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Mamaearth, Libas, Policybazaar marketers say personalisation is moving from data to context and customer journeys
Marketers from Mamaearth, Libas, Policybazaar, Digit and Impresario said at the ET MarTech+ Summit 2026 that personalisation is shifting from data to context and customer journeys, while fragmented data and over-messaging remain key challenges.
The numbers
Figures from ET BrandEquity,
- marketers increasingly using behavioural, contextual and customer journey data to shape communication
- Libas approaches personalisation through functional, contextual and emotional signals
Why it matters for the brand
Shift your personalisation effort from piling up customer data to using context and customer journeys, and cut message frequency, because fragmented data and over-messaging are the hurdles Mamaearth, Libas and Policybazaar marketers flagged at ET MarTech+ Summit 2026.
What to track next
- Brands disclose measurable results (conversion, retention, opt-outs) from context-led or journey-based campaigns
- Announcements of customer-data-platform or orchestration tool rollouts at Mamaearth, Libas, Policybazaar or Digit
- Rising unsubscribe, opt-out or notification-mute rates that point to continued over-messaging
- Martech vendors launching contextual personalisation products aimed at Indian consumer brands
- Rivals publicly adopting similar context-led positioning in campaigns or at later industry events
Likely next moves
Our read of what comes next — analysis, not reported by the source.
- Mamaearth is likely to shift more of its personalisation effort toward context such as occasion, concern and journey stage, and away from pure purchase-history targeting.
- Libas may tie its messaging more closely to customer journeys such as discovery, first purchase and repeat, in place of broad promotional blasts.
- Policybazaar and Digit are likely to place the focus on unifying fragmented customer data and on limiting message frequency, since they face long, multi-touch buying journeys.
- Martech vendors are likely to market journey orchestration and contextual-decisioning features, using the summit's themes in their pitches.
- Rival brands in beauty, fashion and insurance may copy the context-led framing, though many will be slow to fix the underlying data fragmentation.
The source
Published
First seen