Consumer data technology company SRAX has entered a joint venture with the Yash Birla Group to launch BIGtoken in India. Based in Mumbai, the Yash Birla Group, one of India’s largest conglomerates, has diversified interests in consumer and industrial products.
“BIGtoken’s unique data management platform is a great fit for our diverse consumer product portfolio and India’s growing marketplace,” said Anant Vardhan Pathak, President of Melstar Information Technologies, a Yash Birla Group Company. “Building a data asset that aggregates anonymized information will help us reach the right consumers in India and drive sales. Providing a tool for consumers to earn from the value of their data is a huge opportunity for the Indian people and creates a new approach to corporate value creation.”
The Indian digital advertising market worth $3.5 billion and is set to grow at a compound annual growth rate of 32%, making it one of the fastest growing digital ad markets in the world. BIGtoken data will be an essential part of this growth and has the possibility to become the most valuable opted-in consumer dataset in India, driving long-term value for SRAX shareholders. •