New Delhi, Sept. 29 -- Sports engagement and consumer intelligence platform Nudge, media firm NKN Media, EBG Group's wellness and two other businesses, home decor brand FIG Living and AI startup Unveilr Al have secured funding in separate early-stage rounds, the companies said.

Nudge

BeBetta, operated by iSocial Sports Pvt Ltd, has rebranded itself as Nudge and raised funding from the Adani Family Office across two consecutive rounds, along with backing from Jhaveri Credits and Capital Ltd, other family offices and private investors from India and Dubai, the company said.

The startup has also announced a strategic shift from sports engagement towards rewards-led commerce and consumer intelligence, according to a company statement. Its platform allows consumers to scan purchase receipts to earn rewards, while providing enterprise clients with item-level purchase insights across online and offline retail channels.

The shift builds on the company's existing engagement model, with its receipt-based rewards system forming the basis of its consumer intelligence offering. According to the company, each verified purchase contributes to a consumer panel, enabling brands to target audiences based on verified spending behaviour rather than metrics like impressions or clicks.

The platform currently has 3.3 million monthly active users, 400,000 daily active users, and over 50,000 verified bills scanned daily across 200 Indian cities, it said.

Over the next 12 to 24 months, the company plans to launch self-serve brand intelligence products, expand the consumer panel density across India, and extend its receipt-led model to international markets, starting with the Middle East and North Africa (MENA) and Southeast Asia.

NKN Media

Dubai-headquartered NKN Media has secured a strategic investment of AED 15 million (Rs 39.2 crore) from Dhiraj Jain, founder and chairman of 1XL, who acquired a 5% stake in the company, valuing it at AED 300 million.

The company said the fresh capital will support its expansion beyond the UAE as it transitions from media distribution towards developing original media properties, international formats and strategic partnerships across India, the Middle East, and other global markets.

NKN Media is headquartered in Dubai and has a strong presence across the UAE, the UK, Singapore, Malaysia, Canada, Bahrain, India, and Sri Lanka. It partners with broadcast networks, including Republic TV, Aaj Tak, India Today, and Times Now, and also publishes SpiceRoute, the in-flight magazine of SpiceJet.

EBG Group

Maharashtra-based Arma Capital has invested Rs 10 crore ($1 million) across EBG Group's wellness, food and family businesses, marking its entry into several consumer brands under the Hyderabad-headquartered group.

The initial deployment covers Carlton Wellness Centres in Mumbai, Bengaluru and Chandigarh, alongside franchise partnerships for NATUF Cafe, Adhira & Appa Cafe, and Chhota Bheem Family Cafe.

The Rs 10 crore transaction represents the first phase of Arma Capital's broader commitment to invest over Rs 100 crore over the next five years across EBG Group's portfolio, which includes Tarzan Nature Retreat and upcoming consumer brands.

The capital will be used to support the regional expansion of EBG Group's consumer platforms across major Indian metropolitan areas, including Delhi-NCR, Mumbai, Bengaluru, Hyderabad, and Chandigarh.

FIG Living

Lighting and home decor brand FIG Living has secured an undisclosed investment from entrepreneur Aman Gupta through SailThru Ventures.

Founded in 2025 by Sushant Sharma, the company operates at an annual revenue run rate (ARR) of around Rs 12 crore and is targeting an ARR of Rs 18 crore following the upcoming festive season. The brand reports a quarterly growth rate of roughly 20% and serves a customer base of over 40,000 consumers across India.

FIG Living said its product catalog spans lighting, accent furniture, and tabletop objects, with nearly 80% of its portfolio engineered using knock-down and DIY formats to optimize logistics and reduce shipping costs. The company currently holds over 36 design patents for its in-house creations.

Unveilr Al

Unveilr Al has raised pre-seed funding of Rs 16.7 crore from Aviral Bhatnagar's AJVC.

The Mumbai-based Al search and answer engine optimization (AEO) company, founded by Sanditya Srivastava, helps brands generate qualified leads from traditional search engines and Al search platforms.

Unveilr Al combines search engine optimization (SEO) and AEO into a single search strategy. Its proprietary Al agents monitor how a brand appears across Al engines, identify buyer questions where competitors are recommended instead, and map the sources.

Published by HT Digital Content Services with permission from VC Circle.