Can FTA Global Break India’s Martech Habit?
Date: 17th September 2026, 10:00 AM
Location: Mumbai
In a recent podcast with Campaign India, Senthil Kumar Hariram, Founder and Managing Director, FTA Global, spoke about the company’s journey, business model and ambition to build a global martech business from India. He reflected on the challenges of building an enterprise-focused business as a young company, from managing cash flows and hiring to convincing CMOs to take a chance on a relatively new brand.
Hariram explained how proof-of-concept engagements have helped FTA Global demonstrate its capabilities and reduce the perceived risk for enterprise clients. He also discussed the company’s services-led model, which has helped fund investments in product development, R&D and new business lines.
The conversation also explored FTA Global’s international expansion plans, particularly in the US, and the cost considerations involved in building a presence in overseas markets. Hariram spoke about the company’s decision to focus on strengthening existing client relationships rather than aggressively pursuing new acquisitions.
A key part of the discussion was the shift from traditional search to AI-driven discovery. Hariram explained FTA Global’s approach to measuring brand visibility in conversational environments and why brand teams need to play a larger role in understanding how AI systems discover and recommend brands.
Listen the full podcast here: Link
