Gwalior-based Salesforce partner is taking on global SIs through speed, vertical IP and Southeast Asia expansion

A focus on faster implementations, healthcare-focused intellectual property and regional acquisitions is helping Plus91Labs compete against larger system integrators while expanding beyond India.

As competition intensifies across the technology services market, smaller partners are increasingly being forced to find new ways to differentiate against larger system integrators.

For Plus91Labs, the answer is not scale.

Speaking to CRN India, Jyoti Singh, co-founder of Plus91Labs, said the Gwalior-headquartered Salesforce partner is building its growth strategy around faster implementations, healthcare-focused intellectual property and expansion across Southeast Asia.

The company, which employs over 150 people from its headquarters in Gwalior, is also investing in consulting, industry-specific solutions and new technology partnerships as it looks to broaden its revenue streams and expand its international footprint.

According to Singh, the combination of speed, vertical expertise and regional presence is helping the company compete in markets traditionally dominated by much larger players.

Speed becomes a differentiator against larger competitors

Competing against firms such as Infosys, Wipro and Deloitte requires a different approach than simply matching their scale.

According to Singh, speed has emerged as one of Plus91Labs' biggest advantages.

While large system integrators often bring extensive resources and global delivery capabilities, they can also face longer implementation cycles and more complex decision-making structures. Smaller firms, Singh argued, can move faster.

She said projects that may take “six to nine months at larger organisations” can often be delivered in two to three months through Plus91Labs' delivery model.

The company has invested in industry-specific accelerators and pre-built frameworks designed to reduce implementation timelines and help customers realise value more quickly.

"We have created industry-specific solutions with accelerators that can be deployed rapidly. In some cases, customers can start seeing value within a month," Singh said.

The company also increasingly positions itself as a consulting-led implementation partner rather than a pure technology deployment firm.

According to Singh, customers are looking for partners that can challenge existing processes and recommend improvements rather than simply execute technical requirements.

"We don't just implement technology. We deliver outcomes," she said.

That approach reflects a broader shift in which implementation services are becoming increasingly commoditised, and customers are placing greater value on business outcomes, process optimisation and domain expertise.

Healthcare becomes the company's long-term IP bet

While many Salesforce partners continue to derive most of their revenue from services, Plus91Labs is investing in proprietary solutions.

Healthcare has emerged as one of the company's most significant focus areas.

The company currently serves the healthcare professional (HCP) segment, developing applications that help medical representatives plan interactions, engage with healthcare professionals and manage prescription-related workflows.

According to Singh, many of these processes have seen relatively little innovation over the past decade, creating opportunities for modernisation.

The company has built its healthcare platform on Salesforce and is positioning it as a scalable solution that can be deployed across both large urban centres and smaller markets.

"The solution is designed to be easy to use and scalable, including for users in tier-2 and tier-3 cities," Singh said.

The healthcare strategy also highlights a larger trend underway within the partner ecosystem. As implementation services become competitive, more partners are attempting to build repeatable intellectual property that can be scaled across customers and industries.

According to Singh, over 10,000 users are already using the company's healthcare platform.

The firm is now expanding beyond medical representative solutions into hospital management and patient-focused offerings as it looks to deepen its presence in the healthcare sector.

Healthcare and manufacturing currently represent two of the company's strongest verticals, although additional industry-specific solutions are expected in the coming years.

Southeast Asia expansion begins with an acquisition

Geographic expansion has become another major pillar of the company's growth strategy. Rather than entering Southeast Asia organically, Plus91Labs chose to acquire Singapore-based Pixely.

According to Singh, trust played a major role in that decision.

Building a new brand from India and establishing relationships across Southeast Asia would likely have taken years. Acquiring an existing local company provided immediate market access, customer relationships and regional credibility.

"Trust is a very important factor in Southeast Asia. Acquiring an existing local brand helped us build credibility much faster," Singh said.

The acquisition also provided local talent and a stronger understanding of customer expectations in the region.

However, Singh acknowledged that expanding across geographies brought important lessons.

Initially, the company attempted to replicate delivery models that had been successful in India. That approach proved difficult because customer expectations, cultural norms and operating environments varied significantly across Southeast Asia.

As a result, the company revised delivery frameworks, estimation models and operational processes to better align with local market requirements.

According to Singh, understanding local culture has become one of the most important lessons from the expansion journey.

The company has since begun exploring additional international opportunities, including the Middle East, where it is applying many of the lessons learned from Southeast Asia.

Gwalior remains central to the company's identity

Despite its international ambitions, Plus91Labs continues to operate from Gwalior, a city not typically associated with India's technology industry.

The company was founded on the belief that talented professionals should not have to leave their hometowns to build successful technology careers.

According to Singh, talent availability has never been a significant challenge.

Many professionals actively seek opportunities that allow them to remain close to their families while working on global projects.

The model has also created operational advantages.

Running a technology business from a tier-2 city offers lower operating costs compared with major metropolitan centres while also helping improve employee retention.

Today, the company employs over 150 people in Gwalior, with several employees having spent seven to eight years within the organisation after being trained internally.

Singh said the larger challenge was not talent acquisition but building confidence that a globally competitive technology company could emerge from a tier-2 city.

That perception, she believes, is gradually changing.

Future growth may come through new partnerships

While healthcare, international expansion and industry solutions are expected to drive growth, Singh said the company's immediate focus remains on scaling.

That includes expanding consulting capabilities, growing its industry-specific offerings and increasing its presence across international markets.

The company is also evaluating opportunities beyond Salesforce as it looks to diversify future revenue streams.

According to Singh, technologies such as SAP and Snowflake are among the areas being explored as potential growth opportunities.

For now, however, the emphasis remains on building scale rather than pursuing financial milestones.

"We are focused on scaling up, building new revenue streams and expanding our industry-specific solutions," Singh said.

If those efforts are successful over the coming years, an IPO could eventually become a possibility.