How JetSynthesys used Sachin Tendulkar and Salman Khan to take mobile gaming to the masses

How JetSynthesys used Sachin Tendulkar and Salman Khan to take mobile gaming to the masses
This Pune-based startup uses AR, VR and AI technologies to create personalised gaming experiences for users. It wants to be “India’s Tencent” in mobile gaming.

JetSynthesys was born out of a seven-decades-and-three-generations-old textile and manufacturing business run by the Navani family in Thailand. In the 2010s, the Jetline Group of Companies as the Navanis’ business was called, started venturing into India’s IT/ITES, personalised entertainment, mobile and gaming space.

India’s smartphone revolution was just round the corner, and Jetline wished to stay ahead of the curve by building products and services for the young, emerging, mobile-friendly consumer class. It tapped into desi consumption patterns and realised that ‘ABCD’ — Astrology, Bollywood, Cricket, Devotion — was driving mobile engagement in the country.

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