CashKaro, one of the leading cashback and coupon sites in India, will expand its range of services for e-commerce after raising $10 million in Series B funding, the New Delhi-based startup announced today. The round was led by Korea Investment Partners, with participation from returning investor Kalaari Capital.
TechCrunch last covered CashKaro five years ago when it raised a $3.8 million Series A. The latest round brings the company’s total funding so far to $15 million.
Over the past five years, the company has introduced new products, including a price comparison service, and EarnKaro, a social commerce cashback app that launched about 18 months ago. Part of the Series B will be used to expand EarnKaro, which has about one million registered users. It allows social commerce sellers, or people who use social media platforms and messaging apps like WhatsApp to sell items, make extra cash by creating affiliate links to major e-commerce sites like Amazon and Flipkart. The launch of EarnKaro also allowed CashKaro to reach into smaller cities and rural areas, where shoppers often prefer to order from people whose recommendations they trust (i.e. “micro-influencers”) instead of e-commerce sites.
Founded in 2013 by husband-and-wife team Swati and Rohan Bhargava, CashKaro currently claims about five million users and has partnerships with more than 1,500 e-commerce sites, including some of the biggest players in India, like Amazon, Flipkart, Myntra and Ajio. The company monetizes by charging brands a commission for transactions made through CashKaro links. The commissions are also how CashKaro is able to give cash back to shoppers, which can be deposited into their bank accounts or redeemed as gift vouchers for Flipkart and Amazon. CashKaro’s founders say it currently processes more than one million monthly transactions.
CashKaro competes for the attention of online shoppers with a bevy of other coupon and cashback services in India. Some of its rivals include CouponDunia, GrabOn and GoPaisa.
“We are the only VC-funded cashback site in India. While capital itself is not the differentiator, it is what we have been able to do with that capital which sets us apart,” Bhargava told TechCrunch, adding that CashKaro’s cashback rates are among the highest in the market.
“Given that we now drive close to a half a billion dollars in GMV through CashKaro and EarnKaro to our partner sites, we are able to get higher commission rates from partner sites, which in turn helps us pass the most benefit to our members.”
While COVID-19 has affected e-commerce businesses around the world because of sudden changes in consumer habits, the situation in India was particularly complicated in April and May because there were containment zones throughout the country, and in some zones, deliveries of non-essential items were not allowed until May.
“COVID-19 caught us by surprise and Indian e-commerce was neither prepared to handle the surge in demand, nor did we expect so many supply side and delivery issues,” said Bhargava. “Given CashKaro works with all e-commerce sites, we saw these trends as well.”
Since June, however, sales have started to recover and is seeing growth as people continue to stay home and shop online.
“Our business is growing month on month and, in fact, the pandemic spurred our expansion into new digital categories, like education, gaming and online video streaming, which have seen exponential growth,” Bhargava added. Sales of electronics, home and kitchen items, personal care and beauty have also increased over the past few months.
At the same time, the economic impact of the pandemic has prompted more people to seek cashback offers and other money-saving deals.
“We are seeing that saving consciousness has gone up amongst online shoppers and people are finding services like CashKaro and EarnKaro more useful than ever before,” Bhargava said. “On the client side, our partners, such as Amazon, Myntra and Ajio, are also working with us more closely because they are seeing that our performance marketing model is the perfect way to scale while keeping profitability in mind amidst these tough times.”
The new round of capital will be used for CashKaro’s goal of doubling its registered member base over the next 12 months from the current 5 million. Bhargava told TechCrunch that it will expand cashback offers into categories like credit cards and education, and launch new marketing campaigns focused around events like upcoming festivals and the Indian Premier League season, which starts this weekend.
The company is also “chasing aggressive growth for EarnKaro and reaching out to more influencers, resellers, housewives and students who are our primary target market for this product,” she added. Finally, part of the Series B will be used for hiring, including leadership positions.
For Korea Investment Partners, one of the largest South Korean venture capital firms, CashKaro represents a chance to tap into India’s fast-growing e-commerce market. In a statement, managing partner Hudson Kyung-sik Ho said, “We believe this is a highly scalable opportunity and both Swati and Rohan have set it on a truly exciting growth trajectory. CashKaro and EarnKaro together have shown exceptional unit metrics and we are really excited to be a part of India’s affiliate story.”