Nudge, formerly known as BeBetta, has raised funding led by the Adani Family Office as the company pivots from its sports-led engagement business to an AI-native commerce and consumer intelligence platform.

The Adani Family Office, the company’s first institutional investor, has funded it in two consecutive rounds and is supported by Jhaveri Credits and Capital Limited, along with various family offices and private investors from India and Dubai.

The Bengaluru-based company, operated by iSocial Sports Private Limited, did not disclose the investment size or its valuation, citing the investor’s private investment protocol, Meet Shah, co-founder and CEO of Nudge, told ANDEntrepreneur.

The fresh capital will be used to expand the company’s technology, data science capabilities and brand and merchant partnerships. Nudge is also developing a WhatsApp-based ‘Nudge Agent’, which will allow users to capture, track and act on their purchases without installing an app.

According to the company, Nudge currently has more than 3.3 million monthly active users, 400,000 daily active users, and more than 20 million lifetime installs. Its platform is present across more than 200 Indian cities and has 500-plus brand partners. Users scan purchase receipts across categories including grocery, retail, dining, pharmacy, and online shopping to earn rewards that can be redeemed with partner brands.

For brands, the company is building a consumer intelligence layer around verified purchase data. It converts receipts into structured, item-level insights across online and offline channels, allowing companies to understand what consumers actually buy rather than relying primarily on impressions, clicks, or other intent signals.

“BeBetta gave us the opportunity to understand how to build daily consumer engagement at scale. With Nudge, we are applying that capability to a much larger opportunity, connecting everyday consumer purchases with rewards, commerce and actionable intelligence for brands,” Shah said.

Shah said receipts provide ‘a direct and consented view’ of consumer purchases across online and offline channels, with the company now focused on building infrastructure to make that information useful for consumers and brands.

Nudge plans to introduce paid brand dashboards, outcome-priced campaign tools and intelligence products based on aggregated and de-identified purchase patterns.

Over the next 12-24 months, it aims to increase its consumer panel across cities and spending categories while expanding into MENA and Southeast Asia.