Myntra acquires tech startup Cubeit..


New Delhi: Fashion e-tailer Myntra has acquired Cubeit, a tech start-up focused on content aggregation on mobile for an undisclosed amount. This latest deal marks Myntra’s third technology led acquisition. Last year, Myntra had a similar acquisition when it acqui-hired Native5, a Bangalore based mobile App development platform. Prior to that it bough Fitiquette, a US-based technology solution which offers a virtual fitting room, in April, 2013.

Myntra did not disclose the cost of acquiring Cubeit, which allows users to search for content on mobile apps delivers them as easy to read cards. But both Flipkart and Cubeit have common investors in Accel Partners. Cubeit builds mobile application which allow users to aggregate content from anywhere, organize, view and share the same from a given location. The company has developed an interactive mobile application that allows a user to access to multiple apps depending on the need, through a smart interface and allowing the same to be shared with individuals or groups as a 'cube', it said in a statement.

Cubeit founders Sarthak Jain, Nithinkumar Gadiparthi and Prathamesh Juvatkar will join Myntra as employees. "Technology is at the core of our operations and we are looking at leveraging it to further enhance customer experience through social and community interactions on our platforms. We have always been on the lookout for quality talent and the Cubeit team brings with it the expertise and experience to help strengthen our offerings," said Shamik Sharma, chief product and technology officer at Myntra.