The buyers are marketing teams, from consumer apps with millions of users to small brands that sell only online, and the products are built on web interfaces and customer data. India is both a large market for martech and one of its builders. MoEngage was founded in Bengaluru, WebEngage and Netcore Cloud come from Mumbai, and Capillary Technologies, founded in Bengaluru, is the largest Indian-founded loyalty company. Selling over WhatsApp is an Indian industry, with almost all of its companies founded here. Global companies build here too, with Adobe's centres in Bengaluru and Delhi NCR among the largest engineering sites it has anywhere, Epsilon's identity work in Bengaluru, and Sprinklr, founded by Ragy Thomas, built largely in India.
For an engineer, this is product work close to the customer. Java, JavaScript and frontend engineers lead the hiring, and data engineers are far more common than at most product companies, because every product here runs on data about people. AI work is unusually prominent, because writing messages, generating images and answering shoppers in chat are natural work for language models.
Martech is one of the Industry Verticals of
The Market Segments follow a customer from the first message to the last reward, through the profile behind it, what others say about the brand, the content that has to be made and the research done before it.
The software that sends each customer the right message at the right moment comes from companies like MoEngage, WebEngage, Netcore Cloud, Zeta Global and HighLevel.
Selling, answering and taking payments inside WhatsApp is the work of companies like AiSensy, Wati, LimeChat and Bik.
Single customer profiles, and the identity graphs that match people across companies, come from companies like Lemnisk, Zeotap, Epsilon and LiveRamp.
Tracking what the news and social media say about a company comes from companies like Sprinklr, Meltwater and Cision.
Design software, fonts, event platforms and creator campaigns come from companies like Adobe, Monotype, Cvent, Zuddl and Wishlink.
Surveys, research panels and the marketplaces that sell their answers come from companies like SurveyMonkey, Kantar, Dynata and Cint.
Points, tiers and rewards programmes come from companies like Capillary Technologies, dunnhumby, Kobie and Xoxoday.
What martech companies hire software engineers for, and which roles they hire, is on