Nudge, formerly known as BeBetta, has raised fresh funding led by the Adani Family Office as the company transitions from a sports-focused engagement business into an AI-native commerce and consumer intelligence platform.
The Adani Family Office, which serves as Nudge’s first institutional investor, has participated in two consecutive funding rounds. Jhaveri Credits and Capital Limited, along with several family offices and private investors from India and Dubai, also participated in the funding.
However, Bengaluru-based Nudge, operated by iSocial Sports Private Limited, has not disclosed the funding amount or its valuation, citing the investor’s private investment protocol. Meet Shah, co-founder and CEO of Nudge, said the company will use the new capital to strengthen its technology and data science capabilities while expanding its brand and merchant partnerships.
Meanwhile, Nudge is developing a WhatsApp-based ‘Nudge Agent’ that will enable consumers to capture, track, and manage their purchases without downloading an app. The company currently has more than 3.3 million monthly active users, 400,000 daily active users, and over 20 million lifetime installs. Furthermore, Nudge operates across more than 200 Indian cities and works with over 500 brand partners.
The platform allows users to scan purchase receipts from categories such as grocery, retail, dining, pharmacy, and online shopping. In return, users earn rewards that they can redeem through participating brands.
At the same time, Nudge is developing a consumer intelligence layer for brands using verified purchase data. The company converts receipts into structured, item-level insights from online and offline purchases. As a result, brands can gain a clearer understanding of actual consumer buying behaviour instead of relying mainly on impressions, clicks, and other intent-based signals.
“BeBetta gave us the opportunity to understand how to build daily consumer engagement at scale. With Nudge, we are applying that capability to a much larger opportunity, connecting everyday consumer purchases with rewards, commerce, and actionable intelligence for brands,” Shah said.
Shah also said receipts provide ‘a direct and consented view’ of consumer purchases across online and offline channels. Therefore, Nudge is now building the infrastructure required to turn this purchase data into useful products for both consumers and brands.
Going forward, Nudge plans to launch paid brand dashboards, outcome-priced campaign solutions, and intelligence products that use aggregated and de-identified purchase patterns. These offerings will help brands analyse consumer behaviour and make more data-driven decisions.
Over the next 12 to 24 months, the company plans to expand its consumer panel across additional cities and spending categories. In addition, Nudge intends to enter the MENA and Southeast Asian markets as it scales its AI-powered commerce and consumer intelligence platform.
