Hakuhodo Japan has announced the launch of Hakuhodo MarTech data labs in India, a subsidiary dedicated to building MarTech tools for global enterprises. 

The division will be headed by Shweta Sharma, chief business officer, AdGlobal360India, who will serve as the chief executive officer. 

This move is followed by the launch of e-Genie, an omnichannel e-commerce media optimisation platform, incubated in partnerships with Global CPG Brands.

Developed through a collaborative effort between Hakuhodo Japan and AdGlobal360 Innovation Lab, e-Genie is engineered to deliver superior Return on Advertising Spend (ROAS). 

Kosuke Kataoka, managing director, Hakuhodo India, said, "We are very excited about the potential of the Indian Innovation Team in creating a niche global product. As Hakuhodo India, we are investing in adding high-tech product offerings to partner with our clients in their e-commerce growth."

Sharma said, "e-Genie gives the power of e-commerce media optimisation back to brands. Many such tools were available for digital media optimisation but none for e-commerce. Our clients will achieve better reach and performance from the extensive rule library available off the shelf along with many other industry-first features. Furthermore, coupled with Digital Shelf Data, this will be a potent business intelligence platform for us to understand the customer purchase drivers thereby helping our clients with gaining market share."