Adani Family Office has provided financial support to Nudge, formerly known as BeBetta, as it reorients towards a rewards-based commerce model and consumer analytics collection.
The investor supported the company across two consecutive funding rounds. Furthermore, the business received backing from Jhaveri Credits and Capital Limited, an Indian company with interests in securities and investments, as well as from other family offices, alternative investment funds, and private investors from India and Dubai.
The company did not disclose the amount raised during this announcement. This funding coincides with a strategic shift. BeBetta, which initially focused on creating a sports-oriented business involving engagement and rewards, was renamed Nudge to concentrate on rewards-driven commerce and consumer analytics.
According to the company, it currently boasts over 3.3 million monthly active users, 400,000 daily active users, more than 50,000 verified scanned receipts per day, partnerships with over 200 brands, and a presence in over 200 cities across India.
Nudge allows consumers to scan purchase receipts from categories such as groceries, retail, dining out, and pharmacies to earn Nudge Coins, which can then be redeemed with partners. At the corporate client level, the company transforms receipt information into structured data at the individual item level, showing what consumers have actually purchased through both online and offline channels. This data enables brands to move beyond measuring impressions or clicks to tracking actual purchases.
Co-founder Meet Shah noted that 'receipts provide a direct and voluntarily provided view of what people are actually buying,' describing the company's new focus as an attempt to link everyday purchases with rewards, commerce, and actionable analytics.
This approach aligns with the growing trend of marketing commercialization in India. According to the dentsu Digital Advertising Report 2026, advertising on e-commerce platforms reached ₹17,601 crore in 2025, a 55.9% increase compared to the previous year, with retail media accounting for 24.6% of digital media spend. Meta and the Retailers Association of India have also highlighted the increasing importance of omnichannel shopping, where consumers move between digital searches and physical stores.
There is evidence of continued investor interest in adjacent consumption and rewards businesses. The consumer rewards platform Onpoint attracted $600,000 in July from First Cheque and Whiteboard Capital, while the women's health brand Nua raised $50 million in September.
Over the next 12–24 months, Nudge plans to focus on increasing the density of its purchase panel, launching paid products for brand analysis, and expanding its receipt-based model into the MENA and Southeast Asian markets. A broader goal is to create a consumer analytics platform for the Global South, based in India. Nudge states that its consumer data is collected with explicit consent and used in aggregated and de-identified form.