Flipkart puts $4 million in EasyRewardz

NEW DELHI|BENGALURU: Flipkart has invested $4 million (about Rs 29 crore) in customer engagement and rewards platform EasyRewardz, as the Walmart-owned e-tailer makes a strong push into the offline-to-online segment, while also staving off potential rivals such as Reliance Industries.

As part of the investment, both entities will enter into a partnership to offer customer engagement solutions to merchant sellers transacting on Flipkart’s platforms.

The investment, as per EasyRewardz executives, is part of an ongoing funding round that could also see the startup raise capital from others. It counts a number of prominent startup founders, such as former PayU India senior executives Jitendra Gupta and Amrish Rau, and BharatPe CEO Ashneer Grover, as angel investors.