VentureNursery Angels invest in e-Commerce tool Klip.in

MUMBAI, INDIA: Angel-backed start-up accelerator, VentureNursery, has announced that its Angels have invested in Mumbai-based consumer Internet company, Smursh Ecommerce, the owners of Klip.in, a social discovery and curation tool for e-commerce.

Klip.in helps users discover unique and interesting lifestyle products across the Web, by aggregating and curating them based on their social connections and interest graph. Klip.in's steadily growing traffic indicates a high level of consumer interest for over 5,000 products curated from over 100 sites and it has a user base of nearly a thousand members, stated a release.

Smursh Ecommerce Pvt. Ltd. was founded in 2011 by Harsh Gadia and Maneesh Madambath, who have been running a media agency, Smursh Media, for the past five years.

Klip is a Season-2 graduate of VentureNursery's acceleration program that concluded in April 2013.

Commenting on the development, Gadia said, "Social media tools such as DIGG that organize content and help users discover them have been growing for the last few years. We now see a similar opportunity in e-Commerce, especially in the fashion and lifestyle product space. With more than 1,000 e-Commerce sites and millions of products being sold online, product discovery is a huge challenge that needs to be addressed."

Klip's larger agenda is to connect people with products they like, regardless of where those products are and its tool is platform independent as it is looking to tap the mobile segment, added the statement.

The funds will be used to build technical resources for product features and building initial user base.

Shravan Shroff, co-founder, VentureNursery, said, "Our Angels saw the team, their strong digital and entrepreneurial background being critical elements for building a business out of this opportunity. Additionally, VentureNursery Angels were struck by the exceptional business building capability of founding team of Klip."

Klip applies social media tool to better serve the e-shoppers, thus organizing the e-Commerce business.