NEW DELHI: Bharti Airtel announced on Tuesday that it has paid an undisclosed price for a strategic investment in Lemnisk (Immensitas Private Limited), with the goal of creating the largest customer data platform (CDP) in the world.

Lemnisk, based in Bangalore, delivers secure CDP and real-time marketing automation, enabling scaled 1-to-1 personalization and cross-channel customer journeys that boost business conversion, customer retention, and growth.

 Adarsh Nair, CEO of Airtel Digital said, "Lemnisk's real-time marketing automation engine is a natural fit for us, as over 350 million customers connect with businesses everyday through many contact points."

Together, they will develop the largest CDP platform in the world for all of Airtel's digital businesses, including ad-tech (Airtel Ads), digital entertainment (Wynk Music and Airtel Xstream), and digital marketplace (Airtel Thanks App).
Future plans call for Airtel to make this service available to its business customers through Airtel IQ, its network-integrated Cloud Platform as a Service (CPaaS).

The platform will offer enterprises a chance to create a nimble, scalable, and omni-channel engagement for its customers, said the company.

"Our goal of providing super big organisations with a single frictionless platform that organises and activates high volume, high-velocity data is aligned with Airtel's mission. Together, we can accomplish a lot of wonderful things "Lemnisk's co-founder and CEO, Subra Krishnan, said.

Reliance Industries named India's most-visible company:Report

Airtel, Meta to strengthen India's digital ecosystem