House of Masaba, a renowned fashion and apparel brand, has adopted MoEngage as its customer engagement partner. Acquired by ABFRL (Aditya Birla Fashion and Retail) around 2.5 years ago, the brand has grown 5X in that period and is set to close in 2024 with a net ARR of Rs 150 Crores. 

With plans for an international market and category expansion, the brand clocked the need for a martech platform to enhance its customer engagement initiatives to match its growth pace.

Prior to using MoEngage, House of Masaba utilized multiple marketing tools to drive its engagement initiatives, i.e., one each for email, WhatsApp, SMS and push notifications.  

“We realized that our customer engagement initiatives were working somewhat in silos. So we wanted a martech platform that could become a one-stop solution for us to drive consistent communications across the board. MoEngage converges all the customer data and insights and presents them in a single unified view that helps us understand our customers deeply. This has also led to us enhancing our retention rates and driving customer loyalty”, said Siddhartha Agarwal, Chief of Staff at House of Masaba.    

With MoEngage features like Merlin AI (MoEngage’s generative AI engine), user analytics, Flows, Web push, and more, House of Masaba aims to drive contextual customer experiences.

Commenting on the partnership,  Venkat Thangi, Senior Director - Marketing at MoEngage, said, “Replacing multiple point solutions with an agile martech platform is essential for driving operational efficiencies in today's competitive environment. With minimal tech dependencies and a quick time-to-value, we at MoEngage have successfully assisted some of the largest consumer brands in achieving remarkable bottom-line results. We are excited to replicate this success with House of Masaba!”