NFX Digital, which owns and operates gamified consumer insights portal, Adytude. com, has raised $1 million (Rs. 6.6 crore) in funding led by Indian Angel Network (IAN), the country's oldest and largest angel investor group. IAN member Vikas Kuthiala was the lead investor for the transaction and will be joining the New Delhi-based company's board. With this funding, the startup will expand its footprint across the country and plans to kickstart operations in the UK by the end of the year.

It will also invest some part of the capital raised towards marketing and research, as per ET report. Previously, the startup had secured had raised about Rs 3 crore from ad film makers Prahlad Kakkar and Abhinay Singh Deo, among others.

"When we had the idea for this site, the key was whether we could build a relevant community. It wasn't easy, but now we have thousands of loyal users and the average session time on this site is 14 minutes, which is off the charts — very few sites in India have this level of involvement," Vir Kullar, Co-founder, Adytude. com said.

Founded in 2013 by noted ad-man Shivjeet Kullar and Vir Kullar, the B2B startup's primary product,, is a portal on which consumers come online to play games on a daily basis, and provide information, which is then sold to clients.

It pulls out relevant information from targeted demographics, depending on the requirements set by its clients. The company counts leading brands such as Hyundai, ShopClues and the Discovery Network among its client roster.

Image Source: ShutterStock

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