Browntape Raises Fresh Investment to Expand its OmniChannel Retail Solutions
3rd March 2021: www.browntape.com, a leading e-commerce supply-chain integrator in India, has raised a fresh round of funding, from PE fund Marathon-Edge-backed Ginni Systems, to drive growth. Ginni Systems, the maker of Ginesys, is a leading provider of ERP & POS solutions in India.
Browntape’s software streamlines backend processes for online retail brands & online sellers to manage their inventory and orders across various ecommerce marketplaces & sites such as Amazon, Flipkart, Myntra, Magento, and Shopify. Browntape integrates 30+ such platforms from a single panel. Orders can be fulfilled from multiple offline locations of a brand across warehouses and stores too. All in all, it is an end-to-end e-commerce supply chain solution. The company has also developed a forte for customized ERP + ecommerce integration solutions for large enterprises.
Browntape Technologies Private Limited, founded in 2012 by Gurpreet Singh and Piyush Goel, has previously raised funds from angels and institutional funds including GSF Accelerator, Krishnan Ganesh, Seedfund and Gati Ltd. among others. The start-up, which has been cashflow positive for the past three years, enables sales of over Rs 100 Cr every month through its SaaS-based order and inventory management system.
Commenting on the development, Gurpreet Singh, Co-Founder & CEO, Browntape said, “The pandemic has given a tremendous push to digital and online commerce in the last year. Many retail brands are considering digital retail to be critical for business continuity and a key piece of their future growth strategy. Browntape enables offline players or digital native brands to quickly offer their products across online channels in a simple and cost-effective manner. We are delighted to welcome Ginni Systems with Marathon-Edge backing on board; the capital will help us grow our offering and serve our customers better.”
“The simplicity and ease of use of our system has been a key differentiator for us. Our customers want to go online quickly, manage a single view of inventory across multiple marketplaces/websites, and fulfill seamlessly. We have recently added wellness marketplaces 1mg and Netmeds, social-commerce marketplace Meesho, FMCG marketplace Grofers, and are working to add more marketplaces for an even broader coverage across retail categories. Increasingly artificial intelligence is playing a greater role in retail and we are working to build AI-powered insights and processes for sellers that will help them grow their businesses more efficiently”, said co-founder & Product Head Piyush Goel.
Browntape.com enables syncing of offline inventory of a brand, stored across various locations (retail stores and warehouses) to their online channels. This ensures that orders generated via online channels can be serviced from any offline location dynamically. Brands can define the formula for fulfillment – whether based on availability, proximity to the buyer, or other criteria.
Browntape powers digital retail for some of India’s largest brands such as Tata Croma, Future Group, Zivame, Tupperware, Catwalk, D’Decor, IFB, Welspun and others across categories including fashion, lifestyle, home decor, electronics, footwear, bags, sunglasses, etc.
Marathon Edge is a private equity investor in the technology and consumer sectors, with a typical ticket size of $5-10 Million. Nikhil Raghavan, partner, from Marathon Edge, will be joining Browntape’s board. On Browntape, Mr. Raghavan said, “Piyush and Gurpreet are pioneers in building a multi-channel order management system. COVID has shown that this is a business model that is critical to any brand or retailer wanting to sell through their own website and marketplaces – and to manage the complexity involved.”
About Browntape Technologies Pvt. Ltd.
Browntape Technologies Ltd. is a leading e-commerce supply-chain aggregator, based in India. Founded in 2012, the company has been a first mover in the e-commerce aggregation space. Its signature solution – the Browntape Software, is offered as a SaaS to clients which range from small-scale e-commerce businesses to large-scale enterprises (with offline & online presence). The company also offers customized ERP integrations for the latter and runs a successful e-commerce account management service vertical too. Operated by a team of e-commerce experts, the account management services include everything from onboarding onto new marketplaces, listing, daily management of inventory & orders, marketplace marketing, remittance reporting & more.
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