Flipkart Acquires Delhi-Based Mobile Marketing Firm ‘Appiterate’ To e-Tailers New Strategy of ‘Mobile First’

On Wednesday as part of its growing strategy of bolstering mobile operations, Flipkart has announced the acquisition of Appiterate. A company that was handling a billion events per month and doing predictive analytics over the data to drive better targeting of users and led to upto 300% increase in revenue for some clients compared to un-targeted campaigns.


Indian e-commerce website’s move is aligned to company’s ‘Mobile First’ focus and strengthens Flipkart’s presence in the area of mobile technology and what size and structure of deal is not disclosed though. Appiterate is a mobile engagement and marketing automation company based out of Delhi. Appiterate started as an A/B testing product for native mobile apps later on expanded into a full-fledged mobile marketing automation platform.

Although, the company which Flipkart acquired, 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 trading of their users through push notifications and in-app messages.

Prior the acquisition, Appiterate’s mobile marketing automation platform will be integrated into the Flipkart’s mobile app. Commenting on this acquisition, Nishant Verman, Senior Director, Corporate Development-Flipkart said,

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.”


Tanuj Mendiratta, Co-founder and CEO, Appiterate said,

Flipkart has a strong focus on its mobile app for driving growth and that’s where our expertise lies. What we liked about Flipkart was the scale of their reach and their brand image among the Indian consumers. As the next phase of our journey, we are excited to join the Flipkart team and contribute to their mobile growth story.”

And in a statement it adds that the company plans to invest in and acquire other companies in this domain and help in building the mobile ecosystem in India and online marketplace as well.

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