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Tag: Shriram

  • Zepto ATOM gets personal with brands through powerful persona play

    Zepto ATOM gets personal with brands through powerful persona play

     MUMBAI: Guess who’s checking you out before you even check out? Zepto is flipping the quick commerce script with a powerful new upgrade to its brand intelligence platform, Zepto ATOM. The latest feature, ‘Consumer Persona’, promises to make your data talk and it’s fluent in insights, psychographics, and pin code-level purchase patterns.

    Think of it as a personal shopper for brands only smarter, faster, and built with data science. Whether it’s figuring out why someone didn’t add that chocolate bar to cart, when they’ll most likely return for dog food, or how diet preferences shift across Delhi vs. Dadar, Zepto’s persona engine has the answers.

    “From multi-agency guesswork to real-time decision-making, this changes the game,” said Zepto chief business officer Devender Meel. “Brands can now engage with AI-powered personas, test messaging live, and optimise their campaigns in the moment.”

    Zepto ATOM’s suite now includes:

    ●    Chat with Synthesised Personas: Marketers can interact with AI avatars that mimic real customers to pressure-test ideas and pricing.

    ●    Hyperlocal Campaign Launcher: Roll out ads based on city-level psychographics or cart behaviour in minutes.

    ●    Upcoming features: Run city-specific surveys and tap into fresh audiences via sampling campaigns.

    Zepto assures that all of this remains privacy-safe no personally identifiable information (PII) is involved. Insights are anonymised, yet razor-sharp.

    More than 100 brands, including Tata Consumer Products, Mars, Henkel, The Whole Truth, Sid’s Farm, and Bagrry’s, are already aboard. Since launch in May 2025, Zepto ATOM has logged 40,000 plus usage hours, with over 1,500 brands participating in trial phases.

    “Zepto GPT and pin code-level Geo insights have helped us pivot strategies at lightning speed,” said Shriram from Tata Consumer Products. Mensa Brands’ Ananth Narayan added, “It’s like having a crystal ball for e-commerce, but better because it’s data.”

    As the quick commerce race heats up, Zepto’s making sure brands don’t just keep up, they get ahead, one consumer insight at a time.

  • Matrix Partners India invests in Four Interactive

    Matrix Partners India invests in Four Interactive

    MUMBAI: Matrix Partners India (MPI) has invested in a mode startup Four Interactive.

    MPI claims to be India’s first consumer services risk capital fund and focuses on early to growth stage businesses in the Internet, mobile, financial services, media and entertainment, food and beverage, hospitality, healthcare, travel and leisure sectors.

    MPI co-founded by Avnish Bajaj and Rishi Navani with Matrix Partners US, strives to be the trusted partner providing risk capital to build market consumer services companies. With this investment, Rishi Navani has joined the Board of Directors of Four Interactive, informs an official release. Four interactive founded by Kiran Konduri and Shriram Adukoorie.

    Navani said, “We are excited to partner with Kiran and Shriram, who bring a diverse set of experiences and complementary skills that form a strong foundation for the company.”

    Konduri said, “In Matrix we found a partner with common values and beliefs. Our partnership is focused on building easy to use services that are at the intersection of mobile,content and the web.”

    Adukoorie said, “Internet adoption is at the cusp of an inflection point in India. At Four Interactive we have set ourselves a simple goal of making the net more useful, relevant and inclusive for Indians.”

    Kiran Konduri was previously at Microsoft and has founded two companies’ including Zephyr Software, which was acquired by Infospace. Shriram Adukoorie has been with Microsoft for the last decade and was previously country head for MSN India and South Asia. Most recently he managed Microsoft’s portal in the Asia region.