Nudge, a Bengaluru-based consumer intelligence platform formerly known as BeBetta, has secured fresh backing from the Adani Family Office as it pivots toward an AI-native commerce and consumer intelligence model. The investment was made across two consecutive rounds and includes participation from Jhaveri Credits and Capital Limited, other family offices, alternative investment funds, and private investors from India and Dubai. The company has not disclosed the total amount raised, citing private investment protocols.
Strategic Rebrand and Platform Pivot
The company originally operated as BeBetta, building a sports-led engagement and rewards business. It has now rebranded as Nudge to focus on receipt-based rewards, commerce, and consumer intelligence. Meet Shah, co-founder and CEO, said the earlier business helped the team understand daily consumer engagement at scale, and the new model applies that capability to a larger commercial opportunity.
Investor Backing and Capital Deployment
The Adani Family Office is the company's first institutional investor and has participated in two consecutive funding rounds. Jhaveri Credits and Capital Limited, a listed Indian company, has also backed the business alongside other investors. The fresh capital will be used to expand technology, data science capabilities, and brand and merchant partnerships, as well as to develop a WhatsApp-based Nudge Agent that lets users track purchases without an app.
Scale and Consumer Engagement
Nudge reports more than 3.3 million monthly active users, 400,000 daily active users, and over 20 million lifetime installs. The platform is present across more than 200 Indian cities and works with more than 200 brand partners. Users scan purchase receipts from grocery, retail, dining, pharmacy, and online shopping to earn Nudge Coins, which can be redeemed with partner brands.
From Receipt Data to Purchase Intelligence
On the enterprise side, Nudge converts scanned receipts into structured, item-level data that shows what consumers actually bought across online and offline channels. The company says this provides a direct and consented view of purchase behavior, helping brands measure actual transactions instead of relying only on impressions or clicks. Shah described receipts as a valuable source of consented purchase data that connects everyday buying with rewards, commerce, and actionable intelligence.
Market Tailwinds for Commerce-Led Marketing
Indian marketing is becoming increasingly commerce-led. Advertising on e-retail platforms reached ₹17,601 crore in 2025, up 55.9% year on year, according to the dentsu Digital Advertising Report 2026. Retail media accounted for 24.6% of digital media spending, while Meta and the Retailers Association of India have highlighted the growing importance of omnichannel shopping.
Privacy, Monetization, and Expansion
Nudge says consumer data is collected with explicit consent and used in aggregated and de-identified form. The company plans to introduce paid brand dashboards, outcome-priced campaign tools, and intelligence products based on aggregated purchase patterns. Over the next 12 to 24 months, it aims to increase its consumer panel density, launch paid intelligence products, and expand its receipt-based model into MENA and Southeast Asia.
The backing from the Adani Family Office signals confidence in Nudge's shift from engagement-led rewards to a broader consumer intelligence play. With large-scale receipt scanning, rising retail media spending, and a planned international expansion, Nudge is positioning itself as an India-built platform for purchase behavior in the Global South. Its ability to convert consented receipt data into measurable brand insights will be central to its next phase of growth.