Tata Play Fiber, a prominent Indian internet service provider, has announced a strategic collaboration with IBM to develop a next-generation, AI-ready enterprise data lakehouse. The new infrastructure, built upon the IBM watsonx platform, is designed to consolidate 25 distinct data sources into a single, scalable environment, facilitating advanced analytics and enterprise-wide data utilization.
Addressing Infrastructure Fragmentation
Operating within India’s highly competitive broadband market, Tata Play Fiber initiated this project to modernize its data architecture, aiming to improve operational agility and deepen customer insights.
Prior to the integration, the company’s operational data—spanning customer master records, marketing and finance metrics, call center interactions, and service operations—was distributed across multiple disconnected systems. This fragmentation frequently led to data inconsistencies, a lack of standardization, and significant limitations in generating real-time reports.
Consolidation Through IBM watsonx
The new data lakehouse leverages IBM watsonx to address these historical inefficiencies. By merging both structured and semi-structured data into a unified and trusted foundation, the platform enables Tata Play Fiber to optimize and scale its artificial intelligence workloads.
This technological shift allows the company to transition away from manual data processes and fragmented reporting, moving toward scalable, data-driven decision-making. The centralized environment provides a clearer, more comprehensive view of business operations.
Strategic Outcomes and Future Scope
Through this modernized data infrastructure, Tata Play Fiber anticipates several key business benefits. The enhanced analytical capabilities are expected to strengthen customer retention strategies and help identify new cross-selling and upselling opportunities. Furthermore, the consolidated data will immediately improve the accuracy of regional demand forecasting.
Looking ahead, Tata Play Fiber plans to evolve the architecture further. The company intends to incorporate network data and additional operational datasets into the lakehouse, aiming to drive even deeper, comprehensive analytics across all facets of its business operations in the future.
Commenting on this, Anand Sahai, CEO, Tata Play Fiber, said:
Building a robust information system is central to Tata Play Fiber’s digital transformation journey. As we scale our footprint in a dynamic broadband market, we need deeper, faster insights into our customers and operations. IBM’s watsonx platform provides us with a secure, scalable environment that will enable us to strengthen retention, unlock new revenue opportunities, and deliver differentiated experiences.
Nebu Joy, Vice President, Information Technology, Tata Play Fiber, said:
Navigating today’s data complexity requires more than just consolidation, it demands intelligence. By unifying 25 data sources into a single, enterprise-wide architecture, we are enabling real‑time visibility across the organization. We are empowering teams from call center agents to field service engineers with contextual insights that enhance operational responsiveness and elevate customer experience.
Gaurav Agarwal, Vice President, Technology, IBM India & South Asia, said:
Telecom and broadband providers are undergoing rapid transformation while balancing cost pressures and rising customer expectations. Our collaboration with Tata Play Fiber demonstrates how a hybrid, AI-enabled data architecture can help enterprises modernize their data estates and build a future-ready foundation for AI.