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Gingercrush, an India-based on-demand retail platform where consumers can instantly shop or customise products to fit their personal style, has raised an undisclosed sum in funding from TV Mohandas Pai, former CFO of home-grown software giant Infosys.

Pai will mentor the founding team and senior management to strengthen the organisational leadership and set the company up for strong growth, according to an official statement.

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“A big question in the future of  brand value growth is how to engage the new generation of consumers that are coming of age. Today’s consumers want to feel closer to the brands whose work they enjoy,” said Pai.

“So, enabling novel methods to deepen those relationships will help drive brand loyalty and recall while improving the experience for us consumers too. I think a product customisation platform like Gingercrush makes the relationship of the individual with the brand that much more intimate, and I believe this helps brands deliver new dimensions of affinity and helps the best brands to stand out,” he added.

Founded in January this year by Rajvi Makol and Saumya Nidhi, Gingercrush is a product customisation platform, which claims to have created a space where fashion and lifestyle have become democratised.

Consumers get to not only choose, but create their own designs on their favourite lifestyle products. High-quality affordable products are made available on the site for all age groups, for every occasion and need, according to the firm.

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Gingercrush is also a home to thousands of digital images from brands and a community of artists, photographers, designers and creative consumers who sell their work.

Pai is an active angel investor. He has invested in more than a dozen tech startups, including online media company YourStory, peer-to-peer lending platform Faircent, and vernacular language-driven exam preparation venture OnlineTyari.

He also runs a private equity fund Aarin Capital along with Manipal group scion Ranjan Pai that invests in life sciences and education startups.