Case Study: Bharti Airtel achieves real-time Customer 360 personalization and 100B-record/day scale with Aerospike

A digital brain to engage 350M customers in real time

Bharti Airtel, one of the world’s largest mobile operators with hundreds of millions of subscribers across Asia and Africa, faced fierce competition and high churn. The company needed to unify siloed data from mobile, broadband, payments, IoT, social and other channels to build a Customer 360 “digital brain” that could power real‑time, personalized engagement and protect high‑value payment flows.

Airtel selected Aerospike to consolidate 350 million customer profiles into a single, highly available real‑time database. The platform delivers sub‑millisecond performance at 25K–40K TPS (processing 100B+ records/day), 99.999% reliability and resilient persistence, enabling AI‑driven next‑best‑action personalization. Results included a unified customer view, faster partner rollouts (doubling certain service bases), improved ARPU and churn prevention, and a reported 90% reduction in TCO versus Oracle TimesTen.

Bharti Airtel

Harmeen Mehta

Group Chief Information Officer