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Dr Apoorv Ranjan Sharma, Founder, VCats

Indian incubator and accelerator Venture Catalysts (VCats) has invested $500k  in AI (artificial startup) Instoried that helps brands predict the emotional impact of their content upon their customers’ minds. Instoried’s tool helps brands to strategize, execute and deliver world-class content using predictive analysis to increase customer engagement in real-time.

The B2B SaaS-based startup, founded by ex-Musigma content specialist Sharmin Ali and NLP specialist Sutanshu Raj, an alumnus of Tampere University of Technology, provides end-to-end solutions to content marketers, helping them target a particular emotions based on its identification of the brand’s emotional quotient.

Instoried has launched a web app and sells licences of the tool for multiple language users. It is currently available in English and Hindi.

Dr Apoorv Ranjan Sharma, President & Co-Founder, Venture Catalysts said, “VCats always strives to identify and support startups with cutting-edge ideas across industries. With a total addressable market size of $300 billion, the deep tech market for content holds great potential. A big advantage we see is their focus on the emotional aspect of vernacular languages, which will be a key differentiator especially in a country like India that has the world’s most diverse linguistic landscape.”

VCats’ investment in Instoried is in-line with its recent streak of investing in tech-driven platforms that are vernacular-focused in their approach. With the large-scale penetration of the internet, the next generation of smartphone users will emerge predominantly from Tier 2, 3 and 4 cities in India. This is likely to open up a huge market for vernacular platforms, owing to this user segment’s inclination towards their local languages, Sharma added.

Sharmin Ali, Co-founder and CEO, Instoried said, “This is the best time to build a product that not only analyses vernacular content but also gives smart recommendations to make it emotionally engaging. We already have the product live in English. Now we aim to target the next billion internet users in India by going vernacular. We want to utilise these funds to expand into multiple languages and reach a global audience.”

by Priyanka Pani
Senior Regional Correspondent, Middle East and Asia