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India’s martech landscape is rapidly evolving, driven by digital adoption, AI automation, and initiatives like ‘Digital India.’ Once a tool for enterprises, it’s now essential for businesses of all sizes, optimizing customer journeys and boosting ROI. With digital advertising set to reach ?59,200 crore by 2025, martech plays a key role in data-driven personalization. However, challenges like integration, data privacy, and skill gaps persist. This report explores how businesses can leverage hyper-personalization, predictive analytics, and omnichannel strategies, with AI, first-party data, and vernacular marketing driving the future of martech.