91mobiles acquires Pricebaba’s majority stake to cater regional users


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91mobiles, a Gurugram-based smartphone discovery platform has acquired a majority stake in gadget research and price comparison platform, Pricebaba. Pricebaba is funded by 500 Startups. The details of the acquisition are undisclosed. As a part of the deal, 500 Startups plans to exit the venture and Ankur P Agarwal, the current co-founder of Pricebaba will shift to an advisory role.

91mobiles will scale up the Pricebaba platform to cater its growing regional language users. 91mobiles has plans to invest $500,000 to offer content in more than 10 regional languages. The company provides content including text, video and audio and is set up to leverage the growth opportunities in India.

Talking about the acquisition, Nitin Mathur, Co-founder of 91mobiles, said, “While smartphones remain the largest electronics category online, we are now seeing sharp growth in the number of people researching online before purchasing appliances and electronics other than smartphones as well. We will leverage our abilities in technology and content to help Pricebaba.com cater to a growing share of this audience.”

Founded by Ankur Agarwal in 2012, Pricebaba offers users a platform to research, analyze and compare gadgets which enhances their buying experience. With a current user base of 5 million, Pricebaba helps users to make buying decisions for a large segment of electronics gadgets including smartphones, TVs, AC, washing machine and refrigerators.

Bharanidharan Viswanathan and Nitin Mathur founded 91mobiles in 2012 to provide comprehensive reviews of smartphones to help users decide which phone to buy. The parent company of 91mobiles, 91Digital Web Private Limited, currently owns three sites in the tech vertical including 91mobiles.com, Pricebaba.com, and KillerFeatures.com with a combined monthly viewership of 30 million active users.

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