Adani Family Office backs Nudge in two funding rounds
Nudge, a startup with 3.3 million monthly active users, has pivoted to rewards-led commerce and consumer intelligence, securing backing from the Adani Family Office and Jhaveri Credits and Capital Limited
The Adani Family Office has backed Nudge, a startup that has pivoted to rewards-led commerce and consumer intelligence, in two consecutive funding rounds. This investment is alongside other investors, including Jhaveri Credits and Capital Limited, a listed Indian company with interests in securities and investments.
Nudge, formerly known as BeBetta, has undergone a significant change in direction, shifting from a sports-led engagement and rewards business to its current focus on rewards-led commerce and consumer intelligence. The company has reported impressive user engagement, with more than 3.3 million monthly active users and 400,000 daily active users.
The startup's platform allows consumers to scan purchase receipts from various categories, such as grocery, retail, dining, and pharmacy, to earn Nudge Coins, which can be redeemed with partner brands. Nudge has over 50,000 verified bills scanned each day and has partnered with more than 200 brands. Its presence spans across over 200 Indian cities.
The funding comes at a time when advertising on e-retail platforms is on the rise, with spending reaching Rs 17,601 crore in 2025, a 55.9% increase year on year. This growth indicates a significant opportunity for startups like Nudge, which are focused on rewards-led commerce and consumer intelligence.
## Why it matters The backing of Nudge by the Adani Family Office and other investors is a significant development in the Indian startup ecosystem. It highlights the growing interest in rewards-led commerce and consumer intelligence, and the potential for startups to disrupt traditional industries. With its impressive user engagement and partnerships with major brands, Nudge is well-positioned to capitalize on this trend and drive growth in the Indian market.
The company's pivot to rewards-led commerce and consumer intelligence also underscores the evolving nature of the Indian consumer market. As consumers become increasingly digital-savvy, startups like Nudge are well-placed to provide innovative solutions that meet their changing needs and preferences. With the support of prominent investors, Nudge is likely to continue its growth trajectory and make a significant impact in the Indian startup ecosystem.
