SilverEdge Technologies, which operates the marketing technology platform SilverPush, has acquired Delhi-based food and recipe discovery platform BetterButter.
The investment will strengthen SilverPush’s advertising business, the company said in a statement. It did not disclose the financial details of the deal.
BetterButter is an online recipe-sharing platform designed to make home-style recipes accessible to home cooks. The platform also helps homemakers make and share videos.
“BetterButter’s repository of thousands of videos will allow us to offer better and more strategic contextual opportunities for fast moving consumer goods clients. By integrating the platform, we can now optimise marketing effectiveness for these companies and help them engage with their audience more directly and in real-time,” said Hitesh Chawla, chief executive officer, SilverPush.
BetterButter, founded in 2015 by Niyaz Laiq and Sukhmani Bedi, claims to have over 150,000 recipes on its platform.
The app has reportedly been downloaded by over 750,000 users and has approximately one million monthly active users across platforms.
The company says it has worked with several major brands such as PepsiCo, Dabur, Nestle, Hershey’s, Veeba and Creambell.
“By aligning our synergies with SilverPush, we will be able to provide more solutions to brands for better audience engagement opportunities,” said Bedi, co-founder and chief operating officer, BetterButter.