RPSG Group’s Firstsource Solutions acquires UK-based Ascensos

RP-Sanjiv Goenka Group-led Firstsource Solutions, a leading business process services provider, has announced the acquisition of UK-based customer experience outsourcing firm Ascensos. This acquisition strengthens Firstsource's expansion into the retail sector, enhancing its nearshore and multilingual capabilities.

Ascensos will continue to operate as a separate business unit under Firstsource Solutions, retaining its brand identity and Scottish headquarters. The company will leverage Firstsource’s technological expertise and skilled workforce to enhance its services for the retail industry.

“Ascensos will operate as a separate business unit within Firstsource while using the combined company’s technological capabilities and expert employees to serve the retail industry better. John Devlin will remain as CEO, guaranteeing continuity for Ascensos clients,” the press release said.

“This acquisition is aligned with the strategic capabilities Firstsource has been pursuing toward growth and expansion. We’re thrilled about the potential that Ascensos’s extensive retail knowledge, Firstsource’s advanced technology, and the RPSG Group’s deep expertise bring together. Retail and CPG BPO Market is a $28 billion market globally,” says Dr. Sanjiv Goenka, Chairman of RPSG Group and Firstsource Solutions.

He added that the acquisition will benefit current clients and open new opportunities in the growing retail sector for Firstsource.

“I am delighted that we’re joining the Firstsource family, the combined strengths of the businesses are entirely complementary with barely any overlap either geographically or in our concentration on retail and B2C,” says John Devlin, CEO of Ascensos.

“Both Ascensos and Firstsource have enviable reputations for delivering world-class customer experience for blue-chip brands – we look forward to growing our global solutions together,” Devlin added.

Retail and eCommerce brands have been at the forefront of customer experience (CX) innovation. The combined companies will focus on simplifying complex customer journeys and integrating front, middle, and back-office operations across digital and physical channels.

“With this acquisition, Firstsource capitalizes on its CX leadership, making inroads into the retail sector and helping brands embrace the next wave of digital innovation,” the release added.

Firstsource Solutions plans to strengthen its capabilities in the retail and eCommerce sectors by integrating Ascensos' deep domain knowledge in retail, combined with Firstsource's technological strength and global reach. The collaboration also aligns with the retail heritage of the RPSG Group, which owns thriving brands like Spencer’s, Nature’s Basket, and Quest.

This partnership plans to improve operational efficiencies, with Firstsource's farshore delivery capabilities now complemented by Ascensos' nearshore delivery centres in Romania, South Africa, and Trinidad & Tobago. The integration will broaden execution opportunities, strengthen multilingual capabilities, and offer advanced technological solutions, including AI, analytics, and automation.

Firstsource recently expanded its operations into Australia and New Zealand, with plans to create over 400 local jobs over the next five years. Additionally, the company announced a partnership with Microsoft, gaining access to Azure’s suite of technologies, including Azure OpenAI Service, Azure AI Search, and Azure AI-Language.

Shares of the company have surged 132% from their year-low in October last year to a high of ₹343.9 in August this year. The stock closed at ₹315.40 on Monday, marking a 1.32% increase from the previous day’s close of ₹311.30. The company’s m-cap stood at ₹21,983.09 crore as of Monday.