An excerpt from the Fortune India story:
Split marketing into two disciplines, Jain suggests. The first is acquisition — the domain of Google and Meta, whose business is bringing new customers to a website or app. The second, where Netcore operates, is what happens after that first transaction: engagement, retention, lifetime value.
Most companies over-invest in the first and under-invest in the second. A customer converts, goes quiet after a few months, and the same brand returns to the same ad platforms and pays again to win them back — even though it already holds their purchase history, preferences and trust.
“Why should I keep paying rent to external platforms for customers who already know my brand?” is how Jain frames the problem. It is a fair question, and one most consumer businesses have simply never asked, largely because the tools to act on customer data at scale didn’t exist. CRM and retention marketing have long been treated as a cost centre — a support function bolted onto the “real” work of acquisition — rather than as the more profitable lever it can be.
That gap is precisely what Jain believes AI finally closes.
