Three Divisions on One CRM, Synced Two Ways with Dynamics 365
An in-house CRM retired across three divisions, with Dynamics 365 syncing both ways and one customer master behind it.
An in-house CRM replaced across three divisions, with two-way ERP sync and one customer master
Italia Ceramics Limited (Italia Group)
India
Zoho CRM and HRMS implementation with ERP integration
Phased transition from the in-house CRM with operational continuity
Client overview
Italia Group is an Indian ceramics and building materials manufacturer operating a multi-division, channel-driven sales model across its Tile, Mosaic and Adhesive divisions.
Business challenges
Italia Group sells through channel partners across three divisions, and the in-house CRM behind that model could no longer hold the governance the business needed.
- An in-house CRM carrying leads, accounts, opportunities and orders, with no room to grow
- No clean separation between the Tile, Mosaic and Adhesive divisions, so users saw data that was not theirs
- Duplicate accounts and contacts across divisions, with no single customer master
- Lead capture arriving from website, exhibitions, social media, WhatsApp, email and referrals with no standard process
- Microsoft NAV and Dynamics 365 Business Central holding orders and dispatch, with data duplicated by hand into the CRM
- HR run on spreadsheets and fragmented tools across all three divisions
What they needed
- A single centralised CRM replacing the in-house system without interrupting operations
- Division-level data segregation with controlled cross-division visibility for senior management
- Validation rules and access requests to keep the customer master accurate
- Standard lead, opportunity and deal processes across every division and region
- Secure two-way ERP integration covering masters, orders, dispatch, invoicing and payment
- One HRMS covering the full employee lifecycle from recruitment to exit
Our solution
Kelevo replaced the in-house CRM with Zoho CRM built around the group multi-division model, then integrated it with the ERP and unified HR on the same platform.
- Single centralised CRM — leads, accounts, contacts, opportunities, quotations and sales orders in one system, transitioned from the in-house CRM without breaking operations
- Division-wise governance — Tile, Mosaic and Adhesive data separated, with users limited to their own division and controlled cross-division visibility for senior management
- One customer master — duplicates eliminated, with validation rules, access-request mechanisms and clear ownership alongside controlled secondary access
- Standardised processes — lead capture from website, exhibitions, social media, WhatsApp, email and referrals, opportunity creation for genuine channel enquiries, and one deal lifecycle across divisions
- Two-way ERP integration — secure, scalable synchronisation with Microsoft NAV and Dynamics 365 Business Central covering customer and master data, sales orders and status, and dispatch, invoicing and payment information
- Unified HRMS — employee data, attendance, leave, payroll, recruitment, email and expenses on one platform, automating the lifecycle from recruitment through onboarding to exit
Key features delivered
- Division-level access control Users see their division, leadership sees across.
- Deduplicated customer master Validation rules stop the duplicates returning.
- Six lead sources, one process Exhibitions to WhatsApp, all handled the same way.
- Two-way ERP sync Orders, dispatch and payment status without re-keying.
- Role-based dashboards Executive, regional manager and leadership views.
- Employee lifecycle Recruitment to exit standardised across three divisions.
Business impact
3
Divisions segregated on one CRM
2-way
Dynamics 365 integration
1
Customer master across divisions
Full
Employee lifecycle automated
Related case studies
Case Study
Branch purchase requests and machinery breakdowns handled informally, with no approval trail
Two Zoho Creator applications for procurement and maintenance, integrated with Zoho Books
Two custom Creator applications governing procurement and machinery maintenance across every branch
Case Study
Shop mapping, budgets, quotations and pipeline all living in separate spreadsheets
Zoho CRM with seven custom modules for machine mapping, budgeting and retention, plus Zoho Inventory
714 customers and 310 products moved off spreadsheets into one CRM built around machine-level selling
Case Study
Zoho Books · Zoho Creator · Zoho CRM · Zoho Expense · Zoho One · Zoho Payroll · Zoho People · Zoho Projects · Zoho Recruit · Zoho Sign
Recruitment, HR, payroll, finance and project delivery each running on their own manual process
Zoho One across Recruit, People, Payroll, CRM, Books, Projects, Expense and Sign, plus a Creator asset app
Hiring, HR, payroll, finance, projects and IT assets running on one governed platform
Looking for a similar Zoho transformation?
A 45-minute call with a Zoho architect maps your processes to the right products and gives you an indicative scope.