Bharti Airtel has announced that it has acquired a strategic stake in Lemnisk (Immensitas Private Limited) under Airtel’s Start Up Accelerator Program. The deal is subject to all applicable statutory approvals.
Lemnisk is a Bengaluru-based startup that offers real-time marketing automation and secure customer data platform (CDP) capable of orchestrating one-to-one personalisation and cross-channel customer journeys at scale that increases conversions, retention, and growth for enterprises.
Airtel and Lemnisk will work together to build the world’s largest CDP platform. This will be done across Airtel’s digital businesses including ad-tech (Airtel Ads), digital entertainment (Wynk Music and Airtel Xstream) and digital marketplace (Airtel Thanks App). In future, Airtel plans to offer this service to its enterprise customers through Airtel IQ, which is the world’s first network-integrated cloud platform as a service (CPaaS). The platform will offer enterprises an opportunity to create a nimble, scalable, and omnichannel engagement for its customers.
Commenting on the investment, Adarsh Nair, chief executive officer (CEO), Airtel Digital, said, “We are delighted to welcome Lemnisk into the Airtel Start Up accelerator program and be a part of our digital innovation engine. We see great potential in this alliance and together with Lemnisk we aim to create the world’s largest CDP platform. Lemnisk’s real-time marketing automation engine is a natural fit for us, where over 350 million customers interact with brands daily through multiple touch points.”
Meanwhile, Subra Krishnan, co-founder and CEO, Lemnisk, said, “My co-founders, Rinku Ghosh and Praveen DS, and I are very excited to strategically partner with Airtel and work together to unlock enormous value from customer data, while keeping privacy and consent frameworks at the core. There is really no global parallel for what Airtel wants to achieve, and that is inspiring for us. Airtel’s ambition aligns with our vision to offer a single frictionless platform to super-large enterprises that both organises and activates high-volume and high-velocity data. We are looking forward to achieving great things together.”
