Companies

Affle buys Vizury’s re-targeting, push notifications biz

Rajesh Kurup Mumbai | Updated on September 09, 2018 Published on September 09, 2018

Mobile marketing company Affle India has acquired Bengaluru-based Vizury Interactive Solutions’ commerce business and brand in an undisclosed all-cash deal.

Vizury’s commerce business in engaged in re-targeting and push notifications management and customer relationship management (CRM) platforms. As part of the transaction, certain other assets and customer contracts of the Vizury business will also be transferred to Affle, sources close to the development told BusinessLine.

Affle will be also taking over all the employees of Vizury, they added.

Affle India is part of Singapore-based Affle Holdings, in which Microsoft holds a 6.48 per cent stake.

Founded in 2008, Vizury is a data-driven mobile marketing company with three business lines — push messaging, re-targeting and financial products. Its commerce business is spread out across India, Middle East and Africa (MEA) and the US, among other geographies.

The company is backed by investors such as Ascent Capital, NGP Capital and Inventus Capital Partners.

Mails sent to the companies did not elicit any response.

Earlier deals

In March, Affle (India) had acquired the ‘Markt’ platform to expand its online-to-offline (O2O) commerce business.

In June, Singapore-based Affle Holdings filed a draft red herring prospectus (DRHP) with SEBI to list its Indian unit. The IPO comprises a fresh issue of shares worth ₹90 crore and an offer for sale of up to 55 lakh equity shares by Affle Holdings.

Investment banks ICICI Securities and Nomura Financial Advisory and Securities (India) are the managers to the IPO.

According to the DRHP, Malabar India Fund and Malabar Value Fund, collectively known as Malabar Investments, had acquired a 7.83 per cent stake for ₹136 crore in Affle India ahead of the IPO.

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Published on September 09, 2018
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