Indian Angel Network (IAN), the country’s oldest and largest angel investor group, has led a $1-million (Rs 6.6-crore) funding round in NFX Digital, which owns and operates gamified consumer insights portal, Adytude. com.

While the terms of the investment were not disclosed, IAN member Vikas Kuthiala was the lead investor for the transaction and will be joining the New Delhi-based company’s board.

Founded in 2013 by noted ad-man Shivjeet Kullar and Vir Kullar, the B2B startup’s primary product, Adytude.com, is a portal on which consumers come online to play games on a daily basis, and provide information, which is then sold to clients.

It pulls out relevant information from targeted demographics, depending on the requirements set by its clients. The company counts leading brands such as Hyundai, ShopClues and the Discovery Network among its client roster.

“When we had the idea for this site, the key was whether we could build a relevant community. It wasn’t easy, but now we have thousands of loyal users and the average session time on this site is 14 minutes, which is off the charts — very few sites in India have this level of involvement,” Kullar told.

Prior to the latest round, it had raised about Rs 3 crore from ad film makers Prahlad Kakkar and Abhinay Singh Deo, among others.

The startup will expand its footprint across the country and plans to kickstart operations in the UK by the end of the year.

It will also invest some part of the capital raised towards marketing and research.

Source: The Economic Times