# Instagram DM Automation for Mumbai Brands > Instagram DM automation in Mumbai for boutiques, home bakers and studios: AI replies to DMs and comments, product carousels, lead capture and calls. Source: https://business.mysmartassistant.ai/blog/instagram-automation-mumbai · Published 2026-10-23 · Language: English · Publisher: MySA Business (https://business.mysmartassistant.ai) Instagram DM automation in Mumbai means every "price?", "L size hai?" or "can I come for a trial?" gets a correct answer within seconds, even while you are on a local train or busy at the counter. MySA Business answers DMs and comment questions from the Business Details you approved, sends a product carousel when someone comments a keyword, saves the numbers interested customers share, and can place an AI phone call when a customer agrees to one. ## Mumbai shops whose storefront is a phone screen Mumbai is India's financial and entertainment capital, and its fashion and film world sets trends the rest of the country follows on Instagram. Many boutiques, designer-wear labels, home bakers, dance studios and salons here get most new enquiries from a reel, not a walk-in. The catch is timing: customers scroll on their commute, and a DM sent at 9 pm and answered next morning often belongs to someone who has already bought elsewhere. ## What Instagram DM automation in Mumbai looks like with MySA Connect your Instagram Business account with Facebook Login and choose the Business Details category the AI answers from. Then: - **Grounded answers.** Each DM is answered from what you approved: prices, sizes, alteration policy, timings, delivery areas. If a detail is missing, the AI does not invent one. - **The customer's language.** A DM in Marathi, Hindi, English or Hinglish gets a reply in the same language. - **Reply timing.** Immediately, or after 5, 10, 15 seconds or a custom wait of up to 30. A shopper who sends "hi", "this one", "price", "L?" in four bubbles gets one useful answer. - **Live inbox.** Your team sees every conversation and can type a reply by hand at any time. Nothing is handed to a person automatically; staff join when they choose. ## Comments: four modes and comment-to-DM Comment auto-reply is set per account: **Off**; **Public reply** under the comment; **Private reply (DM)**, which keeps prices off the public feed; or **Hybrid**, a short public acknowledgement plus the full answer by DM. Only comments that ask something get a reply, so "Stunning!" stays a compliment. For a launch, a keyword rule is often sharper. Add a comment rule to a saved template for one post or all posts, and everyone who comments the word, say *LOOKBOOK*, receives that template privately. The full flow is on [Instagram comment to DM automation](/instagram-comment-to-dm). ## Templates that show the collection A template is either text with up to three images, or cards with an image, a title and up to three buttons; several cards become a swipeable carousel. Buttons open a link, start a WhatsApp chat or offer a call. A template goes out when a DM contains its keyword, when a comment rule matches, or when the AI decides it fits, guided by a "when to send" note you write. Overview: [Instagram DM automation](/features/instagram). ## Example: a festive collection drop > **Example** (a scenario, not a named customer) > > **Customer (comment on a festive-range reel):** LOOKBOOK > > *The comment rule fires: a five-card carousel, each card with a View link and a WhatsApp button, lands in her DM.* > > **Customer:** The mustard anarkali, alteration hota hai? > > **AI:** Yes, alteration is included on the anarkali and usually takes 3 days. Would you like to come in for a trial? > > **Customer:** Saturday ko trial ho sakta hai? Andheri se aaungi > > **AI:** We're open 11 am to 8 pm on Saturday. Could you share your name and mobile number so the team can keep a trial slot for you? > > **Customer:** Neha, 99xxxxxx47 > > **AI:** Thank you, Neha. May our team call you now to fix the time? > > **Customer:** haan > > *An AI call goes out in Hinglish, opening from a summary of the chat: the anarkali, the alteration, a Saturday trial.* ## Lead capture and intent-based calling The AI never asks for a number on the first message. From the second message on, when a customer asks about price, booking, availability or a visit, it asks once for a name and mobile number; if they ignore it or decline, it lets it go. Any Indian mobile number typed in a DM is saved as a lead on **Positive Leads** and counted on the **Channel Report**. Intent-based calling is the console switch **Call when the customer agrees**. When a chat shows buying intent and the customer has shared a number, the AI asks whether your team may call. A yes sends an AI call in the customer's language with the chat summary as context; a no means the offer is not repeated. At most one such call a day goes to a number across Instagram, Facebook and WhatsApp, and your [DND hours](/docs/dnd) apply. For the calling side, read [AI calling software in Mumbai](/blog/ai-calling-software-mumbai). ## Live data in replies If [Custom APIs](/features/custom-apis) are on for your workspace, tick your own APIs under **Live data in replies** and the AI can check, say, current stock of a size before answering. An API that needs the customer's mobile number is skipped in Instagram DMs, because a DM does not carry one. ## Limits to know before you start | Limit | Set by | What it means for a boutique | | --- | --- | --- | | Replies only within 24 hours of the customer's last message | Meta | Last week's unanswered DM cannot be answered from MySA | | One private message per comment | Meta | A *LOOKBOOK* comment gets one carousel, not a series | | Same template to a customer at most once an hour | MySA | Repeat comments do not flood her inbox | | No drip sequences or automatic hand-off | MySA | Follow-up comes from the call or your team | ## Getting started 1. [Sign up](/signup) and verify your mobile number; ₹100 of Test credit arrives in the separate Test workspace. 2. Add Business Details: collection, prices, sizes, alteration policy, timings, delivery areas. 3. Connect Instagram, set reply timing and a comment mode, and duplicate a sample template. 4. Use **Try now** to have the AI call your own phone. Marathi can be chosen as the call language, so compare it with Hindi and Hinglish on a test call before going Live. Setup steps are in [Instagram & Facebook](/docs/instagram-facebook). ## Frequently asked questions ### Can the AI reply when a customer writes in Marathi? Yes. The AI replies in the language the customer writes in. For calls, Marathi can be chosen as the call language; hear it on a test call first. ### Can comment-to-DM run on one reel and not on older posts? Yes. A comment rule can target a single post or all posts. ### Will the AI promise a size that is sold out? It answers only from your Business Details, so keep sizes current there. If Custom APIs are on, it can check your own stock API before replying. ### What if a customer agrees to a call late at night? Your DND hours apply. An agreed call waits and goes out when the DND window ends. ### Can one template also work on our Facebook Page? Yes. Instagram and Facebook share one template library, and you tick which channels each template is on.