Plus91Labs’ Tushar Dhawan on enhancing CRM capabilities with Genetrix partnership

In a rapidly evolving digital landscape, businesses are increasingly looking for innovative solutions to enhance their marketing efforts and customer engagement. In this context, Plus91Labs and Genetrix have joined forces to offer advanced digital marketing solutions, aimed at driving transformation across key markets in India and Southeast Asia. This collaboration leverages the combined expertise of both companies, bringing together robust CRM integration, cutting-edge marketing cloud technology, and AI-driven marketing solutions under the Plus91Labs brand.

In conversation with Adgully, Tushar Dhawan, Partner at Plus91Labs, sheds light on the primary objective of this partnership and how it will shape the future of marketing solutions in the region. Dhawan emphasizes that the partnership is designed to provide comprehensive, end-to-end digital marketing services, which will not only help businesses achieve their digital transformation goals but also optimize customer engagement strategies for higher ROI.

What is the primary objective of this collaboration between Plus91Labs and Genetrix, and how do both companies complement each other?

Our collaboration is centered around enhancing Plus91Labs’ Marketing Cloud practice and delivering advanced digital marketing solutions to our clients across India and Southeast Asia. By integrating the strengths of both companies, we’re focused on offering comprehensive, cutting-edge services that not only drive digital transformation, but also elevate customer engagement. Together, under the unified Plus91Labs brand, we will continue to bring meaningful impact and innovation to these regions.

Could you elaborate on the core strengths and expertise that Plus91Labs and Genetrix bring to the table in this partnership?

Plus91Labs brings to the table its deep expertise in Salesforce implementation, digital transformation, and innovative SaaS products like TrueSales.AI. Under the leadership of CEO Aman Batra, Genetrix complements this with its specialized knowledge in Marketing Cloud technologies, data analytics, and AI-driven marketing solutions. Together, our goal is to offer robust CRM integration, advanced marketing automation, and personalized customer engagement strategies, all unified under the Plus91Labs brand.

Who is the primary target audience for these advanced marketing solutions in India and Southeast Asia? Are there specific industries you’re focusing on?

This collaboration is aimed at enterprises across diverse sectors, including pharma, FMCG, healthcare, manufacturing, and education. We are particularly focused on industries that demand advanced digital marketing capabilities and seamless CRM integration to enhance both customer engagement and operational efficiency. With a special emphasis on India and Southeast Asia, we look forward to driving value and transformation in these key markets.

How will this collaboration impact existing and potential clients in the region? What new solutions or enhancements can they expect?

By joining forces with Genetrix, we are pooling our resources, expertise, and technologies to bolster Marketing Cloud implementation, especially in the Pune region. Clients will benefit from improved CRM integration services, advanced marketing automation, and personalized engagement strategies tailored to meet their needs. This partnership allows us to provide a more comprehensive suite of solutions designed to help businesses optimize their customer experience.

What is the key message or value proposition you want to communicate to the market about this partnership?

As we move forward with this partnership, the key message is that Plus91Labs and Genetrix are coming together to provide unmatched Marketing Cloud solutions that will truly elevate customer experiences. Our focus remains on helping clients achieve their digital transformation goals while driving operational efficiency, particularly in India and Southeast Asia. With both organizations operating under the Plus91Labs brand, we’re excited to offer a more unified and comprehensive service that meets the evolving needs of businesses in these regions.

How do you see this partnership driving digital transformation and improving customer engagement in the rapidly evolving marketing technology space?

This partnership between Plus91Labs and Genetrix will serve as a catalyst for accelerating digital transformation by leveraging our combined expertise in Salesforce Marketing Cloud and AI-driven marketing solutions. By jointly developing new products and services tailored to the evolving needs of businesses, we will empower our clients with highly personalized and data-driven customer engagement strategies.

With the growing complexity of customer journeys and the rising demand for real-time personalization, the collaboration will focus on creating AI-powered, scalable marketing solutions that are easily deployable across multiple verticals, from FMCG to pharmaceuticals. Moreover, the integration of Data Cloud will ensure businesses have access to actionable insights, enabling them to predict customer behaviour more accurately, streamline marketing campaigns, and deliver personalized experiences at scale.

By bringing together the best of Plus91Labs' digital transformation capabilities and Genetrix’s consulting expertise, we will not only optimize digital marketing efforts but also drive long-term customer loyalty and higher ROI on marketing spends. This partnership aligns perfectly with the industry’s demand for automation, AI-driven insights, and the need to bridge the gap between data and meaningful customer engagement.

Could you share some insights into current trends or challenges in the marketing technology industry, and how Plus91Labs and Genetrix aim to address them?

The MarTech landscape is evolving rapidly, with key trends focusing on AI-powered personalization, omnichannel marketing, and data privacy regulations. Businesses today are increasingly leveraging AI and machine learning to deliver hyper-personalized experiences that meet the changing demands of their customers. Additionally, the shift toward omnichannel strategies, where customers are engaged consistently across multiple platforms (social media, mobile apps, etc.), is driving innovation in the industry. However, this also introduces challenges around data integration, cross-channel attribution, and compliance with global data privacy laws. To address these challenges, Plus91Labs and Genetrix will focus on developing solutions that provide end-to-end marketing automation and seamless integration of data across touchpoints, making it easier for businesses to connect with their customers in real-time.

By combining Plus91Labs' strength in Salesforce implementations and Genetrix’s marketing expertise, we will ensure businesses are equipped to handle complex data-driven marketing strategies while staying compliant with ever-evolving privacy regulations such as GDPR and CCPA.

Furthermore, AI-driven analytics will enable businesses to predict customer behavior and respond proactively, improving customer engagement and optimizing marketing spend. This strategic collaboration will also focus on addressing the challenge of scalability, offering businesses marketing solutions that are easily scalable and adaptable to changing customer needs and market dynamics.

Looking ahead, what is your vision for how this partnership will shape the future of marketing solutions in Southeast Asia and India?

Looking forward, we are excited to expand our services into new markets across Southeast Asia, develop cutting-edge AI-driven marketing solutions, and launch joint marketing campaigns. Our commitment is to continuously innovate and provide our clients with the most effective solutions to address their evolving needs.

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