Former Infosys Director TV Mohandas Pai has invested an undisclosed amount in Gingercrush, a licensed product customization platform startup.
The platform lets users choose a product, pick a design and customise it, according to their tastes before placing order. Gingercrush currently has a design library of 81 licensed brands including Disney, Pixar Movies, Mattel among others as well as 56 artists for customers to choose from.
Mr. Pai would join as advisor of the startup board and will mentor the founding team and senior management to strengthen the organisational leadership and set the company up for strong growth, said a statement.
“A big question in the future of brand value growth is how to engage the new generation of consumers that are coming of age. Today’s consumers want to feel closer to the brands whose work they enjoy. So enabling novel methods to deepen those relationships will help drive brand loyalty and recall, while improving the experience for us consumers too. I think a product customization platform like Gingercrush makes the relationship of the individual with the brand that much more intimate, and I believe this helps brands deliver new dimensions of affinity and helps the best brands to stand out,” Mr. Pai said in a statement.
Gingercrush CEO Rajvi Makol told The Hindu that the firm is gearing up for another fund raise in the next 15-20 days and the quantum could be $1 million or more.
The platform has 81 brands and Mr.Makol plans to expand it to 150 brands. He also said the platform has hit the 4,000 order mark this month.
Mr. Pai has invested in about a dozen young tech firms including GetActive, home services firm Zimmber and exam preparation venture OnlineTyari.com. He also runs a private equity fund Aarin Capital along with Manipal group scion Ranjan Pai that invests in life sciences startups.
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