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 Bengaluru, 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.

"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," said Adarsh Nair, CEO, Airtel Digital.

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).

According to the company, the platform would give businesses the chance to develop a quick, scalable, and multichannel client engagement.

"Airtel's ambition aligns with our vision to offer a single frictionless platform to super large enterprises that both organizes and activates high volume and high velocity data. We are looking forward to achieving great things together," said Subra Krishnan, Co-founder and CEO, Lemnisk.

The Airtel Startup Accelerator Program makes investments in early-stage entrepreneurs developing technologies that enhance Airtel's commercial services strategically..

Through the initiative, companies have the chance to make their technology and applications available to over 350 million retail customers and one million businesses.