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Flipkart Acquires Mobile Marketing Automation Firm Appiterate

Bangalore: India’s giant online marketplace Flipkart acquires Delhi based mobile marketing automation startup owned by DSYN Technologies Pvt. Ltd, Appiterate for an undisclosed amount. Flipkart acquired the two year-old mobile marketing firm with an aim to strengthen their foot holding the mobile segment. . As a part of the acquisition, Appiterate team will be joining the Flipkart board and their mobile marketing automation platform will be integrating into Flipkart’s mobile app, for better targeting the users based on their activity on the app and the website.

Talking about this acquisition, Nishant Verman, Senior Director, Corporate Development-Flipkart says, “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. We are really excited to have them on board.”

Incorporated in 2013 by Anuj Bhargava Mayank Kumar, Tanuj Mendiratta and Varun Sharma, the startup Appiterate started as an A/B testing visual tool for mobile app. They have built mobile apps for companies such as Microsoft, Zomato, Groupon, Sears and many more.

.Appiterate has recently raised money from 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. On the other hand, Flipkart has been ceaselessly looking to upgrade its mobile app capabilities. The company plans to invest and acquire many other companies in this field in order to help build the versatile mobile ecosystem in India.

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