Venture Nursery invests in a product discovery startup Klip.in

Angel backed startup accelerator, Venture Nursery’s angels has invested in a Mumbai-based consumer internet company Smursh Ecommerce in seed funding.Smursh Ecommerce owns Klip.in, a social discovery and curation tool for e-commerce. However, the funding amount hasn’t been disclosed.

Klip helps shoppers to discover lifestyle products online across the web by aggregating and curating them based on their social connections and interest graph. On Klip users can explore new, unique and quirky products and brands to buy or save them in their own curated collections.

Klip.in has over 5,000 products curated from over 100 websites and currently has a user base of nearly thousand members.

Shravan Shroff, Co-founder, VentureNursery said, “Our Angels saw the team, their strong digital and entrepreneurial background being critical elements for building a business out of this opportunity.” He also said that their team were struck by the exceptional business building capability of the founding team of KLIP.

Smursh Ecommerce Pvt. Ltd. was founded in 2011 by college friends Harsh Gadia and Maneesh Madambath. KLIP.in was launched for bringing their experience and insights, in managing online brands and communities, into the consumer internet space.

“Social media tools such as DIGG that organize content and help users discover them have been growing for the last few years. We now see a similar opportunity in e-Commerce, especially in the fashion and lifestyle product space.  With 1000 plus e-Commerce sites and millions of products being sold online, product discovery is a huge challenge that needs to be addressed,” said Harish gadia.

The raised funds will be used in building technical resources for product features and building initial user base.

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Klip was amongst the season-2 graduate of VentureNursery’s acceleration program. Last month Venture Nursery also invested in Interview Master.

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