FlipKart Acquires US-Based Startup 'Appiterate'

India’s e-commerce giant Flipkart today said it has acquired mobile marketing start-up Appiterate as the eCommerce firm looks to strengthen its mobile platform. The financial details of the deal were not disclosed.

AppIterate is a Mobile Marketing Automation Platform for native mobile apps. It allows app publishers to carry out targeted in-app messaging and push campaigns, segment their users behaviorally, A/B test and iteratively optimize their designs/UX and see real time conversion metrics with our insightful analytics. This helps its customers improve their in app purchases, mobile engagement and conversion metrics.

Post this acquition, Appiterate’s mobile marketing automation platform will be integrated into Flipkart’s mobile app, which will help Indian eCommerce giant in targeting users based on their activity on the app and website.

Founded in 2013 by co-founders – Tanuj Mendiratta, Anuj Bhargva, Mayank Kumar and Varun Sharma, Appiterate has carved out a niche in the industry as being one of the most disruptive companies in its space in a short span of 1.5 years. The founding team has a strong experience in the mobile app space and has in the past built mobile apps for companies such as Microsoft, Zomato, Groupon, Sears etc.

Based out of California,US, Appiterate has raised money from institutional investors like SAIF Partners and angel investors such as Greg Badros (ex-VP of Product and Engineering at Facebook) and Prashant Malik (co-creator of Apache Cassandra).

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Founding editor at IndianWeb2, he's been writing at IndianWeb2 since 2007. Apart from blogging he had a professional career of software developer, Ux developer and search engine marketer in past. His vision of IndianWeb2 has been laid down so as to showcase, encourage and propagate Indian startups, innovation and entrepreneurship ideas.

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