Bharti Airtel announced on Tuesday that it has acquired a strategic stake in Lemnisk (Immensitas Private Limited) under its ‘Start-Up Accelerator Programme’ for an undisclosed sum to build the world’s largest customer data platform (CDP).

Lemnisk, based in Bengaluru, provides real-time marketing automation and secure CDP, with the ability to provide 1-to-1 personalization and cross-channel customer journeys at a scale that increases enterprise conversions, retention, and growth.

“Lemnisk’s real-time marketing automation engine is a natural fit for us,” said Airtel Digital CEO Adarsh Nair.

They will collaborate to create the world’s largest CDP platform, spanning Airtel’s digital businesses such as ad tech (Airtel Ads), digital entertainment (Wynk Music and Airtel Xstream), and digital marketplace (Airtel Thanks App), IANS reported from New Delhi.

Airtel intends to offer this service to its enterprise customers in the future via Airtel IQ, the network-integrated Cloud Platform as a Service (CPaaS).

According to the company, the platform will enable enterprises to create a nimble, scalable, and omnichannel engagement for their customers.

“Airtel’s ambitions are consistent with our vision of providing a single frictionless platform to super-large enterprises that organizes and activates high volume, high-velocity data. We are looking forward to achieving great things together,” said Subra Krishnan, Co-founder, and CEO of Lemnisk.

The Airtel Startup Accelerator Program funds early-stage startups developing technologies that add strategic value to Airtel’s business offerings.

The program allows startups to deploy their technologies and applications on a massive scale, including over 350 million retail customers and over one million businesses.