Dubai-based KCP Capital invests in digital marketing firm PivotRoots
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PivotRoots Digital Pvt. Ltd, a Mumbai-based digital marketing agency, has raised an undisclosed amount in its Series A investment round from Dubai-based advisory firm KCP Capital.

The startup will use the capital to build its proprietary tech and expand to Southeast Asia over the next 12-18 months, it said in a statement.

The startup provides data and technology-led digital marketing solutions to enterprises. Its services include strategic planning and consultation; search engine optimisation and marketing; social media, content, affiliate mobile and experimental marketing; data analytics and measurements; and app development.

Earlier this year, the startup expanded its operations to the Middle East and North Africa region.

The company was founded in 2016 by Shibu Shivanandan, Hetal Khalsa and Dhruvi Joshi. Shivanandan was the co-founder of performance marketing company Resultrix, which was acquired by Publicis Groupe; Khalsa was previously the creative head at Resultrix; and Joshi worked with Performics in the past.

The company’s clients include Amazon Prime Video, Disney, ICICI Bank, Pidilite and Swiggy.

“Our growth has been exponential over the last two years and we believe that pioneering marketing technology is the way forward in the digital hemisphere. This fundraising will help us invest in a team who will build platforms and solutions attuned to help us grow faster. This team will also work on tools automation and machine learning-based solutions to achieve our vision,” Shivanandan said.

Kamal Tayara, founder and managing partner at KCP Capital, said the PivotRoots team is “passionate” with a clear vision and a drive to grow.

KCP Capital is an advisory firm and investor focusing on assets in high-growth industries. It invests in emerging markets and also looks for impact investment opportunities. Its other direct investments include Mumzworld, JoeyCo and Gwynnie Bee.

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