Adani Family Office backs Nudge as startup pivots to rewards-led commerce
Nudge, operated by iSocial Sports, is shifting from its earlier sports-led model towards receipt-based rewards, commerce and purchase intelligence for brands.
The Adani Family Office has invested in Nudge, the former BeBetta, as it pivots to rewards-led commerce and consumer intelligence. This comes after two rounds of funding from other Indian and Dubai-based investors. The startup has seen a significant increase in its user base, boasting over 3.3 million monthly active users and 400,000 daily active users.
Nudge has also partnered with over 200 brands and operates across more than 200 Indian cities. By allowing users to scan purchase receipts from various sectors, Nudge converts the data into valuable insights for brands, helping them track actual purchases instead of just impressions or clicks. Co-founder Meet Shah emphasizes the importance of this approach, stating that receipts offer a direct and consensual view of consumers' actual buying habits.
As Indian marketing becomes more commerce-focused, Nudge aims to connect everyday purchases with rewards, commerce, and actionable intelligence. The company plans to strengthen its purchase panel, launch paid brand-intelligence products, and expand its model to the Middle East and Southeast Asia in the next 12 to 24 months.
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