nitin mathur e1537937950635

91mobiles.com, India’s largest smartphone discovery platform, today announced that it has acquired a majority stake in Pricebaba.com, a 500 Startups-funded company. With this, 91Digital Web Pvt Ltd, the parent company of 91mobiles, now operates three websites in the gadgets vertical – 91mobiles.com, KillerFeatures.com and Pricebaba.com, with a combined reach of 30 mn visits per month.

Pricebaba.com, which currently serves 5 mn users per month, will continue to run as a separate property focused on helping electronics buyers make their purchase decisions. While 91mobiles will remain focused on smartphone enthusiasts and buyers, Pricebaba shall cater to people looking to buy any electronics product, including TVs, washing machines, ACs and refrigerators, in addition to smartphones.

91mobiles intends to scale Pricebaba.com as a site that caters to the growing regional language audience that may be new to digital. Towards this, 91mobiles will invest $500k in upgrading the Pricebaba platform to deliver content in over 10 local languages, including text, video, as well as bandwidth-friendly audio content, making it easy for first-time online buyers to make their purchase decision.


Pricebaba investors, including California-based 500 Startups, will exit the venture as a part of this deal. Annkur P Agarwal, Co-founder of Pricebaba, will move to an advisory role.

Launched in May 2012, Pricebaba pioneered the research online, purchase offline market in India with its location-based search engine. Over the years, Pricebaba has developed into an end-to-end research platform for choosing & buying consumer electronics in India. Pricebaba currently serves over 5 million users a month.

Nitin Mathur, Co-founder of 91mobiles.com commented on the acquisition, “Over the years, 91mobiles.com has emerged as the go-to platform for consumers who are looking to buy a smartphone. While smartphones remain the largest electronics category online, we are now seeing sharp growth in the number of people researching online before purchasing appliances and electronics other than smartphones as well. We will leverage our abilities in technology and content to help Pricebaba.com cater to a growing share of this audience. With this acquisition, 91mobiles and our group sites will serve the largest in-market audience in the consumer electronics category, next to the big e-commerce sites.

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Also Read – The Story of 91Mobiles, India’s Largest Gadget Research Site

“The Pricebaba team and I are extremely excited to be a part of 91mobiles. Over the years, 91mobiles founders have built a fantastic business model and share the same partnership mindset as Pricebaba. Under the leadership of 91mobiles, Pricebaba will cater to the growing number of consumers who are now researching online for buying electronic appliances. Additionally, with this partnership, our focus will also be on developing solutions and content to help people who may be shopping online for the first time for appliances, in making their purchase decision,” said Annkur P Agarwal, Co-Founder of Pricebaba.

91mobiles.com, which was launched in 2012, is the largest gadget website in India, focused on smartphones. It provides information & interactive tools to help people decide which phone to buy and where to buy it from. 91mobiles is visited by over 20 million gadget enthusiasts every month, and ranks among the top 200 websites in India. 91mobiles has a team of 70 people based out of Gurgaon (HO) and Chennai. It works with most of the leading electronics & telecom brands (Samsung, Nokia, Oppo, Vivo, etc.), as well as leading e-tailers (Amazon, Flipkart, PayTM, TataCliq etc.), to provide them with innovative ways to reach 91mobiles’ gadget enthusiast community, to promote their products & offers.

[Top Image – Nitin Mathur – Co-Founder, 91Mobiles]

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