MAM
CleverTap acquires Patch to empower in-app calling for mobile-first businesses
Mumbai: User engagement and retention cloud CleverTap has completed the acquisition of Patch, a technology that enables businesses to brand and embed communication channels — including in-app voice, chat, and push notifications — directly into consumer apps. The terms of the deal have not been disclosed.
Patch is designed to provide seamless, contextual, and secure communications between companies and consumers. Its in-app calling makes two-way communication privacy-compliant as there is no need to disclose caller or receiver telephone numbers or personal data.
“The acquisition is the first in CleverTap’s eight-year history and marks an important milestone in its ongoing innovation journey of expanding its capabilities. It will elevate the end-customer experience and empower brands and businesses globally to communicate with millions of their customers seamlessly,” stated CleverTap’s chief growth officer Vikrant Chowdhary.
“Patch acquisition is strategic and significant because it positions CleverTap as the first and only marketing and retention platform to offer in-app telephony capabilities,” he added.
Currently, all companies that offer apps are forced to use unverified phone numbers to communicate with their customers and update them on urgent information such as delivery status or recent credit card charges. Predictably, these phone calls, which are delivered outside of the app experience, neither carry transactional context nor recognisable phone numbers or caller ID and often fuel customer anxiety and mistrust. Often dismissed as spam by consumers, the calls regularly go unanswered.
The outcome is a poor customer experience for the consumer and a loss of revenue for brands and businesses that are unable to connect with them at critical stages in the journey. “For consumers, knowing who is calling and understanding the context from within the app increases trust and drives digital interactions and transactions,” noted Chowdhary. “As customers engage more frequently or deeply, brands and businesses also benefit because they reduce friction and increase the opportunities to generate revenues.”
It’s also the first time these capabilities are being offered to mobile-first brands and businesses across the globe. “Having in-app voice capabilities as a part of the CleverTap Retention Cloud is a game-changer for digital brands. It enables a trusted, two-way conversation between companies and their customers with context, security, and speedy resolution or assistance,” said CleverTap co-founder and chief product officer Anand Jain.
Commenting on the benefits to stakeholders, Jain added, “This is a new and critical addition to the engagement toolkit of email, push notifications, SMS, and WhatsApp that growth marketers and businesses must harness to improve communications and drive results. It’s all about evolving the in-app experience to increase customer satisfaction, reduce friction, and ultimately help our customers grow customer retention and LTV.”
Brands
Lovetc appoints Tamannaah Bhatia as brand face
Ananya Birla’s premium colour cosmetics line gears up for strong second year with 30 per cent monthly growth and fresh face category launch.
MUMBAI: Lovetc is tinting its success story with a starry new shade Tamannaah Bhatia has just been named the face of Ananya Birla’s premium beauty brand. As the colour cosmetics label under Birla Cosmetics completes a vibrant first year in April 2026, it is entering its second chapter with impressive momentum. The brand has delivered 30 per cent month-on-month growth, expanded thoughtfully into offline and quick-commerce channels, and built a loyal following through a digital-first approach mixed with genuine consumer connections.
Priced between Rs 650 and Rs 1,850, Lovetc focused its debut portfolio on lips and eyes categories. Hero products such as Tint, Talk, Etc Radiant Glow Hydrating Tint (SPF 30 PA++), Pout, Perfect, Etc Matte Bullet Lipstick, and Melt, Miracle, Etc Treatment Oil-Infused Lip Balm quickly won hearts. Early shoppers showed strong purchase intent, with average order values ranging from Rs 1,200 to Rs 2,800 and an average of two items per transaction, signalling healthy basket-building and repeat purchases.
The brand made its mark in key metros including Mumbai, NCR, Chennai, Bengaluru, Chandigarh, Patiala, Ludhiana, and Cochin, while Tier-2 cities surprised with robust demand and loyalty. On the distribution side, Lovetc entered 90 offline retail doors in year one and is on track to cross 150 doors by Q2 2026, choosing each outlet carefully to match its premium positioning.
To mark the milestone, Lovetc is stepping into the face category with the launch of Ace, Face, Etc 4K Blur Matte Foundation in eight shades tailored for diverse Indian skin tones. Additional innovations like the multi-purpose The Etc stick and longwear lip tint Love Bites are also in the pipeline.
Tamannaah Bhatia, known for her pan-India appeal across films and her authentic love for beauty, brings cultural relevance and credibility to the brand. Ananya Birla, founder of Birla Cosmetics, said, “Year Two is going to be big. The brief for every new launch remains the same: Does it perform? Is it playful? Is it kind to the person wearing it? Performance, playfulness, and kindness that is the promise we intend to keep. Bringing Tamannaah on board feels especially pertinent because she brings together an authentic love for beauty with a connection that cuts across audiences and geographies.”
Tamannaah Bhatia added, “I have always loved beauty as a form of self-expression, and what drew me to Lovetc is that it feels playful, thoughtful, and modern at the same time. I am excited to be the face of a brand that is creating products with both performance and personality.”
With deliberate growth, quality-focused retail expansion, and a celebrity partner who genuinely connects with beauty lovers nationwide, Lovetc is blending performance with personality in a market hungry for thoughtful premium options. As it steps into year two, the brand is proving that in beauty, the right tint can make everything glow a little brighter. Delhi, Mumbai, or a Tier-2 favourite Lovetc is colouring India’s beauty shelves with confidence and charm.
