Online discovery platform Smytten raises funds from Rajan Anandan

Smytten is an invitation-only lifestyle platform offering a curated discovery trial and shopping experience for premium products and services

Smytten, an online discovery platform for premium products and services, has raised an undisclosed amount from angel investor and Google vice-president and managing director (Southeast Asia and India) Rajan Anandan. Smytten will use this round of funding for enhancing user experience, product development and expanding both user and brand base.

Founded by ex-Unilever and Google executives, Siddhartha Nangia and Swagata Sarangi respectively, Smytten is an invitation-only lifestyle platform that provides its customers a curated discovery trial and shopping experience for premium products and services. Within six months of inception, Smytten has over 80 domestic and international brands on its platform. The platform addresses multiple lifestyle needs across beauty, health and wellness, lifestyle and food and beverage.

"The new flush of investment will help us focus further on product, content and seamlessly integrate technology, marketing and operations to create value for both brands and consumers," Swagata Sarangi, co-founder of Smytten, said in a statement on Monday.

In November 2015, Smytten had raised $200,000 in a seed funding round led by Rimpal Chawla, former managing director of Credit Suisse Asset Management India, and Anuj Srivastava, chief executive officer of Bengaluru-based home design service provider and curated marketplace for homeowners and designers Livspace.