Oz company launches anti-counterfeiting mobile app

A Melbourne-based startup has launched its self-named, patent-pending track and trace mobile application.

Authenticateit is offering the app to retailers and consumers who want to guard against counterfeiting.

According to Enterprise Innovation, Authenticateit founder Gennady Volchek said the tool was needed to prevent retailers and consumers from unknowingly selling and buying counterfeit goods sourced from rogue importers.

The technology enables brands to track and trace their products throughout the supply chain.

It will also allow retailers and consumers to verify the authenticity of goods considered for purchase, the report added.