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CEOs of Flipkart-acquihired startups Appiterate and AdlQuity quit

Tanuj Mendiratta

Tanuj Mendiratta

The CEOs of Appiterate and AdIQuity, startups that were acquired by Flipkart earlier this year, have moved on from the country’s larger e-commerce player.

Livemint, which first reported the development quoting sources familiar with the matter, said that Appiterate co-founder Tanuj Mendiratta and AdlQuity founder Anurag Dud have exited Flipkart.

A spokesperson for Flipkart did not respond to a Techcircle.in email till the time of writing this report. Queries sent to Mendiratta and Dud were also unanswered. We will update this space when we hear from them.

Flipkart had acquired analytics and A/B testing platform Appiterate (run by Delhi and San Francisco-based DSYN Technologies Pvt Ltd) in April while mobile advertising network AdIQuity (operated by Bangalore-based AdIQuity Technologies Pvt Ltd) was bought in March.

Anurag Dud

Anurag Dud

The Livemint report said that other employees of Appiterate and AdIQuity continue to work for Flipkart.

Flipkart has seen few senior level exits in the recent past while it continues to hunt for seasoned professionals for top positions. Recently, Ravi Vora, former marketing head who was serving as chief executive officer of Flipkart’s Strategic Brands Group, moved on from the company.

Prior to that, Amod Malviya, chief technology officer of Flipkart, quit his full-time position to be a part of the company’s newly created advisory board. Sameer Nigam, who headed engineering, also resigned from the Bangalore-based Flipkart.

Meanwhile, Flipkart hired two Silicon Valley expatriates, namely Eric Lange (former vice president of Yahoo’s analytics wing) and Dan Rawson (ex- general manager at Amazon’s fulfilment business). In March, Google’s former product management executive Punit Soni joined Flipkart as chief product officer.

Flipkart-owned lifestyle e-commerce venture Myntra Designs Pvt Ltd, a company co-founded by Mukesh Bansal, appointed former Google executive Ambarish Kenghe as its senior vice president and product head.

Flipkart also appointed IT industry veteran Ravi Garikipati in a newly created position – entrepreneur in residence. In April, it roped in Hari Vasudev (Yahoo), Anand KV (Hathway) and Manish Maheshwari (txtWeb), to spearhead supply chain, customer experience and seller ecosystem verticals, respectively. Earlier, the firm had named Saikiran Krishnamurthy from McKinsey as the chief operating officer (COO) of its commerce division.

The organisation also re-jigged its top team with Sachin Bansal now looking after new initiatives and strategy. Binny Bansal is heading supply chain and logistics while Mukesh Bansal has been heading the day-to-day operations.

Appiterate was founded in January 2013 by Mendiratta, along with Anuj Bhargva (chief creative officer), Mayank Kumar (CTO) and Varun Sharma (COO). An MBA from IIM Calcutta, Mendiratta earlier founded a marketplace for bed and breakfasts (B&Bs) and guesthouses. Bhargva holds a master’s degree in graphic design and had previously run a design studio focusing on the mobile and digital space.

AdIQuity, which initially started with the now-defunct local search engine Guruji.com back in 2006, enables mobile app developers and publishers to earn revenues by leveraging their mobile inventory. It also helps ad agencies, ad networks and other media buyers acquire global mobile traffic.

The company also has features like Geo Sense, which enables mobile advertisers to select and target location-specific audience. The company tied up with Art Of Click, a Singapore-based mobile ad network, to accelerate growth in the Asia-Pacific region two years ago.

It had raised $7 million from Sequoia Capital in 2006, followed by $8 million from Sandstone Capital in 2007 (when Guruji.com was still functioning).

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