Flipkart, India’s largest online marketplace, has acquired New Delhi-based mobile engagement and marketing automation company Appiterate to strengthen its mobile technology presence. The financial terms of the deal were not disclosed. Post the acquisition, Appiterate mobile marketing automation platform will be integrated into Flipkart’s mobile app.
Appiterate was founded by Tanuj Mendiratta, Anuj Bhargva, Mayank Kumar and Varun Sharma. Appiterate started out testing products for mobile apps, which later on expanded into a full-fledged mobile marketing automation platform. The company, in the past, has helped leading e-commerce companies combine the power of mobile apps and big data to allow them to do one-on-one targeting of their users through push notifications and in-app messages.
“In a short span of 1.5 years, Appiterate has carved out a niche in the industry as being one of the most disruptive companies in its space. We are confident that their innovative platform and tech team will bring deep mobile capabilities to the table, which is a key focus area for Flipkart,” said Nishant Verman, Senior Director, Corporate Development at Flipkart.
Flipkart has been persistently looking to improve and expand its mobile app capabilities to cater to the shifting preferences on its user base. It plans to invest in and acquire other firms in this domain.