Media-tech startup ZAPR has raised an undisclosed amount of funding led by Flipkart with participation from Saavn, Micromax and Mu Sigma’s Dhiraj Rajaram. Existing investors Dinesh Agarwal, Samir Bangara, Sanjay Nath and Arihant Patni also contributed to this round.
As per the company, the freshly raised capital will be used to expand its product range. Currently, the company can only track users watching live TV, but it has plans to expand its range.
ZAPR partners with app and publishing companies to incorporate its code in their mobile applications. Then, through the use of a technology it calls ‘frequency fingerprinting’ the company figure out which TV channel is being watched at a given time. Further, it also plans to increase the strength of its team from 25 at present to 50 by the end of the year.
The company was founded by Sandipan Mondal and Deepak Baid. Commenting on the development, Mondal said, “2016 is going to be a busy year. We are looking at expanding our abilities to tracking radio and even movies in a theatre.” Adding to the matter, Baid stated that the company is also exploring international markets and is in some discussions with partners but that the company would remain focused on the India opportunity this year.
“We are working with brands to help them understand how their advertisement did, versus a competitor’s advertisement. We could help a music streaming app, or a content streaming app understand what a user is watching or listening on TV and radio and help them customise their suggestions. We have use cases but we aren’t ready to talk about customers,” said Mondal.
ZAPR’s clientèle includes GroupM, TV channel, chat app Nimbuzz, carmaker Maruti Suzuki, market research firm IMRB International and Nielsen, FMCG company ITC, and agency Starcom Mediavest Group.