Mobile2Win India

About Mobile2Win India

Mobile2Win India Private Limited, established on September 12, 2003, in Mumbai, carved a niche in the burgeoning mobile value-added services (VAS) sector in India. The company was co-founded by Rajiv Hiranandani and Alok Kejriwal, a serial entrepreneur who had previously founded Contests2win.com. Kejriwal's journey began with creating India's first online contesting site in 1998 and then extending this model to the mobile space, first in China in 2001 and then launching Mobile2Win India in 2002.

The firm established itself by providing a suite of digital entertainment and mobile marketing solutions. Its core business revolved around offering contests, interactivity services, music, and infotainment to mobile consumers via its proprietary platform. A key element of its strategy was pioneering the television-powered SMS response format in India, famously demonstrated through the voting system for the popular show "Indian Idol" on Sony Television. This cemented its position in deploying end-to-end wireless solutions for major media outlets and over a hundred Fortune 500 clients, delivering customized mobile marketing campaigns. The business model focused on a multi-channel distribution approach, partnering with wireless carriers, handset manufacturers, and also engaging directly with consumers.

The company's growth attracted significant venture capital, securing a total of $16 million over two rounds, including a notable $15 million Series B round in 2006 led by Norwest Venture Partners and Nexus Venture Partners. Earlier investors included Softbank China, Silicon Valley Bank, and eVentures. In a significant strategic move in February 2009, Mobile2Win was acquired by the Chandigarh-based Altruist Group in an all-stock deal. This merger was driven by synergistic goals; Mobile2Win brought expertise in SMS, WAP, and mobile marketing, while Altruist specialized in voice-based VAS. The consolidation created a powerhouse in the Indian VAS market, combining Mobile2Win's established client relationships with Altruist's voice service infrastructure. Following the acquisition, Mobile2Win became a subsidiary of Altruist Group, though it continued to operate independently while leveraging the combined capabilities to offer a more comprehensive service portfolio.