Eyeing the increasingly wealthy and culturally anchored Indian diaspora, Wavemaker Partners-backed Vama.app is set to launch in the US, the UK, and Canada during the April-June quarter. Cofounder Manu Jain said the app plans to expand later into the Middle East and Southeast Asian markets.
Meanwhile, Elevation Capital-backed AppsForBharat, the parent company of Sri Mandir, is currently catering to devotees in more than five international markets, including the UK, Australia, Canada, and the UAE. Over the next year, the Bengaluru-based company plans to expand into regions with large NRI populations – Singapore, Malaysia, South Africa, and the richer neighbourhoods of Europe.
“The Maha Kumbh has been a catalyst for apps like ours. People have either visited in person, or those who couldn’t wanted to stay updated on what’s happening there,” Jain told ET. “They want live streams, they want to listen to Kathas, and anyone who has attended would like to stay re-engaged with the experience.”
Vama.app, which saw a 22% growth in overall users during the Kumbh, expects to reach the Rs 100 crore revenue mark in the next 12 to 18 months.
“I believe 25% of the Rs 100 crore in my business plan will come from international users,” said Jain.
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The platform’s target markets, Jain said, have the largest Indian diaspora and strong purchasing power.The six-week-long Mahakumbh, which concluded on February 26, attracted numerous Hindu devotees from across the world, boosting patronage for these digital platforms.
Sri Mandir saw nearly 20,000 devotees from across the world participate in various poojas, with a significant rise in engagement from international users.
Faith sans borders
“Devotion is not bound by geography, and for millions of Hindus living abroad, Sri Mandir serves as a bridge to their devotional roots,” said Prashant Sachan, founder of Peak XV Partners and Elevation Capital-backed AppsForBharat, the parent company of Sri Mandir.
Sachan said the proposed expansion beyond home allows devotees to stay connected to their spiritual roots even in an alien setting.
“By expanding our services globally, we are ensuring that distance is never a barrier to devotion, allowing devotees across the world to stay connected with their faith anytime, anywhere,” Sachan said. “Our expansion plan focuses first on introducing more region-specific pujas and offerings that cater to the devotional practices of the diaspora. Second, we aim to strengthen logistics and partnerships to ensure seamless global ecommerce deliveries of prasad, jal, and ritual items.”
Titan Capital-backed devotional platform, DevDham (formerly DevDarshan), also saw a 50% month-over-month revenue growth during the Mahakumbh. The platform already has a user base in the US, the UK, and the UAE. According to DevDham cofounder Pranav Kapoor, these markets contribute 20% to the platform’s overall revenue.
Platforms in this space have experienced rapid growth, attracting significant investments from venture capital firms in recent months. They have been capitalising on various religious events to expand their user base and drive growth.
On January 30, Utsav raised Rs 6.35 crore in a funding round led by Mumbai-based venture capital fund Equanimity Investments, with participation from existing investor India Quotient.
The Kolkata-based company is expanding its operations both within India and internationally. Utsav also plans to roll out its ecommerce services in the coming months.
“This process, where a puja can be offered in my name even if I’m not present, and prasad can be received on my behalf, has existed for a long time,” said Ankita De, cofounder of Utsav. “However, what people probably missed was a trusted partner to provide these services.”
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