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BetterButter, an Indian recipe-sharing platform, has been acquired by Silverpush, a Singapore-based marketing technology company.

Silverpush said that the acquisition will strengthen the advertising business of SilverPush by providing a deeper penetration within the advertising value chain.

Contextual video advertising prowess of SilverPush coupled with millions of recipes on BetterButter will give more opportunities to FMCG brands to effectively engage with their audiences, the company added.

Hitesh Chawla, CEO, SilverPush, said, “BetterButter’s repository of thousands of videos will allow us to offer the better and more strategic contextual opportunities for FMCG clients. By integrating the platform, we can now optimise marketing effectiveness for these companies and help them engage with their audience more directly and in real-time.”

BetterButter was founded by Niyaz Laiq and Sukhmani Bedi in 2015. It is an online recipe sharing platform designed to make home-style recipes accessible to aspiring cooks, while also providing a platform for homemakers to showcase their own recipes and videos of their favourite dishes.

With the platform’s sharing concept, users are able to send their recipes and even create studio-quality cooking videos from the comfort of their homes using the BetterButter mobile app.

“Since starting out four years ago, BetterButter has become the go-to platform for homemakers to discover and share their favourite recipes. We have a phenomenal reach across seven languages, and the support of a very strong community,” said Niyaz Laiq, Co-founder & CEO of BetterButter.

Till date, the company has over 150,000 recipes, 750,000 app downloads and approximately a million monthly active users across platforms.

The startup has also worked with several major brands such as PepsiCo, Dabur, Nestle,  and among others.

SilverPush, on the other hand, is a marketing technology company, which has helped brands to maximise their audience engagement via contextual video advertising.

With roots in India and headquartered in Singapore, the company has a global foot-print with offices across Malaysia, Indonesia, Thailand, the Philippines, Vietnam, Japan, Dubai, Egypt, Tanzania, Nigeria and South Africa.

“By aligning our synergies with SilverPush, we will be able to provide more solutions to brands for better audience engagement opportunities” said Sukhmani Bedi, Co-founder & COO of BetterButter.

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