Vadodra-based Gingercrush, a licensed product customization platform startup, has raised an undisclosed amount in funding from TV Mohandas Pai’s family office. As a part of the deal, Pai will mentor the founding team and senior management to strengthen the organizational leadership and set the company up for strong and responsible growth.

Gingercrush offers an on-demand retail platform where consumers can instantly shop or customize products to fit their personal style and purchase a vast array of products. Gingercrush is also a home to thousands of digital images from brands and a community of sellers who are artists, photographers, designers and creative consumers. Consumers get to not only choose but create their own designs on their favorite lifestyle products. High-quality affordable products are made available on the site for all age-groups of consumers, for every occasion and need. Most products on Gingercrush are turned around within 24 hours.

“A big question in the future of  brand value growth is how to engage the new generation of consumers that are coming of age. Today’s consumers want to feel closer to the brands whose work they enjoy. So enabling novel methods to deepen those relationships will help drive brand loyalty and recall while improving the experience for us consumers too. I think a product customization platform like Gingercrush makes the relationship of the individual with the brand that much more intimate, and I believe this helps brands deliver new dimensions of affinity and helps the best brands to stand out”, says Pai.

Gingercrush was founded in 2015 by Rajvi Makol & Saumya Nidhi. earlier in July, the startup had raised $1 Mn funding led by Gokul Jaykrishna and Brand Capital, a division of Bennett Coleman and Company Ltd. 


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