Mixed Reality Startup Flam Nets $14 Mn From RTP Global, Others

Mixed reality startup Flam has secured $14 Mn (around INR 119 Cr) in a Series A funding round led by RTP Global, along with participation from Dovetail and a host of existing investors.

Flam cofounder and chief executive, Shourya Agarwal, told Inc42, “We are totally going to use these funds for scaling up in the US market. We are pretty good with our position in the India market at this point as we have started monetising here almost a year back.”

“Even as we look to double down on the Indian region, we are now directing our focus majorly on the US market and markets outside of India. Also, we are investing a significant chunk on research and development, as well as product scaling too,” Agarwal added.

Founded in 2021 by Agarwal, Malhar Patil and Amit Gaiki, Flam works to engage its audience by offering mixed reality brand experience in minutes through a simple link on social media, websites or even offline channels as QR codes.

Agarwal mentioned that more than 100 large tech and ecommerce brands, including Google, Samsung, LG and Flipkart have started leveraging Flam’s infra.

The startup counts Britannia, Netflix, Wargaming, AJIO and WPP among its brands portfolio.

Prior to this round, Flam claims to have raised close to $8.5 Mn in total funding, since its inception. It is backed by Turbostart, Twin Ventures, Alphatron Capital, Inventus Capital Partners, SVQ, and 100Unicorns (rebranded from 9Unicorns), among others.

The development comes at a time when the concept of mixed reality is gaining traction as D2C and ecommerce players are interested in augmented reality (AR) and extended reality (XR) to market their products and engage their audiences.

Meanwhile, US-based spatial computing company Omnia bought Silicon Valley-funded AR social commerce startup SpotKwik, where Omnia will build on top of SpotKwik’s tech stack and integrate its technological solution within its ecosystem.