Flipkart acquires Appiterate to strengthen its mobile platform

BANGALORE, INDIA: Flipkart had recently announced of shutting its website and its  move to only- app within a year. Making the right move, the company has now acquired Appiterate, a mobile engagement and marketing automation company based out of Delhi. The amount of the acquisition was not disclosed.

Flipkart will inevitably benefit from this buy as Appiterate helps e-commerce companies target consumers better with notifications and in app messages.

Nishant Verman, senior director, Corporate Development-Flipkart said: "Their innovative platform and tech team will bring deep mobile capabilities to the table which is a key focus area for Flipkart."

Tanuj Mendiratta, co-founder and CEO, said, "The Appiterate team will join Flipkart, said , Appiterate. Appiterate's mobile marketing automation platform will be integrated into Flipkart's mobile app for better targeting."

Founded by Tanuj Mendiratta, Anuj Bhargva, Mayank Kumar and Varun Sharma, Appiterate, which started out as a testing platform for mobile apps had raised more than $500,000 from SAIF Partners & angel investors in 2014. Although the company has initially started out with A/B testing tool for mobiles, the founding team has an expertise in developing mobile apps  and has built mobile apps for Microsoft, Zomato, Groupon, Sears etc.