SilverEdge Technologies Pvt. Ltd, which operates marketing technology platform SilverPush, said on Wednesday it has acquired recipe-sharing company BetterButter Internet Pvt. Ltd.
The acquisition marks SilverPush’s entry into the media content segment, the company said in a statement. It didn’t give any financial details.
SilverPush said it will integrate BetterButter’s recipes with its video advertising solutions to offer fast-moving consumer goods brands more leverage to engage with their audiences.
SilverPush chief executive officer Hitesh Chawla said the move will also help the company build out its supply-side efforts in relation to providing more engaging content for its clients and their audiences.
“We can now optimize marketing effectiveness for these companies and help them engage with their audience more directly and in real-time,” Chawla said.
BetterButter was founded in 2015 by Sukhmani Bedi and Niyaz Laiq. It allows users to share recipes and discover new ones from celebrity chefs and other users.
Sukhmani previously worked with the IMF, Deloitte and Phillips while Laiq was associated with Hermes PE in London and Singapore and with Lok Capital in Delhi.
BetterButter had raised an undisclosed amount in seed funding from investors led by Delhi-based Growx Ventures, an early-stage investment firm, in August 2015.
SilverPush was founded in 2012. It counts FreakOut, M&S Partners, 500 Startups and IDG Ventures (now known as Chiratae) among its investors.
In February 2014, the company raised funding from Palaash Ventures and six other investors. VCCircle reported at the time that SilverPush raised around $1 million (Rs 6.2 crore then) in that round.
The company says it leverages machine learning and artificial intelligence to help brands and advertisers connect with their customers. SilverPush has 12 offices across Asia, Africa and the United States. According to its website, it provides solutions for television, digital mediums and brand commerce.
