Crayon Data

10. Kumar Ivaturi, Co-Founder _ CTO- Crayon Data- Top 10 Karnataka Startups 2021

AI solutions to power the age of relevance

Crayon Data is a fast-growing big data and AI company, founded in 2012 in Singapore, with a vision to simplify the world’s choices. At Crayon they believe that data is meant to serve the human spirit, not rule it. Their clients are top-tier enterprises in banking, e-commerce, travel, and hospitality. They use their personalization engine,, to deliver digital, personal experiences centered around taste. They are a company with strong values and culture and are champions of diversity. They have offices in Singapore and Chennai. Crayon has been accredited as one of the most successful and innovative big data startups in 2014 and 2015, by global platforms such as Gartner, TiEcon, CEBIT, IBM Watson, Intech50, and OrangeFab. Their platform connects a bank’s merchants to its customers. And offers relevant recommendations that customers can redeem and fulfill. With ease.

Right at the outset in 2013, they set up their development center in Chennai, Tamil Nadu. Many key services and functions are based in India, including business operations (finance, IT, operations, legal), product and engineering (platform services, platform engineering, dev ops, data science, AI/ML research), sales operations, marketing, and human resources.   

Chennai, Tamil Nadu was a natural choice for Crayon Data because: 

  • They are an analytics + tech company. Analytics skillsets are plenty in Chennai (and all of Tamil Nadu) with the ecosystem of engineering & science colleges. The young tech talent in the state is rising every year with the rapid hiring spree of tech giants and start-ups. 
  • At the time they set up Crayon Data, Chennai offered a relatively low-cost physical infrastructure in comparison to other cities. Today, they have a great office space that feels like home in one of the prime areas of the city. 
  • Familiarity with the city and the existing network they established, given that the founders are from Chennai.  

Personalization platform is the flagship product of Crayon Data, powering the age of relevance. acquires essential data on various lifestyle categories, to create a graph-based entity-affinity model. This model is then mapped to customer behavior data, to reveal a universe of choices and recommendations. Based on a merchant’s profile, provides an affinity score between any two merchants in each category. uses anonymized customer preferences and a patented collaborative method to create a cross-category graph. understands how customers make decisions in each lifestyle category. It identifies the attributes that define tastes in these categories. For example, to understand the tastes of customers in dining, factors restaurant attributes like the quality of service, ambiance, food, cuisine, and specials. With cutting-edge machine learning and natural language processing (NLP), filters through a combination of structured metadata and unstructured data. It then tags every merchant with hundreds of such taste attributes and assigns scores to each, to create a taste profile of the merchant.


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