Decade of Reinvention: How Admitad India Evolved into a Full-Stack Partner-Marketing Ecosystem

A decade after stepping into one of the world’s fastest-growing digital markets, Admitad India is not just celebrating 10 years of existence but the transformation of an entire business model. What began in 2015 as a traditional affiliate network has today become a full-fledged, multi-layered partner-marketing ecosystem powering thousands of brands, creators, and publishers across India and the broader Asia-Pacific region

The Early Years: Building Trust in a Nascent Market (2015–2017)

On 2 November 2015, Admitad launched its Indian operations under Admitad Media Private Limited. From the outset, the emphasis was on building a strong ground-level team, onboarding advertisers and publishers, and earning trust in a marketplace where affiliate marketing was still gaining acceptance. 

To address the challenges of a nascent ecosystem, Admitad invested in advanced tracking technologies, including cross-device and cross-browser measurement, and offered flexible payout systems, helping attract a diverse and reliable publisher base. By 2017, the network had secured major e-commerce partnerships and was witnessing steady growth in its publisher community. 

Scaling Momentum: Growth & Market Acceleration (2018–2020)

By 2020 on its fifth anniversary, Admitad India had scaled significantly:

• 45+ employees
  
• 450+ brands onboarded
  
• 700+ affiliate programs running
  
• 68,000 publishers under the network
  

The company’s core philosophy, “Perform With a Purpose,” emphasized alignment between advertiser ROI and publisher success, creating a virtuous growth loop for all stakeholders.

The onset of the COVID-19 pandemic accelerated e-commerce adoption, and Admitad facilitated ₹ 350 crore in advertiser sales in 2020 alone, helping brands capture surging consumer demand during an unprecedented shift to digital commerce.

This period cemented Admitad’s position as a trusted performance-marketing partner for both advertisers and publishers.

Technology-Led Transformation: Modernising the Infrastructure (2021–2022)

Post-2020, Admitad India doubled down on technology to stay ahead of evolving market needs. Key innovations introduced during this phase include

• Instant Pay : enabling publishers to withdraw earnings within 24 hours
  
• Two-channel attribution : acknowledging multi-touch consumer journeys and more accurately assigning conversions
  
• Teleport : an algorithm-driven tracking and redirect solution designed for modern user behaviors
  
• Enhanced fraud prevention and cross-device measurement capabilities
  

In 2022, Admitad also inaugurated a new office in Gurugram, positioning India not just as a regional operation but as the strategic nerve center for APAC growth. 

This investment in infrastructure and reliability reaffirmed Admitad’s commitment to transparency, performance, and partner trust, critical factors in scaling up a robust partner-marketing ecosystem.

Evolving into a Full-Stack Ecosystem: Beyond Affiliate Marketing (2023–2025)

The most significant shift in Admitad’s journey has been transforming from a traditional affiliate network into a full-stack partner-marketing ecosystem combining affiliate marketing, influencer marketing, creator commerce, and mobile solutions. 

Today, the company connects 3,000+ advertisers with over 100,000 publishers, handling millions of transactions annually. Its core platforms now include:

• Takefluence : Offering scalable influencer marketing across micro, macro, and nano creators.
• Taprevo : Delivering mobile-first performance marketing solutions to tap into booming app commerce.
  
• Trendweave : A creator-commerce platform enabling storefront-led conversions, bridging content and commerce seamlessly
  

This triad maps the entire journey: from awareness (influencers) ➝ engagement (mobile & creators) ➝ conversion (commerce storefronts / affiliate mechanisms). Admitad’s long-term vision is to bring together content, commerce, and performance under one roof. 

Business Performance, Expansion & Market Trends (2024–25)

The transformation isn’t just conceptual; it’s reflected in tangible numbers. In FY 2024–25, Admitad reported robust net-revenue growth, with its new SaaS-based “Rise and Peek” plans contributing to 40% of new advertiser registrations. 

Meanwhile, network-wide transactions rose by 40%, an impressive feat in a market that’s normalizing post-pandemic. 

Admitad’s data shows strong consumer activity in 2025 especially in verticals like mother & kids and toys indicating evolving consumer behavior and the continued relevance of performance-driven marketing and creator-commerce models.

At the same time, Admitad has accelerated its regional footprint: in the past two years, the company expanded aggressively across APAC by opening new offices (e.g., Indonesia) and launching mobile-first solutions tailored to regional digital audiences. From this growing footprint, India has become the strategic command center for APAC operations.

Leadership, Culture & Industry Influence

The transformation has been driven by strong leadership and a vision that combines innovation with purpose. Under the guidance of Neha Kulwal (Managing Director, APAC & India), Admitad has not only scaled business operations but also built a culture centered on transparency, trust, and long-term partnerships.

Admitad’s influence has spread beyond just its network: the company’s participation in industry bodies, its award-winning SaaS products, and its recognition in lists like “40 Under 40” have helped shape India’s entire affiliate and performance-marketing ecosystem.

Strategic investments, including a $1.2 million injection into a couponing-solutions startup (White Label), strengthening tracking & fraud prevention, and expanding integrations through tools like Admitad Connect reflect Admitad’s forward-looking bets on growth, scalability, and partner value. 

Looking Ahead: The Next Decade of Partner Marketing

As Admitad steps into its second decade, its roadmap is ambitious and clear. The priorities:

• Further expand across APAC, leveraging India as the hub for regional growth.
  
• Deepen investments in SaaS products, automation, and fraud-prevention infrastructure to ensure scalability and reliability.
  
• Strengthen the creator-commerce ecosystem, bridging content creation, influence, and commerce through platforms like Trendweave and Takefluence.
  
• Continue fostering transparent, sustainable partnerships between brands, creators, and publishers, ensuring that performance marketing remains ROI-first, value-driven, and ethical.
  

In short, Admitad isn’t resting on its laurels. Its mission remains to merge content, commerce, and performance to build the most impactful partner-marketing network across APAC. 

Conclusion: A Decade of Reinvention, A Future of Opportunity

The story of Admitad India’s first decade isn’t just about growth in numbers. It’s about reinvention, adaptability, and a forward-looking mindset that redefines what affiliate and performance marketing mean in the digital age.

From its humble beginnings in 2015 to its current status as a full-stack partner-marketing powerhouse powering millions of transactions, running multiple next-gen platforms, and expanding across continents, Admitad has shown that reinvention isn’t optional; it’s essential.

As the company embarks on its next chapter, one thing is clear: the future of performance marketing belongs to ecosystems that combine technology, creativity, data, and most importantly, people.

Here’s to the next decade  and to building the partner-marketing world of tomorrow.