VentureNursery invests in social discovery platform for eCommerce,


VentureNursery recently invested in Mumbai-based consumer internet company Smursh Ecommerce, the owners of, a social discovery and curation tool for e-commerce. helps users discover lifestyle products across the web by aggregating and curating them based on their social connections and interest graph. The site has over 5000 products curated from over 100 sites and has a user base of nearly a thousand members.Smursh Ecommerce was founded in 2011 by college friends Harsh Gadia and Maneesh Madambath. The duo, have been running a media agency, Smursh Media, for the past five years. With Klip, they intend to bring their experience and insights in managing online brands and communities into the consumer internet space. Klip is a Season-2 graduate of VentureNursery’s acceleration program that concluded in April 2013.

Talking about the investment, Harsh said: “Social media tools such as DIGG that organize content and help users discover them have been growing for the last few years. We now see a similar opportunity in e-Commerce, especially in the fashion and lifestyle product space. With 1000 plus eCommerce sites and millions of products being sold online, product discovery is a huge challenge that needs to be addressed.”

Klip’s larger agenda is to connect people with products they like, regardless of where those products are.’s tool is platform independent as it is looking to tap the mobile segment. The funds will be used to build technical resources for product features and building initial user base.