Overview

91Leads CRM is a cloud-based system for capturing leads, assigning them to sales teams and managing follow-up. It is best suited to Indian startups and SMBs that want sales pipeline tools alongside calling and business operations features. The ₹199 per active user monthly entry price is modest, but GST and paid add-ons affect the actual cost.

Key features

Lead capture covers Meta Ads, websites, WhatsApp, IndiaMART, Justdial and other sources. List and pipeline views, custom fields, lead history, bulk upload and admin tools give teams ways to organize the resulting workload. Routing rules, territory routing, round-robin assignment and lead qualification can help teams distribute inquiries and prioritize follow-up, especially when multiple reps or territories are involved.

Automation includes AI lead scoring, nurturing, drip campaigns, behavior-based triggers and A/B testing. That range can suit teams building repeatable follow-up programs, although the plan details do not establish which automation functions are included in CRM Basic. Named integrations include Facebook Lead Ads, Google Sheets, APIs and webhooks, as well as WhatsApp, Indian property portals and other lead sources—a useful mix for businesses collecting inquiries across channels.

Calling offers one-click dialing, reminders, call tracking and recordings. Recordings require a separate add-on, cost ₹299.00 INR per month and are retained for three months; the add-on also has a three-month minimum billing period. Mobile access includes real-time notifications and in-app calling and email, but it requires an internet connection.

Beyond sales, the feature set includes task management, inventory, invoicing, expenses and attendance. These modules may help businesses consolidate operational work, but several are separate add-ons rather than inclusions confirmed for the base plan. The maker describes workflows for automotive, real estate, healthcare, education, insurance and travel businesses.

Pricing

CRM Basic costs ₹199.00 INR per month per active user, billed monthly, with 18% GST added. It includes mobile app access and email and chat support. The per-user price makes it accessible for a small team, but costs rise with active seats and the base plan should not be assumed to include separately priced modules.

Video Call Meeting: Free, with 1,000 minutes each calendar month. After that, usage is ₹0.20 per minute + GST; top-ups start at 1,000 minutes for ₹200 + GST. Unused minutes do not carry forward.
Attendance add-on: 99.00 INR per month per user for attendance tracking and records.
Logo Update add-on: 99.00 INR per month per user to use a company logo in the CRM header and sidebar.
White Label Service add-on: 199.00 INR per month, billed every six months, with a five-user minimum; the minimum starts at ₹5,970 + GST.
Quotation, Expense Management, Task Management and Invoicing add-ons: each costs 199.00 INR per month per company for its respective workflow.
Call Recording add-on: 299.00 INR per month, with a three-month minimum billing commitment and three-month recording retention.

The seven-day free trial requires no card and can be canceled anytime. There is no free plan. GST, seat-based charges and module add-ons are important to include when comparing the headline base price with a team's likely bill.

Platforms

91Leads supports Android, iOS, web and API access. Mobile use depends on an internet connection, so it is not a fit for teams that need the CRM to work offline.

Who it's for

Consider it if you run an Indian startup or SMB and need to bring marketplace, messaging and web leads into a routed sales process, with optional calling and business operations tools. It is less compelling for buyers who require a free plan, offline mobile access or a predictable all-in price covering every module.

Pros and cons

Pro: Lead capture and named integrations span multiple channels, including IndiaMART, Justdial, WhatsApp and property portals, helping teams centralize varied inbound sources.
Pro: Routing, territory assignment, round-robin distribution and lead qualification address practical needs for teams with multiple reps.
Pro: Optional calling and operations modules extend the system beyond pipeline tracking.
Con: CRM Basic is charged per active user, GST is added, and multiple operational features cost extra, so the entry price is not an all-in team price.
Con: Call recording brings a three-month minimum commitment and only three months of storage.
Con: Mobile functionality requires an internet connection, and video meeting minutes reset each calendar month.

Alternatives

Lead Routing Software is a broader directory for comparing lead-routing products.
Mixdesk is worth considering if a free plan matters; its free tier has 10 conversations and 10 connected channel accounts, with no AI messages.
Cargo offers a free plan with 100 credits, making it an option for buyers seeking a no-cost starting point.
Lead Dispatcher has a free Starter plan for up to five reps, with smart routing rules, Slack dispatch and HubSpot integration.
Distributely is another freemium option for buyers comparing lead distribution tools.
Follow Up Boss is a paid alternative with lead-source and website connections, lead distribution, Smart Lists, Action Plans and calling in its Grow plan.
Gradient Works offers a free tier with five rep users, one Carve scenario and basic Bookbuilder features.
InstaChime has a free plan for one workspace, two users and 50 leads per month, with basic routing and email alerts.
Lead Distro AI is a paid alternative with a Call Tracking Only plan that includes two seats, while call usage is billed separately.

Verdict

91Leads CRM is a sensible choice for Indian startups and SMBs that need multi-source lead capture, sales routing and the option to add calling or business operations workflows. Its main advantage is the breadth of those connected functions at a low starting price; its main drawback is that GST, active-user billing and add-on costs can raise the total, while mobile access depends on internet connectivity. Choose it when those integrations and modular tools fit your workflow, and look elsewhere if you need a free plan or want core operations features included in one fixed price.

	91Leads CRM	Badger Lead Routing
Free plan		No
Free trial	Yes	Yes
Paid from	₹99/mo	$16/mo
Platforms	Android, api, iOS, Web	Android, api, iOS, Web, Windows
Free plan	No	No
Routing rules	Yes
Territory routing	Yes
Round-robin assignment	Yes
Lead qualification	Yes
Workflow automation	Yes
Webhook support	Yes
Paid from		16 /mo
Lead capture		No
Lead routing		Yes

91Leads CRM vs Badger Lead Routing

91Leads CRM

Badger Lead Routing