Hexaware acquires US-based Softcrylic to boost data capabilities

Hexaware Technologies, a Mumbai, India-based leading global provider of digital solutions, announced today the acquisition of Softcrylic, a data consulting firm based in Minneapolis. The amount of the deal was not disclosed.

This strategic acquisition aims to enhance Hexaware’s data and analytics capabilities, allowing the company to provide clients with a comprehensive range of services to drive marketing and customer journeys through data and technology.

Softcrylic, led by CEO John Flavin, is a data consulting firm that assists organizations in understanding and leveraging the power of their data. They offer various services, including strategy and advisory, engineering, data and analytics, marketing technology, and The Data Desk, a unique solution that offers ongoing data management support. With offices in Atlanta, Princeton, Chennai, besides Canada, and their headquarters in Minneapolis, Softcrylic serves a diverse clientele across industries such as travel and hospitality, food and beverage, retail, financial services, and sports and media.

“Joining forces with Hexaware presents an exciting opportunity to expand our reach and accelerate our growth,” said John Flavin, CEO of Softcrylic. “We are confident that our combined expertise will create a powerhouse in the data consulting space.”

By combining Softcrylic’s expertise in customer journeys and marketing technology with Hexaware’s engineering capabilities and AI expertise, the integrated organization will enhance the capabilities of the chief marketing officer’s (CMO) office in driving business growth through effective data utilization. Together, they will enable enterprises to extend and customize the data journey beyond marketing into multiple lines of business, Hexaware said in a statement.

“The acquisition of Softcrylic aligns perfectly with our vision of becoming a dominant, preferred partner for our clients’ needs around customer and marketing analytics,” said Girish Pai, global head of Data and AI at Hexaware. “Softcrylic’s deep data capability combined with their marketing analytics expertise will enable us to help our clients unlock the power of their data and drive tangible business outcomes.”

With over 45 offices in 16 countries, Hexaware empowers enterprises worldwide to achieve digital transformation at scale and speed by collaborating with them to build, transform, run, and optimize their technology and business processes.

In March, Hexaware introduced a user-friendly artificial intelligence (AI) web application called Tensai GPT in collaboration with Microsoft Azure. This app allows Hexaware employees to access company knowledge and enhance creativity across various industries.

In an interview with Mint, CEO R. Srikrishna explained how their new solution ‘Tenjin’ utilizes Microsoft Azure’s OpenAI Service to create dynamic, scalable, and highly precise knowledge ecosystems using generative AI. “Our goal is to have nearly 100% of our tech workforce trained in Chennai. Currently, there are already 11,000 employees in the process of training, with over 3,000 having completed it,” he said. 

The company recently announced that around 20,000 employees will be trained by the end of this year, covering close to 100% of their tech workforce.