Mumbai: Digital solutions agency and a part of the WPP Group, Mirum India has won the marketing automation mandate for homegrown jewellery brand – G R Thanga Maligai, popularly known as GRT Jewellers.

In recent years, GRT Jewellers' growing customer base and expansion of their retail outlets have made it crucial for the brand to choose a technology platform that can add value to its six decades-long legacy. To accomplish this, Mirum India, a Salesforce Crest Consulting Partner, has been onboarded and they will be responsible for implementing multiple products under the salesforce marketing cloud stack, the agency said.

GRT Jewellers managing director G R Ananthapadmanabhan congratulated Mirum on the partnership and said, “At GRT Jewellers, we have built deep relationships with our customers that span over decades and generations. We believe that Mirum’s expertise and platform understanding will help us further in creating richer experiences for all our customers.”

“GRT currently has millions of satisfied customers across the globe and this partnership in Marketing automation will go a long way in further enhancing the customer satisfaction,” said GRT Jewellers managing director G R Radhakrishnan.

Mirum India joint CEO Hareesh Tibrewala said, “As a consumer-centric brand, GRT Jewellers wants to engage with their consumer base using relevant, contextual, and personalized communication across all digital channels, such as email, SMS, social channels, mobile, etc. Mirum is very excited to work with one of the most trusted jewellery brands in the country. With our experience of over a decade and successfully implementing 120+ marketing cloud stack projects, we are confident of delivering the best-in-class and integrated solution for GRT Jewellers.”