From CHA to AI: Why Indian Customs Brokers Need a Digital Assistant in 2025

From CHA to AI: Why Indian Customs Brokers Need a Digital Assistant in 2025

For decades, India’s global trade has been powered by an essential yet often overlooked workforce: the Custom House Agents (CHAs). These professionals, operating largely behind the scenes, are responsible for ensuring that shipments reach their intended destinations efficiently and in compliance with complex regulations. Their deep familiarity with customs systems, documentation protocols, and logistical nuances has long made them indispensable to the country’s import-export ecosystem.

However, the environment in which CHAs operate is undergoing a rapid transformation. The year 2025 marks a significant inflection point, where digital acceleration, artificial intelligence (AI), and geopolitical pressures are simultaneously reshaping the contours of international trade.

A Shifting Trade Landscape: Tariffs and Tensions

Recent global developments have added a new layer of complexity. In a move that has surprised global markets, former U.S. President Donald Trump has reintroduced a series of aggressive tariffs aimed at restructuring America’s trade relationships. India, as a major exporter, finds itself directly affected by this shift.

Exports of gems and jewellery, historically a key contributor to India's outbound trade, are experiencing a notable decline. Electronics, which had seen significant growth in recent years, are now subject to a 26 percent tariff in U.S. markets. While the pharmaceutical sector has so far remained unaffected, its future under this new tariff regime remains uncertain.

These developments have pushed CHAs and freight forwarding firms into high-alert mode. Rapid and unpredictable changes in classification rules, documentation formats, and tariff rates require constant vigilance and immediate response. A delay in adaptation can result in costly shipment errors and revenue losses.

Manual Processes: Increasingly Unsustainable

The documentation process in international trade is notoriously complex and time-consuming. Each export or import transaction involves the creation and validation of numerous documents, including Bills of Entry, Shipping Bills, commercial invoices, packing lists, and compliance declarations. These documents must align not only with domestic regulatory bodies such as ICEGATE and the Directorate General of Foreign Trade (DGFT), but also with the requirements of destination countries and trade blocs.

Manual handling of these processes is increasingly prone to error. A single misstep such as an incorrect product code, a mismatched invoice value, or an outdated classification—can result in shipment delays, financial penalties, and reputational damage. In a business where precision is paramount, the traditional approach is proving inadequate for the demands of a fast-moving, digital-first global trade environment.

Artificial Intelligence: A New Era for Customs Operations

AI is no longer a speculative concept or a distant possibility—it is already delivering transformative results in industries that rely on rule-based systems, structured data, and repetitive processes. Trade logistics, with its heavy documentation burden and regulatory complexity, is particularly well-suited for intelligent automation.

The emergence of AI-powered assistants designed specifically for the customs and logistics sector represents a significant step forward. One such solution, developed by Liquidmind®.ai, functions as a digital co-worker that supports CHAs in executing complex documentation tasks with speed and accuracy.

This AI assistant can ingest and interpret information from scanned documents, invoices, and email attachments. It can auto-generate key trade documents such as Shipping Bills and Bills of Entry, cross-reference data against official portals in real time, and flag inconsistencies or compliance issues before submission. Moreover, it continuously learns from user behavior, improving its accuracy and efficiency over time.

By automating tasks that previously took hours, AI allows CHAs to focus on strategic decisions and client service, rather than data entry and error correction.

The Data Behind the Transition

The integration of AI in trade logistics is not a hypothetical development—it is already underway. According to a 2025 report by Deloitte India, more than 80 percent of Indian enterprises are actively exploring or implementing AI in their operational workflows. Within the logistics and customs brokerage space, early adopters are reporting significant improvements in processing speed, compliance rates, and customer satisfaction.

In parallel, market research indicates a steady expansion of the Indian customs brokerage sector. With a projected compound annual growth rate (CAGR) of 7.7 percent until 2030, the industry is poised for growth—but that growth will require scalable solutions that reduce manual overhead and enable rapid adaptation to regulatory shifts.

Liquidmind®.ai's Distinctive Approach

Unlike generic enterprise automation tools, Liquidmind®.ai's AI solution has been purpose-built for the Indian trade environment. It understands the intricacies of Indian port documentation, is aligned with regulatory bodies such as DGFT and ICEGATE, and can react to changes in global policy frameworks in real time.

The assistant is designed to integrate seamlessly into a CHA’s daily workflow. When tariffs change overnight or documentation protocols are updated, the system automatically adapts, reclassifying products, recalculating duties, and regenerating required forms without user intervention.

In essence, Liquidmind®.ai delivers an intelligent, adaptive, and reliable support system that helps CHAs not only survive in today’s volatile trade environment but thrive in it.

The Way Forward

The future of customs brokerage will be defined not by how much work can be done manually, but by how intelligently operations are managed. As global trade becomes increasingly complex, CHAs who embrace AI will find themselves with a distinct competitive edge offering faster turnaround times, improved accuracy, and enhanced client service.

Those who continue to rely solely on traditional methods risk falling behind in an industry where speed, precision, and adaptability are non-negotiable.

The transition from CHA to AI is not merely a technological shift; it is a strategic imperative. By adopting AI-driven tools, CHAs can position themselves as indispensable partners in the next generation of global trade.