Bharti Airtel (“Airtel”), One of India’s premier communications solutions provider has acquired a significant stake in the marketing automation platform Lemnisk (Immensitas Private Limited) under Airtel’s Start-Up Accelerator Program; the amount has not been disclosed.
Lemnisk is a Bengaluru-based Start Up that offers Real-Time Marketing Automation and a secure Customer Data Platform (CDP) capable of orchestrating 1:1 personalization and cross-channel customer journeys at a scale that increases conversions, retention, and growth for enterprises.
As part of the agreement, the two companies will collaborate and aim to create thelargest customer data platform, which will be used by Airtel’s various digital verticals, including Airtel Ads, Wynk Music, Airtel Xstream, and Airtel Thanks App. Airtel also mentioned that In the future, Airtel plans to offer this service to its enterprise customers through Airtel IQ, which is a network-integrated Cloud Platform as a Service (CPaaS). The platform will offer enterprises an opportunity to create a nimble, scalable, and omnichannel engagement for their customers.
This agreement will most likely allow Airtel to leverage Lemnisk’s market automation expertise and talent pool to scale its own in-house offering. This will also allow Lemnisk to share its technologies across Airtel’s 350 million retail customers and more than 1 million businesses.
Anish Krishnan, Analyst, Quadrant Knowledge Solutions.