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Airtel acquires strategic stake in Lemnisk to build the largest customer data platform

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Aiming to build the world’s largest customer data platform (CDP), Bharti Airtel said on Tuesday it has acquired a strategic interest in Lemnisk (Immensitas Private Limited) under its Start Up Accelerator Program for an undisclosed sum.

Bengaluru-based Lemnisk offers real-time marketing automation and secure CDP, capable of delivering 1-to-1 personalization and cross-channel customer journeys at a scale that increases conversions, retention and growth for enterprises.

“Lemnisk’s real-time marketing automation engine is a great fit for us, where over 350 million customers interact with brands through multiple touchpoints every day,” said Adarsh ​​Nair, CEO of Airtel Digital.

They will work together to build the world’s largest CDP platform for Airtel’s digital business, including advertising technology (Airtel Ads), digital entertainment (Wynk Music and Airtel Xstream), and digital marketplace (Airtel Thanks App).

In the future, Airtel plans to offer this service to its business customers through Airtel IQ, which is integrated into the network Cloud platform as a Service (CPaaS).

The platform gives enterprises the ability to create flexible, scalable and omnichannel engagement for their customers, the company said.

“Airtel’s ambition aligns with our vision to provide a single frictionless platform to super-sized enterprises that organize and activate both large volumes and high-speed data. We look forward to achieving great things together,” said Subra KrishnanCo-founder and CEO of Lemnisk.

The Airtel Startup Accelerator Program invests in early stage startups working on technologies that add strategic value to Airtel’s business offerings.

The program gives startups the ability to deploy their technologies and applications at scale, including more than 350 million retail customers and more than one million businesses.

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