Singapore-headquartered SilverPush acquires India’s recipe-sharing platform BetterButter

The acquisition marks SilverPush’s entry into the media content business.

Photo by Maarten van den heuvel via Unsplash

Singapore-based marketing tech company SilverPush announced the acquisition of India’s recipe sharing platform BetterButter, marking the company’s intentions to tap into the media content segment, according to a press release.

No financial details were disclosed regarding this transaction.

In an official statement, SilverPush’s CEO Hitesh Chawla said that this acquisition will allow his firm to offer better contextual opportunities for fast-moving consumer goods clients.

“By integrating the platform, we can now optimize marketing effectiveness for these companies and help them engage with their audience more directly and in real-time,” Chawla said.

SilverPush, founded in 2012, claims to help brands to maximize their audience engagement via contextual video advertising by using artificial intelligence.

The company has raised USD 7.8 million in funding so far from various investors including FreakOut, M&S Partners, and Unilazer Ventures, according to news portal Crunchbase.  The company has a presence in Singapore, India, Indonesia, Thailand, the Philippines, Vietnam, Japan, Dubai, Egypt, Tanzania, Nigeria, and South Africa.

BetterButter was founded in 2015 with the intention of making home-style recipes accessible for everyone. It has a platform that allows users to create and share their own home cooking videos. The platform claimed to have over 150,000 recipes, 750,000 app downloads and around one million monthly active users across platforms.

Before this acquisition, BetterButter was backed by Delhi-based Growx Ventures and Singapore-based M&S Partners.