As part of its startup accelerator programme, telecom operator Bharti Airtel on Tuesday announced that it had paid an undisclosed sum for a strategic stake of about 8 per cent in Lemnisk. 

Lemnisk, based in Bengaluru, offers real-time marketing automation and a secure Customer Data Platform (CDP) that can orchestrate cross-channel customer journeys and one-to-one personalisation at scale to enhance conversions, customer retention, and business success.

Airtel Digital CEO Adarsh Nair states, "We are delighted to welcome Lemnisk into the Airtel startup accelerator programme 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."

Lemnisk has offices in Singapore, Dubai, Boston and Bengaluru.

In addition to ad-tech (Airtel Ads), digital entertainment (Wynk Music and Airtel Xstream) and a digital marketplace, the company will develop a CDP platform (Airtel Thanks app).

In the future, Airtel intends to provide this service to its business clients via Airtel IQ, a network-integrated cloud platform. The platform will give businesses the chance to develop responsive, scalable and multichannel customer engagement.

"My co-founders, Rinku Ghosh and Praveen D S, 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. 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," says, Subra Krishnan, Lemnisk Co-founder and CEO.