Indian Venture Catalysts Leads Funding for Marketing Platform

Indian Venture Catalysts Leads Funding for Marketing Platform

Irida Interactive Pvt Ltd, which operates influencer marketing platform infused with artificial intelligence, has raised Rs 5 crore ($680,000 at current exchange rates) in a seed funding round.

The round in the Delhi-based firm has been led by startup incubator and accelerator Venture Catalysts, along with participation from angel investors including Forest Essentials managing director Samarth Bedi and Droom founder Sandeep Aggarwal.

Haptik co-founder Aakrit Vaish and Redchillies VFX chief creative officer Haresh Hingorani also took part in the seed round, said in a statement. was set up by Kunal Kishore Sinha, co-founder of public relations agency Value 360 Communications; Sagar Pushp, former head of digital media at Cheil India; and filmmaker Anshai Lal.

The company says its platform allows brands to make their influencer-focussed marketing campaigns more data and result-oriented. It offers up to 30 different parameters to quantify the reach and suitability of an influencer and allows for simpler communication between all parties using features such as analytics and progress reports.

Pushp added that’s marketing and collaboration platform would be able to help address the largely untapped network of influencers across sectors in the country.

Some segments that the startup says it is focussing on include automobile, travel, fashion, fitness, food, lifestyle, and technology. It says its platform also lets smaller influencers engage with large brands.

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