One of India’s largest online marketplace Flipkart acquires Delhi based mobile engagement and marketing automation company Appiterate. Appiterate helps eCommerce companies target consumers better and increase engagement by using push notifications and in-app marketing.

Flipkart acquires Appiterate

The appiterate team will join Flipkart and their mobile app will be integrated with Flipkart mobile app for better targeting and marketing.

Appiterate, which started out as a testing platform for mobile apps had raised more than $500,000 from SAIF Partners and angel investors, including former Facebook VP Engineering & Products, Greg Badros and LimeRoad CTO Prashant Malik in 2014. Started by Tanuj Mendiratta along withAnuj Bhargva,Mayank Kumar andVarun Sharma in 2013, Appiterate delivers more than 100 million personalized messages in a month. Headquartered in Delhi, they have a sales office in US as well.

Flipkart has earlier acquired another mobile ad networkAdIQuity in March for an undisclosed amount. These acquisitions are as part of their mobile first strategy and push for more mobile based sales. Flipkart long-term vision includes that it will be a mobile only company. These acquisitions will strengthen the mobile capabilities of Flipkart as well as gives an edge over the competitors.

Flipkart which acquired Myntra last year is also planning to shut down the Myntra website to focus on the mobile app only strategy. [source: ET]

Flipkart has raised close to $2.5 billion till date and is valued more than Airbnb and Dropbox. Currently valued at $11 billion, Flipkart recently made it to the five global billion dollar startup list published byWall Street Journal and Dow Jones VentureSource.

India is to have 213 million internet users by June andIndia’s mobile app downloads are expected to grow six fold by 2015, according to a KPMG report on media and entertainment. Various industry leaders has identified that mobile app is the key to success in future. Cleartrip, an online leader in travel has recently said that their mobile traffic has surpassed the desktop for the first time and said 53% of the total traffic is generated from mobile.