew Yohannan

GM - Service & IT

End Result

This shift from rule-based logic to intelligent, intent-led conversations unlocked measurable impact across key journeys. The solution was architected for real-world customer behaviour, creating flexible entry points and supporting conversations in English, Hindi, Hinglish, and Telugu. Together, these capabilities transformed WhatsApp into a high-performing engagement channel.